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Slow Sites Cost More Says Google

25 February 2009 by Stephen McNamara

If you thought that spending more than your competitors on pay per click (PPC) advertising campaigns was all that you needed to do to get top billing then you would be wrong.

In fact very wrong. PPC plays a key part in delivering high Google rankings, but it is not the only factor. Google is all about delivering a good experience to users. If its search links do not meet requirements users are unsatisfied and that hurts Google’s business.

Therefore, it is in the search giant’s interest to rate links on the quality of user experience they give. So in addition to paying for prominence, other factors taken into account are relevance and speed. Yes speed. Many are unaware of the effect it plays but recent research has revealed to Google that speed is a key part in user satisfaction.

According to Google VP Marissa Mayer, just a half second delay in website loading speed will cause a 20% drop in traffic.

What does this mean to you and your PPC campaign? Well, it means that you could be spending more money on PPC than your competitors but be lower in the listings, all because they have faster servers.

So now is not the time to cut corners on your hosting. To get the speed you need to be successful you need to invest in your server. It will repay you!