Website performance is an area with few experts and plenty of opinions. As a website owner trying to improve pagespeed, it’s common to receive conflicting “expert” opinions, and in some cases, even be told that it’s not necessary.
I decided to create this guide with extensive Google documentation to be your true north in such situations.
Debunking popular opinions
1. Pagespeed is not a ranking factor (and thus it’s not important or pressing to address)
Indeed, pagespeed is not a ranking factor at the moment. It will be in
May 2021 mid-June 2021 as part of the search signals for the mobile experience. In other words, if you consider a mobile-friendly website important, you should also consider pagespeed important.
Moreover, websites with high pagespeed are perceived as faster by the user. Some studies correlate higher pagespeed scores with better conversions and more purchases on e-commerce websites.
2. Pagespeed equals good quality code
There are as many definitions of what constitutes good quality code as there are Google search results for this term. Good code quality is subjective and will vary depending on the strengths and weaknesses of your web developer.
In most cases, hasty development will indeed lead to low pagespeed websites. Especially WordPress code can be a mess, with themes that carry a lot of unused boilerplate, excessive plugin use, etc. Still, these are specific code issues, e.g., unused CSS, too many synchronous requests, etc., and not just “bad quality code” that can mean anything.
3. Pagespeed doesn’t mater, web vitals do
Web Vitals is an initiative by Google to provide unified guidance for quality signals essential to delivering a great user experience on the web.
These are the LCP (loading), FID (interactivity), and CLS (visual stability), and Google offers tools and extensive documentation on how to improve each.
The statement that Pagespeed doesn’t matter but web vitals do is incorrect because Pagespeed is a score calculated based on the web vitals.
Moreover, Google mentions in their official documentation that one tool to measure the Web Vitals is Pagespeed Insights. Even a Google app shows you exactly how the Pagespeed score is calculated based on the Web Vitals and other performance metrics.
4. You need to redesign your website/ theme to achieve good pagespeed results
The design has little to do with pagespeed. In my experience, you can achieve 80% of the results with 20% of the actions, and Pagespeed Insights will even tell you which actions these are!
Some of them may require design adjustments -particularly recommendations from the Chrome User Experience Report. But in my experience this is never as drastic as to require a website redesign.
5. Your GTMetrix Score is good, so why bother with Pagespeed
GTMetrix is a popular website performance analytics tool. It can analyze the performance aspects and provide you with a list of recommendations on how to improve them. Unfortunately, these audits are very different from the Pagespeed audits, which Google uses to evaluate performance.
Recognizing this, GTMetrix announced that it would soon undergo a major upgrade that will replace the aging PageSpeed/YSlow libraries with Google’s Lighthouse metrics.
You can imagine Lighthouse as an extension of Pagespeed. Whereas PageSpeed is a performance score, and Pagespeed Insights measures the performance metrics only, Lighthouse audits more aspects of a website, e.g., accessibility using the Chrome User Experience Report.
6. You can improve pagespeed but that will decrease SEO
Needless to say that SEO includes everything about making your website better for your visitors. From content to speed and user experience, Google uses all of these as signals in their ranking algorithms. Experts who would tell you otherwise probably have limited experience in one or many of these areas.
For a comprehensive overview of Search Engine Optimization (SEO) and what it includes, I recommend The Beginner’s Guide to SEO from Moz, which is truly excellent.
At the end of the day, a page with a high pagespeed score is guaranteed to offer a better experience to its visitors. Also, faster websites utilize fewer resources and have smaller carbon footprints.