How fast

How Fast Should Your Website Load in 2016

People and Google have something in common: they both like fast sites. “Site Speed” is in fact a Google ranking factor.

Good user experience (UX) is a given with fast website response. So, higher conversions are achieved through a satisfying UX.

Similar to search engine optimization and search marketing, many overlook the importance of how fast their websites load – which is a critical element in online businesses.

Bad user experience commonly stems from very slow sites and Google is a big fan of good UX.


Source: Kissmetrics (

But how much of the “Site Speed” really an important ranking factor?

Aside from personally witnessing slow websites (and yes, some reaching 10 or more seconds) being negatively impacted in Google, there are statements from “Googlers” themselves:

“We do say we have a small factor in there for pages that are really slow to load where we take that into account” John Mueller, Google Switzerland

On that note, Google just might “crawl” your site slightly slower if it is initially slow. And needless of an explanation, that’s bad especially if you are creating changes or uploading new content.

“We are seeing an extremely high response time for requests made to your site (at times, over 2 seconds to fetch a single URL). This resulted in us severely limiting the number of URLs we will crawl from your site” John Mueller, Google Switzerland

So, how quickly should your website be able to load in 2016?


An interesting experiment that had been ran recently at Forbes concluded that:


“over the testing period, users read fewer articles each day while experiencing delays loading each web page”

“The speed of the site negatively impacts a user’s session depth, no matter how small the delay. Slow sites also have a detrimental effect on the number of articles people read. Largely, the lower the site, the greater the effect. The data suggests, both in terms of user experience and financial impact, that there are clear and highly valued benefits in making the site even faster”

Other research on this is difficult to find, but this one in particular would suggest that your website really should respond as fast as possible these days.

To put it out there, Maile Ohye (Google) mentioned in a video:

“2 seconds is the threshold for e-commerce website acceptability. At google, we aim for under a half second.” And that had been quoted in 2010

At, we aim to optimise websites to load in under 1 second. To top it off, we are also working on a new technology with the aim to make websites load in 0.25 seconds. Who knows how fast the internet might be in the future. What do you think?

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