Website Speed Optimization, Important tools and techniques

Like other factors, website speed optimization is an advanced factor. Because Google is too conscious about the speed of the website and better user experience that it has made website speed optimization as an SEO ranking factor.

Your website speed needs to be user-friendly and optimized for different kinds of devices. Because if your website loads faster, it will give better user engagement, higher conversion rates, higher SEO rankings, etc.

Google will penalize your website and will not give your website ranking in its search results, if your website speed is slow, not running, give server error, Error 404, and other errors like coding error, server not responding, and internet connectivity issues.

There are following factors techniques, tools or reasons that affect website speed;

Your website load:

This means how many things you have on your web, how much is content or its length and how many images are there and other things that can hurt your website speed.

Reduce the size of your image for website speed optimization:

To optimize your whole page size and increase its speed, you need to optimize your image size.

As images affect your website speed, so they need to resize according to your website. If your images are large they will slow your website. To reduce your image size and make them web standard or quality images, you can use WP Smush if you have your website on WordPress. By this plugin, you can automatically resize your image. You just need to set the required width and height of any image in this plugin and when you upload any image it will smush or compressed it if it exceeds your required width and height.

If we talk about image formats they are available in png, jpg gif, SVG. You have to use lightweight, quality and web standard format of the image to speedily load on your website and that is PNG format Nowadays many people use SVG images for their websites as they don’t pixelate and remain scalable when you big these images.

To resize and compress your image according to your website dimensions. So your image size should be SEO friendly and it should be up to 100kb and its resolution should be 1920 X 1080. Seo friendly images easily load on your site and increase your site speed and ultimately google will give you ranking in its search results.

If your site is not on WordPress, you can resize and optimize your image size by google photoshop tool and free online resize image tools such as resize.net, Tiny PNG, Kraken. Io, JPEG mini, imageoptim, etc.


Optimize JavaScript and CSS files or static files for website speed optimization:

Coding issue: If your coding is good, compatible, and according to the latest trends, it will help in increasing your website.

JavaScript helps you to put engaging elements on your website. So JavaScript needs to be lightweight and optimize for website speed. CSS is code elements that help you to style your website, change its colors, fonts, margins, padding, indentations, columns, and many more regarding designing your website. Exaggerated CSS will slow your website speed and increase your server response time, i.e, if you are talking about a single element multiple times in CSS, then the browser will be confused between which to load and what the other instructions mean.

If your website has a lot of JavaScript and CSS files, it will slow your website speed. Because to access any file will lead to a large number of HTTP requests and ultimately this process will slow your website speed. By reducing CSS and JavaScript files and grouping all JavaScript files into one, removing unuseful data by minification tools from your website that your browser does not need, you can do your website speed optimization.

Static files Minification tools or compressor: There are a lot of minification tools to minify, compress or optimize HTML, Javascript, CSS, files such as willpeavy,script minifier, or grunt, WordPress plugins like WP Rocket  tools, CSS minifier/compressor or Gzip compressors that remove unnecessary formatting line breaks, extra whitespace, characters across your HTML and CSS code and protect you from doing it manually.

Optimize for mobile:

If you know that your website has 70 to 80% of traffic from mobile from desktop, So Google suggests that your website should be mobile-friendly as you get traffic on your website now forms mobile than on desktop due to the fall of desktop trends. So for website speed optimization on mobile, your website should not only be mobile friendly but also mobile responsive. So that your website’s visitors can experience the same functionality and efficiency on mobile as they experience on the desktop.

So mobile friendly means your website should load on mobile quickly.

Mobile responsiveness means the website should be load on mobile according to mobile or screen sizes because there are different screen sizes of mobile, tablet, desktop. So if your website’s design is properly optimized according to screen sizes, it will give a good look on the small screen. So your website should have different versions of responsive web design for different devices to have good look and to show the images properly on i.e mobile and that is called mobile responsiveness.

So for website speed optimization your website should be mobile friendly and made according to mobile as well.

Implement AMP for website speed optimization on mobile:

Google gives AMP plugin to convert all your websites in AMP means accelerated mobile pages or mobile format so that Google can show these websites in mobile properly and load it quickly on slow data signals.

AMP has higher performance, engagement or loads quickly your website and gives the option to choose design and layout in a limited way in Google AMP for your website.

Reduce the number of plugins to optimize your website speed:

Plugins are installed on your website to add specific features on your website if it is running on WordPress. But more plugins need more resources to run them that will slow your website speed. These plugins can have security issues as well. As website speed depends upon the quality plugins, so check the speed tests of plugins that slowing your website and delete these unnecessary, outdated, no longer used plugins. One should keep up to date installed necessary plugins on one’s website for website speed optimization.

You can use GT Metrix and Pingdom Tools to check the speed of your plugins. You can use a plugin performance profiler that shows you a detailed report of the plugin’s performance within a few minutes. So by evaluation, if you find any plugin that is not necessary and slowing your website speed, you can deactivate or delete it.

Use the CDN (content delivery network) for website speed optimization:

The content delivery network is delivery networks or a vast collection of web servers that are used to deliver content quickly and efficiently to visitors across vast geographical locations by speeding up your page load times. These geographical networks or data centers have stored copies of your site to give faster and more reliable access to its users of your site

Max CDN and Cloud flare and keycd are the best options for CDN. Max CDN that focus just on improving load times by providing CDN services by its more data centers. Cloudflare offers extra services of security and optimization features besides CDN service.

You can implement optimole plugin as CDN for your website’s images on WordPress.

Impact of broken URL or 404 errors on website speed optimization:

As every assets or page of your website has address or URL, if you have deleted or change any page but in Google database or index it has not deleted and when user go to that page it gives an error of 404 or server cannot show that page because it has changed or deleted. This shows that there is not URL that exists in this server and the user will leave your website. Broken URL affects your SEO and this will ultimately affect your website speed.


Broken URL affects your SEO in three ways:

  1. Broken URL negatively affects your SEO
  2. Broken link turn users away
  3. Google frowns upon dead links

Broken URL can be identified by:

When you search and find out that this page does not exist by seeing 404 errors

You may not know about the broken URL that your website has or you had deleted your page and Google has indexed your page before you delete this page. In this case, this page will exist/remain in Google database and when a user lands on this page, it shows a 404 error that shows that this page does not exist now.

Changing URL of the live page, i.e., if you write an article or do changes in topic or an article, so it will change URL, so you have not deleted this page just does some changes or changes its name. In this case, the user cannot go to the old URL that Google has indexed, because you have changed or delete this page and it will show 404 errors.

Tools to find a broken URL

  1. You can use the W3C Live Checklist tool to find a broken URL.
  2. You can use the “Google webmaster tool to find a broken URL by registering your website. This tool is the best way to identify your broken URL by Google itself.

Besides this, you can use Xenu’s link sieuth, and 404 redirect plugin for WordPress. Fix broken URL by 301 redirects for website speed optimization:

If you migrate your website or page means if you have a new website/page in place of old one and if these broken links bring traffic then give this page or website 301 redirection command. If these pages not bring any visits and serve a necessary purpose, then eliminate these broken links or pages entirely.

In this redirect command, you give an old URL new address. When Google/user goes to an old URL, the browser will show a new URL and in this way, Google/user will land on a new page without knowing that it’s a new page.

When Google index this page that does not exist but has 301 redirections then Google understands that this page has a new address now and the old address has deleted, so in Google database new address will be indexed.

Reduce redirects: Try to reduce or keep redirects minimum on your website as these redirects create additional HTTP requests that slow your website speed. So to identify redirects on your website, you can use “Screaming Frog”.

Move your website to the better server for website speed optimization:

Means, whether you’re hosting, is good or bad i.e. if you open your website in Pakistan but its server is in the USA then it will take time in loading because of long call that goes to the USA server and back again.

Besides this, you can have good hosting but not the good hosting package that when its limit expires, then your website speed gets down.

You May Also Read:- Importance of images and how to do image optimization for SEO

Shared hosting in which you share server space with other companies that can affect your website speed due to a large number of people who are using the same server. But the Shared hosting package has low fees to get your site online in a short time. So dedicate server and virtual private server are the best options for your website speed optimization.

Dedicated hosting is the expensive and best package in which only you get control and access to a server and it is a much faster server. When you have a dedicated server, you have to pay server rent and hire a system administrator to maintain it. AWS, Microsoft Azure, Google or other public cloud providers are some options to rent a dedicated server.

A virtual private server is a much faster server like a dedicated server. Although you also share your server with other websites you have your own part of the virtual server that protects your website from everyone else on your server without any cost, unlike dedicated server. To increase your website speed VPS will be an optimal solution for your website preferably if you have an e-commerce website.

Pick a lightweight theme for website speed optimization:

Your theme is the base of your website and has a big effect on increasing your website speed. So you should use lightweight themes for your website speed optimization that offers you a high amount of flexibility to design your website as well. So you can use these options for lightweight themes such as Neve, generatepress, Astra, oceanwp.

Reduce the use of web fonts for website speed optimization:

As web fonts that are used in website design, add extra HTTP requests and can slow your website. So to reduce the web font size, choose only the styles that you need and keep character to a minimum according to your site and use modern formats such as WOFF2, etc.

You May Also Read:- Top important tips to write perfectly SEO optimized content

Tools to test your website speed:

Google itself gives a page speed insight tool to check page speed or website speed on mobile and desktop. In this tools This tool show your website or page score on mobile and desktop, by analyzing of most important components/things of website such as javascript, CSS, and image performance that are loaded on your page and identifying problems in loading this page as well and provide you solution that optimize these things to speed up your website and its score. Besides this, you can use other tools to test your website speed such as gtmetrix, pingdom, seositecheckup, varvy page speed optimization, pagelocity and Yslow that give you a detailed report about every component of your website that is slowing your website.

You can use uptime monitoring service to get instant notifications when your website speed will slow such as uptrends that are a free online tool that gives that facility.

So if your website speed is slow after checking its speed, you should implement these above website speed optimization techniques and tools that will increase your website’s speed.


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