Why Site Speed Still Matters

Good and quality content is the only road to success in any earned media channel. Mainly, by creating beneficial content that possesses the means and aptitude to rank. Google has directed its current algorithm updates primarily on encouraging good content and natural links and having weak contents with a dishonest link penalized

SEO professionals are in danger of devaluing technical changes (this includes site speed) that completely earn clients more money on their subsisting organic audiences by Prioritizing content ideas/proposals, link obtainment strategies (the more immediate ways in obtaining rankings) and keyword search.

Without infrastructure (an example is fast websites) and analytics, no channel initiative of content can work. They are the primary ways of achieving marketing success.

It is fact that without doubts, content marketing is very effective at having sites to rank in search engines which can satiate a client’s interest in what SEO can serve for their visibility. Although you may be able to have slow sites rank consistently, nevertheless, without attention or awareness to infrastructure, you will eventually be bitten in the ass in conversion rates.

Site Speed Study.

Every second trust erodes when you send forthcoming customers produced by good content to websites with slow experiences.

The latest site speed study refresh we carried out studied 10 websites stretching to twenty-six different pages and a number of industries, varying from different performances from extremely fast (under one second) to extremely slow pages.

 From the results gathered, we found out that conversion rates benefit intensely that it defies differences in selling approaches or verticals every second you can shave off your page load speed.

From the results, we were able to figure out that pages that loaded in under one second converted  less at a rate of about two-point-five times greater  than the pages that loaded later than five seconds or more

Nonetheless, the earnings were not exclusive to slow versus fast pages. Between the “really fast pages” (less than a second) and the fast pages (pages with two-second load times) was also more than double. This leads me to my next point.

Users Will Demand Even Faster

The first time we ran this survey was in 2014 and, in comparison to the modern-day, the disparity between “fast” sites and “really fast” sites wasn’t as stark as it is now. I foresee the disparity to be even more dramatic by the time we run it again in five years.

According to a mobility report Ericsson carried out last year predicted that sixty-five percent of the world would have 5G coverage by 2025.

Park associates also ran a study last April and according to the study carried out, it showed that the adoption of broadband is expected to reach a billion households worldwide; even though gigabit internet adoption has slow in the United States.

When you factor in these two trends, inadequate or terrible web infrastructure is the sole thing cutting back or disrupting the experience of a desktop-user or mobile phone user.

Prioritizing Site Speed

If you’ve followed this article this far, then you will concede that the rate conversion advantages of a fast site are important and the marketplace appetite for user experience is expanding rapidly. However, what are the practical steps you should take towards a faster/quicker page speed, and out of these steps, which one should you prioritize?

 Surely, there are great guides on the best practices to use for page speed. From these lists, you have some of these recommendations:

•    Have redirects reduced

•    Have browsing caching leveraged

•    Minify JavaScript, HTML and CSS

•    Make sure your server response time is improved

•    Get images and videos optimized

•    You can use a content distribution network (CDN)

•    Have compression enabled.

 If you were to rearrange these guidelines above in their terms of difficulty to execute, especially for the average marketer and effect on the speed of a site, it would go likely like this:

Low difficulty, low impact

  • Get videos and images optimized

A Marketer at any level of skill has the ability to install a WordPress plugin like Smush and automatically decrease the size of any image that’s been in an existing piece or a new one. This saves a whole lot of time when all the image on a page is approximately compressed and sized.

  • Minify JavaScript, HTML and CSS.

Another quick win has got to be modifying code. There are a lot of tools out there used for magnifying code (an example is minifycode.com). These tools practically have all the spaces in the code stripped out, which can help save a few kilobytes of size here and there. A developer can be used to put these changes in place, nevertheless, anybody can copy and paste code into the tools and have the minified version sent to the team who are doing the work.

  • Remove render-blocking JavaScript.

If you want to take the JavaScript weight off your pages, you can migrate to a tag management platform (an example is Google Tag Manager) and then, put them in a container where they are allowed load as slow or as fast as they intend to without undermining the remaining content or functionality on the page. Tag managers are the best and the most simple to use for folks that are not the technical types.

Medium difficulty, medium impact

Below are three recommendations but they can be a little harder depending on the person that manages your existing web server or your CMS. It could be as tough as writing custom redirect rules on your set-up or it could be as easy as clicking a checkbox. You might perhaps need to speak with either a web developer or an IT to tackle changes to script-based redirects which can be tricky, especially if those JS files affect the functionality of the site in another material way

•    Have compression enabled

Having compression enabled in IIS or Apache is a pretty direct process. However, it requires entry to access and servers which organizations are hesitant to hand marketers control over.

•    Have browsing caching leveraged

Also, if you have control of the htaccess file, browser caching of websites resources that do not alter or change frequently is easy to do. There are nevertheless, caching plugins or areas for numerous CMS platforms that marketers can install to have these settings to be managed if you don’t have control of the htaccess.

High Difficulty, High Impact

•    Make sure your server response time is improved

Some of the most popular ways response times are improved include optimizing databases that provide the functionality to site, looking for a more credible web hosting service, and monitoring PHP usages. Similarly, all these things require more or extra decision-makers, and all these things fall under IT purview and they also require costs to execute.

•    You can use a content distribution network (CDN)

Using CDN can be very expensive costing hundreds or thousands of dollars per month per domain, depending on site traffic; it can be time-consuming and it may require expertise that a consultant or average marketers do not possess to enable. Nevertheless, studies indicate Google is measuring time to first byte as a ranking factor if you can do it. However, the payoffs can be massive.

Godspeed, Everyone

I hope this will motivate you to go out there and make improvements on site speed ambitions. When you look at it from a business perspective, these are two things that make every search marketer proud. 

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