Google thinks your web page is too slow. Maybe the most important business change you can make is convincing everyone’s favorite search engine otherwise.

Search Engine Optimization (SEO) is about a lot of things. I could write a book on the subject . . . and . . . actually I’m in the middle of doing just that. But whether you’ve already addressed the other issues that go into SEO or not, you MUST get your page load times down to an acceptable level.

This point goes in two directions.

First: if your website visitors need to . . . wait . . . for . . . pages . . . to . . . load . . . they’ll leave. The easiest way to handle that is to compress your images. if you look at my post from yesterday, you’ll see a picture I took while on vacation last week. It’s about 1/15th of its original size because I made it that way before posting it. Had I used the original image there would have been a VERY noticeable lag while the page loaded.

Second, and perhaps even more important, is this: Google has started penalizing slow-loading web pages. As with most of their formulas, Google isn’t saying just how much weight page-load times carry in their search engine ranking formulas, but they want your pages to be fast.

While you can’t control what Google does, you can control how you respond. And that’s a business change you need to pay attention to right now.

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