In this day and age, no one has the patience for waiting. Customers can barely mask their disdain when waiting in line, whether it’s at the grocery store, the bank, or the movies. This sense of urgency has seeped into every facet of our lives, as retailers are now racing to offer same-day delivery services and smartphone apps are eliminating wait time for anything from catching a cab to catching a table at a restaurant. The demand for instant results is just as pressing in the virtual world.

If a website is loading too slowly, we’re outta there within seconds. How many times have you left a website because it was taking forever to load? Probably too many to count. By now, most search marketers know that Google is constantly trying to make their services faster and subsequently added site speed as a ranking factor in their algorithms in 2010. While many of us are aware that site speed affects organic search results, many paid search marketers may need to pay more attention, too.

Site Speed & AdWords

Above all, Google cares about user experience, whether the mode of transportation to your website is SEO or PPC. Since Google is also in charge of AdWords as much as it is of organic search, page load time for your ads matters just the same.

Google states in their AdWords help guide, as clear as day, that part of a good landing page experience includes encouraging customers to spend more time on your site. If your page loads too slowly, people who click your ad are more likely to leave prematurely and click on your competitors’ ads. In fact, over 75% of online customers will opt for a competitor’s site after experiencing delays. That’s a startling statistic for any paid search marketer.

load timeIn the world of PPC, every dollar counts. Besides creating a better experience for your users, having a website that loads quickly is better for your business. When every second counts, you can’t afford to lose your customers to slow loading time. This snippet from a very compelling graphic by KISSmetrics really hits the nail on the head.

The Push for Mobile

We have been saying it for years, but the push for mobile optimization has never been as important as it is now. With 88% of consumers using their smartphones to find local information through search engines, and 18% of smartphone searches leading to a purchase within one day, you can’t afford not to hop on the mobile bandwagon.

Since Google has been making evident strides to improve mobile search results, they are now issuing e-mail warnings to webmasters whose sites are not mobile-friendly. If you are interested in converting visitors into customers, mobile-optimizing your website will not only improve user experience, but it will also increase your page load speed, therefore improving your mobile SEO and PPC campaigns.

Here are some free tools you can use to evaluate and improve the speed of your site.


Page speed is as important to your users as it is to Google. This year, take some time to evaluate your website’s performance and how it affects your SEO and PPC (and, ultimately, sales) performance. Not only will your campaigns benefit greatly, but your users will surely appreciate it as well.

If you’d like to learn more about the ways you can grow your small business through fast, responsive web design and SEO, contact High Level Marketing today!