Why Website Speed Matters: How to Optimize for SEO Best Practices

Let's be honest – nobody likes a slow website. 

Our time is precious and fought over by every other competitor. When you're in the heat of the moment and need info fast, the last thing you want is a white screen with a spinning circle. It's frustrating at best.

As an Edmonton business owner, understand that people hate this kind of experience, which puts your business in a bad light. It's bad for your reputation, and the chances are your customers won't come back. 

What's more, website speed is a primary ranking factor (which they call a "direct ranking factor," meaning Google simply won't put your site on the front page. 

There are other factors involved, and it's not the be-all-end-all, but when it comes to providing a good user experience, speed is a must. As I'll show you below in today's guide, where I'll teach you everything you need to know as to why this is important and how to speed things up. 

Let's get into it.

How much does a slow website really cost my business?

While your website speed may not directly affect your revenue, it can affect your conversion rates, user experience, and reputation, all of which effect the success of your business. 

Since this is so important, there are tons of statistics out there that show a clear picture of why speed is such an important consideration for all businesses, and the results if you neglect it.

• The average desktop page loads in 2.5 seconds, but mobile lags behind at a sluggish 8.6 seconds. However, this is the average. The highest-performing websites will load between 1-2 seconds, hence why they're the highest-performing websites.
• A mere 1-second difference in load time can mean the difference between a user staying or bouncing: pages loading in 1-3 seconds see a 32% bounce rate, while those taking 5 seconds see a whopping 90%.
• Every extra second your page takes to load, you're losing potential customers: conversion rates drop by an average of 2.11% per second.
• User patience is thin: 83% of users expect sites to load in 3 seconds or less, and 40% will abandon a slow-loading site altogether.
• A bad user experience can cost you business: 64% of online shoppers will switch stores if they encounter a frustrating experience.
• Users value speed over bells and whistles: half would sacrifice animations and videos for faster load times.
• The fastest pages (1-2 second load time) see the highest e-commerce conversion rates - an average of 3% across the board.
• Optimizing your product detail pages can shave off precious seconds, with optimized PDPs loading 2 seconds faster than unoptimized ones.

These numbers paint a clear picture: in today's digital world, speed matters. 

A slow website doesn't just frustrate users – it directly impacts your bottom line.

So, let's fix your website.

What is website speed in SEO?

Website speed is how long it takes for your webpage to load and become interactive for users. It encompasses several elements:

• Server response time: How quickly your server reacts to a user's request.
• Rendering: How fast elements like images, CSS files, and JavaScript appear on the screen.
• Time to First Byte (TTFB): The duration from a user's request to the first byte of data received.
• Page load time: This is the big one - how long it takes for everything on your page to load completely.
• First contentful paint (FCP): Measures when the first bit of content (text or image) appears on the screen.

If you're curious about your website and how you're doing, use Google's official PageSpeed Insights tool. This is why you know fast loading times are important for SEO - Google is actively providing you with a tool to make things better.

Other tools that also handle speed tests and can provide feedback and suggestions include:

• GTMetrix
• Pingdom
• WebPageTest

Why is my website loading slowly? Common speed issues

There are usually several factors at play when it comes to slow websites, many of which come together to create a kind of "perfect storm" that affects how quickly your website loads. 

You'll need to address them all to get the fastest results long term. Here are a few of the most common culprits.

Server response time

Think of your server as the brains of your website. When someone visits your site, their browser sends a request to your server, and the server responds by sending back the necessary data to display the page. 

The faster your server responds, the quicker your website starts to load.

Now, this might be out of your control to an extent. If you're using a website hosting company (think BlueHost, GoDaddy, Hostinger, and the sorts), then you'll be expected to pay more for a faster hosting plan. This is usually because server space is shared.

If you're using a CMS, like WordPress, Wix, Squarespace, Ghost, and so on, then these are built for speed, and unless you're running some crazy, super-custom website, these will probably load with decent, acceptable speeds.

If you're hosting your website yourself, it's really up to you and how you've set things up. 

To speed things up, check your server (you may need to contact your hosting provider and ask for speeds and available upgrades) and ensure it's configured optimally for the fastest speeds. 

Many hosting companies, especially commercial ones, will give users a basic plan, but may upgrade or remove restrictions for free when asked, so it's always worth taking a chance.

At the end of the day, no matter how much you work on speeding up your website, it'll never be fast if your hosting isn't set up for success.

Design elements & code

Aside from the hosting servers, the various elements of your website will be slowing you down. While you need to offer a positive user experience, overly complex designs can bog down your website's speed.

• Large images: High-resolution images can take a long time to load. Compress them without sacrificing quality.
• Excessive JavaScript: Too much JavaScript can slow down your site's rendering. Minimize and optimize your scripts. If you're on a platform like WordPress, having lots of themes, plugins, and coding elements will massively contribute to this.
• Too many HTTP requests: Each element on your page (images, CSS files, etc.) requires a separate request to the server. The more requests, the longer it takes to load.

And this goes deeper when you start introducing custom scripts, features, code, plugins, and website themes. If any of these are bloated or unoptimized, they'll slow everything down.

And even if they're optimized, if you're using a ton of them, that will slow things down, too. 

Therefore, it's your job to strive for a balance between aesthetics and performance. Use images and animations strategically, and optimize your code to keep your website running smoothly.

Large, unoptimized images 

Your website probably has a ton of images, including logos, header images, blog images, products, and the rest. If you're uploading this in their full size, then every time someone tries to access the page, they're downloading the full image. As you can imagine, this increases the page loading speed dramatically.

The smaller the images, the faster the page loads, but you don't want to sacrifice quality and have super-blurry, compressed images that also provide a poor user experience. It's about finding the balance.

This means compressing images properly using an online service on app (websites like TinyPNG are great for this), and using modern web image formats, like WEBP. Never use RAW files and try to keep images under 500kb each for the best results.

Caching configuration

Every time someone visits your website, their browser needs to download and process all your website's files. Without proper caching, this happens every single time they visit - even if nothing has changed. It's like reading an entire book again just to find one quote you saw yesterday.

Caching creates a 'snapshot' of your website that can be quickly served to returning visitors. Instead of rebuilding the page from scratch, their browser can use this saved version, dramatically reducing load times. Think of it like having a photocopy of that book's page ready to go.

Setting up proper caching isn't just about enabling it - it's about configuring it correctly. Too aggressive caching might mean users don't see your updates, while too little caching barely helps at all. The key is finding the right balance for different types of content.

Media files from external sources

Adding YouTube videos, Google Maps, social media feeds, and other third-party content to your site can make it more engaging - but each one is like adding another stop on a delivery route. Your website has to wait for all these external services to respond before it can fully load.

These external services are beyond your control. If YouTube is having a slow day, your website suffers. Plus, each external service adds its own scripts and code that your visitors' browsers need to process. It's a domino effect that can significantly impact your load times.

The solution isn't to avoid external media entirely, but to be strategic about it. Use lazy loading so content only loads when users scroll to it, implement thumbnails that load the full content on click, and carefully consider whether each external element truly adds value to your page.

Understanding these common speed killers is your first step toward a faster website. While it might seem overwhelming, even small improvements in these areas can lead to significant speed gains. 

Remember: your website's speed isn't just about technical performance - it's about respecting your visitors' time and providing the best possible user experience. 

Take action on these factors, and you'll be well on your way to a faster, more effective website that both users and search engines will love.

How to build a fast-loading website (in just 6 steps)

Now you know how to measure your website's speed and some of the factors affecting it, let's get actionable and explore some proven techniques to make it faster.

Pro tip: Partnering with a professional web design company like ours ensures that speed is baked into your website's DNA. We'll handle the technical complexities so you can focus on running your business.

Minimizing HTTP requests

Every time your website loads, it's like a waiter making separate trips for each item you ordered at a restaurant. 

Each image, stylesheet, and script requires its own "trip" (HTTP request), and these add up quickly, slowing down your overall service.

Here's how to minimize these requests effectively:

• Combine your files: Instead of having 5-10 different CSS files for different parts of your site, merge them into one main stylesheet. The same goes for JavaScript files. Modern development tools like Webpack or Gulp can automate this process. While this might make your files slightly larger, one larger request is generally faster than many smaller ones.
• Smart image management: Use CSS sprites for small, repeating images like icons. Think of it as a single sheet of stickers rather than individual ones. Tools like SpriteGen or Spritebox can help create these. For larger images, consider if they're really needed - could you achieve the same effect with CSS?
• Implement Lazy Loading: Don't load everything at once. Use lazy loading to delay loading images and videos until they're about to enter the viewport. It's like having the kitchen prepare dishes only when the customer is nearly finished with their current course. Modern browsers support this natively with the 'loading="lazy"' attribute on images.

By minimizing HTTP requests, you streamline the communication between your visitor's browser and your server, resulting in faster load times.

Image compression and optimization

Images are often the heaviest elements on your page. A single high-resolution photo straight from your camera could be 5-10MB - that's like trying to push an elephant through a cat door. Here's how to handle them properly:

• Use modern tools like Squoosh.app, TinyPNG, or ShortPixel that offer batch processing
• For JPEGs, aim for 60-80% quality - most people can't tell the difference
• Run PNGs through specific PNG optimizers like PNGQuant
• Consider converting images to WebP format with a JPEG/PNG fallback for older browsers

Format selection guide

• Photos and complex images with lots of colors → JPEG
• Logos, icons, or images needing transparency → PNG
• Simple graphics with few colors → SVG
• If you need animation → Consider using CSS animations instead of GIFs

And finally, don't serve the same huge image to every device.  This is known as responsive design. Use the "srcset attribute"e to provide options.

By optimizing your images, you'll improve your site's load times and create a smoother experience for your visitors.

Leveraging browser caching

Imagine if every time you wanted to watch your favorite Netflix show, you had to download the entire series again. 

That would be painfully slow! 

Browser caching works like downloading that show once and saving it on your device for future viewing. Here's how to make it work for your website:

Your website uses different types of content that should be cached differently:

• Static content (images, logos, brand colors) rarely changes and can be cached for longer
• Dynamic content (blog posts, product prices) changes more often and needs shorter cache times
• Real-time content (shopping cart items, user account details) shouldn't be cached at all

Typically, most popular website platforms like WordPress, Shopify, or Wix have caching built-in or available through plugins. If you're using WordPress, popular caching plugins include:

• WP Rocket
• W3 Total Cache
• LiteSpeed Cache

These tools typically have simple interfaces where you can enable caching with just a few clicks. However, outside these platforms, you'll either need to set up the caching yourself, or use a professional service who can handle it for you. (Cough, Ignite 😉)

In terms of best practices, you can think of cache duration like food expiration dates - different content has different shelf lives:

• Images, logos, and fonts: Keep for up to a year
• Style sheets and scripts: Store for about a month
• Blog posts and product pages: Cache for a day or less
• User-specific content: Don't cache at all

And finally, try to avoid the common mistakes, like;

• Over-caching: Don't cache everything for too long, or users might miss your updates
• Under-caching: Too little caching won't give you the speed benefits
• Not testing: Always check your site after making caching changes to ensure everything works correctly

Implement a Content Delivery Network (CDN)

Think of a CDN as a network of servers spread across the globe, each holding copies of your website's files. 

When someone visits your site, they'll download the files from the server closest to them, reducing the distance the data travels and resulting in faster load times.

• Improved global performance: A CDN ensures your website loads quickly for visitors anywhere in the world
• Reduced server load: It takes some pressure off your main server, improving overall performance

If you have a global audience or want to ensure lightning-fast load times for everyone, a CDN is a worthwhile investment. However, it's well worth focusing on the other strategies as this is a bit of an investment to set up and maintain. 

If you're based in Edmonton and you're only serving Edmonton businesses, then the chances are you won't need this one.

Reducing redirects

Every time a user is redirected from one page to another, it adds extra load time. It's like taking a detour on a road trip – it might get you there eventually, but it will take longer.

• Minimize redirects: Review your website's structure and eliminate any unnecessary redirects.
• Update internal links: Make sure your internal links point directly to the final destination, avoiding any unnecessary redirects.

By reducing redirects, you're creating a smoother, more efficient journey for your visitors, which can lead to a better user experience and improved SEO.

Optimizing CSS and JavaScript

Think of your website's code like a busy city - every unnecessary stoplight, diversion, or detour slows down traffic. Your CSS and JavaScript files are essential for making your website look good and function properly, but bloated or poorly organized code can significantly impact your load times.

Just imagine a web browser trying to load up several thousand lines of CSS and JS code every time someone accesses the page. It's like having to read through an entire encyclopedia just to find one specific fact. 

Slim it down and get faster speeds. 

Here are the best ways to go about it. 

• Minification: Your code likely contains spaces, line breaks, and comments that make it readable for developers but aren't needed for the browser to understand it. Minification strips all of this away, significantly reducing file sizes. Tools like Terser for JavaScript and Clean-CSS can automate this process, often reducing file sizes by 30-50%.
• File combination: Instead of forcing your browser to download multiple small files, you can combine them into a single, larger file. While this might seem counterintuitive, it's more efficient - like getting all your groceries in one trip rather than making multiple trips to the store. Modern build tools like Webpack or Rollup can handle this automatically during your development process.
• Optimise load timing: You can choose when Javascript loads, so make the most of this. Some scripts are needed immediately for your page to function, while others can wait. Using 'defer' or 'async' attributes tells your browser to prioritize loading the visible content first, then load non-essential scripts afterward. This is particularly important for third-party scripts like analytics, social media widgets, or chat functions.
• Regularly audit code: Many websites accumulate unnecessary CSS and JavaScript over time - old features that aren't used anymore but their code remains. Tools like Chrome DevTools' Coverage tab can show you exactly which code is being used and which isn't. Remove what you don't need - every kilobyte counts.
• Audit plugins: For WordPress users, plugins can be a major source of code bloat. Each plugin typically adds its own CSS and JavaScript files, even if you're only using a small feature from that plugin. Regularly review your plugins and remove any that aren't absolutely necessary. Consider alternatives like custom code for simple functionality that doesn't warrant a full plugin.
• Use optimised libraries: Consider using modern CSS and JavaScript features that are more efficient. CSS Grid and Flexbox can replace complex layout frameworks. Native JavaScript functions can often replace heavy jQuery dependencies. The goal is to achieve the same functionality with less code.

Remember, optimization is an ongoing process, not a one-time task. As your website evolves, regularly review and optimize your code to maintain peak performance. While these optimizations might seem small individually, together they can dramatically improve your website's speed and user experience.

Keep in mind: Some of these optimizations may require technical expertise. If you're not comfortable making these changes yourself, consider reaching out to a web developer for assistance.

What are the long-term benefits of a fast website?

Now, while taking the time to speed up your website will help you now in terms of user experience and ranking high in the search engines, this isn't a quick fix aimed at a quick win. Far from it. 

It's a long-term strategy that pays dividends for your business. Therefore, don't think you need to just try and one-and-done this. Small, incremental changes over a long period of time add up to make a big, consistent difference. To showcase what this looks like, here how a fast website sets you up for success:

• Improved search engine rankings: As mentioned, Google has explicitly stated that page speed is a ranking factor. A faster website has a better chance of ranking higher in search results, leading to increased visibility and organic traffic. It's a virtuous cycle: speed attracts more visitors, which can further boost your rankings.
• Enhanced user experience and engagement: A fast website creates a positive first impression, encouraging visitors to stay longer and explore more of your content. MajorDigital claims that even a one-second delay in page load time can decrease user satisfaction by 16%. When users have a smooth and enjoyable experience, they're more likely to return, engage with your brand, and ultimately convert into customers.
• Increased conversions and sales: A faster website can directly impact your bottom line. Amazon actually found that even a 100-millisecond decrease in load time can lead to a 1% increase in their sales. By reducing friction and frustration, a speedy site encourages visitors to take action, whether making a purchase, filling out a form, or signing up for your newsletter.
• Lower bounce rates and higher page views: Slow-loading pages are a major contributor to high bounce rates. People are simply less likely to stick around if they have to wait. A faster website keeps visitors engaged, encouraging them to explore multiple pages and delve deeper into your content.
• Competitive advantage: On today's competitive internet, every little edge counts. A fast website can set you apart from your competitors, providing a superior user experience and demonstrating your commitment to quality. If your websites are the same in every way, but yours is faster, you'll rank higher.
• Cost savings: While investing in speed optimization might seem like an expense, it can actually save you money in the long run. A faster website reduces the load on your server, potentially allowing you to scale down your hosting plan. Plus, a better user experience and improved conversions mean you get more value out of your marketing efforts.
• Building trust and credibility: A fast website conveys professionalism and reliability. It signals to visitors that you take your online presence seriously and are committed to providing a positive experience.

As you can see, the bottom line is clear. A fast website isn't just a nice-to-have; it's a must-have for any business that wants to succeed online.

Wrapping it up

And now it's over to you. This guide has taken you through the ins and outs of website speed, from its impact on user experience and SEO to the various factors influencing it. 

Now, it's time to take action.

Remember, a fast website isn't just a bonus; it's essential for success by boosting your search engine rankings, improving user engagement, and ultimately driving more conversions for your business.

Feeling overwhelmed by the technicalities? That's where we come in.

At Ignite Web Design, we specialize in crafting lightning-fast websites that delight both users and search engines. Whether you need a brand-new site built with speed in mind or want to optimize your existing one, we have the expertise to help.

Don't let a slow website hold you back. 

Contact us today and let's ignite your online presence with a website built for speed.