Page speed insights

I’ve done two SEO reports within the last couple of months for businesses in two different industries and both of them had serious page load issues. This can have a serious knock on effect for both SEO and engagement or conversion.

Optimise web images

Site 1, a luxury travel brand, had used big glossy images all over the site. They had the big splash banners that are so beloved by website designers and some lovely person had uploaded full-size high resolution images. The website didn’t have any image resizing software installed so the consequence was that each page took over 7 seconds to load. Optimising images is a complex task, but as a simple rule of thumb the image should be saved to web (72dpi) and not print resolution (300dpi).

Minimise site files

Site 2, an automotive accessory firm, had large css files and numerous javascript files, (there is a price to pay for that fancy slide automation!) each of which needed to load before the page could complete. These pages were taking over 12 seconds to load! This can be solved by minification of the files and Google themselves provide a number of links to online tools that can be used for this process.

Search engine ranking factor

Site speed is a key search engine ranking factor, cited as one of the top five ranking factors in 2015 by SEO experts. In addition to this, users will click away from the site if a page takes too long to load. There is research to demonstrate the drop off rate can be as dramatic as 11% in a second.  As engagement with pages is also a ranking factor, it is well worth checking your site to ensure that your pages are optimised to their best.  Not least to prevent loss of custom.