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Google Search Will Start Ranking Faster Mobile Pages Higher In July (venturebeat.com)

An anonymous reader writes: Google today announced a new project to improve its mobile search results: Factoring page speed into its search ranking. As the company notes, page speed "has been used in ranking for some time" but that was largely for desktop searches. Starting in July 2018, page speed will be a ranking factor for mobile searches on Google as well. In November 2014, Google started labeling sites as "mobile-friendly" to denote pages optimized for phones. The company then spend the next few years experimenting with using the label as a ranking factor, ultimately pushing those changes in April 2015 and increasing the effect in May 2016. The label was removed in August 2016 as the company noted that most pages had become "mobile-friendly." Google now plans to wield that power again to make mobile pages load faster.

73 comments

  1. Nice Try Google by Anonymous Coward · · Score: 3, Funny

    Just another reason to stick to Bing.

  2. Fast Page by techdolphin · · Score: 0

    I have an idea for a real fast page: "Send money here! ..."

  3. Will it punish mining sites? by Anonymous Coward · · Score: 0

    Mining coins on pages slows the site down so they should be penalized, or is Google benefiting from the coin craze.

  4. Another step by Anonymous Coward · · Score: 4, Insightful

    Just another step toward Google's attempt to control behavior on the internet.
    They pretend to be a search engine, but are now filtering the results based on what they think you SHOULD be looking at, rather than the content. When I ask for a search term, I want accurate results about the term, not about how fast a page loaded.

    I miss 2003 Google. How did things go so wrong?

    1. Re:Another step by sexconker · · Score: 1

      That's why I use Bing.

    2. Re:Another step by Anonymous Coward · · Score: 1

      The only good bot on Reddit is the one that removes the "m" in wikipedia links.

      My phone is 1080p, and I have it set to "request desktop site" for a reason; I don't want your watered-down / half-assed "mobile" webpage.

    3. Re:Another step by swillden · · Score: 1

      When I ask for a search term, I want accurate results about the term, not about how fast a page loaded.

      And if there are two pages with accurate results about the term, which do you want ranked higher? The fast one or the slow one?

      Google isn't doing this because they like to make web devs jump through hoops, they're doing it because getting results that are accurate and fast makes users happier. And users who are happier use the service more. And users who use the service more see more ads.

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    4. Re:Another step by Anonymous Coward · · Score: 0

      "The fast one or the slow one?"

      Neither. If two pages rank equally otherwise, I'd prefer the one that has been indexed longer and/or has more views. Load time should never enter into it.

    5. Re:Another step by Anonymous Coward · · Score: 0

      When I ask for a search term, I want accurate results about the term, not about how fast a page loaded.

      And if there are two pages with accurate results about the term, which do you want ranked higher? The fast one or the slow one?

      Google isn't doing this because they like to make web devs jump through hoops, they're doing it because getting results that are accurate and fast makes users happier. And users who are happier use the service more. And users who use the service more see more ads.

      I want to see the slow one of course, it probably has more info.

    6. Re:Another step by AHuxley · · Score: 1

      Re 'How did things go so wrong?"
      The party politics of the brand likes to derank results.
      At first it was a good search engine to get users in. Now its not facing emerging competition the SJW can shape search results to their politics.

      --
      Domestic spying is now "Benign Information Gathering"
    7. Re:Another step by TheRaven64 · · Score: 1

      Neither, you put them in the data set with equal rank and then in the UI pick a random ordering for each client.

      --
      I am TheRaven on Soylent News
    8. Re:Another step by swillden · · Score: 1

      Neither, you put them in the data set with equal rank and then in the UI pick a random ordering for each client.

      Neither? Really? You'd honestly prefer to have a 50% chance of having to wait longer to get your information?

      Frankly, I don't believe you.

      What about other characteristics of bad sites? They can be slow, ugly, spammy, malware-laden... there are quite a number of quality factors other than content relevance. Obviously relevance is the most important characteristic (well, except for malware), but once that bar has been met, there are still better and worse sites. Google has long taken into account a wide variety of factors (including speed... note that they've been including speed in their rankings for desktop searches for years) in deciding how to rank search results, because offering users higher-quality results provides a better user experience.

      On mobile, I suspect that they've been weighting total page and resource size rather heavily for years, since minimizing size uses less expensive mobile data. Is that something else you think they shouldn't consider in result rankings?

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    9. Re:Another step by TheRaven64 · · Score: 1

      Neither? Really? You'd honestly prefer to have a 50% chance of having to wait longer to get your information?

      Load times for web sites are now under a second - over 100ms is considered slow. I honestly couldn't care less if two sites that are otherwise equally ranked end up sending me to the one that loads in 500ms instead of 50ms.

      What about other characteristics of bad sites? They can be slow, ugly, spammy, malware-laden.

      A site that is spammy or malware-laden shouldn't make it into the search index at all. A site that is ugly may still have useful information - and often ugliness correlates quite strongly with utility for technical web pages, so I'd be very unhappy if a search engine decided that I wanted to look at pretty and information-light sites instead.

      --
      I am TheRaven on Soylent News
    10. Re:Another step by swillden · · Score: 1

      Neither? Really? You'd honestly prefer to have a 50% chance of having to wait longer to get your information?

      Load times for web sites are now under a second - over 100ms is considered slow. I honestly couldn't care less if two sites that are otherwise equally ranked end up sending me to the one that loads in 500ms instead of 50ms.

      You must not look at very many web sites. There are plenty with load times of multiple seconds, even on a very fast connection.

      What about other characteristics of bad sites? They can be slow, ugly, spammy, malware-laden.

      A site that is spammy or malware-laden shouldn't make it into the search index at all. A site that is ugly may still have useful information - and often ugliness correlates quite strongly with utility for technical web pages, so I'd be very unhappy if a search engine decided that I wanted to look at pretty and information-light sites instead.

      Information-light sites would score lower on content, so the ugliness factor wouldn't even come into play.

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      Note to ACs: I usually delete AC replies without reading them. If you want to talk to me, log in.
  5. Mobile sites suck- why not a mobile search page? by Anonymous Coward · · Score: 0

    I don't want to get mobile-focus pages from a non-mobile. Why not just make a google.cell page for searching mobile-friendly content? Too fucking simple? Derp.

  6. Re:Mobile sites suck- why not a mobile search page by Lunix+Nutcase · · Score: 1

    You won’t get mobile sites on a non-mobile device and nowhere does this story say you would.

  7. Less useful search results by Anonymous Coward · · Score: 1

    Who cares if your page loads faster in mobile browsers? Does it have the thing I'm looking for or not?

    1. Re:Less useful search results by Anonymous Coward · · Score: 1
      Does it have the thing I'm looking for or not?

      No good asking Google that - they are only interested in the money.

    2. Re: Less useful search results by Anonymous Coward · · Score: 0

      Is it badgers?

  8. Why is speed important? by mea2214 · · Score: 2

    I prefer a page that loads slowly but answers my question to a page that loads fast and by gaming the system using SEO, doesn't have an answer to anything.

    1. Re:Why is speed important? by MetalliQaZ · · Score: 4, Insightful

      Because this will drive sites to use AMP, which gives Google more control.

      --
      "Here Lies Philip J. Fry, named for his uncle, to carry on his spirit"
    2. Re:Why is speed important? by Anonymous Coward · · Score: 0

      I prefer a page that loads slowly but answers my question to a page that loads fast and by gaming the system using SEO, doesn't have an answer to anything.

      Google would prefer that you see a fast loading page, and especially the ads therein, and then click back and continue your hunt for useful content.

    3. Re:Why is speed important? by Anonymous Coward · · Score: 0

      yeah , ads are mostly for stuffs I just bought.
      For some reason, advertisers think I already need a new pair of shoes of the exact model I just bought...

    4. Re:Why is speed important? by tepples · · Score: 1

      For some reason, advertisers think I already need a new pair of shoes of the exact model I just bought

      Perhaps they expect you to buy another pair in a different size as a gift for someone.

  9. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    It also doesn't say you wouldn't.

  10. welcome to the new front page of the internet by Anonymous Coward · · Score: 0

    no images, just variations on your search term with a "Continue" link that goes to whatever the real page is. ta-da!

    1. Re:welcome to the new front page of the internet by Anonymous Coward · · Score: 0

      If that first page has the information you're looking for, who cares?
      If it doesn't, Google won't rank it as highly as one that does (regardless of speed).

  11. Makes sense to me by oldgraybeard · · Score: 1

    As a contract developer, I do very little internet stuff with my phone, But I know I am a real exception in today's world.

    In today's world all base rendering of things web should be done with the primary platform being phones and then other platforms as needed.

    With the exception being, special case projects.

    Just my 2 cents ;)

    1. Re:Makes sense to me by Anonymous Coward · · Score: 1

      In today's world all base rendering of things web should be done with the primary platform being phones and then other platforms as needed.

      Not sure what one has to do with the other. Yeah, mobile rendering should not take a back seat to desktop for the same site. But this change prioritizes competing sites based on mobile,speed, essentially assuming that the content that renders the fastest on mobile is "more desirable" by all possible definitions.

      That is never my definition of "more desireable".

      I'm sure this is just one more facet to Google's unknowable ranking formula, but among the negative outcomes consider they ways that this can be gamed for SEO spam purposes.

  12. Sweet by Anonymous Coward · · Score: 0

    Thank goodness we have Net Neutrality so the big boys can't just buy their way to the top, right?

    1. Re:Sweet by Anonymous Coward · · Score: 0

      how is this a case of "the big boys buying their way to the top"?

    2. Re:Sweet by Anonymous Coward · · Score: 0

      How does this not violate NN ideals? Just because they're a liberal company doesn't mean they aren't gaming the system and I'm an Aggressive Progressive bitching about it.

      #justicedemocrats

    3. Re:Sweet by Anonymous Coward · · Score: 0

      You (or the GP) made the claim, so you (or the GP) have to supply the evidence

  13. Of course by 93+Escort+Wagon · · Score: 3, Insightful

    I’m sure web pages which are slowed down because they include lots of Google ad content will not be penalized...

    --
    #DeleteChrome
    1. Re:Of course by Anonymous Coward · · Score: 0

      And I'm sure that Official Google Asshole Shawn Willden will readily confirm that lots of Google ad content is the Best Possible Thing!!!

  14. Re:Mobile sites suck- why not a mobile search page by Lunix+Nutcase · · Score: 1

    Yes, because they don’t need to. This story is entirely about search results on mobile devices as spelled out in the first sentence of the summary. Maybe work on your reading comprehension?

    Google today announced a new project to improve its mobile search results

  15. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    Not all "mobile" devices get the same treatment simply by virtue of being mobile. Maybe work on your breath smelling of penis?

    Mobile search results are coming up on 3rd party browsers that are aren't mobile. Maybe you don't know everything.

  16. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    You're a fucking idiot.

  17. Re:Mobile sites suck- why not a mobile search page by Lunix+Nutcase · · Score: 1

    Then that seems like the fault of your browser. Use a less shitty browser.

  18. Re:Mobile sites suck- why not a mobile search page by Lunix+Nutcase · · Score: 1

    Also direct from Google showing that this is not for non-mobile devices:

    Although speed has been used in ranking for some time, that signal was focused on desktop searches. Today we’re announcing that starting in July 2018, page speed will be a ranking factor for mobile searches.

    https://webmasters.googleblog....

  19. Ah Slashdot by Merk42 · · Score: 1

    Ugh! Pages are too slow! Just get me the content! Pages that do this should be penalized!
    Google Search Will Start Ranking Faster Mobile pages Higher
    Ugh! Google is so evil! Just tell me which page it is! Don't restrict what pages can do!

  20. if only they would penalize based on... by Anonymous Coward · · Score: 0

    all the crap a site loads from somewhere. especially all those that load stuff from apis.google.com and so on.

  21. What about DuckDuckGo? by DRichardHipp · · Score: 1

    DuckDuckGo? Is there some reason that I should not be using DuckDuckGo - some reason that I don't yet know about?

    1. Re:What about DuckDuckGo? by WinstonWolfIT · · Score: 1

      They say they don't track you as they make plenty otherwise. As I don't give tinfoilers the time of day I'm happy with that.

    2. Re:What about DuckDuckGo? by Anonymous Coward · · Score: 0

      As I don't give tinfoilers the time of day

      So you've enjoyed being programmatically wrong about most things, probably for your entire life, yes?

    3. Re:What about DuckDuckGo? by Anonymous Coward · · Score: 0

      What a strange post. First you insinuate that they may be tracking you and provide no evidence. Then you suggest that "tinfoilers" whatever they are would also insinuate this, again without any evidence. Then finally you reach your logical conclusion that duckduckgo do not track you based on these premises. You do realise that is batshit insane?

    4. Re:What about DuckDuckGo? by Anonymous Coward · · Score: 0

      Follow the revenue. DDG is not special because just like on Google, Bing and Yahoo, you're the product.

      So if you're going to give your privacy up for sale, might as well stick with Google and at least get good search results in return.

    5. Re:What about DuckDuckGo? by TheRaven64 · · Score: 1

      DDG uses advertising, but it decides the adverts to place based solely on the search terms, not on any tracking data. They do use cookies, but they document what every character in them means and you can opt out of them entirely, or provide the same flags in the URL.

      --
      I am TheRaven on Soylent News
  22. Conflict of Interest? by Anonymous Coward · · Score: 0

    This creates an interesting neutrality conundrum. A provider offering a "fast lane" will result in faster load times, so I can in essence pay my ISP to get a better Page Rank.

    1. Re:Conflict of Interest? by Anonymous Coward · · Score: 0

      It would determine speed by total payload (and/or how said payload is delivered).

  23. Who cares? by nospam007 · · Score: 1

    Most phones are big enough that people just press 'show me the desktop site' before the mobile page has loaded.

  24. What do they consider in timing? by SuperKendall · · Score: 2

    So is the timing in time before the user first gets too read initial content and interact? Or is it only after every image on the page has finally populated...

    Even though this move is obviously meant to drive all the sheep into the AMP corral, I still don't think it's a bad idea because then maybe even non-amp sites will make some serious effort at reducing load times.

    I do wonder though if this will amplify the placement much of those annoying sites that repeat some tiny bit of content from something like StackOverflow and don't have anything else goin goin besides ads... they often load quickly as they are very simple, but they are also worthless.

    --
    "There is more worth loving than we have strength to love." - Brian Jay Stanley
    1. Re:What do they consider in timing? by lkcl · · Score: 1

      So is the timing in time before the user first gets too read initial content and interact?

      it's complicated. luckily you don't actually have to put every single optimisation in, manually: there's something called mod_pagespeed which can take care of things automatically. so instead of doing the incredibly wasteful (and never accurate) thing in wordpress of storing five separate and distinct copies of the exact same image (1280x800, 1024x768, 800x600, 640x480, .....) you enable the "image optimisation" plugin, it works out through a series of handshakes with the *user's browser* what the best image quality and resolution is... converts it... caches it... and loads that for subsequent page loads.

      that's just *one* of the very complex and comprehensive tasks that mod_pagespeed carries out.

      there are a lot of different things that have to be taken care of: there's something called "above the fold" which in "static' analysis people treat that as the first i think something like 600 pixels depth of the page (but again of course it varies with the actual browser type and usage), so *again* mod_pagespeed is far better for this than doing it statically, basically if you load the *entire* page content (including stuff that you haven't scrolled to yet) then *of course* the page loads slower.

      so, mod_pagespeed can take images and turn them into CSS.... but just for the ones that are used to display the first "screen". again it communicates, by running a bit of javascript, to communicate to the server what the *actual* window size is. the next optimisation that you can switch on is to make that CSS *inline* in the page... ... and then it can also do the same for the CSS needed for above-the-fold display... ... etc. etc. etc. all of this is normally unbelievably complex, time-consuming, and once it's done, because it's optimisation, if you need any changes made it's now incredibly complex to do and messes with workflow and deployment.

      when i first discovered mod_pagespeed i sent the developers a HUGE thank you message because i recognised immediately quite how much time and effort it saves. then i spent the next four weeks doing investigations with the "insights" system, https://developers.google.com/... and several more. i converted over to use nginx instead of apache2 after several problems with apache2 were encountered.

      and guess what? i didn't *actually* change the actual site's layout or code very much. the site i was working now loads completely in HALF A SECOND, requires ZERO round-trips and uses only 200k to full render. the median page is 4 round trips and requires 3.4mb.

      of course.... people reading this will criticise it and possibly even mod this post down because mod_pagespeed is written by... .google engineers... *sigh*...

    2. Re:What do they consider in timing? by SuperKendall · · Score: 1

      Thanks for the information, I've not been doing any server side stuff for a while but I will keep mod_pagespeed in mind... I don't care who wrote it if it works well. :-)

      --
      "There is more worth loving than we have strength to love." - Brian Jay Stanley
  25. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    And where does it say that people who want the existing search results even on a mobile can opt-out of the new mobile ranking?

  26. Google search is the worst it has ever been by mike2006 · · Score: 1

    They are too busy telling you what they believe you should want rather than giving you specifically what you asked for. The total results for each search and relevancy has been significantly scaled back to their preference. The search result quality is about as bad as infoseek when they started to be overtaken by Google. They did the same thing and lost their market share to Google. I would say it is an Ideal time for a competitor.

    For total web search I have been forced to use Bing more and more but for resolving tech problems their results are limited but not as bad as Google. For programming and tech stuff it has gotten so bad now I considered rolling my own.

  27. AKA... by DarkRookie · · Score: 1

    This will benefit their AMP bullshit more than anything else.

    --
    The millennial that doesn't like most of the stuff designed for millennials.
  28. Re:Mobile sites suck- why not a mobile search page by Lunix+Nutcase · · Score: 1

    Nowhere, but that has nothing to do with what you originally claimed.

  29. DDG won't bubble you by tepples · · Score: 1

    As I understand it: Unlike Google Search, DuckDuckGo doesn't track your search history to infer your interests. Therefore, it can't stick you in a filter bubble.

  30. I tested my own page yesterday by Anonymous Coward · · Score: 1

    Google's Pagespeed analysis gave the site a "yellow" 79% result and tells me to "leverage browser caching" and avoid render blocking CSS and Javascript above the fold. The site practically renders instantly. It's completely static except for a little client side scripting, doesn't load third party resources and an entire page load is less than 60kB (that includes pictures, CSS, scripts, everything). Yellow. 79%. Let's just say I don't trust Google with deciding what site is fast and what site is slow.

    1. Re:I tested my own page yesterday by Anonymous Coward · · Score: 0

      The analysis is on process, not total file size.

  31. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    I don't even want mobile sites on mobile devices...

    And I get mobile sites all the time on my desktop, because people send/share mobile URLs, which was a dumb idea to begin with and now is infesting the entire web.

  32. As usual, preferring fast to right by Anonymous Coward · · Score: 0

    Google's disdain for truth becomes clearer every day.

  33. It's how we get JS bullshit everywhere by Actually,+I+do+RTFA · · Score: 3, Insightful

    That's because the finished loading your entire 60kb page before it responded to the first paint command, maybe 100ms. A modern page loads a single pixel and a script that loads the rest of the page. Sure, it takes like 3 times as long to get the page, requires people to load 3rd party javascript (or any JS), lets Google track you (although that's part of the plus for them.)

    It's also, obviously, letting them pimp AMP and punishing the people who decline to use it.

    --
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    1. Re:It's how we get JS bullshit everywhere by Anonymous Coward · · Score: 1

      Well, it pisses me off. Google's own homepage, the one that's empty except for the logo, text input and two buttons in the middle and a couple of small things on the edges, has got to be one of the most optimized pages on the planet. But that accesses 5 different servers and loads 9 times as much data as my page, takes longer until DOMContentLoaded and almost three times as long until the page has finished loading completely (for an almost empty page with a text input field!). And still my site gets a yellow 79% Pagespeed score.

  34. DuckDuckGo by Anonymous Coward · · Score: 0

    If I end up in a browser that uses google. Google will see exactly one search for 'duckduckgo'.

    1. Re:DuckDuckGo by Anonymous Coward · · Score: 0

      DDG doesn't have its own search engine, it simply pulls results from Google and Bing. It is also why it has terrible filtering capability. There is no way to search for a specific date range; the day, week, or month options are limiting. This has been a often requested feature and the common response is they are a small time operation and they don't have the brain power to figure out how to implement that feature.

      I tried DDG for a month, but threw up my hands and went back to Google and Bing.

  35. These are google AMP pages by goombah99 · · Score: 4, Insightful

    saying "faster" to google means ones that return AMP pages to the google spider. This is just googles way of saying it will punish sites that don't use it's walled garden.

    --
    Some drink at the fountain of knowledge. Others just gargle.
    1. Re:These are google AMP pages by Anonymous Coward · · Score: 0

      Google alternatives:

      Duckduckgo for search
      protonmail for webmail
      openstreetmap for googlemaps

  36. Ranking is too fast. by sims+2 · · Score: 1

    If I click page two and click back to page one.
    THE RESULTS MOVE BETWEEN PAGES!!!!
    It's a major annoyance at this point.

    --
    Minimum threshold fixed. Thanks!
  37. Re:Mobile sites suck- why not a mobile search page by Anonymous Coward · · Score: 0

    Yes, mobile URLs are bad, that's why the way to do things now is Responsive, where you get a mobile layout with the same URL

  38. Page speed? by jenningsthecat · · Score: 1

    page speed "has been used in ranking for some time"

    Yeah, because the speed of a page is much more important to me than its relevance to what I'm searching for or the quality of its content. No wonder it's getting harder and harder to get decent, relevant search results. But, I guess nothing succeeds like pandering to the lowest common denominator...

    Wouldn't it be cool if somebody came out with an unbiased search engine that caters to those with analytical capability and the will to use it? I'd be happy to pay a subscription fee for such a thing. And I'll bet some of its most frequent users would be Google employees!

    --
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