How does website speed affect search engine visibility?

Website speed is important in the eyes of Google. However, search engine visibility and search engine optimization of pages are things that depend on many factors, but the speed of your website is easy to test and you can easily improve it.

The goal for Google is to provide especially good search results. Google’s perception of good search results doesn’t just focus on content, but good search results – found on the first page, at the top – are not only related to the topic you’re looking for, but they’re also:

  • fast
  • safe
  • easy to use
  • mobile-friendly

Google measures e.g. the time spent on the pages and the immediate bounce rate – as well as the speed of your website

If a visitor spends more time on your site and even visits multiple pages on your site, Google can in good conscience conclude that your content is interesting and even useful.

But why would anyone leave your site immediately?

So, have you ever clicked on a page yourself and found yourself not grabbing and returning to find a new item?

we all seem to be pretty quick to click on a competitor if we can’t find what we want.

Sometimes we clot on pages that don’t open quickly. Our patience diminishes as we get used to using fast connections everywhere, and that makes website speed even more important.

Gone are the days when you had time to make coffee and eat a sandwich before a page opened. Modern man gets a nerve after just a few seconds. And when over 60% of website browsers often search for information on their cell phones, the nerve can go even easier.

Website Speed ​​and Search Engine Optimization

So, Google is interested in the speed of your pages. It measures it directly on its own (and that’s enough) and in addition, it infers it in part from the behaviour of your visitors. (So ​​they leave immediately, and if there are a lot of them, Google doesn’t want to put your pages at the top of the search results first.)

Nowadays, one-page pages are preferred, meaning everything is crammed into one page, which can then be scrolled down for the next quarter of an hour. A little roughly generalized.

Of course, this means that a lot of content accumulates on one page, and if a sample of the latest Instagram photos and Facebook posts is still sown on the same page, it is necessary to understand that requests to various parties are and the page cannot load in the blink of an eye. Website speed and visitor’s nerves suffer!

The modern pages also have large images from side to side. They are spectacular and create an atmosphere, everyone admits it. But sometimes with great enthusiasm, images may be put on pages a little too large, sometimes even printable. This will allow you to guess how much it will affect the speed of the website. Ten two-megabyte images make 20 megabytes, while externally optimized images of the same size and appearance can fit perfectly in one megabyte.

After all, the image does not have to be the same file size on the screen as when printed. The screen does not repeat every nuance, and that is why it is important to optimize the images for on-screen use. This means that the so-called loose away without compromising the visible quality of the image.

Even by adjusting the size of the images, a big saving in the page loading speed can be achieved, and technical changes that are even bigger do not have to be made in such a hurry.

Testing the speed of your internet connection

You can conveniently test your internet connection, e.g. with these browser tools:

Free tools for checking your website Speed

If your connection is fine and you still feel slow, especially for your pages, start testing with different tools. Don’t rely on the results of just one tool but test multiple. I will probably get a variety of warnings and notifications about the slowness of JavaScript and CSS files.

Also, note that many of these tools measure speeds from just the other side of the globe. If your site only works in Finland, it’s a good idea to look for services that take measurements in Northern Europe or Europe. But it is important to check different server location if your website works indifferent countries or worldwide.

Many of these tools have a free lightweight analysis, which is also quite comprehensive, and the money is then used to get regular measurements or more data. However, these links are just non-commercial links to free trials, so let’s go back.

Dot-com Tools

With this tool, you can select geographical boundaries and also the browser.

Dotcom tool Website Speed


I often refer to this tool as it brings wild information. Sometimes, however, for more advanced sites, a variety of speed adjustments have been made on the server that GTMetrix does not realize but confuses and complains about. As said, don’t rely on just one tool but dig into results from over one tool.

GTmetrix Website Speed

Pingdom Tools

Pingdom also had a test server in Stockholm, but now it is worth choosing a server in Germany or England instead of an American one. Geographical distance automatically increases page load time.

Pingdom Website Speed

Pagespeed Insights

PageSpeed Insights


With so many great speed testing tools available, it’s quick and easy to take a few minutes to improve the user experience for your visitors. Even shaving off just a second or two from your load time can have a dramatic impact on a metric like bounce rate or conversions.

If you’ve optimized your site for speed before, what single change did you make that made the biggest difference in your loading time?

Share your findings in the comments so that the rest of us can benefit.


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