Source: https://www.semrush.com/blog/why-does-page-speed-impact-your-seo/Actually, pagespeed relies on different elements. But for some types of websites, like ecommerce ones, pagespeed should be your top priority as a bad one could cost you a lot. For instance, Walmart found out they were the fastest retail website compared to sites like Amazon or eBay. They decided to increase even more their speed performances and it results that:
Thus, a small decrease can result in significant loss of conversion rate as people will be more likely to abandon their shipping or exit your website.
- ‘For every 1 second of improvement they experienced up to a 2% increase in conversions
- For every 100 ms of improvement, they grew incremental revenue by up to 1%’ (source)
Source: https://moz.com/learn/seo/page-speedGoogle has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.
Page speed is also important to user experience. Pages with a longer load time tend to have higher bounce rates and lower average time on page. Longer load times have also been shown to negatively affect conversions.
Source: https://moz.com/blog/how-website-speed-actually-impacts-search-rankingClearly Google is increasingly acting upon what is intuitively obvious: A poor performing website results in a poor user experience, and sites with poor user experiences deserve less promotion in search results.