Are you looking to take your website to the next level but worried that your site speed is holding you back? Unsure whether poor site speed will even affect your SEO? In this article, we’ll dive into how site speed affects your SEO, what is considered a good site speed, how to measure it, and ways to improve it through AMP.
Here’s a quick introduction to site speed and how to improve it:
Site speed refers to how fast a browser can load a page from your website. This includes the initial payload from when you click on a new site or page to when you see the content, not involving anything that happens once the page is loaded – see Site Performance.
Metrics that measure site speed include First Content Paintful, Largest Content Paintful, and Time To First Byte.
According to Google’s own documentation, a PageSpeed Insights score of 90 or above is considered good. If your site gets a score of between 50-89, this needs improvement, while below 50 is considered poor.
However, it also depends on specific metrics that are measured during the test, such as First Content Paintful and Largest Content Paintful – each of which has its own range for good, needs improvement, or poor scores.
[Screenshot from https://developers.google.com/speed/docs/insights/v5/about]
While site speed and site performance are often used interchangeably, they are slightly different. Performance is actually an umbrella term that includes site speed, the page’s responsiveness once loaded, and how well the site performs from a technical standpoint.
For example, once a page loads, it can sometimes take a moment for the page to show the correct styles, which can cause the page to shift and jump once the style loads. This would fall under site performance since the initial loading of the page has already been completed.
It can also involve how well elements load as you move down the page, how fast popout menus load, and how JavaScript performs once triggered.
Absolutely. Site speed has been a confirmed Google ranking factor on desktop since way back in April 2010, with mobile rankings including site speed since July 2018. Essentially, the faster your site loads, the higher you’re likely to rank.
Site speed is one of the more important aspects of SEO to get right. With a technically poor website, you’re unlikely to rank well on search engines. This is because user experience is one of Google’s key ranking factors and site speed will greatly affect this.
Optimising site speed isn’t a single task, unfortunately. You’ll need to check over a range of things on your site to see what areas could be slowing your site down and most of these require a lot of manual work.
Here are the top 8 areas to optimise your site speed with:
AMP (Accelerated Mobile Pages) is an HTML framework that strips your site down to basics to help it load faster on mobile. Initially created by Google, Bing and other search engines have begun to use AMP’s too.
Essentially, AMP restricts the HTML of a webpage and removes a lot of the extra design elements and attributes that slow down pages such as banners, images, and animations. This means that you’re left with the text content of the page with only the basic essentials so that the page loads almost instantly.
While AMP has benefits in terms of site speed and potential rankings, there are also certain negatives that should be considered.
Firstly, AMP strips down your page to the bare bones, meaning that it will essentially just be text. This can make for a very simple page that will load great but might have a negative impact on your conversion rates and the bottom line due to the lack of engaging content.
This means that you should only really use AMP if the design of the page is considered to be less important than the text content and speed of the page. This could be the case on blog pages for example.
To implement AMP into your site, you’ll need to add AMP HTML, Javascript, and cache. Doing this manually will require a developer to get right, but if you’re interested in learning more, you can read the AMP HTML Specification from Google.
Alternatively, you can often use plugins to complete these actions for you – depending on which CMS you’re using. Google, the AMP team, and Automattic (the founder of WordPress) contributed to an official AMP plugin for you to use to take over all of the heavy lifting for you.
This plugin is compatible with most other site speed-related plugins such as WP Rocket and setup is as simple as uploading the folder to your plugins, activating the plugin, and following the onboarding wizard to go through the guided setup.
With site speed being such an important factor for your overall SEO strategy, it’s important to get it right. At Wildcat Digital, our technical team are adept at completing technical optimisations of your site to ensure that pages load quickly and efficiently.
Get in touch with a member of our expert team to discuss your requirements and see what we can do for your site.
Senior SEO Account Manager
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
Head of Digital
Sarah joined Wildcat in January 2025, bringing over seven years of SEO expertise to the team. With a background in Fashion Communication and Promotion, she has worked both in-house and at agencies, covering a range of digital marketing specialisms before focusing on SEO.
Passionate about all things search, Sarah thrives on helping brands grow their online presence.
Outside of work, she enjoys walking her dog, running, and shopping for vintage clothing.
Office Manager
Amelia joined Wildcat Digital in January 2025, bringing extensive experience in HR, Health & Safety, Facilities Management and IT Support. Previously an Operations Manager at The University of Sheffield, she has a strong background in creating efficient and well-organized work environments.
Specialising in HR, Health & Safety, and Facilities Management, Amelia ensures the Wildcat Digital team has the resources and support needed to thrive. Whether managing office operations, maintaining compliance, or fostering a positive workplace culture, she keeps everything running smoothly.
Outside of work, Amelia loves trying new things, traveling, camping, and walking. She also enjoys socialising and exploring new places with friends and family. Her adventurous spirit and proactive approach make her a valued member of the team.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Team Lead & Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Senior SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
Senior PPC Executive
Alex joined Wildcat Digital in December 2024 as a Senior PPC Executive, bringing a strong background in Paid Media, Paid Social, and Programmatic advertising. With a degree in Business & Marketing and Google Ads certifications, she has the expertise to craft high-performing campaigns that drive results.
Before joining Wildcat Digital, Alex worked at two leading agencies in Leeds, honing her skills across various digital advertising platforms. Her analytical mindset and strategic approach help businesses maximize their online presence and advertising budgets.
Outside of work, Alex enjoys spending time with her dog, Lola, and going on walks with her dog walking group. She’s also a keen footballer and loves playing five-a-side whenever she gets the chance. Her enthusiasm and team spirit make him a great addition to the Wildcat Digital team.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
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