Page speed is super important when it comes to your website doing well, so much so that Google has made it an actual ranking factor. At Google. The user comes first, so let’s take a look at how page speed affects your SEO, and what you can do to improve this. 

What is page speed? 

Page load speed is the vital number of seconds it takes for the content on your web pages to appear in front of users.

Why is page speed important for SEO? 

Page speed affects user experience 

In this day and age, people want information almost instantly –  no one has time for a worldwide wait on the world wide web. If your site doesn’t deliver the goods in a matter of seconds, your visitors will have a negative experience on your site, and it won’t just affect your sales. User behaviour on your site also sends important signals to search engines too, which in turn impacts your ranking. 

A poor first impression 

Your page speed is the first impression people get from your website, even before they get a chance to digest any design elements or read any copy. Before they have a chance to see your professional logo, they’re sitting waiting for your page to load, and there’s nothing more annoying than waiting! It leaves a negative impact and in fact, up to 79% of people who have a negative experience on a website are less likely to repeat buy. 

High bounce rate and low time on page 

Some users won’t have the patience to stick around if your site is taking too long. Recent research found that 47% of people expect a website to load in 2 seconds or less, and 40% of people will give up if it takes more than 3 seconds. Tough crowd huh?! If your page loading speed isn’t up to scratch, chances are you’ll have a high bounce rate and a low time on page too. 

How do you improve your site speed? 

There are 3 main reasons why your page speed might be slow; 

  • Your servers are inadequate 
  • Your media files are too big 
  • Your website’s design isn’t optimised.

Get better web hosting to improve your page speed 

All websites need to be stored somewhere, but each host uses different locations and servers, which can have drastic effects on the loading speed of your website. If your loading time is too slow, it might be worth considering changing your web host to one that has faster, more optimised servers. 

Optimise your image and video content 

Some of the biggest culprits when it comes to slow loading speeds are massive image and video files. High resolution images really slow your page speed down. The images on your website will need to be resized and compressed to reduce the file size, whilst still maintaining a quality look. There’s no point making your site faster but filling it with pixelated images… It’s all about balance. 

We recommend using JPG wherever possible. JPG is a compressed image format that maintains the integrity of the image, without wasting unnecessary space. You should only use PNG when transparency is necessary. Avoid using TIFF and BMP altogether.

Optimise your website design 

Sometimes websites themselves are just too clunky in their design. But fear not, streamlining and optimising coding, reducing redirects, removing JavaScript and leveraging browser caching are just some of the ways that an experienced web designer, like ours here at Ame, can improve your site performance. 

Tools you can use to check your page speed 

Google PageSpeed Insights is a great free tool to find out how your website performs in terms of loading speed. PageSpeed Insights does two things; analyses the loading time of your page and how many resources it has (plugins, code scripts that communicate with the server etc) and compares this data with the average of all the pages analysed. This is a key tool to use, as it will show you exactly what Google sees when it searches through your website. 

GT Metrix is another great resource for finding out your website performance. It is calculated from two metrics, performance and structure. 

Improve your SEO ranking with our help 

Here at Ame, we are experts when it comes to building stunning websites with the SEO ranking factors to match. If your site is in need of some load speed TLC, get in touch with our team by calling 01752 746 890 or email us: [email protected]