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.”
Recent Company Posts
- Oct 13, 2014 Velocity is the Next Frontier for Big Data
- Sep 18, 2014 Company-Building: Old School Versus New School
- Feb 20, 2014 “Mobile DMP: Dead At Design Time” featured on AdExchanger
- Jan 23, 2014 “Marketers 5 key questions, Synchronicity and The College Party” featured on Adotas.
- Nov 08, 2013 On The Merits Of Being Unreasonable (And Why Steve Jobs Isn’t My Idol)
- Oct 09, 2013 Giving Authority Part 2
- Oct 02, 2013 Giving Authority
- Sep 12, 2013 PEOPLE DATA MANAGEMENT: Premise and Promise
- Jul 02, 2013 Marketers Beware: ‘Data Leakage’ On The Web Affects You, Too
- May 03, 2013 Placements Are Dead, Long Live Data