I’ve had my fair share of E-commerce experience and have seen the lengths e-commerce agencies go through to maximize their search engine optimization (SEO).
From the titles of product listings down to the individual keywords used in the descriptions, any small change that can bring the website up in Google’s search engine results is worth pursuing. But one aspect of SEO that these agencies sometimes miss is a website’s load speed. Google’s search algorithm factors in the time it takes for a webpage to load into its rankings (in the context of network, device, and location).
Google isn’t too keen on sharing exactly how the algorithm works but does encourage e-commerce web designers to “think broadly about how performance affects a user’s experience of their page and to consider a variety of user experience metrics.” Essentially, the system rewards fast-performing sites and punishes slow ones.
If you’re curious, check out Google’s page speed insights, where you can see the speed statistics of your website. Some of the useful metrics include:
The Benefits of a Faster Website
Of course, no one likes a slow connection. Even a fast Internet speed can’t make up for a poorly optimized website. So, for stronger SEO and sales conversion for your E-commerce site, consider the following statistics.
These facts all point to the same idea that no one wants to wait to get what they want. Even when not considering search engine results,
Factors That Could Affect Page Speed
Websites have evolved into far more complex entities than their text-only ancestors back in the day. Some elements that could impact your page speed include the following.
Things You Can Do to Speed Up Your Site
By speeding up your site, you’re effectively killing two birds with one stone: you raise your search engine ranking and simultaneously improve the user experience. Here are some starting points that a professional e-commerce design company should cover.
Minimize HTTP Requests
Every component of a website (image, script, etc.) has an HTTP request attached to it. Too many of these slow down the experience, so streamline your content to minimize the number of requests. You can check the HTTP requests made by your site using Google Chrome’s Developer Tools…
Trim the Fat
Cut down on “junk” files like unused drafts, unnecessarily large images, extra whitespace, and line breaks. While the number of files needed to load a page averages around 115, the recommendation is to keep under 50.
Manage Server Response Time
Time to first byte (TTFB) is a measurement of the amount of time it takes for a server to deliver the first piece of data. There’s a strong correlation between faster TTFB and higher search engine rank. A higher-end DNS host is one way to improve server response.
When do you use a smartphone? During a wait at the doctor’s office or the bus stop? Chances are, you’re spending time with it in short bursts, so you want to get as much done as quickly as possible
A staple of “responsive design,” having an optimized-for-mobile layout is such a huge component of your search engine rank that it deserves its own section. First, consider these metrics:
Mobile optimization is a must-have feature of your project. Make sure the e-commerce web developers you hire have that high on the priority list.
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Contact us today if you are interested in learning more about our services and how we can help you build the right website for your business.