Chrome 'speed badging' will shame websites that load slowly

Joanna Estrada
November 12, 2019

The former was displayed with a red warning logo and text informing users the site in question "usually loads slow".

Google went on: "Badging is meant to identify when sites are authored in a way that makes them slow generally, looking at historical load latencies". Google's not standing idly by, though, as it might start naming and shaming sites that take forever to display their contents in Chrome. As of now, Google Chrome is simply experimenting with several options for badging websites, letting users easily make out if a particular website is slow or if their network connection is acting up. Additionally, that form of measurement could also be used to identify if a site is going to run slow.

The tech giant is in the early stages of creating a badging system that'll identify websites that offer high-quality experiences - namely, those that are optimized for speed and have a solid track record of delivering on a consistent basis.

In a blog post, the Chrome team said it would take gradual steps to apply an "increasingly stringent criteria", and this could eventually factor in items other than just page loading speed.

One of the key focuses of the Chrome Developer Summit this year is speeding up the web, and that includes offering developers tools to help their sites and web apps load quicker.

Google highlights a couple of tools - PageSpeed Insights and Lighthouse - as starting points to evaluate the performance of your website and encourages owners not to wait to optimize their sites.

This sort of feature would particularly help Google users in emerging markets, like India, where decent bandwidth is often lacking and low-end smartphones are prevalent.

Discussing the new Chrome initiative, Google said: "Speed has been one of Chrome's core principles since the beginning - we're constantly working to give users an experience that is instant as they browse the web". "That said, we have all visited web pages we thought would load fast, only to be met by an experience that could have been better".

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