How to measure website speed and why

If you've been hanging around Innovando for a while, you've probably read that speed is considered an important ranking factor. This is nothing new, but very often we tend to overlook this crucial element of performance.

La loading speed of web pages has been confirmed for quite some time now as a crucial factor in the ranking of pages on Google. This means that changing your Google search ranking criteria prioritizes pages that launch faster.

In this guide, we help you understand How do you measure upload speed? and why it is so important to take the time to analyze your website for this.

A very important ranking factor

The loading speed is very important in terms of ranking, but we always remember that a site in the top 3 position cannot exist without internal content that concretely supports it. This means that the "Speed ​​Update" of times gone by put this factor in a favored position.

Big G's goal is to reduce the incidence of "slowest experience” which are often offered to users in exchange for great content, perhaps even of high quality. With the same importance of the content, however, Google will tend to reward the fastest page. Simply put, a fast page with excellent content it fits much better than a slow one. A slow page with exceptional and extraordinary content could still appear at the top of the SERP, especially if there is mediocre but fast content competing.

Once again, therefore, content is king. Yet the loading speed requires a few simple tricks that could make your customers' experience infinitely smoother and more enjoyable.

The 3 second rule

Let's do the reverse: How does the speed of a website affect your browsing experience? When you're looking for information about a restaurant or are in a hurry to figure out who the actor is playing on TV, you want the experience of Google query both smooth and fast. In reality, even when you're not faced with a search that requires an immediate response, you hate it when the site takes more than 3 seconds to load to give you the information you need. And three seconds, in 2021, is already too much.

In terms of user experience, therefore, we can say that the loading speed is essential for a user to be positively impressed by browsing your website. A user satisfied with the speed and content will be more inclined to come back to you, favoring organic traffic.

How do I know how fast my site is?

To understand if your website needs a nice speed review, there is a need to carry out an analysis. You can't do it spannometrically. You will have to turn to online tools specifically designed to help you in this regard.

For example, let's start with Google Pagespeed, a tool that measures website speed taking into account desktop and mobile values. Loading speed, optimization and distribution: you will find everything you need to understand where an intervention is needed.

Also GTMetrix it is a very good online tool that allows you to have an even more complete analysis and that does not focus only on Google. Furthermore, you will be offered the possibility of comparing different websites, or perhaps from different geolocations and browsers. In short, a gem for true professionals.

What is slowing down my site's code? Where am I doing wrong?

There are some parameters that slow down the site's performance and should be improved to produce better results in terms of speed.

  1. La Website structure is important, and we repeat it often. Every website hides a huge amount of visualization and programming codes, from HTML to Javascript through CSS and PHP, and more. The code must be clean and tidy, light and lean. Javascript and CSS tend to weigh down site performance, while being important to how it works. Use it wisely.
  2. Il CMS is outdated or antediluvian? Better to take proper action. Improving the CMS is a feature that runs hand in hand with the loading speed, especially for pages where the database is directly involved. Ex: eCommerce.
  3. I non-optimized content, such as completely random 25 MB photos, can significantly weigh down the perception of website speed. Learn to Compress images and use them sparingly, making sure they weigh only a few KB.
  4. Time to change hosting? When everything works fine but the site is still slow, it's time to change hosting. The space where we decide to load the website affects performance a lot, in fact, and a slow site can be the fault of a poorly performing provider.

Have you already done an audit of your website? What are the results? If you need to decrypt them, contact us and we'll find a way to turn your pages into crazed shards! In a good way, of course.