This post was most recently updated on June 3rd, 2022
Page weight, that is. The heavier — and therefore slower — your site is, the less AdSense revenue your site will bring in. The reason is twofold: faster sites rank higher on recent implementations of Google PageRank, and sites that load faster have a higher chance of retaining visitors and serving ad impressions.
Google has recently updated PageRank to reward sites that load quickly. They’ve likely started to do this because users prefer to view these sites when searching for information on Google, but the reason is inconsequential.
What matters is how it affects your PageRank.
If you have a heavy site that takes too long to load — even seconds on a reasonably fast connection — your PageRank will drop. And that means you’ll get less search traffic and ad impressions.
Beyond SEO reasons to shed that excess page weight, you should do it because you’ll make your visitors happier. Who likes to view slow-loading pages? No one, that’s who.
Visitors are more likely to return to faster pages — that’s why Google spends so much time working on the search times on their own site. Ever notice that they brag about how long a search took? Users love that attention to detail.
Pages are more likely to serve ads if they can load all the way before the user clicks away, and heavy, slow-loading pages increase the likelihood that you’ll lose impressions.
For more help optimizing your site to increase your revenue, contact MonetizeMore. We look forward to helping you increase your revenue by 25-50%, as we’ve done for other publishers.
Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.