It's a case of the hare winning against the tortoise as far as Google's concerned.
The search giant has announced plans to rank a site depending on how fast it takes to load.
The announcement, which is a fast first for Google, which doesn't usually share the way it works out search algorithms, is said to be put in place to stop us getting frustrated at the amount of time we're left twiddling our thumbs waiting for a site to load.
Amit Singhal and Matt Cutts of Google, said in a Google Webmaster Central blog."Speeding up websites is important - not just to site owners, but to all internet users. Faster sites create happy users and we've seen in our internal studies that when a site responds slowly, visitors spend less time there."
However, Google isn't being too hasty in its changes, emphasising that site speed wasn't the only consideration when it came to rankings.
The bog is here.