Search engine optimization (SEO) is all about building credibility with Google. One way we build rapport with Google is by optimizing page speed. Not only is page speed a critical ranking factor, but it also impacts user behavior. The faster the site loads, the more likely the user will stay engaged with the site. The more engaged a user is, the more likely they will convert.
As traffic from mobile devices continues to trend up, we believe page speed will only become a more important ranking factor. In preparation, we decided to overhaul all of our client websites. This extra effort lead to massive credibility gains across the board.
By optimizing page speed for our clients, we saw an average increase in user engagement by 37% across 28 websites. This additional engagement has led to more conversions and increased revenue for our clients.
Google PageSpeed is a weighted average of three different metrics. The weight of each metric reflects the user’s experience and the website’s performance. Here’s an overview of the three primary metrics Google is evaluating when calculating page speed –
Our development team spent hours asking the same question over and over – “How can we make the site load faster?” Our knowledge and experience allowed us to identify where our clients were losing credibility with Google. This enabled our team to correct technical errors impacting LCP, FID, and CLS across client websites. Such errors included the following:
This level of technical SEO is often neglected because it’s very complex and tedious. Most digital agencies either don’t have the necessary knowledge to make these changes or implement basic SEO and move on to the next client. We recognize these trends within the SEO industry and see them as an area of opportunity.
At Outpace, we aren’t interested in just the quick wins for our clients. We are more focused on capturing online market share for our clients. We do this by focusing on various ranking factors that will lead to the long-term success of our clients.