Page speed

What is page speed?

Page speed refers to how quickly content loads on a webpage. It measures the time from when a user requests a page to when it's fully displayed on their screen. Page speed isn't a single measurement but encompasses several metrics that track different aspects of loading performance. While often used interchangeably with site speed, page speed specifically focuses on individual page loading times rather than an average across the entire website. It can be measured as "page load time" (the time to display all content) or "time to first byte" (how quickly your browser receives the first byte of information from the server).

Why is page speed important for SEO?

Page speed directly impacts how search engines rank your website. Google has used page speed as a ranking factor since 2010, and it became even more significant with the introduction of mobile-first indexing and Core Web Vitals. Fast-loading pages improve user experience metrics like bounce rate, time on site, and pages per session—all signals that influence SEO rankings. When pages load quickly, visitors are more likely to stay, engage with your content, and convert. Studies consistently show that even one-second delays can reduce conversions by 7% or more, making page speed a critical factor for both search visibility and business outcomes.

How is page speed measured?

Page speed is quantified through several key metrics. Core Web Vitals include Largest Contentful Paint (LCP), which measures when the largest content element becomes visible; First Input Delay (FID), which tracks responsiveness to user interactions; and Cumulative Layout Shift (CLS), which measures visual stability. Other important metrics include First Contentful Paint (FCP), which records when the first content appears; Time to Interactive (TTI), which measures when a page becomes fully interactive; and Total Blocking Time (TBT), which quantifies how long a page is unresponsive during loading. These measurements can be captured through tools like Google PageSpeed Insights, Lighthouse, GTmetrix, and WebPageTest.

What factors affect page speed?

Numerous elements influence how quickly a page loads. Server response time forms the foundation—slow servers create delays before content even begins downloading. Large, unoptimized images often constitute the biggest culprits for slow pages. Render-blocking JavaScript and CSS prevent browsers from displaying content until these resources are processed. Excessive HTTP requests increase negotiation time between browser and server. Unminified code, uncompressed files, and redundant scripts add unnecessary weight. Mobile responsiveness affects speed on different devices, while browser caching settings determine whether returning visitors experience faster loads. Finally, the use of content delivery networks (CDNs) impacts regional loading performance.

How can you improve page speed?

Improving page speed requires a multi-faceted approach. Start by optimizing images through proper sizing, compression, and modern formats like WebP. Minimize HTTP requests by combining files and eliminating unnecessary resources. Enable browser caching to store commonly used resources on visitors' devices. Implement server-side compression like GZIP to reduce file transfer sizes. Minify CSS, JavaScript, and HTML by removing unnecessary characters and white space. Upgrade your hosting or consider a CDN to improve server response times. Prioritize above-the-fold content to display what users see first. Remove render-blocking JavaScript by deferring non-critical scripts. For mobile optimization, implement responsive design rather than separate mobile sites. Regular testing with speed measurement tools helps identify new opportunities for improvement as your site evolves.