Why page speed is important for SEO

Why page speed is important for SEO

Why page speed is important for SEO
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Page speed is important for SEO is how fast a page loads for your users. But without technology to measure it, you’ll never know.

Many hosts promise fast speeds, but if you’re not paying a lot of money, then you’re not as fast as you think. But web hosting is for another day to discuss in how that relates to your SEO strategy.

Performance is also affected by the content on the page, and markup (code quality). Videos and large image files can slow a page, even if you embed a lot of content (videos) it can slow the page load. Making SEO efforts difficult or impossible.

Performance and Technologies

Technology evolves on the web very quickly, new code libraries are always being released and debated. You’ve heard the acronyms, CSS, PHP, The DRAGON – that last one isn’t real. The point is as a business owner that’s not a concern, but think of it this way. What gets better gas mileage?

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Or what costs you more money by not being as efficient. This happens on the web and can make success online hard to achieve. It’s about future proofing as best you can, though that is not possible. But an audit tells you where you stand now, and what to watch for.

If you want an audit – please contact us here, and we’ll take a look at what you have going on for free.

Page Speed

Site speed has become a huge SEO ranking factor. Faster sites get crawled more often and users love them because they are waiting for content to load. You can do a speed test on Google Page Speed or GTmetrix.

A quick story. I used to work for a client that was too obsessed with their site’s speed, but didn’t understand that hosting costs play a huge part in this. Again, where you put your website matters.

Images are not just pixel dimensions

Another issue was the images they were uploading were not only terrible (relevance to content was bad). But they were also extremely large. Large files on a website will slow a site’s performance. Therefore examine your site’s images and files and take steps to reduce them. Try to keep them under 200 KB – but again, your host may have limited storage capacity. So check to see where you are on how much space you are taking.

Google has said there is not a separate search engine or algorithm for desktop and mobile. While true, the results do appear differently due to screen sizes. Optimize your page titles, descriptions, and thumbnails (image) for both mobile and desktop results.

But one thing to really consider is the “tap targets” on the pages. Your thumbs are a good way to measure how far apart items on the page need to be. This will fly in the face of those that hate white space (un-used empty space). But you’ve lost the fight, let your designer add it, cause it’s good for SEO.

Mobile Friendliness

Now Google has updated their algorithm to include mobile indexing. This is not a separate algorithm for mobile responsive websites. This is for all websites. Your site must be mobile ready or you could see your site’s results drop like a rock or disappear altogether.

Typically when doing responsive web design, designers will use CSS to hide elements that are difficult to render on mobile devices. This is not recommended any longer. If you are not able to make it work on Mobile then don’t use it. The search engine doesn’t like class {display:none;} if used liberally.

SEO is delivering information fast

Take a step out of your own shoes and into your customers. This will help you understand this more. It’s about, can you answer my question? Can you do it quickly when I arrive on your webpage?

For example:

You have a product that is nested inside other pages.

home > page1a > page1b

The reason seems logical to you. But if users want what’s on page1b consider changing it to:

Home > page1b

This is more straight to the point. Users will get there and get their answer fast.

Schema Markup

Other technical aspects are the Schema that is used on the site for the search engine to see. Especially for job pages as businesses begin to reopen and look for help during the hiring season.

Also known as Structured Data

Schema data is the data that the robots see to determine the details for the pages. There are various types, and not all sites require it, but it’s not a bad idea for you if you’re constantly updating and publishing content.

SSL Encryption (https not http)

Google is now flagging sites that do not have an SSL. In the fight for a more secure Internet Google considers sites with SSL better for users. Thus translating this into an important SEO signal. Most SSL’s are free if you are hosting with a managed hosting provider. But the encryption is basic. While this isn’t bad, it depends on how sensitive your site is containing data.

Security

A better secured web (paraphrased) is what Google wants, so if you do not have a SSL (https) then you’re behind. If your site does not re-size for mobile, you’re behind. If your site is slow, you are behind. Most important, if your site is dated, then you are behind. Simply search yourself, and review the results. SEO services can change how you look on the search results page and get that phone to ring.

An Important note about SEO

This is important to understand, SEO doesn’t sell. However, It does nurture those prospects, and more importantly VALIDATE you as the authority in your market. If you’d like to get a team of folks that can review your marketing strategy, contact NerdBrand and we’ll take a look free of charge.

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I'm the Co-founder and CEO at NerdBrand. I've spent over 12 years in digital advertising providing strategic direction for businesses to build better websites, brands, and messaging, with an eye for improving online presences and laying a foundation for future growth.