Browsers Slowed By Adverts and Analytics
Two-Thirds of a Second Loading Time Added
The research did acknowledge that there are other popular causes of slow loading pages including network delays, large file sizes for some content, and even ad-blocking programs which increase script execution time.
Problems Caused By Slow-Loading Pages
Slow-loading pages can cause problems such as frustration to (and loss of) visitors from web pages, and pages being penalised by Google’s search rankings for desktop and mobile search results.
Google sends out Google speed updates for mobile search rankings of the slowest of sites on the Internet. The updates are directed to those who have verified properties in Google Search Console and are aimed at reducing the search rankings of really slow mobile pages. The updates give site admins recommendations about how to measure and fix slow-loading page problems. In October 2018 for example, Google announced that it had begun (since July 2018) incorporating a new Speed update algorithm in the mobile search results as a search ranking factor.
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What Does This Mean For Your Business?
Slow-loading web pages can frustrate users and lose your business customers, as well as damaging the position of your web pages in Google search results. Web pages that load quickly are known to have longer average session times, lower bounce rates, and higher viewability, and Google suggests that a good target time in which a page should load is under 2 seconds.