Last Thursday I went with my wife, my son, my mother-in-law, my sister-in-law and her husband to have dinner out. We wanted something more or less quick, so we went to an Egyptian restaurant on the corner of the street to order some shawarma pitas. It seemed like a safe bet, since the pitas are already made, and you only have to fill them with salad and meat. In half an hour we should have dinner, right? Well no. took one hour and eight minutes in serving us We went in at 9:00 p.m. and the food came to the table at 10:08 p.m. For my brother-in-law it was worse, because when I left with my son (the poor thing was falling asleep) they still hadn’t brought her falafel. Obviously, we will never return.
Nobody likes waiting. Not in a restaurant, not in line at a supermarket, not waiting for a video to load on YouTube, not even downloading a movie. We don’t like to be kept waiting. And in the case of web pages it is exactly the same. It may not be an hour’s wait, as in my case, nor even a minute, but every second it takes longer to load, there is a 7% decrease in sales or conversions. They are data from Amazon, the largest online store in the world. That is why it dedicates a million-dollar effort to increase the speed of all its pages. We, on a small scale, must do the same on our website. Unlike Amazon, we don’t have billions of visitors a day, so we can’t afford to lose a single sale or business contact. We must optimize the loading speed of our website as a priority.
But how can we do it? Even, how can we know if it is currently fast or slow, compared to the rest? Well, just a couple of days ago Google has updated its fantastic service, in which it gives us all the detailed information. Let’s see what it tells us in the case of my website:
As we can see, it indicates a speed of 94 out of 100, which means that it is very good. But it is not limited to scoring, but also tells us what technical changes we must make to improve that score. It sorts them by priority and also uses a color scheme to indicate their importance. In my case there are a couple of things left to do. One is to purchase a faster hosting service (and more expensive) as medium priority. The other is to modify the location of my CSS, which I won’t do because it will bring me more problems than anything else. In addition, it indicates it in green, which means that it will not give me a great change in the score if I modify it.
Obviously, the worse the web is, the more information it will give you. Let’s look at another example of a client of mine that I’m going to start working on now:
As we can see, this time there are many more actions to take. Activate compression, improve the server, configure cache, optimize CSS, etc and other details. At each point there is a “Learn more” detailing the actions to be taken to make each improvement.
And if all this seems very good to you but it doesn’t sound like Chinese, you don’t know how to do it, you don’t have time, or you don’t feel like doing it yourself, and I will take care of optimizing each and every one of them. I can give you a point by point report on how to make the changes, or I can do it myself. The work takes two to five days, depending on the complexity of the web. And I can assure you that the results at the positioning level in Google are remarkable. Not in vain have they launched this tool to measure the speed of the web, and in which speed is a .
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