Google Speed Update – Page Speed as a Ranking Factor in Mobile Search

Google has announced a new ranking algorithm that will affect mobile search queries. Google is calling it the “Speed Update”. Starting in July 2018, page speed will officially be a ranking factor for mobile searches.

Google has been using speed as a ranking signal in desktop searches since 2010. With them shifting to a mobile-first index, this update only makes sense.

This update will only affect a small amount of search queries that deliver the slowest experience to users (everything revolves around the user experience, as it should). Google made sure to emphasize that the intent of the search query will still be a very strong signal meaning your competitor may still out rank you if it has better, more relevant content.

While this factor individually isn’t going to have the biggest impact on rankings, it will when combined with all the other ranking factors.

In legal marketing, we still see an alarming number of websites that aren’t even close to being compliant. These law firm websites often aren’t mobile-friendly, have content that was originally written to trick search engines and not provide any real value to users, designs that are straight from the ’90s, and load slow on mobile.

If you want to rank your law firm in a position on Google that can be found by searchers seeking your services, you need to start taking your website more seriously. The farther you are down the “let’s do the opposite of what Google and SEO professionals everywhere suggest” road, the harder it’s going to be to find an exit and turn around.

If you’re not sure where to start, we’re here to help.