Page Speed & SEO: How to Improve for More Traffic and Conversions

By: Beatrice Raphaella Aranton


16 Nov 2023

Page Speed and SEO banner

Page speed is a critical factor in today’s digital landscape, playing a pivotal role in both search engine optimization (SEO) and user experience (UX). In a world where attention spans are dwindling, users expect instant gratification. Therefore, it is of utmost importance for websites to load quickly to engage and retain visitors. In this blog, Verz Design explores why page speed matters, its influence to improve SEO, and its real-world impact on user behavior.


  1. The SEO-Page Speed Connection
  2. Real-world Impact on Visitors
  3. 7 Technical Factors Slowing Down Websites
  4. 17 Ways to Improve Your Page Speed for SEO
  5. Tools to Analyze and Improve Web Page Speed

The SEO-Page Speed Connection

Search engines, particularly Google, consider page speed when determining search rankings. Google has explicitly stated that faster-loading websites are more likely to rank higher in search engine results pages (SERPs). This is because search engines prioritize delivering an optimal user experience, and a snappy website plays a significant role in achieving this.

One way page speed influences SEO is through the “Crawl Budget.” Each search engine allocates a certain amount of time to crawl a website. Slow-loading pages consume more of this budget, limiting the number of pages search engines can index. Therefore, a faster website leads to more pages being crawled and indexed, improving overall visibility in SERPs.

Real-world Impact on Visitors

In today’s fast-paced digital era, users expect websites to load within a blink of an eye. Slow-loading pages contribute to poor user experiences, resulting in increased bounce rates and reduced conversions. According to a study by Google, as page load time increases from 1 second to 3 seconds, the probability of bounce increases by 32%. Moreover, for each additional second of load time, conversions drop significantly, leading to missed opportunities and revenue loss.

Think With Google - Page Speed and Load Time Statistics

7 Technical Factors Slowing Down Websites

7 Factors Affecting Website Performance

Many factors can contribute to a sluggish website, hindering user experience and potentially driving away visitors. These factors are commonly referred to as the seven technical factors slowing down websites.

1. Large Images

One of the most common culprits behind slow websites is the use of large, high-resolution images. While visually appealing, these images tend to increase file sizes, leading to longer loading times. To optimize website performance, it is crucial to compress and resize images before uploading them. By striking a balance between aesthetics and file size, you can enhance loading speeds significantly.

2. Excessive Advertisements

Advertisements provide a crucial source of revenue for many websites. However, too many ads can overload a website, causing it to slow down. Not only do excessive advertisements increase the number of HTTP requests, but they can also introduce additional scripts and trackers, further impacting loading speeds. Webmasters should strive to strike a balance between ads and a seamless user experience, which includes minimizing their number and optimizing their placement.

3. Embedded Media

Embedded media, such as videos and audio files, can enrich a website’s content, but they often come at a cost. Videos, especially high-definition ones, can significantly slow down a website, especially if they are set to autoplay. It is recommended to embed videos using services that offer content delivery networks (CDNs), as they distribute the media across multiple servers, reducing the strain on a single server and improving loading times.

4. Outdated Browsers & Plugins

Outdated browsers and plugins contribute to slow website performance. Older versions of browsers may lack certain features that optimize loading times, resulting in slower rendering. Similarly, outdated plugins can introduce compatibility issues, causing websites to load slowly or even crash. Web developers should ensure their websites are compatible with modern browsers and encourage users to keep their browsers and plugins up to date.

5. Subpar Hosting

Choosing the right hosting provider is crucial for optimal website performance. Cheap or unreliable hosting services can impact loading speeds, especially during peak traffic periods. A hosting provider with slow server response times or limited bandwidth can significantly slow down a website. Investing in reliable hosting services that offer fast loading times and ample resources can greatly enhance website performance.

6. Site Theme

A poorly optimized site theme can contribute to sluggishness. Bloated and poorly coded themes often contain excessive CSS and JavaScript files, resulting in longer loading times. Web developers should prioritize choosing lightweight, well-coded themes that minimize the use of unnecessary scripts and styles, ensuring faster rendering and improved website performance.

7. Widgets

Widgets, such as social media feeds and live chat features, can enhance user experience and engagement. However, each additional widget increases the number of HTTP requests and the amount of data that needs to be loaded. As a result, websites with multiple widgets tend to load slower. It is essential to carefully assess the necessity of each widget and prioritize its performance impact when designing a website.

17 Ways to Improve Your Page Speed for SEO

Verz Mobile Pagespeed Insights Result

Page speed is a crucial factor in determining the success of a website. Not only does it impact user experience, but it also has a significant influence on search engine optimization (SEO). Here are the 16 effective techniques to improve your page speed for SEO.

1. Optimize Images

Serve Images in next-gen formats

Images can be one of the major culprits in slowing down your page speed. To optimize images, start by using appropriate formats. WebP, for example, offers better compression than PNG or JPEG, resulting in smaller file sizes without compromising quality. Additionally, compress your images using tools like Photoshop or online services to reduce their file size even further. Finally, make use of responsive images with the srcset attribute, which enables your website to serve the right image size based on the user’s device.

2. Minify Resources

Minify CSS and Javascript

Minifying CSS, JavaScript, and HTML involves removing unnecessary characters (like whitespace) without affecting the functionality of your website. This reduces the overall file size and speeds up the loading time. Tools like WPRocket, CSSNano, UglifyJS, and HTMLMinifier can help minify your resources efficiently.

3. Leverage Browser Caching

Leverage Browser Caching

Setting an optimal caching policy allows browsers to locally store static resources, such as images, CSS, and JavaScript files, reducing the need to re-fetch them each time a user visits your website. This significantly speeds up the loading process. To enable browser caching, configure your server to specify the expiration date or time period for each resource.

4. Reduce Server Response Time

Reduce Server Response Time

A slow server response time can greatly affect page speed. To remedy this, consider using a Content Delivery Network (CDN) to distribute your website’s content closer to users, reducing the distance and time it takes for content to travel. Additionally, optimize your server configuration and resources, such as database queries, to ensure efficient and fast responses. Identifying and addressing any server bottlenecks is crucial for improving page speed.

5. Eliminate Render-Blocking Resources

Eliminate Render-Blocking Resources

Render-blocking resources, such as JavaScript and CSS files that prevent the page from rendering until they are fully loaded, can slow down your website’s loading time. To overcome this, defer or asynchronously load JavaScript to allow the page to render before these resources are processed. Consider also inline critical CSS and deferring non-critical CSS, allowing the page to display quickly and load additional stylesheets later.

6. Optimize CSS Delivery

Reduce unused CSS

Cleaning up unused CSS helps reduce the file size and improves page speed. Remove any CSS that is not being used on your website. Additionally, use media queries to ensure that only necessary CSS stylesheets are loaded based on the user’s device and screen size. This prevents unnecessary CSS from adding to the page’s loading time.

7. Enable Compression

Enable text compression

Enabling compression reduces the size of text-based resources, such as HTML, CSS, and JavaScript files. Gzip and Brotli are popular compression algorithms that can be enabled on your server. Compressed files are smaller in size, resulting in faster loading times.

8. Prioritize Above-the-Fold Content

Prioritize Above-the-Fold Content

Above-the-fold content refers to the content that is initially visible to users without scrolling down the page. Prioritizing the loading of this content ensures that users can quickly view and interact with the most important elements of your webpage while the remaining content continues to load. This can be achieved by optimizing the critical rendering path, which involves loading essential resources before non-essential ones.

9. Reduce Redirects

Reduce Redirects

Redirects increase the load time of your web pages by creating additional round-trip times. Minimize the use of redirects and consider implementing direct links to avoid unnecessary delays and optimize your page speed.

10. Optimize Web Fonts

Using multiple fonts and font weights can significantly increase the page load time. It’s advisable to limit the number of web fonts and font variations, focusing on those essential for your site’s design and branding.

11. Use font-display

Use font-display

By utilizing the font-display CSS property, you can ensure that text is rendered immediately, even if web fonts haven’t fully loaded. This prevents visual gaps and keeps the content accessible during the loading process, enhancing user experience and perceived performance.

12. Preconnect and Prefetch

Preconnect and Prefetch

Take advantage of the rel=preconnect attribute to establish early connections with important third-party sources. This can significantly reduce the DNS resolution and TCP handshake time, thus expediting the loading of resources. Additionally, rel=prefetch can be used to load certain resources in advance, improving the speed of future navigations.

13. Optimize JavaScript Execution

Optimize Javascript Execution

Minimize unnecessary polyfills and remove any redundant or unused JavaScript to streamline the execution process. Breaking up long tasks can ensure that the main thread remains responsive, preventing any delays in rendering critical components of your web pages.

14. Consider lazy-loading offscreen

Defer Offscreen Imagees

Lazy loading is a technique that defers the loading of offscreen images and iframes until users approach them while scrolling. By implementing lazy loading, you preserve bandwidth and decrease initial page load times, enhancing the overall performance of your website.

15. Implement HTTP/3 or HTTP/2

Upgrading to newer protocols like HTTP/3 or HTTP/2 allows for simultaneous file transfers over a single connection. This significantly improves loading speed by reducing latency and eliminating the need for multiple requests.

16. Avoid Excessive DOM Size

Avoid Excessive DOM Size

A bloated Document Object Model (DOM) can lead to higher memory usage, longer style calculations, and costly layout reflows, ultimately affecting page load times. Optimize your DOM by removing unused or redundant code and reducing excessive element nesting.

17. Core Web Vitals

Passed Core Web Vitals - Verz Design

Google’s Core Web Vitals metrics, including Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS), provide valuable insights into the user experience. Monitoring and optimizing these metrics can help measure the performance of your website and identify areas for improvement.

Tools to Analyze and Improve Web Page Speed

Thankfully, there are several fantastic tools available that can help you analyze and improve page speed. Here are some of the most popular options, including Google’s PageSpeed Insights, GTmetrix, Pingdom Speed test, and Webpage Test.

1. Pagespeed Insights

PageSpeed Insights Tool

Google’s PageSpeed Insights is a widely used tool that provides an in-depth analysis of a webpage’s performance. It evaluates both desktop and mobile versions separately, offering valuable suggestions to improve loading speed. The tool generates a score ranging from 0 to 100, with higher scores indicating better performance.

To interpret the results, you should pay attention to the metrics provided. The tool highlights areas like “Largest Contentful Paint,” which measures the time it takes for the main content of a page to load. “Cumulative Layout Shift” analyzes visual stability, showing if elements on the page move unexpectedly during loading. By addressing these metrics, you can enhance the overall loading speed and stability of your webpage.

2. GTmetrix

GTmetrix tool

GTmetrix is another widely used tool that provides detailed insights into your webpage’s performance. It evaluates various factors that impact page speed, such as server response time, page redirects, caching, and image optimization. The tool generates a PageSpeed Score and a YSlow score, providing a comprehensive analysis of your webpage’s performance.

To interpret the results from GTmetrix, you should focus on key metrics like “Fully Loaded Time” and “Total Page Size.” These metrics indicate how long it takes for your page to load completely and the overall size of your webpage, respectively. By optimizing these factors, you can significantly improve your page’s loading speed and overall user experience.

3. Pingdom Speed test

Pingdom Speed test tool

Pingdom Speed test is a user-friendly tool that evaluates the performance of your webpage from various locations around the world. It provides valuable insights into factors like page size, load time, and the number of requests made by your webpage.
When analyzing the results from the Pingdom Speed test, you should focus on the “Performance Grade” and “Load Time.” The performance grade measures how well your webpage is optimized, while the load time indicates how long it takes for your page to load fully. By addressing the issues highlighted in the performance grade and reducing load time, you can enhance your webpage’s speed and performance.

4. Webpage Test

Webpage test tool

Webpage Test is a versatile tool that offers advanced testing options, allowing you to analyze your webpage’s performance in various real-world situations. It provides insights into factors like first-byte time, start-to-render time, and document complete time.

To interpret the results generated by the Webpage Test, you should focus on metrics like “Time to First Byte” and “Start Render Time.” Time to First Byte measures how long it takes for a user to receive the first byte of data from your server, while Start Render Time measures the time taken to start rendering content on the user’s browser. Optimizing these metrics can significantly improve your webpage’s speed and user experience.


Page speed is undeniably a critical factor to consider when we ultimately aim to improve SEO and overall website development. Its impact on user experience, search rankings, and website conversion rates cannot be overstated. By prioritizing page speed, website owners can ensure their site provides a seamless and efficient experience for users, leading to higher engagement and improved search visibility. It is essential for readers to regularly analyze their website’s page speed and make necessary optimizations to stay competitive in search rankings. Remember, to improve page speed for SEO is an ongoing process that requires continuous monitoring and fine-tuning.

So, don’t hesitate to share this article with others who may benefit from learning about the importance of page speed and improving their site’s performance. Together, we can create a faster and better web experience for all. Call us at 6841 1680 to schedule a free consultation, or send us an email at [email protected] to dominate the market in Singapore!

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