Have you recently checked how quickly your website loads for visitors? In 2018, a slow website was already a major user-experience issue, especially on mobile, where people expect pages to respond quickly. If users are waiting too long for a page to appear, they may leave before they see your offer, content, or call to action.
Google announced that page speed would become a ranking factor for mobile searches beginning in July 2018. The change, known as the Google Speed Update, reinforced an important point for website owners: website speed optimization should support both search visibility and a better experience for real users.
Google had considered speed as a desktop ranking signal for some time. With this update, mobile page speed also became part of the ranking conversation. That did not mean a fast page alone could secure top positions. It meant businesses needed to treat mobile performance as one important part of a complete SEO and website strategy.
A well-built, performance-focused website should make it easier for visitors to find information, engage with your brand, and take the next step. That is why speed should be considered during a website redesign, not added as an afterthought. Mixed Media Ventures’ Web Design & Development services are built around mobile-first design, SEO-ready architecture, and conversion-focused performance.
What This Speed Update Entails
Google’s 2018 announcement made clear that the Speed Update was designed to improve the mobile search experience. It was expected to affect only pages that delivered the slowest experience to users and only a relatively small percentage of search queries.
Importantly, relevant content remained a strong ranking signal. A slower page could still rank when it was the most useful result for a searcher’s query. However, a page with good content and poor performance could be at a disadvantage when competing against websites that offered both relevance and a faster mobile experience.
The message for site owners was straightforward: do not view page speed as an isolated technical task. Consider how loading time, mobile usability, page layout, content accessibility, and the overall visitor journey work together. Better performance supports a better experience, which is the real objective behind sustainable mobile SEO.
Will My Website Be Affected?
It is not safe to assume that valuable content alone will protect a website from performance-related issues. At the same time, it would be equally inaccurate to believe that page speed is the only ranking factor that matters. Google evaluates many signals when deciding which pages are most helpful for a search.
First, understand how your pages perform, particularly for mobile visitors. A website speed audit can reveal issues such as oversized images, unnecessary scripts, weak hosting, poor caching, or code that delays loading. Reviewing page performance helps you identify whether your website could be vulnerable in a competitive search result.
Second, remember that Google did not publish one exact speed threshold that guaranteed rankings or a specific score that automatically triggered a loss in visibility. That is why Google encouraged site owners to think broadly about user experience rather than chase a single metric.
The practical goal is not simply to make a testing tool display a perfect score. The goal is to build a fast, accessible, easy-to-use website that helps visitors reach the information or action they came for. This is where an integrated approach to digital marketing and SEO can make a difference: performance improvements should support qualified traffic, stronger engagement, and lead generation.
What You Need to Do
To assess the performance of a website and its mobile SEO, Google recommended several practical resources in its 2018 guidance:
- Chrome User Experience Report (CrUX): A public dataset of real-world user experience metrics from Chrome users.
- Lighthouse: An automated auditing tool in Chrome DevTools that reviews performance, accessibility, and other website quality factors.
- PageSpeed Insights: A tool that uses Chrome UX Report data where available and provides recommendations for improving page performance.
Use these tools to identify the pages that matter most to your business, such as key service pages, landing pages, contact pages, and high-traffic blog posts. Then prioritize fixes that improve the visitor experience without compromising useful content, functionality, or conversion paths.
For example, image optimization, browser caching, reliable hosting, streamlined code, and mobile-friendly layouts can all contribute to better website load speed. These changes should be evaluated as part of a broader website strategy, not as one-off technical adjustments.
No one outside Google has access to every ranking signal or its exact weighting. Still, the direction was clear in July 2018: slow mobile pages could perform less well when similar, more relevant, and faster alternatives were available. Businesses that consistently invest in quality content, sound technical foundations, and a better user experience are better positioned to adapt as search evolves.
If you are concerned about your website’s page speed, mobile performance, or search visibility, contact a Mixed Media Ventures Digital Marketing Analyst. Our team can help identify performance gaps and recommend practical next steps through our Web Design and Digital Marketing services. To discuss your website, contact Mixed Media Ventures or call 888.980.8170.
About Jack Brandt
Jack Brandt is President of Mixed Media Ventures. In his 18 years in the online space, he has worked with organizations of all sizes, from companies with one employee to enterprises with more than 50,000 employees, helping them grow their businesses and improve their customers’ online experience.
He has worked with leading Internet companies as well as organizations that operate outside the spotlight. In each case, Jack has helped clients pursue their online goals through tailored solutions that create new revenue opportunities. Today, he leads Mixed Media Ventures and helps businesses strengthen their digital marketing efforts to generate leads, prospects, and clients.
Related Mixed Media Ventures Services
For businesses that need a faster, more effective website, MMV offers Web Design & Development with mobile-first architecture, performance optimization, SEO foundations, and ongoing support. Our Digital Marketing services connect SEO and content performance to broader growth goals, so website improvements support measurable business outcomes.
Frequently Asked Questions
Is page speed a Google ranking factor?
Yes. Google announced that page speed would become a ranking factor for mobile searches beginning in July 2018. It had already used speed as a ranking signal for desktop searches. Page speed is one of many factors Google may consider when ranking results.
Did the Google Speed Update penalize every slow website?
No. Google stated that the 2018 Speed Update was aimed at pages providing the slowest experience to users and was expected to affect only a small percentage of queries. A slow page could still rank if it provided highly relevant content.
How can I check my website speed?
You can use PageSpeed Insights, Lighthouse in Chrome DevTools, and the Chrome User Experience Report to review page performance. These resources can help uncover opportunities involving images, scripts, mobile layout, caching, and overall user experience.
What should I prioritize when improving website load speed?
Prioritize the experience of real visitors. Focus first on important pages that generate traffic, leads, or sales. Improve mobile usability, optimize images and code, remove unnecessary page weight, and ensure that performance work does not damage the content or functionality visitors need.
