If your site is slow, you will be losing out on both organic visibility and conversions. Speed is a ranking factor in its own right, but slow sites will also struggle to retain users throughout.
Your server architecture, site build, and caching should all be set up in such a way that your site loads quickly on all devices. The best plan is to avoid cheap, shared or ‘no frills’ hosting. These options might seem attractive but the lower price will cost you valuable speed and performance
Many themes and scripts will try to load big files in the background of every page on your site, even if those files aren’t needed for that page. Cutting out these unneeded requests can help cut down your load time. Loading common objects from a CDN helps speed up the loading of common scripts and css files and using correct caching configurations can also speed up the response times.
Site speed optimisation is a very technical activity, but it’s well worth doing if you want your site to perform well in both organic and paid channels.