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.
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.
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.