Speed matters. Google says so. But HOW does a site’s page loading speed impact ranking in organic search?

The debate over this has flared up recently. Is it a boost for fast sites or a demotion for slow sites? Who cares?!
Many people are over-thinking this. Is there ever a situation where you would NOT want your site to load as quickly as possible? Not likely.

Nobody likes a slow website. If your website is slow, speed it up! Even if it isn’t that magic ranking silver bullet you are looking for, do it for your users. Happy website visitors are more likely to do all the things you want them to do – convert, buy, share, like, return…

Slow loading pages will make users bounce back to the search results and never return.

If you want to know what all the site speed hoopla is about, Andrea Pernici does a great job of covering all the angles and arguments on the blog at SEMrush.
Learn about: The Great Debate: Website Speed and SEO Value – SEMrush Blog