How does page speed impact Seo and UX?

Performance Engineering is the present and the future of on-site Seo

A lot of time we see people using page speed for site speed and vice versa. Actually, site speed is page speed for a sample of page views on a site. There are two ways of measuring page speed: by TTFB (Time To First Byte) or by full page load time (time needed to fully display the content). Page speed has been officially recognized as a ranking factor by Google. One way of measuring advantages of improving page speed could be by tracking the bounce rate (Pogo Sticking) and user time on site. Many case studies have shown that faster sites have smaller bounce rates, longer average time on site and higher conversion rates.


How does page speed impact UX and Seo?

A few days ago we attended a great lecture by Harry Roberts at Tinel Meetup: Why Fast Matters? organized by Web and Mobile development, Design and UX services agency Locastic from Split. We have always looked at page speed as one of the most important factors in on-site Seo optimization, but Harry gave us a completely new perspective that made us invest some time in making our own page speed case study. For all of you that want to see what to expect in the future of Performance Engineering, be sure to check Harry's lecture here.


Ranklio Page Speed Case Study!

  1. Enable GZIP.

    The first step was enabling GZIP. This is a very important step that saves bandwidth and drastically reduces page load time.

  2. Enable Leverage cache.

    Leverage cache is kind of tricky, especially if you use CDN networks, so be sure to discuss this with your development team before your make any decisions. We have decided to give all our static resources a query string parameter that makes clearing of leverage cache easier. Query string parameters can cause duplicate content issues so be sure to check URL Parameters in Google Search Console.

  3. TTFB - server response time.

    By using W3 Total Cache, Advanced Custom Fields and Cookies we managed to implement cacheing that is manageable without sacrificing the performance.

  4. Loading a non blocking resources.

    We made a custom script for asynchronous load of external libs like css, js and fonts. Css is loaded inline (under 50kb - AMP specs). Javascript and other file types are loaded and cached after window load. All resources have been minimized.

  5. Test the results.

    There a lot of sites for testing (PageSpeed Insights,, GTmetrix, ...) the results of the page speed optimization (combine them to get the best insights). Click here to see page speed for the new improved version of our site.


Is Page Speed worth all the trouble?

YES, and again YES. If you looked at case studies and Harry's lecture we will only add one thing from Seo perspective. To make a difference you only need to be slightly faster then your best competitor.


If you think Page Speed Optimization is complex and you need professional guidance in implementing the improvements, feel free to DROP US A NOTE.

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