Have you ever spent time looking at your device waiting for a website to load? More than likely, you’ve gone back and tried a different site because you’re tired of waiting.

Websites that don’t load fast are very irritating for users, as well as an impediment to your site ranking as well as it should in Google’s algorithms.

A website with a slow user experience is more unlikely to find what they’re looking for, and potentially less likely to purchase from you in the future.

“40% of people abandon a website that takes longer than 3 seconds to load”

3 seconds. That’s how impatient we are. But these fine margins are what google algorithms crawl to rank your website!

Websites can load slowly for several reasons, ranging from bad optimisation to poor quality web hosting. If your website isn’t loading as quickly as it could then read on to find out why speed became important to Google’s algorithms and how to improve it.

Why Is Google Page Speed Important?

First and foremost, what is page speed?

Page speed can be described as the time it takes to fully display the content on a specific webpage.

You can evaluate your page speed with Google’s Page Speed Insights.

Users have a short attention span; they want websites that load quickly without any problems. Especially e-commerce businesses, they cannot afford to have a slow website as they’re more likely to turn to the competition.

Google started ranking speed as a factor in 2010 for desktop searches. 2018 saw it introduced to mobile searches. And now 2021 – core web vitals, which measures the load time using three metrics.

Page speed matters, a quicker load speed usually leads to a higher conversion rate. Not only will your website rank higher in the search results and retain visitors for longer – but it will also produce more conversions, on average, than a slower site.

“A 1-second delay in page response can result in a 7% reduction in conversions”

Google prioritises site speed as a ranking factor purely for the benefit of its user; it wants to create a significantly better user experience where possible.

The faster the page speed the higher the chance the user will have a positive experience using your website.

How Can I Improve My Google Page Speed?

Now you know why it’s important, and how to calculate your PageSpeed insight, you can learn how to improve it.

Every website is different, there isn’t just one way to improve your page speed and to optimise your website.

Every website has a completely different purpose and use. Some will have a structure with lots of content and depth whereas others only serve a few pages.

Regardless of this, some general tips can improve your websites page speed and overall performance:

Server Response Time – To improve your server response time, look for performance killers like database queries, slow routing, or a lack of memory to eradicate them.

Content Distribution Network (CDN) – A CDN reduces the physical distance between the server and user. A network of servers hosts your site locally to speed up load time.

This helps users around the world access any website from a local host enabling the same high-quality content without slow loading times.

Optimise images – While images are very important for the aesthetically feel of your website, they can negatively impact your site speed.

To combat the issue, optimise the images on your website. You can compress the image file so that the image loads quicker but don’t sacrifice quality. Using image files of JPG, PNG and GIF are significantly smaller files.

Minify CSS, JavaScript, and HTML – When you create your site, you use code to create the structure. Leaving commas, spaces, and other unnecessary characters can slow your page’s load speed down.

Don’t leave comments on the code that would make your site lag. Improve your site’s speed by going over your code to see if anything can be removed

Reduce Redirects – Each time a page redirects to another, your user faces additional waiting. This slows down your page, having an increased amount of HTTP requests which negatively impacts your site speed.

To combat this, reduce the number of redirects where necessary. Removing the redirects will also help your user find the correct page and enhance their experience on your website.

Outsourcing Your SEO To Improve Page Speed

Page speed is arguably one of the most important factors of your website, yet it is overlooked for conversion rate.

Besides, the speed test above evaluates your sites speed make optimising your website your top SEO priority.

If you are unsuccessful following the tips above or overwhelmed by the task, why not get in touch with a digital marketing agency.

GrowTraffic is a digital marketing agency based in Lancashire and Yorkshire. We offer a wide range of marketing services, but we specialise in SEO and content marketing.

If you would like expert help making a success of your on-site optimisation, get in touch with our team.

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