The loading speed of a website is a decisive factor in positioning. Having a fast-loading page generates a better user experience, which improves the metrics of your website, the ability to index your pages by Google robots, and therefore the frequency and depth of indexing, and finally, is a determining metric in itself.
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Optimization of your website and content
- Optimize the images: Use sprites whenever you can: You will not decrease the content to load, but you will greatly reduce the number of requests, and this can result in a substantial decrease in loading time.
Also, remove additional information from images using tools such as Smush.it, Shrink O Matic oTiny PNG
Finally, do not resize the images, it is absurd to upload an image 500 pixels wide if you are going to show it at 100. It is essential that you do a previous job to adapt the images to the size in which they will be displayed.
In line with the previous point, if you are using an image to put a flat color element, such as a background or a separation line, you can replace them with code and delete requests, files, and loading time.
- Minimize redirects: Each redirection you make is an additional HTTP call that adds load time and latency. It is important that you only use redirects on pages that are essential for technical or SEO reasons. In the same way, if you change the URL content and make a redirect, update the link structure of your site, not links to the redirect but to the new page.
Also, if you have a page A redirected to B, and now you want to direct it to a URL C, redirect from A to C. Adding an intermediate step is unnecessary and provides a request that increases the loading time.
Google loading time
First, choose a server that offers you a good service. Although in all the guides known
by the human being, the SEO professional indicates that it is extremely important that the server is in the same country as the public to which the web is directed, I cannot attest to this, while I can affirming that reducing the loading time is essential: given the choice of a home server or a fast server, 100% of the time you would choose the fast one.
- Use a CDN: A CDN is a set of servers distributed in many locations around the world that optimize the loading of a website to the user. Basically, it consists of eliminating the number of HTTP requests from your own domain and loading all static content from external servers, to avoid bottlenecks.
Graph with the operation of a CDN Ideal loading scenario according to different locations thanks to the CDN.
Our most recommended option is Amazon S3, Cloudfront, MaxCDN o Akamai, some of which we use in Socialmood in our developments.
- Enable gzip compression: Gzip is a very simple way to reduce the page size, and it is very easy to enable. Plugins such as the WP HTTP Compression allow you to automate the process in WordPress.
- Use the cache: The browser cache allows you to not have to reload elements of a page. This is especially important with heavy images or resources that take a long time to load.
For those recurring elements that are always present on the web, it is best to include the Expires code in the header to specify to the browser which elements do not have to load in each visit and which ones do. SEOmoz has a very complete article about Expires en SEO and what points to consider before including them.
Finally, always keep a backup before applying these changes, and please, if you do not agree or want to provide information about it, comment it.