Correlation Analysis: Website loading speed and search engine ranking

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Google uses a combination of factors to determine the results of the site's search engine rankings. Usually, these related factors of the assessment criteria are the content of the page itself (title, description, content and URL, etc.), or the site itself (the age of the domain name, inbound link number and quality, etc.). In 2010, however, Google announced that it would start adding to the factors that affect search rankings. Now the speed at which someone might view the content from the search results would be a factor. Obviously, Google has more and more attention to the site's user experience, the speed of access to poor performance of the site is bound to greatly reduce the user experience, and users experience a better site for comparison is naturally the latter is more worthy of search engine recommendations. But how does Google measure the speed of a website? and how to affect the speed of the site to the search engine rankings?

In order to start this study, some foreign senior SEO personnel randomly looked for 2,000 search queries, and in 2013 ranked factor research to create a list. They chose a representative sample query, with as few as possible a search term ("HDTV"). The url,100,000 total page List of the top 50 pages of the search results is then evaluated.

They use a webpagetest test tool, which introduces webpagetest: The tool that is used in-house by the AOL development, later open source on the Google code, is a very outstanding front page performance Test tool. We collect more than 50 different pages to measure the test information about the Web page. In the test, they empty the cache for every test page they run to ensure consistency of results.

Here's what they've come up with, and if you want more detailed data, you can go to the Moz blog and download the entire result set.

1. Page load time:

The page load time refers to the page is loaded to start to the page in the browser completely end display this time of the process, the following picture is 50 search results of the page load time contrast, the horizontal axis is 1 to 50 of the page ranking, ordinate is the page load time.

2.ttfb-First byte time:

ttfb-first byte time refers to the time from the client's start and the server-side interaction to the server to start transferring data to the client browser (including DNS, socket connections, and request response times), which is an important indicator of the responsiveness of the server.

3. Page Size:

In bytes, including all images, ads, text, and so on.

From the above three test results charts you can see that:

1.TTFB first byte response time and ranking correlation effect is strongest, the first byte time is shorter, the Web page in the search engine rank is higher than before.

2. Page load time has had little effect on search rankings, and the results of this test have surprised our researchers because we generally feel that page loading time is more important to the user experience.

3. Page size, we can see the page size is small, in search engine rankings are compared, but the top three of the search results data is contrary to the theory, because their page size is smaller than behind, the tester they gave the explanation is that the lower ranked sites are often smaller companies, So all aspects of the resources are not as big as the site, so the size of their web pages is generally small, due to the increased complexity of rankings, ranked on the front sites like Amazon and so on, they have extra budgets that are highly optimized for their product pages, so this will happen, but they haven't proven this theory, This is just a comparison of the data and our own intuitive guesses.

We now come to the theory that TTFB first byte response time is the most important, may be because TTFB is Google capture to the fastest and simplest measure, Google's various reptiles will be able to take this measurement, but believe that with the development of search engine technology, the impact of the ranking factors will be more comprehensive and perfect.

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