Google Mobile Search to Demote Slow-Loading Pages

Google Mobile Search to Demote Slow-Loading Pages

Google is revamping how it ranks search results for mobile.

The upcoming "Speed Update" is another reminder that marketers need to carefully consider the experience they provide to a mobile audience, and to be prepared for mobile-first indexing from Google, which is now rolling out, to ensure they rank higher in search results.

Starting in July 2018, Google will make changes to the way it prioritizes mobile pages in search ranking results. Plus, they're using more apps, not web browsers, to reach the online services they're interested in.

The same standard is applied to all pages, regardless of the technology used to build the page. Relevant content is still a strong signal, however, so users may still see slower pages if they respond to their query.

More news: Lebanon Plans To Ban 'The Post' Over Spielberg's Pro-Israel Stance

Are you still going to be using the desktop speed factor for the desktop index?

Though Google says the change will only affect a small number of searches, it could incentivize more sites to adopt the company's Accelerated Mobile Pages (AMP), stripped-down versions of web pages that load very quickly.

"We encourage developers to think broadly how about performance affects a user's experience of their page and to consider a variety of user experience metrics". It will only affect webpages that "deliver the slowest experience to users and will only affect a small percentage of queries", Google explained in a blog post. The duo also suggested webpage performance auditing tools Lighthouse and PageSpeed Insights.

There has been a speed factor in ranking desktop searches since 2010. Users may waste less time and data on sites too slow to open on a mobile device.

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