Website speed is how quickly a website loads and becomes usable for visitors. It affects user experience, engagement, conversions and how effectively a website performs in search.
Website speed can influence search performance because page experience and Core Web Vitals are among the factors Google considers when evaluating webpages. A faster, well-structured website can also provide a better experience for users.
A slow website can increase abandonment, particularly during important conversion points such as enquiry forms, bookings and checkout. Improving website speed can reduce friction and give visitors a better opportunity to engage with a business.
Yes. Website speed is part of the broader digital experience, while clear structure, useful content and accessible information can help AI systems understand a website. Improving technical performance alongside content quality can support stronger AI visibility.
Businesses can improve website speed by optimising images and videos, reducing unnecessary scripts and plugins, using efficient hosting and platforms, improving mobile performance, and regularly monitoring Core Web Vitals and other performance metrics.