What is a website? Has anyone ever questioned what are these places we seek to visit on the concept that is internet? A website is essentially a portal or a page, accessible online and displaying the information that the host desires to publish. It could be a website containing pictures of frogs or a site describing how to write the perfect thesis for the MA degree.  The entire construction of the internet as we know it is made from various websites. And one of the best ways to find a certain site is to look it up with search engines; so, of course, everyone wants their site to be as friendly to those engines as possible.

The loading speed of the site is a lesser known but a truly important aspect to owning a good website that any search engine would like. The amount of time it takes for a website to fully load will ensure what position your page will appear in on the search results. From 2010 onwards, the force dominating internet searches, Google, stated that site speed will be one of the indicators used by its algorithm (the Google Bot) to rank pages. Website speed is the length of time a visitor has to wait until the page is completely loaded. Some websites take about 5 seconds to load up, others can take as much as up to 1 minute. The time it takes for a webpage to load is so important that Google even compares your site speed to that of your competitors and attributes an extra point if your site is faster. However, there are limitations to that function as the marks are not given unequivocally: the country, device or network are all taken into consideration.

Spokesperson from Google vaguely stated that 2 seconds is the limit for eCommerce websites to load, and that, ultimately, the goal for an online store to open within a half second.

Now that’s what might be called a sonic speed!

Images which are too heavy in memory can slow down even the best websites.  Ensuring that the images, used on the page, are no larger than they need to be will greatly help with the site speed. The PNG format is generally better for graphics because it consists of less than 16 colors, as the JPEGs are known to be better for photographs. A final point is to always ensure that the images are compressed.

While website speed is a crucial factor for search engine listings, it also impacts the enjoyment of the visitors of the page. A positive user experience will have a higher chance of garnering a warm response. If you run an eCommerce store, having fast pages will help your visitors quickly realize what you have to offer, enjoy a smooth browsing experience and complete their orders swiftly. It all results in an increased return of investment and a more profitable business.

All this information leads to an understanding that Search Engine Optimisation, or SEO, isn’t merely about keywords and content alone. Many factors come together to encompass a well-rounded website which is optimized search engine.