When you run a website, the most common problem you deal with is speed. Slow-loading pages not only cost you in Google ranking, they also drive your visitors away. A recent study revealed that more than three seconds of load time leads to a 53 percent decrease in traffic. It is difficult to grow a business with an unoptimized site.
Speed is important for search engine optimization (SEO). It is already a ranking signal for desktop search and will become one for mobile search in summer 2018.
Speed issues are easy to fix. The following tips will help you.
Reduce Image File Sizes
Large image files are a common reason why a website loads slowly. In many cases, this is because the site owner does not know how to optimize images or may not understand the importance of doing so. This results in large image files being used where smaller ones would look the same visually, with a reduction in loading time.
If a content management system is being used, there are plugins available that automatically resize your images during the upload process with no quality loss. An internet search will show you many plugins to choose from.
Another approach is a resizing tool that provides a preview of the image prior to compression. This is helpful when you are working with a person who is professional in web design and concerned about compressed image quality.
Remove Unnecessary JavaScript
Many websites utilize header and footer files for navigation and information. These areas contain data that does not change often, which means the code is written once and included on every page. This is an efficient method for making updates. For example, a simple change to the navigation is updated on all pages that include the header.
Every site typically has some JavaScript, and there are scripting elements that you need on each page, especially for analytics. Problems start when JavaScript is included on pages that do not require it. This adds unnecessary loading time.
You can eliminate this issue by evaluating the JavaScript that you use on your site. If some scripting does not need to be on a certain page, remove it. On others, move it to the body area so it will only load once for that specific page instead of the entire site. You will see an immediate increase in speed.
Evaluate Third-Party Items
If your site has third-party items like embedded video players, sharing buttons and advertising, you should minimize these things. The reason for this is you do not have control over how fast third-party assets are served. One slow element will drag the entire page down. Overall, your website’s performance will decline.
That is not to say that third-party scripts are a bad thing. They provide functionality that makes the web more connected, dynamic and interactive. While they may be very important to how your site functions or how you make money, they do carry risk that you must take into consideration. Third-party elements should always provide value while having minimal impact.
The risk of third-party scripts includes the following:
- They can have a large impact on your site’s performance
- They may invade the privacy of your visitors
- They may contain malicious code that creates security problems
- They can behave unpredictably and completely change without your knowledge
- They can have consequences that were unintended by you
You can use third-party elements when they are needed for functionality, but keep them minimal.
A slow website is a big problem. If you are struggling with optimization and SEO, contact the experts at Internet Marketing Team to get your business back on track.
