Site speed is critical for SEO since it directly affects user experience and search engine results. Google uses page loading time as a ranking element, favouring quicker websites in search results to improve user happiness. Slow-loading sites frequently have greater bounce rates and lesser engagement, reducing SEO performance. Furthermore, with the growing popularity of mobile surfing, site performance is becoming even more important for mobile SEO. Businesses can improve user experience, reduce bounce rates, and ultimately boost their SEO rankings and visibility in search engine results pages by optimising site speed using techniques such as image optimisation, browser caching, and minimising server response times, according to an SEO company in New Hampshire.