Google’s new “Speed Update” will put faster loading content centre stage in search engine rankings, but brands that are mobile ready are already reaping the benefits, according to a new study released by Searchmetrics.
The Mobile Speed Study 2018 found that the webpages featured in the top five of Google’s SERPs loaded much faster than those further down the pecking order. In fact, many of the pages were ready to read in less one second.
Next month, page load speed will become an official factor in determining the rank of webpages in SERPs as Google continues its smartphone push. This will mean that pages optimised for mobile will be in an even better position to secure the top spots in search.
Google’s own AMP project has played a major role in the mobile-ready revolution, and the study found that these pages could be accessed on the first page of rankings for 61% of the searches made and that there were an average of 4.3 AMP-enabled pages.
Media-related searches have the most AMP-powered content, but e-commerce, travel and finance searches are now also overwhelmingly in favour of mobile-ready pages.
“While AMP content most commonly appears in topical news and media related searches – for which it was originally intended − it is also now seen in over half of the first page results in finance, ecommerce and travel searches,” Searchmetrics’ Director Marketing & Communications Cliff Edwards said. “So there is evidence that some non-media sites are starting to take advantage of the user experience and speed benefits of AMP.”