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Listen up, folks! Google has officially rolled out the Speed Update to all users on July 9th, 2018. From now on, page speed is an important ranking factor for mobile searches. If you have an organic presence on mobile search or you’re involved in mobile-specific AdWords management, you may need to shift your focus slightly.
AdWords campaign managers point out that page speed has been an important ranking factor since 2009. This is true but earlier it was used to rank desktop searches whereas the focus now is on mobile searches. Everybody knows that mobile search volumes surpassed desktop volumes in 2016 and the Speed Update is part of Google’s efforts to ensure a level playing field and improved the user experience.
If slow loading pages are the culprit, one quick fix solution is to make the switch to AMP. An accelerated mobile page (AMP) is a hosted, stripped down version of your standard HTML page. AMPs are still scarce and they load super quickly. Although you may sacrifice some control over page design, they are worth a shot.
Quick load time is considered by Google to determine landing page experience. Good white label PPC AdWords professionals know that the landing page experience makes up a significant portion of Quality Score – that all-important algorithm that determines how much you pay per click and at which position your ad gets placed.
There is a free-to-use Google tool recommended by white label AdWords professionals to evaluate a page’s performance. The Google PageSpeed Insights tools allow you to audit web page quality by taking into consideration performance and accessibility. PageSpeed Insights reports provide information on how well a web page performs on Google as well as recommendations for optimizing performance.
Google’s Speed Update is an important step to deliver an improved mobile search experience. It could potentially hit your organic mobile search rankings but its impact on your AdWords campaigns is likely to be minimal. Just make sure your mobile landing pages are optimized and loading quickly. If your mobile site is loading slow, consider alternative steps such as lowering mobile bids in your PPC campaigns or strengthening your desktop search campaigns till you make the necessary improvements.