SEO is changing day-by-day. You’ve seen “leaked” Google SEO updates, you’ve seen people say “ditch the low hanging fruits,” you’ve seen people mentioning that AI will be the “ruination” of SEO. You’ve heard it all, just as we have. However, at Be Uniic, we still believe in the basics of SEO. It still drives growth. So, back to the topic. Page speed optimization has become a focal point for many businesses. UI/UX is important, and so is SEO. As Google’s algorithms change and prioritize user experience, the speed at which your website loads can impact the rankings. But is it always worth the investment? While that’s up to the individual facing this debacle, we wanted to dive into the specifics of when you should prioritize site speeds, considering overall SEO budget and cost implications.
1. Your Site Loads Slowly on 3G Devices and Has Poor Scores
Recommendation: Optimize Immediately
More times than not a 3G device is going to be a mobile device and if your website struggles with low performance scores on these devices it’s time to make some changes. Slow load times can lead to higher bounce rates, especially those on even slower mobile connections. Both Google and your users dislike sluggish websites. Investing in page speed optimization is important in this scenario.
Updates such as image compression, minimizing JS, and leveraging browser caching will improve the site’s performance, leading to better user retention and potentially higher search engine rankings.
2. Your Score Is Similar to Your Competitors
Recommendation: Ignore for Now
If you have a page speed score similar to your competitors, you’ll most likely consider deprioritizing this task. In such cases, Google’s ranking algorithms will treat you and the competitor similarly regarding page speed. Instead, allocate some resources to areas such as content building or link building, which might offer a better ROI in the short term.
3. Planning a Redesign
Recommendation: Optimize During the Redesign
This stage is the best opportunity to integrate any form of updated page speeds. By considering speed enhancements from the beginning, you’ll be able to build out a fast-loading site structure that’s more cost-effective than trying to optimize a slow site later on. This ensures that the new site not only fits the updated branding, messaging, etc., but it also fits your needs for the latest performance standards right out of the gate.
4. You're Scoring 80/100 and Your CEO Demands 100
Recommendation: Push Back or Ignore
Pushing your score from 80 to 100 could require a lot more work than it seems. With that work comes more costs such as cutting essential analytic tools and reworking the entire framework of your site. These changes aren’t justifiable all the time, especially if the current score is satisfactory to user experience, feedback, and decent SEO performance. Sometimes the juice isn’t worth the squeeze, you know?
When looking to make an update to your site’s speed or even just considering it, you’d be best balancing the cost involved to the overall SEO budget. Here’s a few tips to get you started:
While page speed plays a role in the overall SEO strategy and overall ranking of your page, it shouldn’t always be the top priority. By evaluating current ranking, your competition’s ranking, and upcoming projects such as a website redesign, you’ll be able to make a better informed decision about when or if to invest in speed enhancements. Ultimately, balancing cost, UI/UX, and SEO impact will guide you to the most effective use of your resources available.