Machine intelligence meets web performance
In the age of digital transformation, the influence of web performance is no longer limited to search engine optimization (SEO). With the emergence of the concept of Generative Engine Optimization (GEO), it has become clear that the performance of a website also has a direct impact on its presentation and perception in digital assistants and AI applications. Technologies such as ChatGPT, Perplexity and Google Gemini are examples of this, as they are increasingly being used as a source of information and interaction not only by users but also by developers. A fast, responsive website not only improves the user experience, but also increases the chances of being cited by these AI systems – a strategic advantage that companies should not ignore.
Hidden connections: How Core Web Vitals are paving the way for AI visibility
In a recent study by SALT.agency, which analyzed over 2,138 websites, the strong link between Core Web Vitals and visibility in AI-generated content was highlighted. A key aspect of this discovery is that performance improvements go far beyond usability; they increase the likelihood of being cited or highlighted by AI systems. By analyzing factors such as load time and page structure stability (Cumulative Layout Shift and Largest Contentful Paint), companies can improve their ranking in the responses of AI-powered search systems. These findings are particularly important for companies that are focusing on a stronger presence in digital e-commerce.
The power of numbers: Evidence from the web performance and AI interaction study
The research has produced some notable data points that are considered a direct correlation between technical web performance parameters and visibility in generative results. For example, a Cumulative Layout Shift (CLS) of ≤ 0.1 led to a 29.8% increase in the engagement rate in AI summarized content. It was also significant that pages with a Largest Contentful Paint (LCP) of ≤ 2.5 seconds appeared 1.47 times more frequently in AI results. Time to First Byte (TTFB) is equally important; values below 200 ms correlated with a 22% increase in citation density. In addition, the data analysis illustrates the problem that 18% of pages with HTML file sizes over 1 MB are ignored by LLM crawlers. These results highlight the need for optimized, streamlined websites that can be easily processed.
From SEO to GEO: Web performance as a strategic game changer
Web performance is increasingly no longer just a “tech SEO” issue. Rather, it represents an essential strategic lever for the visibility of e-commerce companies, both in traditional and AI-supported ecosystems. The ability to respond to technological changes and market shifts by optimizing one’s online presence is crucial. Companies that optimize their websites for speed, readability and efficiency not only create a pleasant user experience, but also position themselves advantageously in a rapidly evolving digital landscape that is increasingly shaped by artificial intelligence.
Increase AI visibility through excellent web performance
For companies that want to optimize their web performance, there are several key measures to take. Firstly, the focus should be on improving page load speed through efficient caching and minimal use of JavaScript. Lean coding that does not use unnecessary bandwidth and supports the user experience can also have a direct positive impact on core web vitals. Regular page speed and web performance checks using tools such as Lighthouse or PageSpeed Insights are essential to ensure continuous peak performance and maximize visibility in AI-generated content.
To effectively optimize web performance, companies should prioritize measures that have a proven positive impact on core web vitals. One of the basic strategies is to maximize the use of server-side caching solutions and improve loading speed through the use of Content Delivery Networks (CDNs). This technology ensures that content is delivered as close as possible to the end user, significantly reducing load times and increasing the perceived speed of a website.
Furthermore, developers should ensure that the size of HTML documents is kept to a minimum to avoid problems with large files that could be ignored by crawlers. Regularly checking and cleaning up the code can help to eliminate unnecessary ballast. It is equally important that the use of script files is critically reviewed to eliminate unnecessary JavaScript code and optimize server-side processing.
In addition, it is beneficial to focus on the structural integrity of the website by prioritizing the loading of the most important content to achieve a fast LCP. This has a significant impact on the user experience and contributes to increased visibility in AI-driven search results. Companies should also minimize the use of third-party scripts that can slow down loading times. These continuous improvements and an adaptive optimization strategy will help you stay competitive in a dynamic digital world.
By implementing the above strategies, websites can not only provide a faster and more efficient user experience, but also improve their chances of being recognized and highlighted by modern AI systems.
The future belongs to the fast – seize the opportunities of the AI era
Key findings from the SALT.agency study are summarized to highlight the critical role of Core Web Vitals as indicators of digital visibility. The publication calls on companies to continuously work on improving their web performance in order to maximize their presence in AI-generated content. With a forward-looking performance strategy, companies can significantly improve their chances of success in the dynamic world driven by machine technologies.
