There is nothing more frustrating as a user than coming to a site that just won't load. You desperately want to find the information you're looking for only to see a loading spinner or images that move slower than dial-up on AOL. But if you have a slow website, the user isn't the only one you're frustrating. You're frustrating the search engines, and that's something you definitely don't want to do.
As Google puts it:
"Fast and optimized pages lead to higher visitor engagement, retention, and conversions."
Not only that, PageSpeed is now a ranking factor for your website. In organic search, it can actually cause you not to rank and in paid search, you might see your ad disapproved or your quality scores go down. It really isn't something to be taken lightly since it's generally something that can be pretty easily fixed. Why even mess around with it?
We recently designed a pretty neat Pagespeed Tool that helps guide you through the fixes necessary to increase your PageSpeed score. By following the steps outlined in the tool, you can get your site on the fast track in no time.
If you are not a web person, forward the results on to your web development team for implementation. They are generally very easy fixes that can be adjusted in a relatively short period of time.
Continue to Optimize
As you add new content to your website, continue to run your website through the tool on a regular basis to ensure all of your pages are meeting PageSpeed standards. Sometimes the addition of more robust content can cause certain pages to slow down. It is important to stay on top of your results to ensure your site stays fast and sharp.
In order to keep your pages loading faster, try to follow these tips:
- Keep your images web friendly
- Avoid multiple redirects
- Optimize your CSS
- Compress resources with gzip or deflate
- Leverage browser caching
There are many things you can do to keep your site loading as fast as it possibly can. This will result in a better user experience for not only the search engines, but also your customers.
About the author
Dan Kipp is the Google Analytics and Google Tag Manager guru at Marcel Digital. He loves traveling, cooking, sports, and spending spare time with friends and family.