5 On-Page SEO Factors To Check In Underperforming Content
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5 On-Page SEO Factors To Check In Underperforming Content
Presented By
Black Pearl Matrix
Factors you should look out for and improve if your site is performing poorly:
- 1- Enable Compression
- 2- Diagnose your Code
- 3- Reduce Redirects
- 4- Enable Browser Caching
- 5- Optimize Server Response Time
- 6- Use a Content Distribution Network
- 7- Optimize Images
Today, Google is putting more weight on user experience for ranking sites, particularly site speed. See why loading speed optimization should be a priority.
While keyword research, link building, and content marketing are the cornerstones of an effective SEO strategy, site speed performance also plays a vital role in your SEO campaigns.
In fact, it has always been a part of Google’s ranking algorithm since 2009. Today, Google is putting more weight on user experience to rank websites, particularly site speed. That’s why loading speed optimization should be a top priority.
Many people – especially those who are new to digital marketing – fall for the creative visual aspects of their website. They tend to overlook the technically important (often considered boring) aspects of your website.
However, neglecting your website’s overall responsiveness and performance will eventually result in little to no traffic to your website or high bounce rates.
Take note of significant site issues, such as page errors or slower page load times. If you don’t meet this, chances are your site will be penalized by Google and your user experience will be at an all-time low.
1- Key Site Speed Stats You Should Be Aware Of
In today’s fast-paced digital world, over 98% of internet users expect websites to load in less than five seconds. Anything beyond that causes them to leave your site and look for other options (your competitors). As a result, your business loses more leads and sales.
Here are significant stats to look out for:
• Surprisingly, only 15% of websites, as of 2019, operate at an acceptable page speed;
• More than 36% of visitors bounce off your site when your site takes five seconds or more to load;
• 70% of consumers say that website load time affects their purchase decision;
• A delay of one second reduces conversion rates by 7%;
• Only 25% of business owners monitor page speed correctly;
• Business websites that run at optimal page speed increase their sales by 81%;
• Business owners optimizing for site speed improved their customer retention by 68%.
2- Site Speed Optimization: SEO Best Practices
While the above stats show the importance of increasing website loading speed in relation to user experience, it also plays a vital role in your SEO campaign. Based on the latest search algorithm update, page speed is now an even more significant factor in your search rankings. It also shows that slow pages can reduce search ranking by 15-25%.
In an article written by Billy Hoffman of Moz, he mentioned that Google could also measure time to first byte when considering site speed. This means that a slow page speed negatively affects your site’s indexing, as search engines can only crawl certain pages.
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3- Website Speed Test For Mobile and Desktop
Evaluating your website speed performance is essential for your digital marketing campaign. Your website must work well on all devices or you are bound to experience a negative impact. Make sure to run a speed test on both mobile and desktop devices.
There are several online tools that you can use to check your site’s speed performance. Choose a trusted tool that delivers insights and results for both your mobile and desktop versions.
You will often notice that you are getting lower scores on mobile page speed tests than those measuring on desktop. While website audits are recommended for low scores, keep in mind that this could also be due to your internet connection.
The ideal cell phone loading time should be less than three seconds. On the other hand, your site shouldn’t take more than two seconds to load on computers or laptops.
4- Here Are Some Of The Most Effective Ways To Improve Your Website Speed Performance:
4.1 Enable Compression
Most developers today recommend using Gzip for file compression. This software allows you to reduce the size of your CCS, HTML and JavaScript files over 150 bytes. However, it is not advisable to use this tool on image files as it can affect the overall quality of the image. The best way to compress images is to use specific graphics tools like Photoshop to maintain image quality. Compressing your files correctly can improve website speed by up to 90%.
4.2 Diagnosing Your Code
Sometimes we tend to overlook the simplest details of your code. This includes removing spaces, commas, and other unnecessary characters. Optimizing your code can greatly improve your page speed. Consider checking code and formatting comments, too. Use Google’s recommendations from CSSNano and UglifyJS; these tools make it easy to identify and fix broken code in your website’s backend.
4.3 Reduce Redirects
Another factor that affects page speed is the number of redirects on your site. When a page redirects to another page, it adds more load time to the HTTP server.
4.4 Enable Browser Caching
This step can improve the overall browsing experience. Enabling browser caching allows the system to cache the visitor’s browser. This means that when they visit your site again, their browser doesn’t have to send another HTTP request to the server. Thus reducing the total load time for each page.
Since the first page is stored in the system’s cache, they only need to download new elements (if any) on subsequent pages. Experts recommend using a browser caching tool like YSlow to check that your cache has an expiration date set. With this tool, you can also set the “expires” header for the duration of the cached information. Generally, web developers set the cache expiration to one year by default unless they make design changes more often.
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4.5 Optimize Server Response Time
There are several things you need to check when optimizing server response time. This includes the volume of your website traffic, the elements used for each page, and even your web hosting platform. Performing an in-depth onsite audit is the best way to identify these performance roadblocks.
The most common issues you may encounter during the process are broken database queries and running out of memory space. The optimal server response time is under 200ms.
We, at Black Pearl Matrix, prioritize the experience of our readers and the development they will have from reading our articles, so we have prepared 2 more effective ways to improve the performance of your website speed as a bonus for you who have read this far. Enjoy!
4.6 Use a Content Delivery Network
Using a trusted content delivery network (CDN) can speed up the content distribution process. This solves the problem of your site’s overall content structure. With a CDN, you can easily organize content in a specific database, which allows users to have faster and more reliable access to your website.
4.7 Optimize Images
You don’t have to remove all images from your site to improve page speed, but make sure you optimize them. One of the things you should keep in mind is the format you use for your images. For example, graphics with fewer than 16 colors use the PNG format; while JPEG is better for photographs. Inspect large, bulky images, too. This can slow down your web pages and affect the overall technical health of your site.
Image optimization means reducing file size without losing quality. The simplest and most effective way to do this is to compress the images before uploading them to your website.
There are also tools you can use to create a template for images you use frequently, such as buttons and icons. One of the more popular tools to check out is CSS sprites. This allows you to combine your images into one big image, greatly reducing the load time since there are fewer HTTP requests.
FAQ - Frequently Asked Questions About Ways to Improve a Site's Performance
1. What influences SEO?
The first one is clear: offering a good experience makes users create positive opinions of your brand. Conversely, if your site has issues, users may assume your company is unprofessional or sloppy. In addition, the performance of a website is decisive for its SEO.
2. How to know if the site's SEO is good?
SEO Analyzer is a completely free and simple to use SEO tool. Just enter your website URL and wait for the report to be ready. The tool points out all the SEO errors present on the page that harm the website's ranking.
3. What are the best SEO practices?
Create relevant and consistent content; pay great attention and do your best in the use of keywords; Invest in the user experience; Build and cultivate authority; Keep the content up to date.
4. What is most important in SEO?
When building an SEO strategy, this should be your main concern, even if Google doesn't talk about it officially: the first and most important factor of all is the quality of the content, that is, the relevance that the your page has for a given search.
5. What is On-page and Off-page SEO?
As the name implies, on page SEO deals only with what is on a web page and concerns its content structure. Meanwhile, off-page SEO is everything external. All your efforts to increase traffic completely external to your online domain, just resorting to techniques.
Conclusion
Gone are the days when you could easily increase your website ranking simply by building lots of backlinks. Looking closely at recent algorithm updates, Google, along with other major search engines, has come up with smarter and stricter rules regarding website rankings.
Also, they can easily detect spam and other blackhat (or any unethical) SEO procedures, it clearly states that you should optimize for both users and search engines.
Page speed remains an important factor and should be a top concern when planning your website optimization actions. You shouldn’t just implement site speed optimization for the sake of algorithm updates.
If you look at it from a business perspective, a seamless browsing or shopping experience promotes excellent customer service.
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