Subscribe to Our Newsletter

x

Why Poor Page Speed Is the No. 1 Killer of Reach and Revenue

Ever since Google acknowledged page speed as a ranking factor, every site's bottom line has looked much different. Not only does page speed affect usability, it now impacts your site's ability to create revenue and generate traffic.

The Speed of the Web: The New Internet Standard

How We Got Here: Google implemented two massive changes last year that gave more credence to the importance of site speed, particularly on mobile. In March 2018, the search engine rolled out mobile-first indexing. Then, a few months later, Google began to prioritize page speed as an official ranking factor for mobile pages and ads.

What's Happened so Far: RebelMouse has tracked these changes closely along the way, including how they would impact sites even before the algorithm shift went live. Since then, we've watched major media publishers' PageSpeed Insight scores tank, dramatically impacting their chances of building sustainable growth.


Page speed results for an article page on RebelMouse-powered GZERO Media

When Google reprioritized page speed, the scores of major publishers suffered. Time is not powered by RebelMouse.

We've been tracking how sites all over the globe are reacting to this new internet standard. Click here to see how we're keeping up with the speed of the web.

Three Dire Truths About Poor Page Speed

It's no secret that it only takes mere fractions of a second before a user is turned away by a slow-loading site. And now, as users mature and technology continues to produce lightning-fast speeds, the patience of any potential reader continues to dwindle even further.

A quote from Google's first announcement that page speed would become a ranking factor.

A high-performance site is so critical in today's digital ecosystem that a poor-loading site could be a fatal blow to any publisher or brand. There are three dire truths about how a poor PageSpeed Insights score can tank any site:

Mobile Page Speed Impacts Overall SEO Ranking: Mobile devices account for 50% of web traffic. If a site's mobile page speed is slow, this means half of the users trying to access the site are not only suffering a poor experience, but they're likely abandoning the site visit completely. This puts the site in danger of losing positions on its Google search rankings.

Poor Page Speed Makes Ads More Expensive: Much like with SEO, if your page performance is slow and prompting lost site visits, the ads being served on your site will receive lower impressions. Lower impressions mean the ads are more expensive to deliver, which costs revenue and users in a matter of seconds.

Poor Page Speed Tanks Usability and Loyalty: The health of your site will always be dependent on the experience you deliver to your readers. Usability is the core reason why Google decided to prioritize page speed at all. Slow load times are a sure-fire way to give your readers a reason to abandon your content. To make matters worse, thanks to the massive amount of content being created every day, users have plenty of other options to choose from and may be wary of clicking a link or CTA associated with your site in the future.

A Brief Glimpse Into How Google Measures Page Speed

There are several ranking factors that carry different weights around how Google measures page speed. The factors are then scored individually and weighted into a site's overall performance grade. To learn more about what each of these factors are and how they are weighted, visit Google Lighthouse's Scoring Guide. The most important of these metrics is Time to Interactive (TTI).

According to Google, TTI measures how long it takes a page to become interactive. "Interactive" is defined as the point where:

  1. The page has displayed useful content, which is measured with First Contentful Paint.
  2. Event handlers are registered for most visible page elements.
  3. The page responds to user interactions within 50 milliseconds.

To show you how Google ranks important factors like TTI, let's look at a data example from the performance monitoring software Calibre. They've found that if a site becomes "interactive" in 2.1 seconds, it will receive a TTI score of 92 out of 100. The ranking algorithm creates a scale as follows:

Graph created by Calibre.

This is a great illustration of how each ranking factor is calculated and can impact a site's performance score. For example, JavaScript is a common cause of delayed response times. Since JavaScript is centered around visual elements, it can result in slow load times if it isn't optimized correctly. There are several ways you can make sure your JavaScript is running efficiently. Here are some great resources that explain how:

Put Performance First

Understanding how Google measures page speed is the first step to having a high-ranking site, but it's also important to take advantage of every opportunity available to prioritize performance. Since Google heavily weighs your site's mobile PageSpeed score to determine your site's ranking, it's crucial that you use well-established formats and tools to deliver a quality mobile experience. Here are the three most important:

Facebook Instant Articles: Instant Articles may not direct readers to your website immediately, but it's a tool that provides an unobtrusive, memorable experience to users that fuels loyalty. Users will never abandon a click on an Instant Article due to speed.

Google AMP: Much like Facebook's Instant Articles, Google's Accelerated Mobile Pages (AMP) gives users an easy way to consume content in the quickest way possible. And since the format is owned by Google, it's rumored to be a ranking factor for mobile. It's also helpful when used in conjunction with news aggregators like Flipboard, which use a red lightning bolt symbol to signal to users which content is powered by AMP.

Apple News: Sites that take advantage of the latest technologies rank higher on Google. Similar to Instant Articles and AMP, Apple News provides a fast experience to readers. Even if the immediate result isn't a conversion back to your site, readers will be less likely to abandon your content thanks to great load times, and they'll be more likely to remember your brand's name and associate it with a quality experience, too.

Here are some additional resources on the impact of page speed:

Don't Lose Out on Readers and Revenue

The saying "Content is King" is still true in today's publishing landscape, but there's no kingdom without high-performing sites. While page speed may have just begun as a luxury for savvy webmasters and lucky readers, it's now a make-or-break component that deeply impacts a site's longevity in a highly competitive and global space.

Google's prioritization of page speed means a better internet for all of us. At RebelMouse, we want to make sure every site is firing on all cylinders to generate audiences and, in turn, revenue.

We're a team of traffic-obsessed speed experts that can make your site perform better than some of the biggest publishers on the planet. Go ahead and check your PageSpeed score right now. If you don't like what you see, request a proposal today and let's start working together.

Related Articles:

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

Meet RebelMouse

Build on a better platform that supports far-reaching content distribution, impactful conversion, and unparalleled loyalty.

The world's largest companies trust us to power their global, multiplatform content experience. As a platform, we're now one of the largest in the world, reaching 50+ million people every month. As a creative agency, we build mass pop culture hits that grow organically to become household names — Axios and The Dodo, for example.

We work strategically with United Airlines and many other brands to establish the new media roadmap for their future and implement it. RebelMouse was founded by the CTO who built The Huffington Post. The founding vision and mission is still the same today: to be the right new media platform for both media companies and brands. It's working exceedingly well, and we're delivering some staggering results for our clients.

Read our latest deck here!

Keep reading... Show less

Related Posts vs. Posts in Assembler

Here's the difference between Related Posts and Posts in Assembler.

By using Related Posts and Posts in Assembler, you can help your audience stay engaged with your site's content and generate more traffic. Both of these features can be added to any post through Entry Editor.

When creating or editing a post, you can add a Related Posts section to the bottom of it that consists of a selection of existing posts on your site that you choose to surface. Only the main image and content headline are pulled, along with a link to the original post. This is similar to the Around the Web section that also shows up at the end of your post when you enable it from the SEO tab of Entry Editor.

Keep reading... Show less

Site Accessibility on RebelMouse

In today's digital world, it's more important than ever to ensure that your website is accessible to all users regardless of any disability they may have. Google recognizes how important this is, and now includes an accessibility score in their PageSpeed Insights tool to alert site owners when their site's level of accessibility is not up to par.

Although website accessibility does not directly impact page speed scores, it's quickly becoming an industry standard amongst forward-thinking companies. One key way to ensure your website is making the accessibility grade is through the use of Accessible Rich Internet Applications, or ARIA for short.

Keep reading... Show less

RebelMouse Makes the List of Fastest-Growing Private Companies — the Inc. 5000

Ranking No. 4,664 With Three-Year Revenue Growth of 61%

Inc. magazine today revealed that RebelMouse is 4,664 on its annual Inc. 5000 list, the most prestigious ranking of the nation's fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy's most dynamic segment — its independent small businesses. Microsoft, Dell, Domino's Pizza, Pandora, Timberland, LinkedIn, Yelp, Zillow, and many other well-known names gained their first national exposure as honorees on the Inc. 5000.

RebelMouse blends product and strategy together to move the needle where it matters most: organic traffic and user growth, conversion to loyalty, and revenue growth.

Our next-generation CMS seamlessly adapts to every industry. We've helped launch some of the biggest new media companies to date, and have also propelled brands like United Airlines, PAPER Magazine, and Dance Magazine to success in the digital and social space. Our creative agency has a unique advantage because of our access to incredible amounts of data. We understand new media better than anyone else in the world, and we help media companies modernize and leapfrog competitors. In addition, we help developer, digital, and editorial teams become best-in-class content marketers.

RebelMouse's team spans dozens of countries and nearly all time zones. Our founder and CEO Andrea Breanna is proudly transgender, and prioritizes more women and LGBTQ+ representation in the tech space. As a company breaking industry norms, we're excited to be featured in the 2019 Inc. 5000.

"I'm proud that we're building a lasting, valuable company in a different way. We have a truly diverse global team that puts women and LGBTQ+ people first," Breanna said.

The 2019 Inc. 5000 achieved an astounding three-year average growth of 454%, and a median rate of 157%. The Inc. 5000's aggregate revenue was $237.7 billion in 2018, accounting for 1,216,308 jobs over the past three years. Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/inc5000.

NEW! Style Particles With CSS

RebelMouse's Particle Accelerator is designed to break down articles into micro pieces of content — which we call particles — that can then be amplified on social. To give you even more options, we now offer you the ability to style particles created in Entry Editor using CSS.

Keep reading... Show less

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

Assembler Slideshows: Now With Thumbnail and Number Control

We've introduced an upgrade to our Assembler Slideshow layout that now allows users to control if they want thumbnails and slide numbers displayed on their posts.

Keep reading... Show less

Using Variables to Control OG Tags

In our Layout & Design tool, you have the ability to create variable overrides. This is helpful when having to set the Open Graph (OG) tags in a section or post page, or in the <head> tag of a page.You can easily find all variables available by inserting the Variable Override element:

Keep reading... Show less
Subscribe to Our Newsletter