It is no secret that Google wants to provide its users with the best possible experience. Because of this, page speed has been a confirmed ranking factor since 2010. If your website is slow, Google is less likely to show it to users, regardless of how good your content or services might be.
In recent years, Google has introduced "Core Web Vitals." These metrics measure real-world page experience, including loading speed, visual stability, and how quickly a site becomes interactive. If your site is built on a platform like Wix or a heavy WordPress theme, you likely score in the 40 to 60 range on Google PageSpeed Insights. This signals to Google that your site is a "poor" result for users.
Custom-coded static sites, like the ones we build at ICENI, consistently score 90 or above. This is not just a marginal technical difference; it is a competitive advantage. By removing the bloat of page builders and unoptimised code, you remove a major barrier to your SEO success. While speed is not the only ranking factor, a slow site is a definite disadvantage that is entirely within your power to fix.