In his presentation at PubCon last week in Las Vegas, Matt Cutts from Google said there is strong lobbying in Google to introduce a new ranking factor into their search algorithm.

This new ranking factor will measure how fast a site or page loads. Matt described this as one of his ‘what to expect in 2010′ bullet points in his Electrifying presentation.

He explained that Google wants searching to be real fast, as if you are browsing through a magazine. Part of this is making sure that faster web pages rank better than the slower ones.

Matt went on to further explain that page speed is already a factor in the search ad AdWords quality score and there is currently a strong push to make it a factor in the organic ranking algorithm as well . He basically implied that in 2010, this will be an additional factor for search ranking.

Here Are 2 Main Points:

(1) There are over 200 ranking factors in the algorithm and each are weighted differently. If I had to guess, page speed would not be a tremendously weighed factor, unless the site takes 90 seconds to load.

(2) I monitor complaints from the AdWords (and organic) side of webmasters and virtually no one complains that their quality score is low because of having a slow site. I would have to assume the same speed criteria would be applied from the quality score page speed requirements to the organic side of things. So if advertisers rarely, if never, complain about it – one would assume non-advertisers would also not complain much about that as a reason for their site’s poor ranking.

This makes a lot of sense, a faster loading site should rank better than a slow loading one. Besides, nobody has the patience to wait around for a site to load.

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