Page speed has an impact on your site’s Search Engine rankings, as well as user performance. Google has confirmed how important site speed is to their algorithm and Google’s PageSpeed Insights continues to be a powerful tool for businesses to see just how fast their website looks in Google’s eyes.

While it was already clear just how important page speed is to a website’s search ranking performance, Google’s latest roll-out added page speed reporting right into Search Console, setting a new expectation for businesses.

Implementing website and page speed into Search Console means webmasters are expected more than ever to optimize for speed. But what actually goes into Google’s page speed review when crawling your website?

How Fast Does Fast Need to Be?

If you’re on a fast connection, and your website takes more than a couple of seconds to load, that’s a problem. Something that’s visible to the user experience, is certainly something Google will penalize your website for, which will affect your search rankings. Here’s what we know about Google’s algorithm for page speed:


Despite its name alluding to the speed that a strong cup of coffee may provide, your website’s Javascript could be creating a problem with your site speed. Optimizing your code to minify CSS, HTML, as well as Javascript, will be necessary to ensure a faster site. The right tools will also remove unused code, formatting, and website pixels that can be problematic to a user’s experience as they load your home page, and website sub-sections.

Cache It In

When a user returns to your page, their browser can cache or retain a lot of the data from when they visited the first time. This can be extremely helpful to their experience when they return, as they don’t have to load everything back again, providing faster load times. While this may seem like an easy solution, many websites aren’t built to leverage caching, which can negatively impact site speed.

Look into how your website caches data and whether or not you’re creating a website that utilizes static caching in its code. It could make a difference in the speed users experience, especially with repeat visits, as well as the way Google crawls your website.

Bigger Isn’t Always Better

Certain images on your page could be a big cause of your slow loading time. While a high-quality image is important to the user experience, the large file size isn’t.

But don’t think you have to diminish how the image looks to make it smaller. Unlike using a program to compress CSS and HTML, photo-editing software like Photoshop or a number of free websites will be the best option to ensure the image retains its visual quality, while also being small enough to load the page quickly.


Each time you send a user to a page where they are redirected, those couple of extra seconds go into your performance score. While a redirect is sometimes unavoidable, this can be a big problem for certain pages. This is something the right strategist would be able to pinpoint and correlate to certain search rankings, meaning the opportunity for a quick win could be just a click away.

What’s the Next Best Step?

While page speed continues to grow as an important aspect of Google’s ranking algorithm, it’s not the only factor. A strategic audit of your website could unveil more beneath the surface than you realize. An innovative product, a strong website UX, and even great customer support won’t be enough if your audience can’t see you.

At Pedestal, we assess more than what the user can see in order to truly understand what opportunities you’re not capitalizing on. A comprehensive assessment from Pedestal can reveal a myriad of hidden website issues that may be the reason why your target market isn’t even seeing where you stand among your competitors.

To learn more about the power of having Pedestal on your side, contact us today.

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Want to get started on developing your digital roadmap? Reach out to us at Pedestal Search today to start a conversation.