You just built a new website for your company.You spent days laboring over the design and weeks in production with countless hours of edits.But there’s a problem: You find that your new, beautiful website isn’t as fast as you need it to be.And when it comes to building a conversion rate and search engine optimized website, speed is a critical factor.If you don’t have a fast website, people will bounce faster than you can say “conversions.”But speeding up your website is no easy task.It’s often hard to diagnose what is causing your website to run slower than it should.Your problem could be anything from code that’s written poorly to images or large page elements.And you need to diagnose and fix these issues fast.Google will ding your website if you don’t.If you run your website through Google’s PageSpeed Insights and find a 100% score, your site is fast.
And Google gives preferential treatment to websites that load quickly.The faster your site loads, the lower the bounce rate. If your site is fast, you have a better chance of ranking on Google over slow sites that drive high bounce rates.Thankfully, Google offers this free tool to find out what you need to fix.But unfortunately, they don’t give you the best instructions on getting your score to 100%.Here’s how to score a perfect 100% on Google’s PageSpeed Insights and why you need to accomplish this feat.
Introduction About Google Page Speed Tools:
Google PageSpeed is a family of tools by Google Inc, designed to help a website’s performance optimizations. It was introduced at Developer Conference in 2010. There are four main components of PageSpeed family tools: PageSpeed Module, also known as mod pagespeed, PageSpeed Insights, PageSpeed Service, and PageSpeed Chrome DevTools extension. All of these components are built to identify faults in a website’s compliance with Google’s Web Performance Best Practices, as well as automate the adjustment process.
The PageSpeed Module showed the most significant impact on decreasing webpage loading times, payload size, and number of requests when compared to other options in the industry. According to several researchers, mod pagespeed can reduce loading times by up to 80%, amount of bytes on a wire can be decreased by 30% and the number of total requests can drop by over 20%. Since many search engines, including Google, employ a ranking algorithm which is affected by a page’s loading speed, these optimizations can impact a website’s placement in search results. As of February 2015, Google has begun testing “Slow” labels on mobile devices for websites that exceed a certain amount of loading time, prompting developers to examine ways to increase a page’s load speed.
Pagespeed extension is an extension of Chrome Browser and is a part of Google Chrome Developer Tools. Visitors who use PageSpeed regularly can view all given metrics by PageSpeed Insights directly in a browser and download webpage resources, optimized according to web performance best practices. It has now been deprecated and Google recommends the online version be used instead.PageSpeed service was a commercial product, provided by Google Inc. The service was offered free of charge, since it was still officially in beta version. Service included all Pagespeed Module optimizations and use of Google servers’ infrastructure.Google announced the deprecation of PageSpeed service on 5 May 2015 and turned it off on 3 August 2015
PageSpeed Insights is an online tool which helps in identifying performance best practices on any given website, provides suggestions on a webpage’s optimizations, and suggests overall ideas of how to make a website faster.This tool can be accessed directly in any browser. Per URL request, it grades webpage performance on a scale from 1 to 100 and provides a report on suggested optimizations, divided into categories of high, medium, and low priorities.
Why you should care about page speed
Page speed is a critical factor when it comes to ranking your website higher on Google’s search engine results.If your website isn’t on par with the top 10 organic pages, you won’t rank on the first page.And the vast majority of search engine users simply won’t click to the second page.It’s no secret that the top 10 results will generate the majority of clicks.So focusing on page speed is paramount to having a successful company and a website that converts.Backlinko recently conducted a study where they analyzed over one million search engine results pages (SERPs) on Google.They wanted to figure out which factors were the most common among sites that ranked in the top 10 results.And they quickly found that average page load speed for any given website was a huge factor in ranking higher.
The top-ranking positions on Google all had the same thing in common.Fast page speeds on their websites.They had well-optimized sites that their creators had clearly designed for speed.On top of that, they found that the top-ranking sites also had very low bounce rates when compared to second- or third-page resultsThere was a big correlation between fast websites and low bounce rates.And that correlation was recently backed up and supported by Google’s new PageSpeed industry benchmarks.They found that as page load times go up, the chance of someone bouncing from your site increases dramatically.That means that if your page takes 10 seconds to load, the likelihood of someone leaving your site before it even loads increases by more than 120%.
And if you look back on the Backlinko graph from above, it showed that the top-ranking websites on Google’s first page all had page speeds under 3 seconds.But according to Google’s latest report, most websites are incredibly slow in every single industry.The average load time for most sites is over eight seconds and can even surpass 11 seconds in the tech industry.Meanwhile, the best-practice benchmark is under three seconds.Almost all of us are missing the mark when it comes to having a fast-performing website.If you want to have a shot at ranking on the first page of Google, your site needs to load in under three seconds.In another study, BigCommerce found that conversion rates for e-commerce websites average somewhere in the 1-2% range.And Portent used this study to conduct their own research. They found that when you speed up your site from two seconds to one second, your dollars per pageview increase by 100%.
Getting your speed to under two seconds can double your traffic and revenue.So, what causes a page to load slowly?The most common causes of slow pages are bulky images and poorly-designed coding.If you look at any website in the modern era, it’s likely filled to the tipping point with images.And if you aren’t optimizing your images, you could have pages that take up multiple megabytes of space.Page size and weight are often measured by page weight bytes. Simply put, page weight bytes show the total size of a web page measured in bytes.Google’s benchmark data shows that the best practice for page size or weight is under 500KB.But again, most of us are missing the mark here. We are vastly exceeding the recommended weight.One of the concepts that stood out to me the most from the Google report comes from this short yet impactful quote:
“No matter what, faster is better and less is more.”With 70% of pages being over 1MB, 36% being over 2MB and 12% being over 4MB, that statement holds a lot of weight (no pun intended).Google found that a page weight of just 1.49MB (comparable to the average size of a single HD image), took seven seconds to load on a page.In their research, they even found a web page with images that averaged 16MB per image.Google simply tells us the hard yet hopeful truth:We have serious room for improvement on our websites.
How to diagnose your desktop and mobile site
Knowing that slow websites kill conversions is just the beginning.Acknowledging that your site might have some underlying issues that you can’t see on the surface is the first step.Most sites will be running slowly due to large images that are taking up too much space.But that’s not always the case for every website.You need to know exactly what’s causing your slow site speeds before you can make the necessary changes to score 100% on the PageSpeed Insights tool.To get started, open up the PageSpeed Insights tool and enter your website URL into the bar.Click “Analyze” to have Google run a quick test on your site.The finished report will tell you everything you need to know about your site and what might be hindering its performance.
It’s an 87/100.It’s not great. It’s not terrible either, though.But you almost always have room for improvement. My goal here is to get you to 100% by the end of this article as we take this journey in page speed together.First, let’s look at the items that I have optimized and perfected.This information tells me that the items on “Possible Optimizations” are a little less impactful than the ones that I have already optimized.But obviously, you’ll need to take care of every element to hit 100% on the Page Speed Insights tool.You’ll want to start with the top priority items.Next, we want to test our mobile site separately.
You can use the mobile site tester on the PageSpeed Insights tool, but Google released an updated, more accurate version of this.Google will take a few minutes to run this report, but it will give you a detailed look at how your mobile site performs compared to industry standards.It will even tell you how many visitors you could be losing because of a lower page speed.My load time on mobile is four seconds.Remember: The recommended load time is three seconds or less.That means that my speed isn’t up to par with industry standards.And due to that, I am losing up to 10% of my visitors simply from poor speed performance.