If Page Latency Isn’t Top of Mind, It Should Be
As Google and Microsoft both incorporate page load time into their search ranking algorithms, publishers are faced with yet another hidden peril of the tagging, pixeling, and skimming rampant across the web today. Increasingly, the unwanted and unintended actions of third parties slow web performance. No longer just an important user experience concern, it now will have a direct bearing on search rankings and, thus, a site’s all-important organic search traffic trends.
Krux believes that publishers who leak data are leaking revenue. While the most immediate threat may be from middlemen who take publishers’ data without their knowledge and use it to create directly competitive offerings, the unmistakable companion threat is page latency: the more rogue pixels that get crammed into a publisher page, the longer the wait time for users, the lower the publisher’s search rankings, and the sharper the decline in overall site traffic over time.
Google is an important industry bellwether, and their investments in speeding web performance should serve as a strong indicator to all. From the SF Chronicle:
The lesson: Speed matters. A lot.
That’s why the Mountain View company is dedicating huge resources to an audacious goal: the instantaneous Internet, an experience every bit as immediate as traditional media.
“Browsing should actually feel like flipping the pages of a magazine,” said Bill Coughran, senior vice president of engineering at Google. “The Web, in general, is very far away from that.”
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