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How Site Speed influences SEO
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Site speed influences SEO in many ways. And for many businesses, site speed is everything!
So, optimizing speed is one of the most important things you can do, this article from WeBOOST will give you an overview on how site speed and SEO cooperate together.

What is site speed?

Site Speed is the amount of time that it takes for a webpage to load. A page’s loading speed is determined by several different factors, including a site’s server, page file size, and image compression.

Everything starts with speed

On mobile, site speed is even more of an issue. According to research by Google, the average mobile site takes over fifteen seconds to load while people expect them to load in less than three seconds before they consider leaving altogether. Every second count, as conversions drop sharply every second it takes to load. With that said, what are the reasons to improve the loading speed of your site?

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  • Site speed is a ranking factor
  • Fast sites are easier to crawl
  • Fast loading sites have higher conversion rates
  • It reduces bounce rates
  • It improves general user experience

You can use Google’s PageSpeed Insights to evaluate page speed. The speed score integrates data from CrUX (the Chrome user experience report) and reports on two important speed metrics: First Contentful Paint (FCP) and DOM Content Loaded (DCL).

Prioritizing site speed

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As a guide to improve site speed, WeBOOST puts together eight important ways to make your site faster:

  • Enable image compression
  • Minify JavaScript, CSS, and HTML
  • Reduce redirects
  • Remove render-blocking JavaScript
  • Leverage browser caching
  • Improve server response time
  • Use a content distribution network (CDN)
  • Optimize images and video

To be more specific:

  1. Optimize images and video: Marketers at any skill level can install a WordPress plugin like Smush and automatically reduce the size of any image uploaded in a piece of new or existing content. It saves a surprising amount of time when every image on a page is appropriately sized and compressed.
  2. Minify JavaScript, CSS, and HTML: Minifying code is another quick win. There are plenty of tools out there that minify code, like minifycode.com. These tools essentially strip out all the spaces in the code, which can save a few kilobytes of size here and there. Those add up across an entire experience. It may take a developer to put these changes into place, but anybody can copy and paste code into the tools and send the minified version to the team doing the work.
  3. Remove render-blocking JavaScript: Migrating to a tag management platform like Google Tag Manager can take the JavaScript weight off of your pages and put them in a container where they can load as fast or as slow as they need to without impairing the rest of the content or functionality on the page. Tag Managers are beneficial for non-technical folks, too!
  4. Reduce redirects: Most SEOs can relay a URL redirect map to a client or internal stakeholder to determine server-side redirects with ease. But some sites include more complicated client-side redirect schemes using JavaScript. Working with a front-end developer to tackle changes to script-based redirects can be tricky if those JS files impact the site functionality in other material ways.
  5. Enable compression: Enabling compression in Apache or IIS is a pretty straightforward process but requires access to servers and htaccess files that IT organizations are reluctant to hand marketers control over.
  6. Leverage browser caching: Similarly, browser caching of website resources that don’t change very often is easy to do if you have control of the htaccess file. If you don’t, there are caching plugins or extensions for various CMS platforms that marketers can install to manage these settings.
  7. Improve server response time: Common ways to improve response times include finding a more reliable web hosting services, optimizing the database that delivers functionality to the site, and monitoring the use of PHP. Again, all of these things are IT purview and require additional cost.
  8. Use a content distribution network (CDN): Adopting a CDN is a good approach, but it can be time-consuming and expensive (hundreds or thousands of dollars per domain per month, depending on site traffic).

If you need help to speed up your website, feel free to make a call, or leave us your contact. WeBOOST has years of experience developing and optimizing websites to help clients generate leads and increase conversion from their website.