Why Site Speed Still Matters for Both SEO and Conversion

Site speed sits at a rare intersection: it's both a documented search ranking factor and a direct driver of on-page conversion, which makes it one of the highest-leverage technical investments a site can make.

The mobile speed gap is often larger than expected

A site that loads acceptably on a fast office connection can perform very differently on an average mobile connection, and mobile traffic makes up the majority of visits for most consumer-facing sites.

Image optimization is usually the fastest fix

Unoptimized, oversized images are one of the most common — and most fixable — causes of slow page load, often addressable without touching the site's underlying code at all.

Speed improvements compound with other efforts

A faster site makes every other marketing investment — paid traffic, SEO content, email campaigns — perform slightly better, since visitors from every channel land on the same improved experience.