Intro to Web Performance Optimization | Lesson 26/34 | Semrush Academy
You will get advice on how to optimize your website performance and implement HTTPS and HTTP/2.
Watch the full course for free: https://bit.ly/3gNNZdu
0:09 Page speed
0:50 100ms faster
1:27 Must-have tools for page speed
2:12 webpagetest.org
3:01 Performance report in SEMRush site audit tool
5:09 Performance dashboard from sitespeed.io
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You might find it useful:
Tune up your website’s internal linking with the Site Audit tool:
➠ https://bit.ly/2XVxCmL
Learn how to use SEMrush Site Audit in our free course:
➠ https://bit.ly/2Xsb3XT
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Google has been pushing for fast loading sites for a while now. From my perspective though, performance is mostly a user experience topic, if anything. Granted, it helps with SEO, delivering better and faster crawling, indexation and efficiency. But you should build a fast loading site because you care about your users first and foremost and you don't want them to wait.
According to a Nielsen report, 47% of people expect a website to load within two seconds, and 40% will leave a website if it does not load fully within three seconds.
There is not much room for errors, really. 100ms can make a great difference. Amazon managed to increase performance, e.g. for every 100ms they grew +1% in revenue. These are really impressive numbers.
There are some numbers available in GSC, specifically time spent downloading which measures the time to complete an HTTP request. It's an average on files such as CSS, JS and others – thus, the number is deeply flawed. It can only really be used to understand trends.
Let's look at some of the must-have tools you should be familiar with when we talk about page speed. In the last few years Google has been heavily promoting their Pagespeed Insights Tool. You can plug-in a given URL, and it gives you a very rough overview of where you stand. The tool returns a score from 0 to 100 and makes some recommendations that you might or might not follow - depending on what they find on your site. These recommendations are only partially actionable. Plus, its often unclear what the ROI of an improvement from say 87 to 88 would actually be. So yes, it's a starting point – but that's about it.
Another solution is Webpagetest.org – and it actually has everything that you need to start performance optimisation work. It gives you lots of different metrics, information about compression, caching and special recommendations on how to optimize your images. They also have a super detailed waterfall diagram where you can see how the page is loading and what the dependencies towards each other are. It also visualises details such as DNS lookups, blocking periods and much, much more. They even have a filmstrip view – a video where you can see how your site is building up and spot issues in rendering straight away. And it's actually free.
One more newcomer is the Performance report within the SEMrush Site Audit tool. In this report, you can see the loading speed distribution across your website's pages, as well as your site's average page loading speed trend. You can also see a breakdown for each page by the number and size of the JS and CSS files it contains. These diagrams, along with a detailed list of checks for the most common issues that could slow down your website, will give you an idea of how to enhance its performance and ensure sufficient page speed. There's a ‘why and how to fix it' tooltip next to each check, by clicking which you'll find more information on a certain issue and get actionable recommendations on how to solve it.
The new kid in town is called Lighthouse. It is a Google tool, and has been implemented into the Google Chrome browser. It has a specific focus on auditing for mobile performance. It makes sense as Pagespeed even nowadays is a ranking factor. However, Google just recently announced that by mid-2018 they would be using your mobile site as the one that is basically responsible for performance measurement and scoring. So, in the past your score was based on or against your desktop site, this will change now. They will look at your mobile performance now and score and rank you accordingly.
Pagespeed is a ranking factor, so keep in mind that it is mostly about how fast everyone is. Am I slower than the rest? If so, there is a problem.
Also, please keep in mind that performance optimisation and measurement it is not a one-off project; you must do it over time. Ideally, you want to compare it against your competitors to understand what's going on in the industry and to see how you perform against them. On an enterprise level, there are tools like Speedcurve, which can help significantly with that.
#TechnicalSEO #TechnicalSEOcourse #WebPerformanceOptimization #SEMrushAcademy
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