A fast website is free SEO

When people talk about SEO, they think keywords and content. True — but before even reading your content, Google measures something else: how long your site takes to display, especially on a phone.

A slow site is penalized twice. Once by the algorithm, which favours fast pages. And once by your visitors: every extra second of waiting drives some of them away before they've even seen your offer.

Where slowness comes from

Almost always the same suspects: oversized images, tracking scripts accumulated over the years, generic themes loaded with never-used features, and bargain hosting. None of these problems requires a full rebuild.

How to check yours

Type "PageSpeed Insights" into Google and enter your address. The tool is free and scores your site out of 100, mobile and desktop. Below 50 on mobile, you're losing customers — and rankings — every day. A reasonable target for a business site: 90 and up.

A well-built site doesn't need tricks to be fast. Speed is the natural result of sober technical choices: less code, properly sized images, nothing superfluous.