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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.

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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!

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How to Include Interactive Elements in Posts

Enhance your articles with rich and creative media

Every article is a fresh chance to grab new readers and nurture loyal followers. This is why we give creators every opportunity to build content rich with media elements that enhance every reader's experience.

Add More Layers to Your Content

You can easily add interactive elements, like charts, to posts on our platform. For example, if you need to embed iframe code into a post, this can be done via our Add Media Bar. To do so, click the code icon (< >):

A text box will appear so you can insert your code:

Embedded Code Across Platforms

One important thing to keep in mind is that Google AMP, AppleNews, and Facebook Instant Articles will not always support embedded code. So if you use an iframe, it's best to turn off distribution to those channels for that particular post. If you have a lot of posts that require embedded code, this could be problematic for growth across those important platforms.

If you do want to use an iframe on a post destined for Google AMP distribution, it can be possible if the iframe is not at the top of the page or within the first 75% of the viewport when the page is scrolled to the top (whichever is smaller). AMP is a fast technology designed for mobile users and iframes are loaded using arbitrary timing that AMP's technology cannot ensure. For this reason, it's suggested that iframes be included in places that are not visible by users upon load.

If you have an article that needs to include an iframe at the top of the page, or within the first 75% of the viewport, AMP can be turned off for that individual article within Entry Editor.

If you don't need an interactive chart to be interactive in nature, can turn it into an image and upload it directly to your post. This way it will work on all platforms, including Google AMP, Apple News, and Facebook Instant Articles. This option, when possible, is ideal to ensure you're optimized for page speed.

Take Advantage of Shortcodes

Another great way to embed media is through our shortcodes functionality. Click here to learn more about shortcodes. Shortcodes can also inserted using the Add Media Bar. Click the brackets icon ([ ]) to choose the shortcode you want to use.

Here's an example of a chart on an article page that's been inserted using a shortcode:

If you have any questions about how to add interactive elements to your content, please email support@rebelmouse.com or talk to your account manager today.

Shortcodes Dashboard: Dynamic Media in Just a Few Clicks

Create multidimensional content with easy-to-find shortcodes

We believe static media is dead, and that every piece of content should be multidimensional and engaging. This is why our platform enables creators so they can add dynamic media to their content in easy and efficient ways.

One simple way to add interactive content to any post is through the use of shortcodes. Shortcodes are small snippets of code that are easier to remember than longer sequences. They typically will activate a feature or embed media into an article.

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How to Add Scalable Vector Graphics to RebelMouse

Quickly add an SVG to any page

A Scalable Vector Graphic, or SVG, is a type of graphic format that gives you more flexibility than standard formats like JPEG or PNG.

To add an SVG to your RebelMouse site, first go to your Layout & Design tool. Next, open the SVG in a code editor and copy the entire <svg> element. Then, add a Custom HTML element to your layout and paste in the SVG code:

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How to Find Work-Life Balance as a Remote Employee

Tips from our CEO on making the most of an office-free lifestyle

Working from home is becoming increasingly popular, with an estimated 66% of companies now allowing remote work and 16% operating completely office-free. RebelMouse is one of those fully remote companies, and over the years we've mastered how to stay close to each other despite being spread across more than a dozen countries. We believe working remotely is good for both our personal lives and our productivity. Read more about this here.

Still, working free from the shackles of an office environment doesn't mean every day is a dance party in your pajamas from 9 to 5. Working from home comes with its own set of challenges just like any other job.

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Canvas Page and Shareable Element: An Easier Way to Organize

In our Layout & Design tool, you have the option to create new pages and reuse them anywhere within your templates. With this update, we wanted to create a clear distinction between what is used as a Canvas page — a blank page, open to any design and structure — and a Shareable Element — a block or page created specifically to be reused as a module within another page or site.

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