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Absolutely. While content quality, relevance, and authority are vital for SEO, page speed plays a crucial supporting role by shaping the user experience. In a digital world where users expect instant access, slow pages can quickly drive visitors away.
In this post, we break down why page speed still matters, how Google measures it, and what you can do to optimise your site for both search engines and users.
Page speed is not just about faster loading - it directly affects how users interact with your website. Faster sites keep visitors engaged, reduce bounce rates, and send positive signals to search engines. Since Google rolled out Core Web Vitals in 2021, performance has become even more central to SEO rankings.
Quick-loading websites tend to rank better because they deliver a smoother, more satisfying user experience. That’s why speed continues to be an essential ranking factor in 2025.
Google relies on Core Web Vitals to assess page speed, which focus on real-world user experience:
Improving these metrics boosts performance scores and helps ensure your pages meet user expectations.
Users are impatient. If a page takes too long to load, many will abandon it within seconds. This affects bounce rate and user satisfaction - both of which are used by search engines to evaluate your site.
A slow site frustrates users and makes it less likely they’ll convert, revisit, or recommend your site. Improving page speed enhances every stage of the user journey.
Over half of all web traffic now comes from mobile devices. These users often contend with slower connections and limited data. Google’s mobile-first indexing means your mobile page speed directly impacts your search rankings.
Optimising for mobile speed isn’t optional - it’s essential.
In 2025, fast means really fast. The new benchmark is under two seconds. Sites still aiming for three seconds or more may be left behind as both users and search engines raise their expectations.
Failing to meet these evolving standards risks lower engagement, reduced conversions, and poorer search visibility.
Improving speed is an ongoing effort. Key strategies include:
Use tools like Google PageSpeed Insights or Lighthouse to identify issues and track progress.
Your hosting environment matters. A slow or overloaded server can bottleneck even a well-optimised site. Solutions include:
Page speed doesn’t just impact SEO - it directly affects business outcomes. Research shows that even a one-second delay can slash conversion rates by 20% or more.
In e-commerce, that delay can translate into significant revenue loss. Faster sites earn more trust, complete more sales, and keep users coming back.
How fast should my site be in 2025?
Aim for load times under two seconds across all devices.
Is mobile speed more important than desktop?
Yes. Google prioritises mobile-first indexing and mobile users make up the majority of web traffic.
Can a slow site still rank well?
It's possible—but unlikely. High bounce rates and poor engagement hurt SEO, especially in competitive niches.
How do I measure my site's speed?
Use tools like Google PageSpeed Insights, GTmetrix, and Lighthouse to assess performance and identify areas for improvement.
Companies like Amazon and Google have demonstrated that even minor speed improvements lead to higher conversion rates and user satisfaction. Fast-loading sites simply perform better - both in search engines and in business metrics.
Tools to Monitor and Improve Speed
Regularly using these tools helps maintain performance and identify speed bottlenecks before they impact your users.
Speed alone won’t secure top rankings. High-quality, relevant content is still essential. But page speed can amplify your success, improving user engagement, satisfaction, and conversions.
As Google continues to raise the bar on performance, investing in speed is not just smart - it’s necessary.
Need Help Optimising Your Site Speed?
If your site isn’t performing as well as it should, our experts can help you diagnose the issues and deliver fast, effective solutions. Get in touch today!
