[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fpage-speed":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":429,"breadcrumbs":430,"reading_minutes":156,"category":438,"head":441},"2024-01-30T08:11:56",{"rendered":6},"\n\u003Cp>Page speed is the amount of time it takes for a web page to load for a user visiting your site. Having a fast page load on mobile is important because it provides a good user experience with lower bounce rates, which can improve conversion rates, but it is also a ranking factor for search engines and can increase organic traffic. As such, page speed is a core requirement of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>In this guide, we’ll go through our top tips for improving page speed and how you can measure loading times across your site. Along the way, we’ll touch on:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#page-speed-matters-now-more-than-ever\">Page speed matters now more than ever\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#does-page-speed-affect-seo\">Does page speed affect SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tools-for-testing-page-speed\">Tools for testing page speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-pagespeed-insights\">Google PageSpeed Insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-lighthouse\">Google Lighthouse\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-search-console\">Google Search Console\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#crux-dashboard-on-data-studio\">CrUX Dashboard on Data Studio\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#pingdom\">Pingdom\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#webpagetest\">WebPageTest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tips-for-improving-page-speed\">Tips for improving page speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-adopt-a-clean-simple-site-design\">1. Adopt a clean, simple site design\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-leverage-browser-caching\">2. Leverage browser caching\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-minimise-redirects\">3. Minimise redirects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-remove-query-strings-from-static-resources\">4. Remove query strings from static resources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-specify-a-cache-validator\">5. Specify a cache validator\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-avoid-bad-requests\">6. Avoid bad requests\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-minimise-request-size\">7. Minimise request size\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-serve-static-content-from-a-cookieless-domain\">8. Serve static content from a cookieless domain\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-combine-scripts\">9. Combine scripts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#10-compress-minify-scripts\">10. Compress\u002Fminify scripts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#11-enable-apache-compression\">11. Enable Apache compression\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#12-enable-browser-caching\">12. Enable browser caching\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#13-audit-files-and-resources\">13. Audit files and resources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#14-move-to-a-faster-server\">14. Move to a faster server\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#15-sprite-images\">15. Sprite images\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#16-compress-images\">16. Compress images\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#17-make-use-of-a-cdn\">17. Make use of a CDN\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#18-correctly-insert-code-into-the-webpage\">18. Correctly insert code into the webpage\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#19-load-asynchronously\">19. Load asynchronously\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#20-define-performance-budgets\">20. Define performance budgets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#page-speed-faqs\">Page speed FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-find-a-page-speed-expert\">How to find a page speed expert\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"page-speed-matters-now-more-than-ever\">\u003Cstrong>Page speed matters now more than ever\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As the web has become more advanced, users have become more impatient. We’re busier than ever before and with more people using their mobiles to browse on the go, Google is clear on the impact that poor page speeds have on bounce rates. In one study, Google used a deep neural network to test exactly how much page speed contributed to a user’s likelihood of bouncing, and the results were fairly damning:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fwhy-page-speed-matters-thinkwithgoogle.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: As page load time goes from 1 seconds to 3 seconds, the probability of bounce increases 32%. From 1 second to 5 seconds the probability of bounce increases 90%. From 1 second to 6 seconds the probability of bounce increases 106%. From 1 second to 10 seconds the probability of bounce increases 123%.\" class=\"wp-image-21485\" width=\"560\" height=\"391\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fintl\u002Fen-aunz\u002Fmarketing-strategies\u002Fapp-and-mobile\u002Fau-mobile-page-speed-new-industry-benchmarks\u002F\">\u003Cem>thinkwithgoogle.com\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-left\">Shaving just a couple of seconds off your loading times can help to reduce the likelihood of users bouncing off your pages. And every bounce is one potential conversion that your site has lost, so it’s clear to see the financial impact that improving page speed times and keeping users on your site can have.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"does-page-speed-affect-seo\">Does page speed affect SEO?\u003C\u002Fh3>\n\n\n\n\u003Cp>Page speed has been used as a ranking factor by search engines for quite some time. The focus on the technical performance of websites has only grown in recent years, with Google placing an ever-increasing focus on page speed and how it impacts the user experience.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">In 2021, Google announced the launch of a new set of page experience ranking factors, called \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Core Web Vitals\u003C\u002Fa>. These metrics include things like how long it takes for a page to load, how long it takes for a user to be able to interact with the page, and how often users experience layout shifts (when elements of a page move around unexpectedly). The fact that page speed forms a key part of these metrics means that it is vital to account for it in your SEO strategy.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">The mobile friendly ranking system and the page speed systems are now a part of the page experience system. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FAKymjId0Vj\">pic.twitter.com\u002FAKymjId0Vj\u003C\u002Fa>\u003C\u002Fp>— Marie Haynes (@Marie_Haynes) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMarie_Haynes\u002Fstatus\u002F1594750770771263489?ref_src=twsrc%5Etfw\">November 21, 2022\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMarie_Haynes\u002Fstatus\u002F1594750770771263489\">Read the full Twitter thread here\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>The evidence for the link between page speed and SEO performance doesn’t just stop with what Google has said. The correlation has also been \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.emerald.com\u002Finsight\u002Fcontent\u002Fdoi\u002F10.1108\u002FOIR-05-2022-0276\u002Ffull\u002Fhtml#sec004\">corroborated by academic research\u003C\u002Fa>. With this in mind, fast loading times aren’t just important for encouraging conversions from the users who arrive on your site – they are also a factor when it comes to actually getting them there in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth caveating here that there are many ranking factors to take into account when developing and implementing a holistic SEO strategy. Improving page load times and Core Web Vitals can (and likely will) help your site’s organic visibility, but this isn’t a catch-all method for achieving top rankings.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tools-for-testing-page-speed\">\u003Cstrong>Tools for testing page speed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve already discussed the SEO and user experience benefits that your site can reap from improving loading times. But before you can start doing this, you need a reliable set of tools for testing page load speed. Here, we’ve gathered a selection of the very best for you to try.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-pagespeed-insights\">Google PageSpeed Insights\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpagespeed.web.dev\u002F\">Google’s PageSpeed Insights \u003C\u002Fa>is a tool that helps developers optimise their webpages for performance. It provides insight into how a web page is loading, including what resources are being loaded and how long each resource takes to load.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-field-data-page-speed.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Field data - over the previous 28-day collection period, field data shows that this page does not pass the Core Web Vitals assessment.\" class=\"wp-image-21474\" width=\"-50\" height=\"-16\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-lighthouse\">Google Lighthouse\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.chrome.com\u002Fdocs\u002Flighthouse\u002Foverview\u002F\">Google Lighthouse \u003C\u002Fa>is an open-source, automated tool within Chrome’s DevTools that audits a web page for quality. It can be run against any web page, public or requiring authentication. Lighthouse runs a series of tests against the page, and then generates a report on the page’s performance, accessibility, SEO, and more.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-performance.jpg?auto=compress%2Cformat&q=90\" alt=\"Google Lighthouse core web vitals performance display.\" class=\"wp-image-21476\" width=\"702\" height=\"461\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-search-console\">Google Search Console\u003C\u002Fh3>\n\n\n\n\u003Cp>Within \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u002Fabout\">Google Search Console \u003C\u002Fa>there’s a Core Web Vitals report where you can identify specific issues related to pages broken down by the different Core Web Vitals metrics. The LCP scores that you’ll find in here relate to your page loading times (more specifically, how quickly the main element on each page loads).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-mobile-vs-desktop-example.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21481\" width=\"561\" height=\"447\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\">\u003Cem>https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"crux-dashboard-on-data-studio\">CrUX Dashboard on Data Studio\u003C\u002Fh3>\n\n\n\n\u003Cp>You can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fchrome-ux-report-data-studio-dashboard\u002F\">create a Chrome UX report\u003C\u002Fa> (CrUX) within Data Studio to explore user experiences of a domain over time. This enables you to track changes in LCP scores across your entire site over time, offering a useful method to gauge the success of your page speed improvement efforts. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Core Web Vitals. Largest Contentful Paint (LCP). First Input Delay (FID). Cumulative Layout Shift (CLS).\" class=\"wp-image-21484\" width=\"632\" height=\"661\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"pingdom\">Pingdom\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pingdom.com\u002F\">Pingdom \u003C\u002Fa>is a sophisticated website speed test tool, although it does require a subscription to use. It tests the load time of a website and provides feedback on what could be causing the site to load slowly.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-performance-recommendations.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Pingdom suggestions for increasing page speed. Compress components with gzip. Make fewer HTTP requests. Add Expires headers. Reduce DNS lookups. Use cookie-free domains. Avoid empty src or href. Put JavaScript at bottom.\" class=\"wp-image-21478\" width=\"717\" height=\"394\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwinningwp.com\u002Fpingdom\u002F\">\u003Cem>https:\u002F\u002Fwinningwp.com\u002Fpingdom\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"webpagetest\">WebPageTest\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\">WebPageTest\u003C\u002Fa> is a web performance testing tool. It lets you test the performance of your web pages and see how they load in different browsers and on different devices. WebPageTest is free and open source.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fwebpagetest-testing-tool.jpg?auto=compress%2Cformat&q=90\" alt=\"WebPageTest performance results for: Lighthouse Performance, Security Score, First Byte time, Keep-alive enabled, Compress transfer, compress images, cache static content, effective use of CDN.\" class=\"wp-image-21480\" width=\"744\" height=\"421\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\">\u003Cem>https:\u002F\u002Fwww.webpagetest.org\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tips-for-improving-page-speed\">\u003Cstrong>Tips for improving page speed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now that you’re armed with all of the tools you need to monitor progress, let’s move on to discuss some tips for improving page speed. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-adopt-a-clean-simple-site-design\">1. Adopt a clean, simple site design\u003C\u002Fh3>\n\n\n\n\u003Cp>You can learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> and its effect on page speed in our guide.\u003C\u002Fp>\n\n\n\n\u003Cp>Using a clean template design not only allows you to be more concise and clear with your content, but it also benefits user experience. The fewer HTTP requests are required to render a page, the fast it will load and the more satisfied your site visitors will be. By contrast, excessive JavaScript, CSS, and image files slow everything down.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s not to say you should remove all images and style elements for the sake of page speed – but definitely don’t oversaturate your page with unnecessary high-res photos or gimmicky code that doesn’t add value.\u003C\u002Fp>\n\n\n\n\u003Cp>H&M’s homepage is an excellent example of this in action, with no unnecessary frills in the code and a hero image that displays a core product well without using a large image file:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1266\" height=\"548\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fh-m-web-design-page.jpg?auto=compress%2Cformat&q=90\" alt=\"H&M homepage\" class=\"wp-image-21487\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww2.hm.com\u002Fen_gb\u002Findex.html\">\u003Cem>H&M\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-leverage-browser-caching\">2. Leverage browser caching\u003C\u002Fh3>\n\n\n\n\u003Cp>Your website and its individual templates are built up of lots of different elements, some of which are repeated across pages. This can include uniform headers and footers, images, such as your logo and the CSS files. \u003C\u002Fp>\n\n\n\n\u003Cp>When loading, the browser fetches all of these individual elements which can extend the loading process. To make it easier browsing from page to page, the browser will remember recurring elements, \u003Cem>caching\u003C\u002Fem> them so it doesn’t have to go fetch them time and time again. This is why it is considered good web practice to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1NKxys_z0dDFV6wGt16HyNcl5v-gUKGWOWR1uiyHAuZc\u002Fedit#heading=h.dznssdte4jyc\">enable browser caching\u003C\u002Fa> and use a clear uniform layout of templates as the backbone of your website.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-minimise-redirects\">3. Minimise redirects\u003C\u002Fh3>\n\n\n\n\u003Cp>A page redirect functions by ‘redirecting’ browsers to another resource. Typically these are either \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fredirection-301-302-redirects\u002F\">301 or 302 redirects\u003C\u002Fa>, the former referring to a permanent redirect and the latter to a temporary redirect. Redirects are necessary when changes are actively made to a website, or documentation is in flux. \u003C\u002Fp>\n\n\n\n\u003Cp>However, employing redirects increases page loading times. The key thing to look out for here is to avoid redirect chains – where one URL redirects to another, which redirects to another – at all costs. Equally, it’s vital to keep an eye out for redirect loops, a scenario in which the target URL of a redirect then diverts users back to the original URL. This causes a loop that goes on forever until the browser gives up the ghost, producing the error message shown below.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fpage-not-working-too-many-redirects.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: This page isn't working. Example.com redirected you too many times.\" class=\"wp-image-21479\" width=\"700\" height=\"369\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-remove-query-strings-from-static-resources\">4. Remove query strings from static resources\u003C\u002Fh3>\n\n\n\n\u003Cp>A query string is an extension of a URL that assigns values to specific parameters and is separated from the main part of the URL by a question mark. These can appear when a user utilises the internal search function of a website, or in cases where a plugin is used to transfer content values. To reduce page load times, it is important to avoid using query strings on static resources where possible – HubSpot has produced a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hubspot.com\u002Fwebsite\u002Fremove-query-strings-from-static-resources\">guide\u003C\u002Fa> explaining how to do this in detail.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-specify-a-cache-validator\">5. Specify a cache validator\u003C\u002Fh3>\n\n\n\n\u003Cp>A cache validator is used to check whether a cached response is still good and hasn’t been pulled or taken away. Specifying a cache validator usually involves embedding either a Last-Modified or an ETag to the coding. This will inevitably make it easier for the page to load.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-avoid-bad-requests\">6. Avoid bad requests\u003C\u002Fh3>\n\n\n\n\u003Cp>Sometimes the website will be pulling links or images from another source. If these resources are taken away and therefore no longer present, this can cause the browser to go in circles when requesting the information (a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-status-codes\u002F\">status code 400 bad request\u003C\u002Fa>). This wastes time and can prolong loading sequences.\u003C\u002Fp>\n\n\n\n\u003Cp>Bad requests can also be caused by:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>URL syntax errors\u003C\u002Fli>\n\n\n\n\u003Cli>Resources that are too large\u003C\u002Fli>\n\n\n\n\u003Cli>Out-of-sync DNS data.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>See \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FHTTP\u002FStatus\u002F400\">developer.mozilla.org\u003C\u002Fa> for guidance on identifying and fixing these issues, and in turn limiting the effect of bad requests on your page loading times.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fgoogle-error-400-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Google. 400. That's an error. Your client has issued a malformed or illegal request.\" class=\"wp-image-21486\" width=\"590\" height=\"233\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-minimise-request-size\">7. Minimise request size\u003C\u002Fh3>\n\n\n\n\u003Cp>As a rule, you should ensure that your cookie and request headers should be no bigger than a single packet. If you’re unsure how to do this, we would recommend speaking to your website developers or contacting specialist \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEOs\u003C\u002Fa> to support you.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-serve-static-content-from-a-cookieless-domain\">8. Serve static content from a cookieless domain\u003C\u002Fh3>\n\n\n\n\u003Cp>Static content refers to an item that is fixed and cannot be changed. Typically they are easy to transfer, but to ensure that page loading isn’t extended, they are ideally pulled from a cookieless domain.\u003C\u002Fp>\n\n\n\n\u003Cp>You may see the “serve static content from a cookieless domain” warning in page speed tools such as Pingdom or Google PageSpeed Insights. The easiest way to address this – and prevent it from extending load times – is to use a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1NKxys_z0dDFV6wGt16HyNcl5v-gUKGWOWR1uiyHAuZc\u002Fedit#heading=h.r4vio1r5phv2\">content delivery network (CDN)\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, you can create a subdomain to host static content (e.g. static.domain.com) if you’re using a WordPress site. You’ll then need to amend the subdomain’s DNS record as a CNAME pointing to your main domain, and point your subdomain to your \u002Fwp-content directory by editing your wp-config.php file.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re unsure how to do this, it’s best to contact a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa> or your web developers for help.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-diagnostics.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Diagnostics report for poor core web vitals. Avoid enormous network payloads, minimise main-thread work, avoid an excessive DOM size, serve static assets with an efficient cache policy.\" class=\"wp-image-21482\" width=\"753\" height=\"331\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpagespeed.web.dev\u002F\">\u003Cem>https:\u002F\u002Fpagespeed.web.dev\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-combine-scripts\">9. Combine scripts\u003C\u002Fh3>\n\n\n\n\u003Cp>Many JavaScript and CSS files are often loaded in by various plugins and are added over time. Each additional file that is added to the list requires an additional round trip request from the user’s browser to the server; combining these files into one – ideally just one CSS and one JS file – limits this considerably.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"10-compress-minify-scripts\">10. Compress\u002Fminify scripts\u003C\u002Fh3>\n\n\n\n\u003Cp>Scripts that contain unnecessary whitespace and comments take longer to download than their compressed counterparts. Scripts, once combined, can be ‘minified’ and can save in excess of 50% of their file sizes in some cases.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"11-enable-apache-compression\">11. Enable Apache compression\u003C\u002Fh3>\n\n\n\n\u003Cp>Utilising Apache technology to reduce the server’s response file size can reduce the amount of data transferred by over 50%. It will require either mod_gzip or mod_deflate to be installed on the Apache server, which most will have as standard. mod_deflate is widely seen as an easier method, but moz_gzip has additional features. Either would achieve the desired effect and can be configured by adding to the .htaccess file.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fapache-helicopter.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21475\" width=\"424\" height=\"282\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Funsplash.com\u002Fphotos\u002F7s_iqUXFuFE\">\u003Cem>Unsplash\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"12-enable-browser-caching\">12. Enable browser caching\u003C\u002Fh3>\n\n\n\n\u003Cp>Browser caching can be enabled via .htaccess files for hosts that have the mod_expires configuration enabled. Setting expiry dates far into the future for regularly used elements means these do not require client PCs to download as often.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"13-audit-files-and-resources\">13. Audit files and resources\u003C\u002Fh3>\n\n\n\n\u003Cp>Remove references to files that are not used or do not exist. This prevents the server from sending and receiving bad requests, all of which take time. This will also improve search engine crawler’s effectiveness of their time on your website.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"14-move-to-a-faster-server\">14. Move to a faster server\u003C\u002Fh3>\n\n\n\n\u003Cp>If possible, and not currently set up, switch to a host that offers solid state drives – this increases the entire website load speed, as the server is already hosted in the UK.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"15-sprite-images\">15. Sprite images\u003C\u002Fh3>\n\n\n\n\u003Cp>Each individual image requires an individual request to the server. Image sprites reduce total file size and limit the number of server requests.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"16-compress-images\">16. Compress images\u003C\u002Fh3>\n\n\n\n\u003Cp>To reduce page loading times, try compressing images to a lower quality that is not noticeable from the user’s perspective. Unnecessarily large image files are a common cause of slow page speeds, particularly if you notice that this only applies to certain pages on your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Your content management system (CMS) may allow for image compression by default, or in many cases, you can install a plugin to do this for you automatically. If automated image compression isn’t an option, you can still use a free tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reduceimages.com\u002F\">https:\u002F\u002Fwww.reduceimages.com\u002F\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fresize-an-image.jpg?auto=compress%2Cformat&q=90\" alt=\"Resize an image.\" class=\"wp-image-21483\" width=\"654\" height=\"234\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reduceimages.com\u002F\">\u003Cem>https:\u002F\u002Fwww.reduceimages.com\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"17-make-use-of-a-cdn\">17. Make use of a CDN\u003C\u002Fh3>\n\n\n\n\u003Cp>Content delivery networks (CDNs) cache content around the globe so that local users get served local content and are saved from the pain of waiting for the information to travel around the world. As the server is already in the UK, this may not be an entirely valid point as the data is already local, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fedge-seo\u002F\">but CDNs can have a small impact when used locally too\u003C\u002Fa>, as the requests aren’t all sent to the one server, and CDNs often have load balancers and additional architecture in place that smaller web hosting packages do not.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"18-correctly-insert-code-into-the-webpage\">18. Correctly insert code into the webpage\u003C\u002Fh3>\n\n\n\n\u003Cp>Some CSS loaded into the body of the HTML can cause rendering issues. Consider auditing this orphaned code and moving it to within the document’s style sheet. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-glossary\u002F\">JavaScript\u003C\u002Fa> can also be moved to the document footer to speed up rendering time (in some cases).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"19-load-asynchronously\">19. Load asynchronously\u003C\u002Fh3>\n\n\n\n\u003Cp>Many third-party scripts load content following the page load, including those from Universal Analytics, Facebook, and Twitter. Consider any other non-important content to be loaded into the page once the page has ‘loaded’ to speed up the page load time and rendering, without compromising on usability (this is known as asynchronous loading).\u003C\u002Fp>\n\n\n\n\u003Cp>You want to maintain a balance between the time taken to load a page and the functions and features you want to effectively illustrate your brand. Often, all that is required is for a developer to go through the code of your website and streamline it. The simpler it is to read, the simpler a browser will read it.\u003C\u002Fp>\n\n\n\n\u003Cp>A tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgtmetrix.com\u002F\">GMetrix\u003C\u002Fa> can be used to identify the order in which elements on the page are loading, as shown in the diagram below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fgtmetrix-loading-elements-example.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21477\" width=\"805\" height=\"235\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgtmetrix.com\u002F\">\u003Cem>https:\u002F\u002Fgtmetrix.com\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From here, you can discuss the potential for asynchronous loading with your web developers.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"20-define-performance-budgets\">20. Define performance budgets\u003C\u002Fh3>\n\n\n\n\u003Cp>With all of this work taking place behind the scenes, performance budgets are a useful tool in your arsenal. These are essentially limits imposed on metrics that affect site performance and user experience such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-glossary\u002F#:~:text=First%20Contentful%20Paint%20(FCP)\">First Contentful Paint\u003C\u002Fa>. When a metric reaches a predefined limit, this can either trigger a warning or an error to ensure that the issue is prioritised.\u003C\u002Fp>\n\n\n\n\u003Cp>See Mozilla’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FPerformance\u002FPerformance_budgets\">guide to performance budgets\u003C\u002Fa> to learn more.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"page-speed-faqs\">\u003Cstrong>Page speed FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"schema-faq wp-block-yoast-faq-block\">\u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770887403\">\u003Cstrong class=\"schema-faq-question\">How can I check page speed in Google Analytics?\u003Cbr\u002F>\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">To check page speed in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-google-analytics\u002F\">Google Analytics\u003C\u002Fa>, go to the “Behaviour” section and click on “Site Speed.” From there, you can see how fast your pages are loading and which pages are loading slowly.\u003C\u002Fp> \u003C\u002Fdiv> \u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770930315\">\u003Cstrong class=\"schema-faq-question\">What is a good Google PageSpeed Insights score?\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">\u003Cbr\u002F>Within PageSpeed insights a score of 90 or above is considered good. However, Core Web Vitals isn’t measured via how bots perceive the site, but rather by users, so it’s best to measure across a range of tools and devices as Google LightHouse and PageSpeed Insights use slower devices.\u003Cbr\u002F>\u003C\u002Fp> \u003C\u002Fdiv> \u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770945595\">\u003Cstrong class=\"schema-faq-question\">Is PageSpeed Insights reliable?\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">\u003Cbr\u002F>There are a number of reasons why PageSpeed Insights is not always reliable. First, the tool relies on a number of factors that can change over time, including the type of devices used to access the website, the type of internet connection, and the location of the users. This means that the results can vary depending on when the test is conducted.\u003Cbr\u002F>\u003Cbr\u002F>However, PageSpeed Insight is a good starting point and can provide good benchmarks to measure against.\u003Cbr\u002F>\u003C\u002Fp> \u003C\u002Fdiv> \u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-find-a-page-speed-expert\">\u003Cstrong>How to find a page speed expert\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re looking to improve your page speed, finding an expert can be a great help. Here are a few tips on how to find the right expert for you:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Check out \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fseo\u002F\">online resources\u003C\u002Fa>. There are plenty of great online resources that can help you find an expert on page speed. Google also provides a plethora of guides & advice on this.\u003C\u002Fli>\n\n\n\n\u003Cli>Ask around. If you know someone who’s well-versed in website optimisation, they may be able to recommend a page speed expert to you.\u003C\u002Fli>\n\n\n\n\u003Cli>Check out freelancer websites. There are many freelancers who specialise in page speed optimisation. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>At Impression, our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEOs\u003C\u002Fa> have decades of combined experience in improving page speed and Core Web Vitals for various clients and platforms. If it’s a particular pain point for your website, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in contact\u003C\u002Fa> with us today.\u003C\u002Fp>\n",false,"standard",[10,11],1,42,[],[14],112,[16,17,18,19,20,21,22,23,24],"post-21416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-technical-seo",{"page_content_modules":26,"hero":152},[27,114],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"How to measure and improve page speed",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},50,"\u002Fabout\u002Four-team\u002Fluke-davis\u002F","Luke Davis","Senior Technical SEO Specialist","I’ve been messing around on the Web since 2000 and my fascination has never stopped growing. And that’s what led me to SEO (via self-taught HTML and CSS, a Music Tech degree and over 10 years of blogging).","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":59},"\u003Cp>Senior Technical SEO Specialist, joined Impression in February 2021.\u003C\u002Fp>\n\u003Cp>I’ve been messing around on the Web since 2000 and my fascination has never stopped growing. This is what led me to SEO via self-taught HTML and CSS, a Music Tech degree and over 10 years of blogging. I worked in a customer service role for 5 years before officially entering the digital marketing sector in 2019.\u003C\u002Fp>\n\u003Cp>At Impression, my role sees me working on a range of accounts where I conduct technical and on-page audits, speak to clients about their progress, write and optimise copy, and use software and programming languages to analyse the technical health of a site.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nLearning Python when a few years ago, I thought I couldn’t. I also have a Simpsons meme for any situation.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me blogging, making music, coding in Python, playing Pokémon or watching YouTube.\u003C\u002Fp>\n",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 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ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":130,"image":131},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":133,"name":48},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":17,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":126,"image":139,"authors":140,"category":142},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. 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website loading times are a ranking factor for SEO, it's important to know how to measure and improve page speed. 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However, Core Web Vitals isn’t measured via how bots perceive the site, but rather by users, so it’s best to measure across a range of tools and devices as Google LightHouse and PageSpeed Insights use slower devices.\u003Cbr\u002F>",{"@type":528,"@id":482,"position":492,"url":482,"name":538,"answerCount":10,"acceptedAnswer":539,"inLanguage":182},"Is PageSpeed Insights reliable?",{"@type":531,"text":540,"inLanguage":182},"\u003Cbr\u002F>There are a number of reasons why PageSpeed Insights is not always reliable. First, the tool relies on a number of factors that can change over time, including the type of devices used to access the website, the type of internet connection, and the location of the users. This means that the results can vary depending on when the test is conducted.\u003Cbr\u002F>\u003Cbr\u002F>However, PageSpeed Insight is a good starting point and can provide good benchmarks to measure against.\u003Cbr\u002F>",[542,543,544,545,546,547,548,549,550,553,555,557,558,559,560,561,563,564,567],{"name":172,"content":473},{"name":175,"content":176},{"property":181,"content":359},{"property":184,"content":185},{"property":187,"content":442},{"property":189,"content":473},{"property":191,"content":453},{"property":193,"content":194},{"property":551,"content":552},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":554,"content":456},"article:published_time",{"property":556,"content":457},"article:modified_time",{"property":196,"content":464},{"property":199,"content":484},{"property":202,"content":485},{"property":205,"content":206},{"name":562,"content":35},"author",{"name":208,"content":209},{"name":565,"content":566},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FLukeDavisSEO",{"name":211,"content":212},[]]