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There are assorted technical alterations that can be made to an organisation’s domain during the initial search optimization examination that help to make a page’s search engine positioning more visible. This includes adjusting title and description metatags on each page of a website to highlight keywords that are associated with the page, or the use of heading metatags in page content to similarly highlight the chosen keywords.

To many search engine optimisation specialists, the impact of these technical alterations on a page’s natural ranking can be overstated. However, something that can be affected by technical alterations that will result in an improved search engine positioning is page loading speed.

Google recently stated that page speed is now a factor used in its algorithm. Admittedly speed is only one of hundreds of elements, but there is already enough anecdotal evidence to support the impact of speed on ranking. One company has reported finally overtaking a long-standing rival on a search results listing for their most important keyword after making alterations that affected its load times. This report was in response to a blog abstract written by a search optimization expert on page speed relevance.

Some elements are more readily improved than others. The use of large graphics will always slow loading times. Images can usually be made smaller, and sometimes the graphics include content that could usefully be coded as text, such as the organisation’s trading address. There may simply be a large number of separate graphics to load, and these could be consolidated. Some of the other alterations may arise from better programming skills, especially where Java or stylesheets are involved. Sometimes programming processes favour a more philosophical approach to code over performance, and code compression processes can reduce the number of code elements that have to be loaded. A lot of guidance can be provided by Google’s own webmaster tools, where there are graphs that indicate load times and the volume of pages loaded, and other tools that make recommendations about the number of components being loaded.

Some search engine optimisation consultancies focus most of the work they do on the creative field of off-page optimisation and may not have the ability to make the technical alterations that may be required – or it may be agency policy to insist that its client’s own webmasters make those changes. Some organizations may be unwilling to allow outsiders to modify the code of their pages even if the optimisation expert is capable. In any case, the search optimization expert should be aware of the alterations that may be possible and make the appropriate recommendations that can raise thenatural search engine positioning of those pages.

Better page loading speed alone will not guarantee higher natural rankings. For the search platform robots, taking less time to load a page leads to more pages being indexed, and giving more chances for pages on your organisation’s domain to be found. Better page loading speed also improves the experience for possible buyers to the website and reduces the possibility of that buyers looking elsewhere. search engine optimisation must consider a wide range of components, and page loading speed has become one of them.

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