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

Slow Website? Google (and Your Customers) Hate That. Here's Why & How to Fix It

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

Our time is precious and fought over by every other platform, service, and app, and when you're in the heat of the moment, and you need info fast, the last thing you want is a white screen with a spinning circle.

As a business owner, you've got to know that people having this kind of experience with your website is a bad thing. Think about it in your own life. You just don't want to be kept waiting around, and the chances are you, or your customers, won't go back to websites that treat you that way.

The reality is that you need your website to be running and loading as fast as possible to maximize the amount of time people spend on your website and stick around. The more people who do, the more customers you have, and the more successful your business will be.

It's simple math, and in today's guide, I'll teach you everything you need to know as to why this is important (spoiler alert, it's for the people and the SEO) and how to speed things up. 

Let's get into it.

The Staggering Impact of Slow Websites: Stats That'll Make You Rethink Your Load Time

First, let's outline the problem there are a ton of statistics on this because Google loves fast-loading websites and everyone's been trying to figure out for years just how fast everything needs to be, and the downside of neglecting this feature.

• 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. (Source)
• 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%. (Source)
• Every extra second your page takes to load, you're losing potential customers: conversion rates drop by an average of 2.11% per second. (Source)
• User patience is thin: 83% expect sites to load in 3 seconds or less, and 40% will abandon a slow-loading site altogether. (Source)
• 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 and Why Does it Matter?

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

Everything is outlined here, including the actual metrics and insights via improvement suggestions. But we'll talk about that in a second.

Build Your Website for Speed from the Ground Up

If you're starting a new website, congratulations. You have a golden opportunity to prioritize speed from the very beginning. Building with performance in mind will save you countless headaches and potential lost customers down the line.

Think of it like constructing a house: it's much easier to lay a solid foundation from the start than to try and fix structural issues later on.

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.

Factors Affecting Site Speed: What's Slowing You Down?

Okay, so all this talk of speed and a lot of PageSpeed metrics, what is going on with your website, what's slowing everything down, and how do you speed things up?

Most commonly, several factors are at play, all coming together to create this perfect storm that affects how quickly your website loads. Let's explore a few key 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. However, if you're doing that already, you probably know how important speed is.

To speed things up, check your server and make sure it's configured optimally for the fastest speeds. It may even be worth reaching out to your hosting company to see if they can improve anything on their end for free.

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.
• 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 are 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.

Optimization Techniques: Speed Up Your Website

Now you know how to measure your website's speed, let's explore some proven techniques to make it faster:

Minimizing HTTP Requests

Every element on your webpage, from images and CSS files to JavaScript scripts, requires a separate request to the server. The more requests, the longer it takes for your page to load.

• Combine files: Merge multiple CSS or JavaScript files into a single file to reduce the number of requests.
• Use CSS sprites: Combine multiple small images into a single image file, reducing the number of image requests.
• Lazy loading: Load images and other non-essential elements only when they're about to become visible on the screen.

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

In this case, size does matter, especially regarding images, as large ones can significantly slow down your website. Think of them as heavy suitcases on a journey - the lighter they are, the faster you'll reach your destination.

• Compress your images: Use tools like TinyPNG or ImageOptim to reduce file sizes without sacrificing quality.
• Choose the right file format: JPEGs are generally best for photos, while PNGs are good for graphics with transparent backgrounds. Newer formats like WebP can offer even better compression.
• Use responsive images: Serve different image sizes based on the user's device and screen size. This is also known as responsive design.

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

Leveraging Browser Caching

Browser caching is like storing leftovers in the fridge. Instead of cooking a new meal every time you're hungry, you can simply reheat what you already have.

• Enable caching: Configure your server to allow browsers to store specific files locally on the user's device.
• Set appropriate expiration times: Control how long files are cached before the browser checks for updates.

When visitors return to your site, their browser can load cached files instead of downloading them again, leading to significantly faster load times.

Implementing a Content Delivery Network (CDN)

What Is A CDN? How Does It Work?

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.

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

Basically, you need to spend time cleaning up your code.

CSS and JavaScript are essential for styling and functionality, but they can also slow down your website if not optimized properly.

• Minify your files: Remove unnecessary characters and whitespace from your CSS and JavaScript code to reduce file sizes.
• Combine files: Merge multiple CSS or JavaScript files into a single file to reduce the number of HTTP requests.
• Defer loading of non-essential scripts: Load scripts that aren't immediately needed after the main content has loaded.

By optimizing your CSS and JavaScript, you're essentially decluttering your website's code, which leads to faster load times and a better 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.

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. Here's 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.

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. The long-term benefits are undeniable.

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 in today's digital landscape. It can boost your search engine rankings, improve user engagement, and ultimately drive 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.