How fast does your site load? 2? 3 seconds? Five? More than five seconds? If so, then you might as well delete your website! It is doing you more harm than good.
Today’s digital world continues to move at a lightning-fast speed, but exactly how important is your website speed?
Let’s take a trip back memory lane. About a decade ago, do you remember when Google announced that “site speed would affect web search ranking”? Well, web experts took it seriously and made website site optimisation a top priority. That’s how important it is.
According to Kissmetrics, consumers continue to grow increasingly impatient. In fact, their research shows that 47% of consumers expect a web page to load in 2 seconds or less and 40% of people will abandon a website that takes more than 3 seconds to load. In fact, a lethargic website could cost you a decrease in customer satisfaction, fewer page views, loss in conversions, and dollars.
This 2020, website speed is still considered one of the most important elements in increasing relevance for search rankings, retaining traffic and improving conversions on your website.
A small one-second delay could lead page viewers to click back and leave your site before even reaching it! Not only resulting in a high bounce rate and a decrease in traffic but also is damaging user experience. Add a few extra seconds wait time and you’re looking at Google ranking jail time.
Alarmingly, statistic suggests that 64% of shoppers who are dissatisfied with an online store’s experience & website load time will take their business elsewhere. Say bye-bye to your potential clients running to your competitor’s fast website.
SEO or Search Engine Optimisation is the practice of increasing the quantity and quality of traffic to your website via organic search engine results.
Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. Research suggests that Google might be specifically measuring time to the first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation and ranking.
Now let's go back to the question. What does website speed have to do with SEO?
Outside of Google’s algorithm, who has the time or the endurance to wait...and wait….and wait?! No one!
Slow speed results in frustrated visitors, which results in high exit rates, further impacting rankings as your site is no longer considered “relevant”. Google has given page speed a high priority in its ranking algorithm for many years now. If your speed doesn't meet Google's standards, don’t expect your site to be found on page 1 of Google.
First, let’s consider what could be causing a slow website and page loading.
When you visit Facebook, your browser (Chrome, Firefox, Safari, etc.) starts a conversion with Facebook’s web server.
The lightning-fast webserver pulls all of the website parts into a tunnel and sends them across to your browser to load it up. Done [done quickly]. So, you can now effortlessly enjoy Facebook. Seems simple, right?
Behind the scenes, after clicking a site, hundreds of requests are instantly pinged around the world to bring you the images and text. There’s a lot going on in those few short seconds, and there’s a lot that can go wrong.
Here are some factors to consider:
There are several ways to improve or optimise the speed at which your pages load.
Below, are some ways you can do to optimise your website speed:
HTTP request time + Process request time + http response time = TTFB
Aim for less than 200ms TTFB. If your current TTFB exceeds 200ms then check out if you have issues with:
• Server configuration
• Network issues
• Content creation
• Website traffic
Best way to reduce TTFB is to enable browser caching.
There are plenty of other ways you can increase your page load performance beyond these methods above.
Try using methods other than HTML to resize your images, for instance, and try to use the very best performing network that is available.
Google recommends you use the new updated PageSpeed report and tools like LightHouse to measure page speed and make improvements.
Page loading or website speed is one of the key elements in your website you should never forget. Speed can make or break your website’s success. Monitor your loading speed on a regular basis so you know where you stand, and you’ll know how to solve it in case of trouble.
Stated methods above can be overwhelming but no one told you to do all those overnight. Take it one step at a time.
Do you need help revamping your website, optimising your website content or increasing your website speed?
Contact our highly motivated team to help you realise your business goals. For a free consultation at our Bourke Street office – call 0418967352 or email [email protected].