Website speed isn't just nice-to-have — it's a direct ranking factor. Google has been explicit about this since 2018, and with Core Web Vitals, page experience is a measurable part of how Google evaluates your site.
Understanding Core Web Vitals
There are three metrics that matter most. Largest Contentful Paint (LCP) measures how long the largest visible element takes to load — Google wants this under 2.5 seconds. Interaction to Next Paint (INP) measures responsiveness when users interact — under 200 milliseconds is the target. Cumulative Layout Shift (CLS) measures visual stability — Google wants a score under 0.1.
How to test your site speed
Run your homepage and key service pages through Google PageSpeed Insights (pagespeed.web.dev). Look at mobile results — that's what Google uses for ranking. GTmetrix provides detailed waterfall charts showing exactly what's slowing things down.
Common speed problems and fixes
Oversized images
The number one speed killer. Compress to under 200KB, resize to actual display dimensions, use WebP format when possible.
Too many plugins (WordPress)
Every plugin adds code. Audit ruthlessly — deactivate anything you don't need.
Cheap shared hosting
The $5/month plan means shared resources with hundreds of other sites. Consider Netlify for static sites — free, fast, globally distributed.
Unminified code
CSS, JavaScript, and HTML files should be minified for production. This reduces file sizes and speeds delivery.
Quick win checklist
Compress all images under 200KB. Enable browser caching. Minify CSS and JavaScript. Remove unused plugins. Aim for a PageSpeed score above 80 on mobile.