How Important Is Page Speed for HVAC SEO?

Aug 28, 2023 | Search Engine Optimization (SEO)

If your HVAC business website loads slowly, you could be missing out on potential customers. Page speed matters for keeping site visitors engaged, but it also matters for your search engine ranking.

Several factors can affect how search engines rank your site pages among your competitors when prospective customers perform a search. How important is page speed for SEO (search engine optimization)? Our SEO team here at Polianna explains what you need to know about page loading times, site statistics, and your rankings for Google and other search engines. 

If your HVAC website isn’t driving conversions and other digital marketing companies have failed to fix the problem, contact us at Polianna. We’re an SEO agency that focuses on website development for HVAC companies to help you rank higher and grow your business.

Do Search Engines Measure Page Loading Times for Ranking?

Because page speed matters for users, Google and other search engines use page loading times as a ranking factor for both desktop and mobile versions of websites.

Sites with faster load times and a better user experience rank higher than sites with slow loading times or pages that are difficult to navigate. Optimizing your HVAC company site to rank higher includes enhancing your content for readability and relevance, and improving your site’s user experience (UX).

How To Streamline Page Loading Times

So how important is page speed for SEO? Reducing page loading times can increase your search engine results page (SERP) ranking. Faster loading times mean a better UX. Improving the UX on your site can keep visitors on your site long enough to convert into new customers, reducing bounce rates.

Bounce rates track the number of visitors who leave your page within a few seconds to return to the search results. Slow page load times, irrelevant information, lack of calls-to-action (CTAs), and difficulty navigating your site could all contribute to high bounce rates. So how do you improve page loading times and streamline your site’s UX to convert site visitors into customers?

Cache Page Elements

Your web developer can set your site up to cache fast-loading elements to visitor browsers, so pages load faster the next time a user visits your site. You have several options for short caching and long caching, depending on how often you expect a user to return to your site.

For example, returning users to your site might visit again in a few weeks or months to learn more about your company’s HVAC maintenance plan. What elements should pre-load from the customer’s browser cache? You can set up your logo, header image, and navigation buttons to save with browser caching to load nearly instantly the next time they visit.

If you have dynamic elements on your site, you may not want them to stay in a user’s cache for long. You can set up a short cache policy for elements that change often, such as using slider navigation for key web pages at the top of your home page. You can set these cache files to expire after an hour, so they load quickly during a single browsing session but won’t interfere with page content sourcing during future browsing sessions.

Optimize Images and Rich Media

Images and videos take longer to load in their original sizes and uncompressed formats. While high-quality visual elements are essential to improve visitor opinion, you can crop images to utilize just the active area on your site and use image compression tools to reduce file sizes without affecting image quality.

You should also utilize smaller images for your mobile site. Why make users wait for a desktop-sized graphic to load on their phones?

Minify Code

Code makes your site run. However, extraneous code that doesn’t enhance your site’s performance can slow response times and make it more likely for users to bounce. Minifying your code can help to reduce code bloat that can slow your site down. If that sounds like techno-jargon, don’t worry — our web developers at Polianna take care of all the nitty gritty tech details to streamline your website so you can focus on running your HVAC business.

Improve Page Redirects

If you haven’t updated your HVAC website recently, you probably have defunct pages with links that direct to them. Broken links and old content can reduce your site ranking, so it’s imperative to update your redirect links to ensure that visitors can navigate to relevant site content.

Google and other search engines use bots called “web crawlers” to inspect sites and index pages. Indexed content helps search engines determine which content is relevant to answer users’ queries. Crawlers follow links on your pages to navigate and index your site. If the crawlers can’t navigate your site because of broken links, your site likely won’t rank for relevant searches.

How Does Improving Page Loading Times Help Your Overall SEO Strategy?

Your SEO strategy is a comprehensive plan to improve several aspects of your website to help your site rank higher on Google and other search engines. Improving page loading times enhances the user experience to help site visitors find the information they need quickly.

If you streamline aspects of your pages and improve page loading times, you should see a real impact on your site ranking for relevant search terms. You will most likely get more organic traffic to your website when you update aspects of your site that affect page loading times.

Contact an Experienced HVAC SEO Digital Agency

So how important is page speed for SEO? Page speed is an essential factor in reducing bounce rate and converting customers. If your HVAC website is not converting, contact us today at Polianna. 

If you want to rank higher on Google, increase conversions, and get ahead of the competition, improving page speed is just one tactic in our vast SEO knowledge that we can use to drive the results you want.

Book a free discovery call and strategy session with us today at (703) 997-4123 or book online.

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