THE IMPACT OF WEBSITE LOADING SPEED ON SEARCH ENGINEOPTIMIZATION AND USER ENGAGEMENT

Abstract

Website speed has become a critical determinant of online visibility and user engagement in the digital era. This paper examines the influence of website speed on search engine optimization (SEO), emphasizing its dual role as both a direct ranking factor and an indirect influencer of user behavior metrics such as bounce rate, dwell time, and page engagement. With Google's increasing focus on user experience, particularly through initiatives like mobilefirst indexing and the introduction of Core Web Vitals, website speed has evolved from a mere technical concern to a strategic priority in digital marketing and search engine ranking strategies. The study explores how key performance indicators namely, Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) impact SEO performance by reflecting realuser experiences. Furthermore, the paper highlights the risks associated with slow website performance, including diminished search rankings, lower organic traffic, and reduced user trust. Practical recommendations are provided, advocating for consistent performance monitoring, adoption of best development practices, and a balanced approach to rich content delivery and speed optimization. Ultimately, the findings underscore that website speed is indispensable for achieving and maintaining competitive advantage in today’s searchdriven digital marketplace