It seems there is a new trend coming to light in Google’s latest algorithm changes; faster loading websites are suddenly ranking higher than websites with bigger social profiles and more backlinks.
This is a huge change to see since the mobilegeddon started a few years ago. We are seeing firsthand websites ranking higher that have been optimised for mobile devices; tablets and smartphones.
Of course this doesn’t mean we should bow to Google’s demands and design websites with little-to-no content at all and fewer functions just so it loads faster; this would be foolish in terms of conversions and marketing. But it certainly gives us an insight as to why certain websites with no social metrics, few backlinks and poor aesthetics are ranking higher than websites with the full package in terms of SEO.
Watch this space