Google's warning to mobile publishers: Slow-loading pages will see reduced rank

Google Will Again Prioritize Faster Sites in Mobile Search

Of course, Google's end goal is to give a better experience for mobile users of its search engine.

The upcoming "Speed Update" is another reminder that marketers need to carefully consider the experience they provide to a mobile audience, and to be prepared for mobile-first indexing from Google, which is now rolling out, to ensure they rank higher in search results.

The company announced an upcoming "speed update" to search, which will put some slower loading pages lower down in search results on mobile devices.

Google said the "Speed Update" applies the same standard to all webpages regardless of the technology they're built on. Keep in mind that intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.

Google also most recently began rolling out its new search index to several sites to fulfill its promise of favoring the mobile version of pages over their desktop version. Through the update, the company looks to encourage developers to "think broadly" about how performance affects a user's experience of their page and consider using a variety of user experience metrics. But various tools are available to help evaluate mobile page performance, they noted.

Now no tool is available that lets website owners figure out if their site will be negatively impacted by the new mobile search ranking factor, the two engineers said. Beginning in July, it'll be factoring in page speed as one of the signals, according to the company.

PageSpeed Insights uses data from the Chrome User Experience Report.

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