How CDN influences three key ranking factors

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Probably, you didn’t suspect that, but CDN can improve numerous Google ranking factors including bounce rate, page load speed and security. Although Google doesn’t consider CDN as a ranking factor by itself, this technology indirectly determines the order of search engine results. With a content delivery network you make your website faster and decrease bounce rate. Besides, CDN shortens the time required to establish connection via HTTPS. Let’s see how CDN service improves Google ranking factors and raises your website in search results.

Page Load Speed

Visitors want websites to load within instantly and they don’t know that there are so many things that affect website speed. If it takes a lot of time for pages to load, visitors are more likely to visit websites with similar content instead. Bounce rate, in its turn, will affect ranking in Google, while fast websites are rewarded.

So how does content delivery network can improve page load speed to rank higher in Google SERPs? Content delivery network caches the copies of website content (images, scripts, video, etc.) on the servers that are closer to Internet users in different regions. Say, your main server is located in Amsterdam. American users will pull the content from US edge servers instead of the origin server. That will reduce CDN latency and page load time.

Although it’s important to optimize images, minify CSS and JavaScript, CDN still can make big difference. Depending on the complexity of your online project, you can deploy a CDN within a few minutes and see positive results shortly.

Bounce Rate

Bounce rate is the percentage of one page sessions (when a visitor leaves your website from entrance page without interacting with it). Therefore, if a person opens your page and immediately leaves it, bounce rate suffers.

In fact, bounce rate and page loading speed are tightly connected. If you boost page load speed, you improve bounce rate, too. Studies show that visitors are ready to wait for not more than 3 seconds for a website to load before bouncing. Google’s research has shown that customers will switch to a competitor’s website, if it loads 250 milliseconds faster.

Together with poor speed, low quality design, dull content and outdates information also contribute to a high bounce rate. With a CDN technology, you will make sure that people won’t leave your website because of slow speed, and they will be able to interact with the content easier.

HTTPS

With a CDN, you can implement HTTPS in a more responsible way to boost page loading. CDN improves the speed of SSL/TLS protocol: a nearby server can finish TLS session, and connection setup latency is minimized. Therefore, if you place a server closer to users, you accelerate TCP and TLS handshakes. Google ranks secured websites better: the importance of information security is very high today.

If your website features valuable content and cool design, you have the hardest part down. Now you only need to boost page load speed and improve ranking, and CDN is the way to make it easily and without extra expenses.

Vadim Kolchev

52 publications

Vadim has graduated from Moscow Institute of Entrepreneurship and Law as finance and credit specialist. Prior to starting to work in hosting business directly, he occupied various roles in several companies, including but not limited to banking sphere and sports. As of 2015 he works for INXY Holding, with SpaceCDN being a vital part of the hosting branch of its business. Being tech enthusiast, he has started writing articles about dedicated servers, CDN, storage solutions and other hosting services long ago, and since then accumulated a lot of experience and knowledge in the field. Building hosting sales and support departments from scratch has added even more experience and knowledge and allowed to see the business from the inside and build required expertise. Now Vadim is CPO and COO of a successful hosting business. Having several important interviews and publications at platforms such as Hosting Journalist and Forbes, he continues to share knowledge about this branch of technology that has become not only his job but also a passion.

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