Google Now Considers Loading Time In Mobile Search Rankings

Google Will Again Prioritize Faster Sites in Mobile Search

The latest signal that will soon be factored in when ordering mobile Search results is page speed, though there are some key caveats. According to Google, it will only affect a small percentage of queries. Google claims it still won't penalise a page only based on its performance, so it will continue to use content quality, and other important variables when ranking sites on mobile search.

Dubbed the "Speed Update", the new policy brings mobile searches on parity with their desktop counterparts, where the feature was already available. What that means exactly is anyone's guess, as Google says there is no tool that will determine whether a page is affected by this algorithm update.

But considering that AMP tends to be significantly faster than the traditional mobile web, the speed update would certainly seem to give an edge to sites that use the technology.

Google is not offering a standalone tool for web publishers to help them get ready for this shift, but did point to a number of resources that can provide general insights about site performance.

Google says this Speed Update will only affect a small percentage of queries, as the intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.

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