Google confirms: Site speed is a (small) factor

Ian Lurie

Back in November I wrote that Google was likely using site load speed as a performance factor.
They just confirmed that with their blog post Using Site speed in web search ranking.
Note: They said it’s only a factor in about 1% of searches. They also said they just launched this factor a few weeks back – I’m not sure I buy that.
Regardless, get your site running faster. It’s now an official ranking factor.
And, of course, there are all of the secondary effects like better indexation of your site, more customers, not looking like an idiot, etc..

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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  1. Its bloomin tough to keep up with what helps with the Google rankings.
    But wanting your site to be fast is surely in everyone’s interest and although it shouldn’t be too much of a factor in deciding relevancy to the searcher we all get frustrated with slow loading sites.

  2. I think they say 1% of searches because they take into account that big sites are heavier but on the other hand, they usually have more reliability and relevant content than smaller sites. There’s more flexibility to optimize for speed on smaller sites and consequently, less reason to leave them loading slowly.

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