Web developers spend a lot of time making websites load faster to improve the user experience.
In the past, Google gave higher rankings to websites that loaded quickly. But does page speed still matter for SEO today? And if it does, how important is it?
In this chapter, we’ll break down the connection between page speed and SEO to see how much it still affects rankings.
The Claim: Page Speed Helps SEO Rankings
People believe that faster pages rank higher on Google. This idea comes from Google’s focus on user experience—since users prefer fast-loading sites, it makes sense that Google would reward them.
Google even has tools like PageSpeed Insights to measure site speed, which has fueled the belief that speed impacts rankings. Another example is Google’s push for Accelerated Mobile Pages (AMP), which aimed to make web pages load instantly.
But here’s the issue: if speed was a top ranking factor, fast sites might outrank slower pages with better content. That wouldn’t be helpful for users, and Google repeatedly says that relevance is the most important ranking factor.
So, does page speed really matter for SEO? Let’s look at the evidence.
Also Read: How to Optimize Title Tags?
Past Evidence That Page Speed Affects Rankings
Google first announced in 2010 that page speed would be a ranking factor for desktop searches. Then, in 2018, it extended that to mobile search rankings. At the time, Google said:
“Users want to find answers to their questions quickly, and data shows that people really care about how fast their pages load.”
This confirmed that speed was part of Google’s ranking algorithm.
Recent Changes: Is Speed Still a Factor?
In April 2023, Google updated its ranking system and removed “page experience” from the list of ranking factors. However, it clarified that user experience—including speed—still matters.
This change followed Google’s “helpful content update,” which prioritizes content quality over technical metrics like speed. In other words, a slightly slower page with great content can still outrank a fast-loading page with weak content.
But that doesn’t mean speed is useless. A slow website frustrates users, leading to higher bounce rates and lower engagement. So while speed alone won’t guarantee a higher ranking, it still plays a role in user experience.
Also Read: How to Create SEO-friendly Content?
The Verdict: Yes, Page Speed Still Matters
As of 2023, page speed is still a ranking factor, but it’s not the most important one. Google cares more about content relevance, authority, and usefulness.
That said, faster websites create a better experience for visitors, which can indirectly help your rankings by keeping users engaged. So while speed won’t make or break your SEO, it’s still worth optimizing.
