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Site Speed

How to Improve Your Site Speed and Rank Higher

It’s no question that content quality is the most significant factor in determining SEO ranking. In fact, the EAT model sets the groundwork for creating and determining high quality content alone. But let’s not neglect the work behind the scenes. Smart, efficient web development and a keen attention to technical operations can improve SEO ranking by simply ensuring site speed gets site visitors from point a to point b with ease.

The 47% of people will wait a maximum of 2 seconds for a page to load. That’s not a lot of time, but it’s enough time to impact your brand’s bottom line. According to an article by Sean Work, former Director of Marketing at Kissmetrics, “[i]f an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.”

According to Moz, Google ranks websites according to site speed. A longer load time leads to higher bounce rates and lower session times. The tangential affects of slow loading times sends signals to Google indicating poor web quality.

So how can marketers improve site speed and retain visitors?

Optimize Images on Your Webpage

Reducing image sizes and converting large file formats to JPEGs is the easiest way to improve your site speed. Oftentimes marketers overlook file sizes for websites because they want to upload the highest quality imagery. Rendering these images takes time, thus slowing down overall site speed. The same goes for PNG images. Unless a graphic requires a transparent background, it’s critical to site speed to keep as many images in JPEG format as possible.

Hosting sites like WordPress have plugins for converting images, but if you are restricted by budget or use another hosting site, our SEO specialist, Bob, has helpful tips for batch-optimizing images using Photoshop.

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Clean Up Your Code

Websites display pages using a combination of HTML, CSS and JavaScript. Web developers use code comments and differential formatting to keep track while working within the code. However, these initially helpful techniques can hinder loading processes. Moz recommends removing these unnecessary codes and using CSS and JavaScript sparingly when creating a website and adding new elements.

Easy on the Plugins

As mentioned above, sometimes a plugin can do hours of work within minutes. That doesn’t mean there aren’t down-sides to the shortcuts. According to Plerdy, the more plugins running in the background of a website, the longer it will take that website to load. Make a habit of routinely checking which plugins are necessary and turning off any that simply take up space. Putting in the extra work at the beginning, or working with a developer to accomplish that task, can lead to better results in the long-term.

At the end of the day, developing a strong relationship with your developer and investing time, energy and money into the technical functions of your website can do wonders for your SEO rank. Have any questions about improving your overall SEO? Ask one of our experts! Contact us at (203) 743-2600 or email support@lscdigital.com to get started!

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