The latest Facebook to their news feed algorithm will penalize links that are slow-loading web pages.  With this new tweak, it could force more brands and publishers to adopt the social network’s proprietary Instant Articles format.

The plan is to begin estimating how long it will take for a web page to load from its mobile app and will estimate when ranking how high or low a link to the page should appear in a user’s news feed.  This news can be found in a  published Facebook the blog post.

“Factors such as the person’s current network connection and the general speed of the corresponding web page will be considered. If signals indicate the web page will load quickly, the link to that web page might appear higher in your feed,” Facebook engineers Jiayi Wen and Shengbo Guo wrote in the company blog post announcing the change that will roll out “gradually over the coming months.”

According to the post, those sites that contain slow-loading pages will probably see their reach lessen on Facebook, as well as their Facebook traffic.

If you have a site that tends to load slowly, there is a “best practices” guide, which is published by Facebook.  It offers steps that sites can take to reduce page-load speeds, and even tools that sites can use to check their speeds.  Another option is to simply convert their pages to Facebook’s fast-loading, mobile-only Instant Article format.

Screenshot of Facebook’s leaked blog post announcing the page-speed algorithm change.

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