Is page speed still important for SEO?



When it comes to producing content, relevance, authority, and experience are the main factors to focus on. 

A site delivering on these has the potential to perform in Search. 

But page speed can play a decisive role as it taps directly into the user experience.

As more users expect fast, smooth interactions with sites, slow-loading pages can quickly become a liability.

Here we’re going to explore why page speed will remain relevant in 2025, how it impacts user experience and answers some frequently asked questions to help you optimise your website for both search engines and visitors.


Why page speed still matters for SEO


Page speed is about more than just loading times, it’s about user satisfaction and engagement. 

Google has been vocal about its dedication to delivering the best user experience possible, and page speed directly impacts this. When users enjoy quick access to the information they’re seeking, they’re more likely to stay on the page, reducing bounce rates and boosting your site’s search ranking potential.

Since Google’s Core Web Vitals update in 2021, the focus on speed as a ranking factor has only intensified. 

While Core Web Vitals wasn’t the end-all for page speed importance, it set the tone for future updates, reinforcing that speed contributes to both search rankings and user retention.


The technical side: How Google measures page speed


Understanding how Google assesses page speed is key to knowing where to focus your efforts. 

As of 2024, Google uses metrics from the Core Web Vitals to evaluate the speed, responsiveness and stability of a web page:

  • Largest Contentful Paint (LCP): Measures loading performance by focusing on the time taken for the main content to load.
  • First Input Delay (FID): Tracks interactivity, assessing the delay before a user can interact with the site.
  • Cumulative Layout Shift (CLS): Measures visual stability, ensuring the page doesn’t shift unexpectedly while loading.

Improving these Core Web Vitals metrics can help boost your page speed and, as a result, your site’s SEO performance.


How does page speed influence user experience so much?


Imagine clicking on a link and waiting endlessly for the page to load. The chances are, you’d close the tab and find another site. 

This is the reality for millions of users daily, and it’s why page speed is so important for user experience.

Users have come to expect near-instantaneous loading times, and a delay of even a few seconds can lead to frustration, higher bounce rates and lost conversions.


Mobile matters: The importance of speed for mobile users


With over half of global web traffic coming from mobile devices, page speed on mobile is just as critical, if not more, than on desktops. 

Mobile users often face challenges like slower networks or limited data, which means page speed optimisation needs special attention for mobile performance.

Google’s mobile-first indexing prioritises the mobile version of your website for ranking, making mobile page speed crucial for SEO. 

Fast-loading pages on mobile devices can keep users engaged longer, improving user signals like session duration and bounce rates.


What’s changed in page speed expectations for 2025?


Page speed expectations have steadily risen as digital habits and technology advance. In 2024, the standard for “fast” loading time is two seconds or less. 

This is shorter than the three-second window many aimed for a few years ago. 

As such, websites failing to meet these tighter expectations may see a noticeable drop in both user satisfaction and search rankings.

Today’s consumers want rapid, reliable access to content, and Google’s evolving algorithms reflect this user demand.

Sites that can’t meet these new expectations may struggle to retain visitors and miss out on ranking opportunities.


Key techniques for improving page speed


Improving page speed isn’t a one-time task but an ongoing effort that requires regular analysis and adjustments. 

Here are some top techniques for optimising page speed:

  1. Optimise images: Compress and resize images without losing quality to reduce load times significantly.
  2. Enable browser caching: This allows returning users to load the page faster since elements are stored locally.
  3. Minimise JavaScript and CSS: Reducing the amount of code that needs to load can have a noticeable impact on speed.
  4. Remove unnecessary plugins: For WordPress and Webflow sites, deleting unused plugins can reduce server load and speed up the page.

Regularly monitoring page speed through tools like Google’s PageSpeed Insights or Lighthouse can help you identify bottlenecks and optimise accordingly.


How your server affects page speed


The server hosting your website plays a significant role in determining your page speed. A reliable, high-performing server ensures that data can be accessed quickly, while an outdated or overloaded server may slow down response times. 

When a user tries to load a page, the server must retrieve and deliver the necessary files; if the server’s resources are limited or if it’s located far from the user’s location, this process takes longer. 

Opting for a high-quality hosting provider, considering dedicated or VPS hosting for higher traffic, and utilising a content delivery network (CDN) to distribute server load can all contribute to faster, more efficient page speeds.


How page speed affects conversion rates


A direct correlation exists between page speed and conversion rates, impacting e-commerce websites and lead-generation pages.

Slow-loading sites can lead to increased cart abandonment rates and a loss of potential revenue. 

According to recent data, a site that takes more than three seconds to load can see up to a 40% increase in bounce rates, resulting in missed conversions and potential long-term damage to brand loyalty.

By prioritising faster load times, businesses can improve both user satisfaction and the likelihood of conversions, making page speed a smart investment.


Page speed FAQs

How fast should my website be in 2025?

In 2025, aiming for a load time under two seconds is ideal. This ensures you meet user expectations and align with Google’s updated ranking criteria.

Does page speed affect desktop and mobile SEO equally?

Page speed is essential for both, but mobile page speed is especially critical due to Google’s mobile-first indexing and the increasing share of mobile traffic.

Can a website rank well even if it has slower page speed?

It’s possible, but slow page speeds often lead to higher bounce rates and lower user engagement, indirectly harming SEO. In competitive niches, a fast-loading site can make a significant difference in rankings.

How can I measure page speed performance?

Tools like Google PageSpeed Insights, GTmetrix, and Lighthouse offer insights into your page’s speed and Core Web Vitals metrics, helping identify areas for improvement.


Page speed in action


Companies that prioritise page speed often see improvements in engagement, conversion rates, and search rankings.

For instance, when Amazon reduced its page load time by a fraction of a second, they reported increased sales due to reduced cart abandonment rates.

Similarly, Google’s own research highlights how reducing page load time on mobile by just a second can increase conversion rates by over 20%.

These large-scale examples illustrate how impactful page speed improvements can be, both for SEO and for boosting conversions and business outcomes.


Tools for monitoring and improving page speed


There’s a variety of tools available to help monitor and improve page speed:

  • Google PageSpeed Insights: Provides a comprehensive look at page performance across desktop and mobile.
  • GTmetrix: Offers detailed reports on load times, size, and areas for improvement.
  • Pingdom: An easy-to-use tool for checking page speed and identifying bottlenecks.
  • Lighthouse: Part of Chrome’s DevTools, Lighthouse measures key metrics like LCP, FID, and CLS, directly tied to Core Web Vitals.

Regularly using these tools allows website owners to stay ahead of potential speed issues and make informed improvements.


Speed is important, but don’t neglect your content


Page speed is a ranking factor, but not one to be put above high-quality relevant content. 

Faster pages create a smoother browsing experience, helping retain visitors, increase conversions and improve search rankings. 

As Google’s standards for page speed and Core Web Vitals continue to evolve, keeping up with these changes will be essential for websites looking to stay competitive.

By prioritising fast load times, optimising images and regularly monitoring your site’s performance, you can ensure that your website not only meets current standards but also provides a seamless, enjoyable experience for every visitor.

As page speed expectations continue to grow, investing in these optimisations is more important than ever.


If you're concerned that your website's performance isn't up to standard, or want to know how to improve your page speed, get in touch with Ascensor’s experts and we'll be happy to help.

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