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How Your Page Speed Affects Seo And How To Improve It

Keyword research, link building, and content marketing have been the foundation pillars of an effective SEO strategy. Whereas page speed performance also plays a vital role in your SEO campaigns. Google is now focusing more on user experience and particularly page speed to rank pages. This is why page speed optimization has become a top priority.

Many people get caught up and more engaged in creating pleasing visual aspects of their website. They often tend to overlook the essential technical aspects of the website. However, neglecting overall responsiveness and performance of any website would eventually make it ineffective to attract any traffic to your website or even give high bounce rates.

Let’s look at significant site issues like page errors or slower page load times. These issues need to attended by you at as a priority, and if one fails to do so, it can be penalized by search engines like google, along with the fact that your user experience will be at an all-time low. 

Page Speed Key Statistics of 2020

In today’s fast-paced digital world, more than 98% of internet users expect websites to work quickly, and new consumers barely have any patience. Anything that takes beyond 5 seconds makes users leave your website and look for other options. As a result, your business loses more leads and sales to your competitors. Note down these significant statistics you need to know. 

•  Surprisingly, only 15% of the total websites, as of last year, operate at a decent page speed

•  More than 36% of visitors easily move to new sites when your website takes five seconds or more to load

•  70% of consumers say the site’s loading time effectively affects their purchasing decision

•  A one-second delay drops conversion rates by 7%

•  Only 25% of business owners monitor page speed correctly

•  Business websites performing at the optimal page speed increase their sales by 81%

•  Business owners optimizing site speed has improved their client retention by 68%

Page Speed Optimization: SEO’s Best Practices

While the above facts show the importance of enhancing page speed and user experience, it also displays how these factors play a vital role in your SEO campaign. Based on the latest search algorithm update, page speed is now an even more critical factor in your search rankings. A slow page can reduce the overall search ranking by 15 to 25%.

Page Speed Test For Mobile And Desktop

Evaluating your website’s speed performance is essential for your digital marketing campaign. Your website should work well irrespective of the devices, or you’re bound to experience a negative impact. It is wise to run a speed test on both mobile and desktop devices as a part of your campaign.

There are plenty of online tools you can use to check your website’s speed performance. You can choose a suitable tool that serves your purpose and provides both insights and results for mobiles as well as desktops.

Quite often, you’ll notice that your website’s mobile page speed is lower than your page speed on desktops. Although site audits are recommended for low scores, keep in mind internet issues can also affect these results. 

The ideal loading time for your website on mobile should be less than five seconds. On the other hand, your site should not take more than two seconds to load on desktop devices.

Here are some of the most effective ways to improve your page speed performance:

1. Enable Compression

Most developers today recommend using compressed versions of files. This software allows you to reduce the size of your CCS, HTML, and JavaScript files with more than required bytes. However, it’s not advisable to use this tool on image or audio, video files as it could affect the overall quality of the data. The best way to compress images is to use specific graphic tools like Photoshop, etc. Similarly, there are tools for audio and video files. This helps in retaining the quality of these files and improve page speed by up to 90%. 

2. Analyze Your Code 

Sometimes, we tend to overlook the simplest details in your code that result in errors later. This includes removing spaces, commas, and other unnecessary characters. Use highly recommended tools like CSSNano and UglifyJS; these tools make it easier for you to identify and fix broken codes in the backend of your website. Code optimization boosts your website’s page speed easily. 

3. Reduce Redirects

Redirects that you’ve on your website page affect the overall page speed significantly. Redirecting to another page using your website adds more loading time to the HTTP server. For instance, if your mobile redirect pattern looks like this: “xyzxyz.com > www.xyzxyz.com > m.xyzxyz.com > m.xyzxyz.com/home”, the additional pathways attached along with the primary link make your page load slower.

4. Enable Browser Caching

Browse Catching step can enhance the overall browsing experience. Enabling browser caching basically enables the parent system to store the visitor’s browser. This means when the same visitor comes to your website again; their browser doesn’t need to send a new HTTP request to the server—thereby reducing the overall loading time for each landing page on the website.

Once the main page is stored in the system’s cache, they only need to download new elements on subsequent pages as per requirement. Experts recommend browser caching tools like YSlow to check if there’s an expiration date set for your cache. This tool also helps you set up an “expiry” header for the cached information. Generally, web developers set cache expiration annually by default unless there are frequent design modifications made into the website. 

Some recommended caching plugins are:

•  W3 Total Cache

•  WP Super Cache

•  WP Rocket

5. Optimize Server Response Time 

There are several factors that contribute to optimizing your server response time. This includes the volume of your site traffic, the elements used for each page, and even your web hosting platform. Performing an in-depth site audit is the best way to identify these performance roadblocks. The most common errors you may encounter during an inspection are broken or breached database queries and lack of enough memory space. The optimal server response time is usually under 200ms. 

6. Utilize a Content Distribution Network

Using a reliable content distribution network (CDN) can streamline the distribution of overall content. This resolves the problem and errors in the content structure of your website. With a CDN, you can handily organize the content in a specific database, which offers users a faster and more reliable access to your site.

7. Optimize Images

You don’t have to eliminate all the images from your website to improve page speed, but make sure they are optimized for better usage. Another thing that helps is checking the format used of images. For instance, graphics fewer than 16 colours use the PNG-format; while JPEG is best for photographs. Inspect the large and bulky images, and try to find an alternative as well. These can slow down your web page speed and affect your site’s overall technical efficiency.

Image optimization means reducing the file size and maintaining quality at the same time. The easiest and most effective way to do this is to compress the images before uploading them to your website. There are also tools you can use to create a template for images like buttons and icons that are frequently used. One of the most popular tools is CSS sprites. This allows you to combine multiple images into one large image, significantly reducing the loading time since there are fewer HTTP requests.

Long gone are the days when you could easily boost your site rankings on search engines by merely building multiple backlinks. Looking closely at the recent algorithm updates, Google, along with other major search engines, has created smarter and stricter protocols for site rankings. What’s more, they can easily detect spam and other glitches (or any unethical) SEO techniques sued, it clearly states you should optimize both for users and search engines.

Page speed is an utterly important factor and is one of the core concerns when building the roadmap of your SEO campaign. You shouldn’t just implement page speed optimization because of algorithm changes but actually to enhance the user experience. If you look at a website from a business perspective, seamless browsing or shopping experience promotes excellent customer service and attracts maximum quality traffic. 

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