how to reach the maximum score and get more results? – WAU
Google PageSpeed Insights assists in checking and optimizing the speed of pages and websites. So be sure to check out how this tool works and how you can improve your results with it!
Which is better: do it fast or do it well? This question would raise an interesting discussion in any conversation, but the point of this article is to show that, in many cases, they are the same thing.
When it comes to user experience on websites, blogs and applications, the speed of loading pages makes all the difference. It is not for nothing that Google gives such importance to this factor when ranking the pages in the search results.
Even if your site has the ideal design for your persona and you have already reviewed the content more than a thousand times to ensure that it is clear and objective enough, your strategy will suffer if it does not have light and fast pages.
Fortunately, Google created a tool, called Google PageSpeed Insights, which helps you evaluate (and improve) a website’s loading speed.
Let’s understand more about how this feature works and why you need to use it today.
In this article you will learn:
What is Google PageSpeed Insights
PageSpeed Insights, also known as PSI, is an online tool from Google that measures the loading speed of a web page.
The evaluation separates performance on mobile devices from performance on computers, and also offers practical suggestions for optimizing the speed of pages.
This makes PSI an intuitive and simple to use solution, in addition to being free. But there are those who dismiss its use and think it is not that relevant.
Understanding what motivates Google to create a feature like this can help you think differently.
What motivates a service like Google PageSpeed Insights
Three little words that you may be tired of listening to – “user experience” – summarize Google’s work in defending and encouraging the creation of faster and lighter pages.
Nobody likes to wait long to find the information they want in the browser. Think about your own case: how many times have you been impatient to wait for a page to load on your cell phone or even on your computer?
If you think about it, you will realize that, most of the times this happened, the big “delay” was only a few seconds. So if 1 second seems like a week to the user, slow sites affect the browsing experience very negatively.
Google doesn’t want that and neither do you. After all, bad experience means money at the table.
What happens to pages that take a long time to load
Does it make so much difference to have a website that takes 1 second longer to load than the average? Without a doubt!
Want to see the proof? A Kissmetrics study on the subject revealed that 1 second delay results in 7% less conversions on a website.
As an example of this, if an e-commerce sells 100 thousand reais a day, only 1 second longer in charging of the pages could cost up to 2.5 million in lost sales in the year!
Sound absurd? See the various ways in which the page load time would affect your operation and your sales results.
Highest dropout rate
The same survey by Kissmetrics, cited above, showed that the behavior of online shoppers is greatly altered depending on the speed of the store they are in.
The study showed that nothing less than 40% of customers leave a site it takes more than 3s to load. Do you know what that means?
That if you have an e-commerce whose product pages take 3.5s to load, you can waste almost half of your traffic potential and lose a lot of sales.
Satisfied customer buys twice, or three, or ten. The fact is that if your customers don’t like the shopping experience, they are unlikely to return. And how does the page load time contribute to this?
Just 1 second delay (or 3s waiting) reduces customer satisfaction by 16%!
As a complement to this discovery, it is a great alert to know that 79% of customers who say they are dissatisfied with the performance of the site do not return to make purchases on it.
Less organic traffic
Traffic is the source of the business relationship. Without it, there is no purchase. And organic traffic is even more precious, as it comes naturally and costs less to purchase than to invest in ads.
And if you thought that, at least in that, speed wouldn’t be a problem, you were wrong. Kissmetrics also showed that 44% of shoppers tell friends about a negative online experience.
In the same way that word of mouth can be of great help in getting qualified organic traffic, the opposite is also true: you can miss visits by creating a bad reputation with the persona.
Do you know what all the data presented here clearly shows?
That a seemingly insignificant fraction of time has, in fact, a great influence on the way your company will be seen and on the financial results it will be able to achieve.
In other words, when it comes to doing business online, time is money, in an even scary way.
How Google PageSpeed Insights counting works
The note that your site receives when you type the URL in PSI is not random, nor could it be. You need to understand the analysis process well so that it is accurate and reliable.
So, what is the criterion used by Google when determining the grade that each web page should receive?
Basically, PageSpeed Insights does two things:
- Analyzes load time of your page and how many resources it has (plugins, code scripts that communicate more often with the server and make the page take longer to load, etc.);
- Compare these data with the average of all analyzed pages.
After this comparison, PSI makes a simple but objective report that shows:
- what is the average loading time of the pages on the internet;
- what is your charging time;
- your final grade;
- suggestions for improvements to optimize your upload.
And how is this grade given? It ranges from 0 to 100, and is defined when the algorithm compares the page with good practices (created by Google itself) to optimize performance.
Lastly, the grade is given based on how much room there is for improvement and optimization, that is, how many recommended points you still need to apply.
Next to the note in number, there is a text classification, which looks like this:
- good: score from 80;
- average: score between 60 and 79;
- bad: score from 0 to 59.
Using the Google PageSpeed Insights report
It is very easy to use the PSI report. As we explained, just access the PageSpeed Insights link and enter your URL to see the result.
But then what? You must act quickly to correct errors and achieve better results. Below the suggestions, there are links with the words “show how to fix”.
As soon as you click on them, you will see which files are slowing down the page and how to deal with them to decrease the response time with the server.
It is simple and quick to receive the diagnosis, but only do this when you are ready to proceed with the “treatment” and optimize your site once and for all.
Why you should take this tool seriously
Why should such a simple tool, and with a function that so many others perform (evaluate the speed of a website), should be taken seriously?
Firstly, because the numbers made it more than clear the value (for the brand and the cashier) of having a website that loads without delay.
Besides that, Google has a level of credibility that speaks for itself. So, it costs nothing to follow the company’s good practices and optimize your website according to the recommendations.
Your results can improve exponentially with just a few basic and quick actions, and with a free tool. It is the perfect example of a win-win situation.
How to reach the top score in PageSpeed Insights: 4 essential factors
You, of course, have an eye on the 100 note – the highest point of the ranking and that guarantees a favorable look from the largest search engine in the world for your page.
This is great, but to achieve the long-awaited note, it is vital that you follow the report’s recommendations to the letter and optimize your website without delay.
As each site has a different situation, I will mention 4 factors that most sites with good (but not great) grades need to improve, and how you can do that.
1. Less HTML code
Optimization of HTML code can go unnoticed, especially if your site has been around for some time or was done without following Google’s best practices.
The fact is that the way the code is organized determines how the servers will read the information and how long it will appear on the screen.
Duplicate code or badly used tags get in the way. Fortunately, there is no need to review the entire code structure to make the necessary changes.
There are HTML compression tools that can do this job automatically and without delay. Some of them even function as plugins for CMS.
2. Good use of the cache
In the analysis of the PSI, one of the main elements analyzed is the amount of resources that the browser needs to assimilate from its page.
This includes images, scripts, fonts, etc. All of this can be “saved in memory” of the browser through the cache.
Thus, the browser will only load the elements once. Every time the user changes pages, the browser will just “remember them” and pull the necessary information from the cache.
But you need to optimize your website to make good use of this possibility.
Plugins like W3 Total Cache, one of the most popular in the world, do this brilliantly and even offer other features to optimize your code.
3. Compression of resources
One of the elements that weigh the most when loading a page are images, which makes compression one of the most recurring recommendations of PageSpeed Insights.
A lot of people forget to compress the images, which weigh a lot and slow websites down.
With the internet increasingly visual, it is common to have many files of this type. So, nothing better than using a good compressor to reduce the size of these files.
You can use free tools like TinyPNG to compress the images, before posting them on your blog.
4. AMP: Accelerated mobile pages
AMP (Accelerated Mobile Pages) is yet another initiative by Google itself to ensure that website pages load faster on mobile devices.
The idea is offer a more basic mobile experience, without things that would work better in the desktop versions. By removing these unnecessary resources, the speed gets higher.
This makes it clear that for the user it is better to have a simple and quick experience than a full-featured version of the site and to be forced to wait longer to see the content.
Google PageSpeed Insights is a very simple, yet extremely valuable tool for making your digital strategy more complete and ensuring that your web pages work to their full potential.
Want even better results with your digital strategy? Then also check out our complete content on SEO 2.0!