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Friday, March 07, 2008

Site Performance Increasingly Important to SEM Performance

Google has just released a post indicating that they're poised to incorporate landing page load time into Quality Scores.

What does this mean? Well.. it means they're about to incorporate landing page load times into quality scores.

[As a side note, much like quality-based bidding itself, it's possible that they've already been testing the inclusion of such site performance variables. After all, they gave the thumbs-down to popups years ago. A variety of annoying and intrusive page designs and ad serving formats have probably come to Google's attention since then.]

More broadly, it means you'll be in some trouble if your site profits from advertising, if that advertising is causing pages to be slow to load.

Google is saying you'll be warned in the keyword status area, so you have a month to make necessary adjustments to lessen load times before your quality score gets whacked.

As for even broader meaning, I think it's fair to take away the theory that Google does now, and will increasingly in the future, incorporate assessments of site performance into the ranking algorithms for organic search. They're publicly stating the importance of these factors to users, so take heed.

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Posted by Andrew Goodman




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