Technical SEO

Page Speed

Shahid Maqbool

By Shahid Maqbool
On Jun 9, 2023

Page Speed

What is Page Speed?

Page speed refers to the time it takes for a web page to fully load and become visible to a user. This includes the time it takes for the server to respond to a request, the time it takes to download all the necessary resources such as images, scripts, and stylesheets, and the time it takes for the browser to render the page. 

A faster page speed can improve the user experience and engagement. Page speed is typically measured in seconds, and there are various tools available to help website owners analyze and improve their page speed.

Why is page speed important?

Page speed is important for several reasons:

User experience

A faster page speed can improve the user experience in several ways. Firstly, it reduces the amount of time users have to wait for a page to load, which can increase their satisfaction with the website.

Secondly, it can make the website feel more responsive and interactive, as users can navigate and interact with the site more quickly and easily.

Finally, a faster page speed can reduce the likelihood of users leaving the site out of frustration, which can improve overall engagement.

Conversion rates

A faster page speed has been shown to have a positive impact on conversion rates, meaning that users are more likely to complete desired actions such as making a purchase, filling out a form, or subscribing to a newsletter.

This is because a faster page speed reduces the amount of time users have to wait before they can complete these actions, and can also make the process feel smoother and more seamless.

Mobile optimization

Mobile users typically have slower internet connections than desktop users, so a faster page speed is even more important for mobile optimization.

In addition, mobile users may be more likely to be using their devices on the go, meaning they may have less patience for slow-loading pages.

A faster page speed can therefore improve the user experience for mobile users and increase engagement.


Improving your page speed can help to improve crawling for search engines. When a search engine crawls your website, it needs to access and process the content on each page.

If your page speed is slow, it can take longer for the search engine to crawl and process your content, which can result in slower indexing.

On the other hand, if your page speed is fast, search engines are able to crawl and process your content more quickly.

Additionally, fast-loading pages are often seen as a sign of a high-quality website, which can also help to boost your search engine visibility.

Cost savings

A faster page speed can save website owners money in several ways. Firstly, it can reduce the number of server resources needed to handle website traffic, as faster-loading pages require less server processing power.

Secondly, it can reduce the bounce rate, which is the percentage of users who leave a site without interacting with it.

A lower bounce rate can lead to increased ad revenue or sales, as users are more likely to engage with the site and complete desired actions.

Difference between page speed and website speed

Page speed and website speed are related concepts, but they refer to different aspects of website performance.

Page speed refers specifically to the speed at which an individual page on a website loads and becomes visible to a user.

This includes the time it takes for the server to respond to a request, the time it takes to download all the necessary resources such as images, scripts, and stylesheets, and the time it takes for the browser to render the page.

Website speed, on the other hand, refers to the overall speed and performance of a website as a whole.

This includes factors such as page speed, caching, file compression, server response time, and the performance of all the pages on the site as a group.

What does the Core Web Vitals report say about page performance?

Core Web Vitals report shows a set of metrics introduced by Google to measure the user experience of web pages.

They focus on three specific aspects of page performance: loading speed, interactivity, and visual stability. 

For improving page speed, you need to grasp the idea of the metrics given in this report.

Largest Contentful Paint (LCP)

The loading speed is measured by Largest Contentful Paint (LCP), which looks at the time it takes for the largest element on a page to load and become visible to the user. A good LCP score is considered to be under 2.5 seconds.

First Input Delay (FID)

Interactivity is measured by First Input Delay (FID), which looks at how quickly the page responds to user interactions, such as clicking a button or a link. A good FID score is considered to be less than 100 milliseconds.

Cumulative Layout Shift (CLS)

Visual stability is measured by Cumulative Layout Shift (CLS), which looks at whether the page layout shifts or changes as it loads, which can be disruptive for users. A good CLS score is considered to be less than 0.1.

Core Web Vitals report for page speed

By measuring and optimizing these metrics, website owners can improve the overall performance of their sites and provide a better user experience for their visitors.

Is page speed a ranking factor?

Page speed was a ranking factor for Google as in 2010, Google announced that page speed would be incorporated into their search algorithm, acknowledging the significance of fast-loading pages.

The importance of page speed continued to be emphasized by Google over the years.

Google particularly highlighted the importance of page speed for mobile search rankings, considering that mobile devices often had slower internet connections compared to desktop devices.

Having a fast-loading website played a crucial role in improving search engine rankings and enhancing the overall user experience for website visitors. Consequently, it was an essential consideration in SEO strategies.

However, it's important to note that Google made a change in April 2023 and removed page speed from its list of ranking factors.

While page speed no longer directly impacts search rankings, its value remains significant because it contributes to enhancing user experience.

Ensuring your website loads quickly continues to play a crucial role in providing a positive browsing experience for your visitors, which is crucial for the success and satisfaction of your website users.

What are the factors that affect page speed?

There are several factors that can affect a website's page speed. Some of the most common factors include:

Server response time

The time it takes for the server to respond to a request can affect page speed. If the server is slow to respond, it can delay the loading of the page.

Large file sizes

Large files, such as images or videos, can slow down the loading time of a page. It is important to optimize these files for the web by compressing them or using formats that load quickly.

Code structure

The structure of a website's code can impact page speed. Bloated or poorly structured code can slow down page loading times.

Browser caching

When a user visits a website, their browser stores some of the website's data in a cache. If the website is set up to take advantage of browser caching, it can help to speed up subsequent visits to the site.

Plugins and add-ons

Plugins and add-ons can add functionality to a website, but they can also slow down page loading times. It is important to only use necessary plugins and optimize them for performance.

Internet connection

The user's internet connection speed can also affect page speed. If a user has a slow connection, it can take longer for pages to load.

Absence of a CDN

A Content Delivery Network (CDN) can help to distribute website content across multiple servers, reducing the distance that data needs to travel and improving page speed.

Without a CDN, a website may experience slower loading times, especially for users who are geographically far away from the website's server.


Redirects can add extra time to page loading, especially if there are multiple redirects in place. It is important to minimize the use of redirects and ensure that any redirects are set up correctly to minimize the delay.

How to check slow page speed?

There are several tools available that can help you check your page speed, but the most common ones are:

Google PageSpeed insights

This tool analyzes the content of a web page and provides suggestions for improving page speed. It also provides a score out of 100 for both desktop and mobile versions of the page.

Google PageSpeed insights analysis


This tool provides a detailed analysis of a web page's loading speed, including a breakdown of the factors affecting the page speed and suggestions for improvement.

GTmetrix page speed analysis

How to optimize page speed?

Optimizing page speed is an essential part of improving user experience.

Here are some tips to help you optimize your page speed:

Minimise HTTP requests

Each time a web page is loaded, it requires the browser to send multiple requests to the server for various resources such as images, CSS, and JavaScript files.

By minimizing the number of requests, you can reduce the time it takes for the page to load. To achieve this, you can combine files, use CSS sprites, or reduce the use of images and other external resources.

Compress files

Compressing files such as images, CSS, and JavaScript can significantly reduce their size and speed up page loading time.

This is because smaller files require less time to transfer over the internet, which means that web pages will load faster for users.

Compression works by removing unnecessary data from files, such as metadata or repeated patterns, while still maintaining the essential content.

This reduces the overall file size without significantly affecting the quality or functionality of the file.

There are various tools and techniques available for compressing files, such as using image optimization tools to reduce image file sizes, minifying CSS and JavaScript files to remove whitespace and comments, and using gzip compression to compress HTML, CSS, and JavaScript files.

Overall, compressing files can have a significant impact on the speed and performance of websites, making them faster and more user-friendly for visitors.

Use a content delivery network (CDN)

A Content Delivery Network (CDN) is a network of servers distributed across different geographical locations.

When a user requests content from a website that uses a CDN, the CDN identifies the user's location and serves the content from the server closest to that location.

This reduces the distance the content has to travel, which in turn reduces the time it takes for the content to load.

CDNs are particularly useful for websites that have a global audience or are hosted on servers located in a single location.

By using a CDN, website owners can provide a faster and more reliable experience for their users, regardless of their location.

In addition to improving website speed and performance, CDNs also help to reduce server load and bandwidth usage.

This is because the CDN caches content and serves it from the closest server, reducing the number of requests made to the origin server.

Configure server properly

Make sure your server is configured correctly to handle requests efficiently. Adjust server settings, such as the number of worker processes, to ensure the server can handle the expected load.

By implementing these strategies, you can significantly reduce server response time and deliver a fast, responsive user experience.

Optimize images

Optimizing images is essential for improving the performance of your website or application. One way to optimize images is to use appropriate image sizes that match the device they will be displayed on. 

Using images with correct dimensions and resolution reduces the time it takes to download and render images. Use the correct file format for your images.

JPEG files are best for photographs, while PNG files are best for images with transparent backgrounds or sharp edges, such as logos or icons.

Use browser caching

Enabling browser caching is an effective way to reduce load times for your website or application.

When a user visits your website for the first time, their browser has to download all the resources, including images, CSS files, and JavaScript files. This process can take time and slow down the page load.

However, by enabling caching, you can store frequently accessed resources in the browser cache, reducing the time it takes for subsequent page visits.

When a user revisits your website, the browser can retrieve the cached resources, reducing the number of requests made to the server and speeding up the page load.

To enable caching, you can set the appropriate HTTP headers for your resources, specifying how long the browser should cache them.

You can also use versioning or fingerprinting techniques to force the browser to download new versions of resources when they change. 

Choose a fast web hosting service

Choosing a fast and reliable web hosting service is essential for ensuring that your website or application loads quickly and performs well.

A fast web hosting service can handle your website's traffic, ensuring that your site remains accessible even during peak traffic periods.

The speed of your hosting service also affects the time it takes for your website or application to load. 

A slow hosting service can significantly increase load times, leading to a poor user experience and reduced engagement. 

To choose a fast and reliable hosting service, consider factors such as server speed, uptime, and customer support.

Look for a hosting provider that offers a high level of performance and reliability, with fast servers and a robust infrastructure.

Additionally, ensure that the hosting service can accommodate your website's specific needs, such as the number of visitors, the amount of data transferred, and the type of content.


Page speed is a critical factor in providing a positive user experience on your website. Slow page load times can lead to high bounce rates, low user engagement, and ultimately, a negative impact on your website.

By implementing various optimization techniques, you can significantly improve your website's page speed.

It is also important to continually monitor and optimize your website's page speed to ensure that it meets the expectations of your users and the requirements of search engines.

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