Optimising Page Load Times: The Key to Better SEO and User Experience

Why Page Load Time Matters

Google and other search engines now factor website speed into their ranking algorithms, both for desktop and mobile sites. Fast-loading pages improve your SEO, keep visitors engaged, reduce bounce rates, and directly influence the performance and cost-effectiveness of your Google Ads campaigns.

Slow load times can result in:

• Lower search rankings
• Higher Google Ads costs (and lower ad visibility)
• Fewer conversions as users abandon slow sites
• Reduced trust and credibility with customers

Where to Begin: Measuring Your Website’s Speed

Start with Google Search Console

Verify your site and check out the Core Web Vitals report, which highlights problematic pages and provides speed insights.

Use Speed Testing Tools

The most effective solutions include:

• PageSpeed Insights (by Google): Offers mobile and desktop recommendations.
• GTmetrix: Provides an in-depth asset load breakdown.
• WebPageTest: Great for more advanced or global testing.
• Lighthouse (built into Chrome DevTools): In-browser audits for real-time feedback.

How to Optimise Page Load Times

Optimise Images

Compress and resize images. Use modern formats like WebP to maintain quality with smaller file sizes.

Leverage Browser Caching

Ensure your site is set up to store static resources locally for returning visitors.

Minimise HTTP Requests

Limit the number of scripts, stylesheets, and third-party plugins where possible.

Enable Compression

Make sure resources like HTML, CSS, and JavaScript files use GZIP or Brotli compression.

Use a Content Delivery Network (CDN)

A CDN distributes your site’s files across global locations, ensuring users everywhere enjoy fast access.

Streamline Code

Minify CSS, JavaScript, and HTML files. Remove unused code, plugins, or libraries.

Optimise Third-Party Scripts

Only use essential tracking, chat, or social media scripts to avoid unnecessary slowdowns.

Want your website to perform at its best? Contact Adhesion for a site speed checkup or to discuss a tailored optimisation plan.