Page speed is essentially the time it takes for a website to load, and it is a key factor in determining the performance of a website. Longer page speeds can lead to an increased number of bounce rates which affect conversions negatively, while slower page speeds result in search engines having lesser resources in their crawl budget to index individual pages on your website.
Page speed can also be represented in these two descriptions:
Time to First Byte: The duration of time taken for a web browser to receive the first byte (a single unit of digital information) from a web server.
Page Load Time: The duration of time needed for a web page to display its content completely.
Google has emphasized that page speed is a crucial signal used by its algorithms to determine page ranking – making it imperative for brands to make page speed a top priority for SEO purposes.
With that being said, Google has been working on a Speed Report that is still in its beta phase. Powered using the Chrome User Experience (CrUX), it will enable users to view their web site’s metrics by enabling webmasters to extract the necessary information more efficiently – and thus work on improving their page speeds.
Meanwhile, there are other effective ways to improve your page speeds for SEO purposes, we’ll take a look at some of them below.
Minifying CSS, HTML, JavaScript
These text files can make a significant difference in a website’s page load speed. Choosing to minify these elements allows unnecessary parts in the associated code to be stripped out to increase page rendering speeds. The removal of extra whitespace and code comments can enable page load speeds to increase significantly as well.
Since CSS, HTML and JavaScript often require a little more technical know-how and experience to use, engaging a Digital Marketing Agency offering SEO services can be extremely helpful.
Optimising Images
Image optimisation is necessary for a web page to run smoothly as they enhance the user experience and reduce page loading times. There are a plethora of ways that you can utilise to reduce image sizes, such as setting up an automated process that instantly optimises an image upon upload. In this way, cutting down on file size is an easy solution to increasing page loading speeds.
Utilise Browser Caching
Browser caching is essentially a form of information storage for data used in loading a site’s page. Enabling browser caching enables the browser to cache essential information such as JavaScript files, images, stylesheets and more – eradicating the need for a browser to constantly reload the same page again. To assist this process, there are tools that help you set the cache’s expiry date, enabling you to control the most appropriate length of time that you want your site’s data to be cache.
Make Use of Content Distribution Networks
Content Distribution Networks (CDNs) are connected networks of servers that are used to delegate the load of content delivery. This approach allows them to store copies of your site at different data centres located diversely, allowing users to access your site in a quicker, more efficient way.
In conclusion, page speed is an essential process that reinforces the structure of a highly ranked website. Having a fast page speed boosts your Google Page Rank and SEO rankings, ultimately leading to the inevitable – conversions and sales.