Do you want to significantly increase your search rankings, engagement, and conversions?
Are you looking to boost the impact of your mobile content marketing efforts? Then start with this simple tactic: Make your pages load extremely fast.
That’s right, the need for speed isn’t just for fighter jets and stock cars. Quickness, in particular consistent and rapid page load times, is absolutely essential for mobile content success.
Why? The most common answer is that site speed is an important part of what search engines value. This is true, to be sure. Google (and the other search engines) have made it explicitly clear that site speed is a core component of search rankings, both for desktop and mobile.
However, the value of site speed goes far beyond just SEO. Search engines reward speed because consumers reward it. Nearly half (47%) of Internet users expect a site to display in under two seconds, and its been shown that they steadily click away with each additional bit of time it takes to load .
This means faster pages are much more valuable than slower ones. As Google put it in a note highlighting the importance of speed to publishers: “Fast and optimized pages lead to higher visitor engagement, retention, and conversions.”
That’s all well and good, but how do you actually boost your site speed? Here are a few tips:
1. Check Your Site Speed: Before doing anything else, start by checking your current site speed. You can do this by using a free tool like Pingdom’s offering, or via Google Analytics under Behavior -> Site Speed. While neither tool breaks out mobile speed specifically, each will give you some baseline metrics so that you can measure improvements over time.
2. Diagnose What’s Slow and Make Changes
There are a number of good resources for diagnosing site speed issues, from the free YSlow browser plugin to paid offerings from various companies. Our personal favorite is the Page Speed tool from Google.
All you have to do is put in a URL and it’ll give you a breakdown of that page’s specific speed issues, from server response time to code problems. Best of all, the tool explicitly breaks out mobile from desktop and gives a grade for each.
Just to be 100% clear here : none of the examples above are Readz sites – below is how our apps perform in real life. That’s right – Google loves our turbo-charged Readz apps!
3. Monitor Performance Consistently
Optimizing your mobile offerings to load quickly is not a one-time undertaking. Speed changes as new devices are introduced, and as content delivery evolves. Moreover, the speed of your site may vary based on time of day or other factors. Make sure to check site speed often and optimize regularly.
That may sound like a pain, but the efforts can have a big payoff. Over time, as you tackle both the large speed issues (such as the quality of your servers) and the small ones (such as optimizing images), you should see improvements in search rank and the number of pages consumed. Essentially, it’s an effective way to boost engagement with your content without having to actually alter the content itself.