Page Speed: it IS important!

Posted by Helen on Monday July 16th, 2018.

In today’s post we are going to investigate page speed and how important this is when looking to achieve a fully functioning, optimised website.

What is Page Speed?

Not to be confused with site speed (although also important), page speed is simply translated as ‘the amount of time it takes to fully display a single web page and all of its content’.

So why is it important?

Let’s break it down. Imagine you are searching online for a particular product. You enter a search into Google and are presented with a full page of results. Having clicked on a chosen ad you are automatically directed to the website. Because the world we live in is fast paced you will likely expect to be presented with all of the relevant information in a very short space of time. If not, the chances are you will resume your search, clicking on the next ad. Research shows that should a page take longer than 3 seconds to fully load, 53% of people will move on. Your website needs to offer a good user experience and amongst numerous other factors, page speed is high on the list of priorities.

Does page speed affect my SEO?

Yes, it most certainly does. Google looks at site speed as a whole and this is ear marked as a ranking factor within the algorithm. As a result, page speed should be optimised accordingly. Remember, you are going for a great user experience. In addition to website traffic and potential customers, Google also crawls your site in order to award trust and worth. If your site and pages are running slow, Google will crawl fewer pages. This will have a negative impact on where you rank. If your page speed is fully optimised your SEO efforts will benefit.

How can I increase page speed?

Start by checking speed by using GT Metrix (link) . This tool offers great insight into the speed of your site and how it can be increased. Fixes include image optimisation. Allowing very large images on your website will naturally increase page loading times. Required to be uploaded in the correct file format (PNGs or JPEGs depending on the image), images should be sized correctly as well as compressed for the web. You can also look at your server and the response time. The latter is affected by the amount of traffic your website receives, resources used by each page, software used by the server and your hosting solution. Both of these factors offer relatively straight forward fixes and can produce better, faster results.

Can you help me increase page speed?

Yes, absolutely! At Inner City Digital we are website specialists and this includes optimisation. We will run your site through the page speed tool and assess the relevant fixes. Upon completion we will present you with the results.

So what are you waiting for? Your potential customers certainly don’t want to wait around! Check page speed today, make any relevant changes and monitor results.