Success in search engine optimization (SEO) requires not only an understanding of where Google’s algorithm is today but an insight to where Google is heading in the future. Based on my experience, it has become clear to me Google will place a stronger weight on the customer’s experience with page load speed as part of their mobile-first strategy.

With the investment Google has made in page performance, there are some indicators we need in order to understand how critical this factor is now and will be in the future. For example: A first step would be to build the data source.

SEO is a data-driven marketing channel, and performance data is no different from positions, click-through rates (CTRs) and impressions. We collect the data, analyze, and determine the course of action required to move the metrics in the direction of our choosing.

With page performance tools it is important to remember a tool may be inaccurate with a single measurement. I prefer to use at least three tools for gathering general performance metrics so I can triangulate the data and validate each individual source against the other two.

Data is only useful when the data is reliable. Depending on the website I am working on, I may have access to page performance data on a recurring basis. Read more from…

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