August 17th, 2010 by Nick

It can seem that the field of search engine optimization is a complex territory in which few things are settled and where disputes are common. Even if something is widely agreed upon, it can be seen from diverse perspectives and given different amounts of emphasis by various commentators. For all the SEO talk about black hat and white hat techniques, it can appear that there is little black and white in the complicated ‘search world.’ However, on occasion our attention is focused on something which is clear and brooks no argument. Site speed comes into this category because users and the major search engines concur that slow sites are undesirable and you can easily understand why. The age of the net has decreased our collective attention spans and users want their needs addressed swiftly.

At Searchengineoptimization.co.uk we have the experience and expertise to ensure that the essential and the non-essential tips are understood. Our tailored campaigns have attracted much praise from our clients.

Speed has mattered to Google and the like for a considerable time period. They have long been aware of user frustration with sites that do not yield up positive results quickly. People want their queries and wants addressed soon. If they do not get their wants satisfied on one site they will quickly turn to another. Site speed must be checked out on a regular basis because it can have a detrimental impact on site performance in several ways. Firstly, a site which loads slowly can have a negative impact on your internet reputation management. Secondly, a site that can take a long time to load is not going to have the positive outcomes associated with repeat visitors. Thirdly, a sluggish site will inevitably perform poorly with regard to conversion rates. Fourthly, a site that does not satisfy the speed requirements will fail to establish a community feel. Fifthly, a slow site can not evolve into one with pretensions to authority status unless action is taken.

Speed is now so important to Google it has explicitly mentioned it. Experts all knew that site speed mattered to Google, so their announcement hardly came as a big surprise. However, making it official underlines its importance to online firms of all sizes. Back in April this year, Google announced that its algorithm would be placing a significant emphasis on speed. We all want the net to be as fast as possible, so Google’s announcement was not controversial. It needs to serve as a reminder to everyone to watch their speed. This reminder is not a pointless one because the complexity of modern SEO means that it is easy to overlook things, especially for inexperienced individuals. Sometimes the interests of Google and the SEO community are opposed, sometimes they are aligned. In the case of speed there is no significant conflict of interest.

There are online SEO tools which can be deployed to speed up site performance. However, it would be wise to let specialists to take care of your site because this is what they are best at. Evaluating site performance, including its speed, is not so complicated for those with the required skills.

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