1. A computer implemented method, comprising: receiving a search query; identifying a plurality of documents that are responsive to the search query, the plurality of documents including a first document and a second document; determining a first data measure for the first document, wherein the first data measure is indicative of an amount of data usage required to load the first document; determining a second data measure for the second document, wherein the second data measure is indicative of an amount of data usage required to load the second document; determining that the first document is similar to the second document; in response to determining that the first document is similar to the second document, ranking the first document relative to the second document based on the first data measure and the second data measure; and providing search results for display in response to the search query, wherein providing the search results comprises providing a first search result that is based on the first document, providing a second search result that is based on the second document, and providing the first search result and the second search result based on the ranking.