It’s reasonable to assume that a website’s loading time is important. We can confidently conclude that slow sites have usability and SEO issues because we know that users hate waiting for web pages to load and that Google uses site speed as a factor for its search rankings. But, quantitatively, what are the other effects of having a slow website?Let us look at some cases of tech companies sharing what they have learned about web optimization. But was it because displaying more results meant users found what they were looking for on the first search results page, and so they felt no need OTO links to perform additional searches? After further investigation, they attributed this drop in searches (i.e. page impressions) to increased page load times. On average, the group that had more search results were subjected to longer page response times (0.9 seconds) vs. the group with fewer wordpress slow search results but got the page loaded quicker at only 0.4 seconds. In conclusion, Google discovered that even a few milliseconds of delay — just 500ms to be exact — could lead to a notable reduction in page impressions.