Mobile Page Speed Update (2018)

What Is the Google Mobile Page Speed Algorithm Update (2018)?

The Google Mobile Page Speed Algorithm Update, released in July 2018, was a major change that made page speed—specifically for mobile pages—a direct ranking factor for mobile search results. This update ensured that websites that loaded quickly on mobile devices would rank higher in Google’s search results, while slower sites were penalized.

While page speed had been a ranking factor for desktop searches since 2010, the rise of mobile traffic led Google to prioritize mobile page speed as part of its ranking algorithm. This update aimed to improve the user experience for mobile users, emphasizing fast loading times on mobile devices.

Why Did Google Introduce the Mobile Page Speed Update?

1. Growth of Mobile Traffic:

By 2018, mobile devices accounted for more than 50% of global web traffic. With users increasingly accessing websites on their smartphones and tablets, Google needed to ensure faster, mobile-optimized content.

2. The Problem with Slow Mobile Websites:

Research revealed that:

• 53% of mobile users abandoned a site if it took longer than three seconds to load.

• A one-second delay in page load time resulted in a 20% drop in conversions.

• Slow-loading pages led to higher bounce rates, reducing user engagement.

The update aimed to address these issues by making mobile speed a core ranking factor.

3. Aligning with Mobile-First Indexing:

With Mobile-First Indexing already in place, Google needed to make sure that mobile websites were optimized for speed. The Mobile Page Speed Update reinforced the importance of fast-loading websites for mobile users.

How Does the Google Mobile Page Speed Update Work?

1. Real-World Speed Data:

Rather than relying on simulated speed tests, Google used real-world data from the Chrome User Experience Report (CrUX). This data measured actual user experiences across different devices and network conditions.

2. Penalizing Slow Pages:

• The update penalized only the slowest websites. Pages with poor performance had a lower chance of ranking high.

• Websites with equally relevant content could still rank well if their load times were faster than competing sites.

• High-quality content could still perform well, even if the page load time was slightly slower than competitors.

What Factors Influence Mobile Page Speed Rankings?

Several factors play a role in determining mobile page speed rankings:

1. Largest Contentful Paint (LCP):

LCP measures how long it takes for the largest visible element (image, text, or video) to load. A good LCP is under 2.5 seconds.

2. First Input Delay (FID):

FID measures how quickly a webpage responds when a user interacts with it (clicking a link or button). A good FID is under 100 milliseconds.

3. Cumulative Layout Shift (CLS):

CLS measures how much the layout shifts during loading. A good CLS score is below 0.1.

4. Time to First Byte (TTFB):

TTFB measures how long it takes for the browser to receive the first byte of data from the server. A good TTFB score is under 500 milliseconds.

5. Overall Page Load Time:

Google prefers pages that load in under three seconds, especially for users on 4G or slower networks.

How Can You Check Your Mobile Page Speed?

You can use several tools to measure and optimize your mobile page speed:

• Google PageSpeed Insights: Analyzes mobile and desktop speed performance and provides optimization suggestions.

• Google Lighthouse: A Chrome-based tool for performance audits, including speed analysis.

• Chrome User Experience Report (CrUX): Real-world performance data from actual users.

• Google Search Console: Core Web Vitals report for mobile page speed issues.

How Can You Optimize Your Website for the Mobile Page Speed Update?

Here are strategies to improve mobile page speed:

1. Optimize Images and Media Files:

• Compress images using tools like TinyPNG or ImageOptim.

• Use WebP format for smaller file sizes.

• Implement lazy loading to load images only when needed.

2. Minimize CSS, JavaScript, and HTML:

• Remove unnecessary code and whitespace.

• Use asynchronous loading to prevent render-blocking scripts.

3. Enable Browser Caching:

• Store static files like images and scripts in the browser to reduce load times.

4. Use a Content Delivery Network (CDN):

• A CDN distributes content across multiple global servers, speeding up load times.

5. Reduce Server Response Time:

• Upgrade your web host and optimize database queries.

6. Implement Accelerated Mobile Pages (AMP):

• AMP pages are designed for fast loading and often appear in Google’s Top Stories.

How Did the Mobile Page Speed Update Impact SEO?

The Mobile Page Speed Update significantly impacted SEO in several ways:

• Websites that ignored mobile page speed saw ranking drops.

• Core Web Vitals, introduced in 2021, became a ranking factor, emphasizing the need for fast, responsive, and visually stable pages.

• Speed-optimized websites saw higher rankings, better user engagement, and more traffic.

What Happens If a Website Ignores the Mobile Page Speed Update?

Ignoring mobile speed optimization can lead to several issues:

• Lower rankings in mobile search results.

• Increased bounce rates, leading to lost visitors.

• Reduced conversions and sales due to poor user experience.

What’s the Future of Mobile Page Speed Optimization?

Future updates will further emphasize fast-loading pages:

• AI-powered algorithms will continue to reward websites with fast load times and strong user engagement.

• Mobile page speed will remain a crucial ranking factor in SEO.

• Websites that prioritize Core Web Vitals, page speed, and user experience will continue to perform well in search rankings.

Final Thoughts on Mobile Page Speed Update

The 2018 Google Mobile Page Speed Algorithm Update reinforced the importance of fast-loading mobile websites. Websites that prioritize mobile usability, page speed, and performance will enjoy:

• Higher rankings.

• Better user engagement.

• Increased conversions.

Mobile page speed optimization is now an essential part of SEO, and websites that fail to adapt will struggle to stay competitive in Google’s search results.