Facebook will change its algorithm for the News Feed in the coming months to favor quicker-loading sites over slow-loading ones, the company announced today in a blog post.

Facebook will soon favor quick-loading sites

Facebook wields a huge amount of power over what sites get served to you in your News Feed, and now the company is adding another layer to that by taking site speed into account. According to Facebook, “Factors such as the person’s current network connection and the general speed of the corresponding webpage will be considered. If signals indicate the webpage will load quickly, the link to that webpage might appear higher in your feed.”

The company does note that under the new system, it’s possible that a slower site will see less referral traffic from Facebook, and is helpfully sharing tips for developers to improve their loading times.