Things can get complicated when it comes to keeping up with Google’s revolving door of ranking factors. First, there’s the matter of determining what actually impacts SEO—like high-quality content—and what’s just speculation—like domain age. Unfortunately, Google has never released an official list of the 200 suspected SEO ranking factors, but there is empirical evidence to guide us.

In 2021, Vodafone launched a strategy to improve its sales through landing page A/B testing. Both pages looked and functioned identically, but one was optimized for page speed. The optimized page, which had a 31% better Largest Contentful Paint (LCP) than the other, scored 8% higher in sales. These results echoed findings by Propellernet the previous year. They discovered that mobile sites with faster-than-average total load times were 34% more likely to convert.