How to improve Google page speed score

Jan 17, 2017


We live in impatient times. Deadlines are set for yesterday and success and gratification has to be instant. In such an age, it’s vital for you to make sure people don’t need to wait long while the pages of your website load. This is because web page speed plays a crucial role in the success of your digital campaign. Below are some facts that will shed light on how important web page speed is.

  1. A delay of one second in your site speed can result in a 7% reduction in conversions/enquiries
  2. 40% of your website visitors will abandon your website if it takes more than 3 seconds to load
  3. The ideal time for your website to load is immediate but the ceiling is set at 2 seconds.

Well, now that how important web page speed is put to bed, let’s talk about how we can fix it.

Your first step should be to figure how fast the pages of your website are loading. To accomplish this, you can use Google Web Page Speed Tool. The tool provides a web page speed report and also gives suggestions on how to improve the page speed. Your Page Speed Score ranges from 0 to 100 points for mobile and desktop. A score of 85 and above is considered healthy and tells you that the pages are loading just in time.

Now, let’s delve a little deeper.

The Google Web Page Speed Insight tool provides a report that has three types of messages: red exclamation point, yellow exclamation point and green check mark. Here’s what they mean.

  1. A red exclamation point means that fixing the problem will have a measurable impact on page performance
  2. A yellow exclamation point means that you should consider fixing the problem if it’s not a lot of work
  3. A green check mark means things are fine

Below are Important Parameters of web page speed and ways to improvise it.

Enable compression / minify CSS / Optimize images
When you run the Insight Test on Google Web Page Tool it offers optimized images, JS and CSS resources in the report. Download and replace the existing images, JS and CSS.

Leverage browser caching
To set the expiration date to various files you need to add the below code in the. httaccess file:
ExpiresActive On
ExpiresByType image/jpg "access 1 year"
ExpiresByType image/jpeg "access 1 year"
ExpiresByType image/gif "access 1 year"
ExpiresByType image/png "access 1 year"
ExpiresByType text/css "access 1 month"
ExpiresByType application/pdf "access 1 month"
ExpiresByType application/x-javascript "access 1 month"
ExpiresByType application/x-shockwave-flash "access 1 month"
ExpiresByType image/x-icon "access 1 year"
ExpiresDefault "access 2 days"

AddOutputFilterByType DEFLATE text/text text/html text/plain text/xml text/css application/x-javascript application/javascript

Avoid landing page redirects
Having too many redirects causes significant performance and speed issues. It’s recommended that you restrict your use of redirects to only those cases where it is absolutely technically necessary. You can check for redirects on your pages by using the redirect mapper tool.

Optimize CSS Delivery
For your webpage to load faster its preferable to have a single CSS File. The reasoning is quite straightforward. The more the number of files, the more time the webpage will take to load. However, if you do have more than one CSS file, you need not worry. Just go ahead and combine all your CSS files into a single file. And, to figure out how many CSS files you have, use the CSS Delivery Tool.


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