How load time affects Google Ranking

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Gzip is most popular and effective way to reduce the response size by 70%. Gzipping reduces the size of HTTP response and helps to reduce the response time.

Image referred from Google images.


Many of us hate websites which load slowly. Do you get interest to visit those sites regularly? Chances are, you don’t!! which affects the ranking of site in search engines? For that reason, Google started taking page’s loading time as a serious aspect, in ranking sites.

Tips to speed up your site

  • Enable gzip compression
Gzip is most popular and effective way to reduce the response size by 70%. Gzipping reduces the size of HTTP response and helps to reduce the response time.

You can compress the page by adding following code to your .htaccess file:
# Compress text, html, JavaScript, CSS, xml:
AddOutputFilterBy DEFLATE text/plain
AddOutputFilterBy DEFLATE text/html
AddOutputFilterBy DEFLATE text/xml
AddOutputFilterBy DEFLATE text/css
AddOutputFilterBy DEFLATE application/xml
AddOutputFilterBy DEFLATE application/xhtml+xml
AddOutputFilterBy DEFLATE application/rss+xml
AddOutputFilterBy DEFLATE application/javascript
AddOutputFilterBy DEFLATE application/x-javascript
Or, compress certain files types by extension: 
<files *.html>
SetOutputFilter DEFLATE 
  • Another way is that use WhichLoadsFaster to compare your site’s loading speed against all other sites.
Following are the guidelines:

Below 1 second – Perfect
1 to 3 seconds – above average
3 to 7 seconds – average
More than 7 seconds – very poor

From research it has found that 47% of visitors expect a webpage to be loaded less than 2 seconds, 57% of people will leave the page that takes more than 3 seconds to load.
  • Minimize HTTP Request
80% of pages spent more time in downloading different parts of page – images, style sheet, scripts etc. So, more components on page the longer time it takes for downloading.

Following things should be considered while simplifying your site:
  1. Instead of images use CSS where ever possible.
  2. Combine multiple style sheets into one.
  3. The scripts should be reduced and placed at the bottom of the page.

Image referred from

  • Minimize Images
It is important to keep images as small as possible, because oversized images take longer time for loading.
    • Use image editing tools to crop images to its correct size.
    • Use external picture editor tools to resize the images, such as Photoshop.
    • Online tools to optimize your site’s images:
      -  Online image optimizer
      -  SuperGIF
    • If possible remove image comments.
  • Optimize CSS
CSS in your website is delivered in two ways: Inline style sheet and External style sheet. The external file loads before your page renders, which increases the loading time of page. But the inline style sheet properties are embedded in HTML document itself.

Generally external file is preferred, because it reduces the size of the code.

  • Avoid unnecessary plugins
Having too many plugins may slow down your page loading speed. All plugins are not unnecessary, some plugins for example, social share plugins should be there for every site these days.


We have concluded that page loading time can have better effect on conversions and revenue of your site. This makes important to regularly monitor your website to ensure better performance, all over the world in order to increase your revenue rates of website. 


Refer for better understanding.
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About the Author

Full Name: Korada Madhusmita
Member Level: Starter
Member Status: Member
Member Since: 1/27/2014 3:02:13 AM
Country: India

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