There are numerous technical adjustments that can be made to a business’s website during the primary search optimization review that help to make a page’s search engine positioning more noticeable. This includes adjusting title and description metatags on each page of a website to highlight keywords that are coupled to the page, or the use of heading metatags in page content to similarly highlight the chosen keywords.

To many search engine optimisation observers, the effect of these technical adjustments on a page’s natural placement can be overstated. However, something that can be affected by technical adjustments that can result in a better search engine positioning is page loading speed.

Google recently stated that page speed is now a factor used in its algorithm. Granted speed is only one of hundreds of factors, but there is already some anecdotal evidence to support the effect of speed on placement. One enterprise has reported finally overtaking a long-standing rival on a search results page for their most relevant keyword after making adjustments that affected its load times. This note was in response to a blog document written by a search optimization expert on page speed relevance.

Some elements are more readily improved than others. The use of large graphics will always degrade loading times. Pictures can usually be made smaller, and sometimes the graphics include content that could usefully be coded as text, such as the organization’s trading address. There may simply be a large quantity of individual graphics to load, and these could be consolidated. Some of the other adjustments may arise from better programming methods, especially where Java or stylesheets are involved. Sometimes programming techniques favour a more theoretical approach to code over performance, and code compression techniques can reduce the quantity of code elements that need to be loaded. A lot of guidance can be supplied by Google’s own webmaster tools, where there are graphs that show load times and the numbers of pages loaded, and other tools that make suggestions about the number of elements being loaded.

Some search engine optimisation agencies focus most of the work they do on the creative area of off-page optimization and may not have the knowledge to make the technical adjustments that may be required – or it may be company policy to insist that its client’s own webmasters make those changes. Some businesses may be unwilling to allow outsiders to change the code of their pages even if the optimization expert is capable. In any case, the search optimization expert should be aware of the adjustments that could be possible and make the appropriate suggestions that could improve thenatural search engine positioning of those pages.

Faster page loading speed alone will not guarantee improved natural rankings. For the search platform robots, taking less time to load a page results in more pages being indexed, and giving more opportunities for pages on your organization’s website to be found. Faster page loading speed also improves the experience for possible visitors to the website and reduces the possibility of that visitors looking elsewhere. search engine optimisation must consider a wide range of components, and page loading speed has become one of them.

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