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How to Score a Perfect 100% on Google PageSpeed Insights

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When it comes to building a conversion rate and search engine optimized website, speed is crucial.

If you don’t have a fast website, people will bounce faster than you can say “conversions.”

However, speeding up your website is no easy task.

Your problem could be anything from code that’s written poorly to images or large page elements.

You need to fix those issues fast, because Google will ding your website if you don’t.

The faster your site loads, the lower the bounce rate. If your site is fast, you have a better chance of ranking on Google over slow sites that drive high bounce rates.

Thankfully, Google offers the PageSpeed Insights tool to find out what you need to fix.

Unfortunately, they don’t give you the best instructions on getting your score to 100%.

Here’s how to score a perfect 100% on Google’s PageSpeed Insights and why you need to accomplish this feat.

Why Page Speed Matters

Page speed is a critical factor in ranking your website higher on Google’s search engine results.

If your website isn’t on par with the top 10 organic pages, you won’t rank on the first page.

So focusing on page speed is paramount to having a successful company and a website that converts.

Backlinko recently conducted a study where they analyzed over eleven million search engine results pages (SERPs) on Google.

They wanted to figure out which factors were the most common among sites ranked in the top 10 results.

Surprisingly, they found page speed and ranking don’t seem to be correlated. However, the average load time of a site on the first page is 1.65 seconds, which is decently fast.

page speed insights report

However, Google says page speed does matter. There was even an entire update about it.

That connection is backed up and supported by Google’s new PageSpeed industry benchmarks.

They found that as page load times go up, the chance of someone bouncing from your site increases dramatically:

google page speed

That means that if your page takes 10 seconds to load, the likelihood of someone leaving your site before it even loads increases by more than 120 percent!

But according to a recent study of more than 5 million sites, the average website takes 10.3 seconds to load fully on desktop and 27.3 seconds to load on mobile.

This means almost all of us are missing the mark when it comes to having a fast-performing website.

In another study, BigCommerce found that conversion rates for e-commerce websites average somewhere in the one to two percent range.

Portent found page speed can increase conversion rates drastically.

Getting your speed to under two seconds can increase traffic and revenue.

So, what causes a page to load slowly?

The most common causes of slow pages are bulky images and poorly-designed coding.

If you look at any website in the modern era, it’s likely filled to the tipping point with images.

If you aren’t optimizing your images, you could have pages that take up multiple megabytes of space.

Page size and weight are often measured by page weight bytes. Simply put, page weight bytes show the total size of a web page measured in bytes.

Google’s benchmark data shows that the best practice for page size or weight is under 500KB:

pasted image 0 261

But again, most of us are missing the mark here. We are vastly exceeding the recommended weight.

One of the concepts that stood out to me the most from the Google report comes from this short yet impactful quote:

“No matter what, faster is better and less is more.”

No matter how well your site is doing, there’s a good chance you have serious room for improvement.

How to Use PageSpeed Insights Tool

Most sites run slowly due to large images that take up too much space.

But that’s not always the case for every website.

You need to know exactly what’s causing your slow site speeds before you can make the necessary changes to score 100% on the PageSpeed Insights tool.

To get started, open up the PageSpeed Insights tool and enter your website URL into the bar:

pagespeed insight tool

Click “Analyze” to have Google run a quick test on your site.

The finished report will tell you everything you need to know about your site and what might be hindering its performance.

Here’s what my report looks like:

page speed insights report

It’s an 87/100.

It’s not great. It’s not terrible either, though.

There’s almost always have room for improvement. My goal here is to get you to 100% by the end of this article as we take this journey in page speed together.

First, let’s look at the items that I have optimized and perfected:

page speed insih

Now, notice how there are only a few items on this list compared to my “Possible Optimizations” list:

page speed insight optimizations

This information tells me that the items on “Possible Optimizations” are a little less impactful than those I have already optimized.

Obviously, you’ll need to take care of every element to hit 100% on the Page Speed Insights tool.

You’ll want to start with the top priority items (more on this later).

Next, we want to test our mobile site separately.

You can use the mobile site tester on the PageSpeed Insights tool, but Google released an updated, more accurate version of this.

Head over to Test My Site to try it. Input your website URL and hit enter:

mobile site speed test

Google will take a few minutes to run this report, but it will give you a detailed look at how your mobile site performs compared to industry standards.

It will even tell you how many visitors you could be losing because of a lower page speed.

Here’s what my data looks like:

mobile site speed test report

My load time on mobile is four seconds.

Remember: The recommended load time is three seconds or less.

That means that my speed isn’t up to par with industry standards.

Due to that, I am losing up to 10 percent of my visitors simply from poor speed performance!

Here’s what my mobile test looks like when I compare it to the industry standards:

page speed industry comparison

While still in the top-performing section, I am not where I should be if I want to maximize the effectiveness of my website or drive more traffic and conversions.

Scroll down even further and Google will give you an estimate on what your top fixes could do for your website:

page speed insights how to improve speed

Google says that with a few fixes I could reduce my load times by around three seconds.

That means that I could potentially get my website to load at the one-second mark!

That’s amazing. Trust me, to save 10 percent of your visitors or more, it’s something that you need to do.

Run your website through this mobile site test to get data on what fixes you need for your website.

In this next section, I’ll walk you through fixing the top page speed problems to help you score a 100% on the PageSpeed Insights tool.

4 Ways to Land a Perfect PageSpeed Insights Score

Getting a perfect 100% on Google’s PageSpeed Insights tool is no easy task.

It’s not going to happen overnight, either. You’ll have to do some legwork and spend some hours at the grindstone.

But if you want to save traffic, drive more conversions, and bring in more revenue, you need to do it.

It may be tedious and tiresome, but you need those conversions. You can’t be lazy and risk leaving traffic and profit on the table.

Here are the top four ways you can speed up your site and score a perfect 100% with Google.

1. Compress Your Images

The biggest cause of slow pages and low scores is large images.

When I fixed this on my own site, I found a huge impact on speed.

One of the top optimization techniques for fixing image size is compression.

You can save an average of 50 percent or more on image size by using simple compression tools.

If you use WordPress, one of the best ways to do this without spending much time is to use a plugin, like WP Smush Image.

how to improve page insight speed using smush image

WP Smush has tons of awesome features for free.

You can smush images automatically by adding the plugin. It will scan your media library on WordPress and detect images that it can compress:

improve page speed insights score wp smush

If you want to smush tons of new images for your site in bulk, you can upload them directly into the plugin.

You can smush up to 50 images at a single time, making it one of the fastest tools on the market:

bulk smushing google pagespeed insights tool example

If you head to the settings for this plugin, you can turn on the setting to automatically smush images on upload.

bulk smushing google pagespeed insights automatic

If you enable this setting, you’ll never have to worry about compression again. And if you compress all of the existing images on your site, then you don’t have to worry about it every time you upload.

WP Smush is an excellent, free tool for the everyday WordPress user.

But, if you don’t use WordPress, what do you do?

If you run a Shopify-based store and site, you can use Crush.pics:

page speed insights crush pics shopify tool

Crush.pics says that you can expect a big jump in PageSpeed Insights scores using their tool:

PageSpeed score before compression: 75/100. PageSpeed score after compression: 87/100

If you aren’t familiar with plugins or don’t like to use them for your site, you can use free tools online like Compress JPEG or Optimizilla.

Both are fast, free tools that allow you to compress up to 20 images in a single upload.

Check out this example image that I compressed to give you an idea of how impactful these programs can be:

pagespeed insights optimize image example

I reduced the file size by 68 percent in just two seconds using Optimizilla. It reduced the size from 380KB to 120KB with almost no quality difference!

You can use all of these tools for free and you should definitely implement them if you can’t use a plugin.

2. Use Browser Caching

Browser caching works by “remembering” the previously-loaded resources so that it doesn’t have to reload them upon every single visit.

When a website visitor travels to a new page on your site, all of your data, like logos and footers, won’t need to load again.

That will result in a big increase in speed when people land on your site.

How do you implement it? Thankfully, there’s a plugin for it. You don’t need to be a coding expert to do it.

Try using W3 Total Cache for WordPress sites. It’s got over one million active installs and is the most popular caching plugin on the market:

google pagespeed insights w3 cache tool

W3 Total Cache claims that it can give you at least a 10x improvement in overall site performance.

On top of that, they claim (and back up) that this plugin will help you achieve higher results on Google’s PageSpeed tools.

The tool also helps you minify HTML (which we will dive into next), JavaScript, and CSS, giving you up to 80 percent bandwidth savings.

Try using W3 Total Cache today to give your website a fast, easy boost in speed even if you don’t have coding experience.

3. Minify Your HTML

Minimizing the space your HTML coding takes up is another big factor in getting a perfect score from Google.

Minification is the process of removing or fixing unnecessary or duplicated data without impacting how a browser will process the HTML.

It involves fixing code, formatting, removing unused code, and shortening code when possible.

Once again, thanks to the awesome plugin options of WordPress, you don’t need to be a coding genius to fix this.

One of the best tools to do this is HTML Minify.

You can download this plugin for free directly from their site and install it to your WordPress account in seconds.

You can also install it directly from this plugin page.

google pagespeed insights minify HTML

Once you install the plugin, you only need to take a few steps before you see an instant impact on your site.

Head to the settings tab on your Minify HTML plugin and enable all of the following settings:

page speed insights minify code tip

You can effectively kill multiple birds with one stone.

Google’s PageSpeed Insights recommends that you minify HTML, JavaScript, and CSS.

Enable the “Minify HTML” + “Inline JavaScript” settings.

Next, be sure to select yes for “Remove HTML, JavaScript and CSS comments.”

The great thing about this plugin is that it will tell you what the recommended action is under each setting.

Follow these actions if you are unfamiliar with how these settings work.

Minify your coding today and you should see an instant impact on your insights report.

4. Implement AMP

AMP is short for Accelerated Mobile Pages.

It’s a project implemented by Google to help mobile pages load faster.

It works by making an open-source format that strips away tons of unnecessary content, making your mobile pages load nearly instantly.

It gives users a more streamlined experience on mobile without any clunky features that don’t work well on mobile devices.

If you browse the Internet on your mobile phone, you probably have clicked on an AMP-based article.

Here’s what they look like:

google pagespeed insights guide AMP

They are often relegated to the “Top Stories” section of Google search results and they load up instantly.

They don’t have much formatting, which helps them load quickly and deliver the content that the mobile user wants to see.

When a searcher on Google clicks one of these AMP articles, they see the content like this:

google pagespeed insights amp example

It’s a simplified version of the real website that allows a user to scroll between different stories without leaving the web page and clicking on the next.

This feature streamlines the user experience on mobile.

Gone are the days where you had to wait 10 seconds for a site to load, then click back to the search results page, and wait another 10 seconds for the next site to load.

Here you can access the content of multiple articles without clicking the back button once.

It’s extremely effective at speeding up your site and reducing the likelihood that someone will leave.

Tons of companies are taking advantage of AMP.

The company WIRED started implementing AMP to do a better job of reaching their customers.

google pagespeed insights wired example

They were finding that their mobile user experience was too slow. Conversions were simply not happening because of the speed issues and visitor retention problems.

Deciding to invest time into AMP made a huge impact for WIRED.

They increased their click-through rate from organic search results by 25 percent.

They found a 63 percent increase in CTRs on ads in AMP stories, too.

They also were able to add AMP stories to over 100k articles on their site.

Gizmodo also hopped on the AMP train and saw huge improvements on their mobile site.

pagespeed insights case study on AMP

They were getting over 100k AMP page visits every single day with load times that were 3x faster than standard mobile pages.

Conversions increased by 50 percent, too.

It’s safe to say that AMP can significantly increase conversions and mobile speed, giving you a massive opportunity to score higher on Google’s PageSpeed Insights.

If you want to start using AMP on your own site, there are a few ways to do it.

If you’re familiar with HTML, you can follow AMP’s detailed tutorial here.

For those who are less technologically savvy or have no experience in HTML, try using a WordPress plugin.

One of the most popular plugins is AMP for WP.

AMP For WP google pagespeed insights guide

It has over 80,000 active installs and has constant support and updates.

The plugin includes an AMP page builder that you can easily drag and drop page elements on:

page speed insights AMP builder page

It’s one of the easiest ways to create AMP-friendly content.

All you have to do is download and install the plugin on your WordPress dashboard and activate it.

From there, you can use the page builder on each new post that you upload.

These pages will then create an AMP-friendly version that will show up in mobile search results.

AMP is a proven way to speed up your mobile site and reduce your speed to under one second–and tons of companies are finding success with it.

Google PageSpeed Insights FAQs

Why is page speed important?

Google uses page speed as a ranking factor because it affects user experience. It may affect your ability to rank higher in SERPs.

How does bounce rate correlate to page speed?

Studies have shown that sites that load faster have a lower bounce rate. This means the user is likely having a better experience.

What industries have the slowest sites?

On average, technology and travel sites load the slowest, where local and classified sites load the fastest.

How fast should a site load?

The best practice for page speed load time is three seconds.

Google PageSpeed Insights Conclusion

When you’ve spent countless days, weeks, and months building a new website, you want every image, element, and icon to be top-notch.

However, that often results in a site that is slower than Google recommends.

When it comes to driving conversions on your site, speed will always play a big role.

People don’t want to wait 10 seconds for your site to load when they can click back to Google and select the next result.

Scoring well on the PageSpeed Insights test should be one of your main priorities when trying to perfect and optimize your site.

To get started, you first need to diagnose what issues are plaguing your site.

Is it images, page elements, too much text, bad coding, or all of the above?

Use the Google PageSpeed Insights tool to see where the problem lies, then work through their suggestions. You’ll also want to minify code, compress images, add browser caching, and implement AMP.

These are proven steps that can have a big impact on your PageSpeed Insight score.

Scoring a perfect 100 percent on Google’s PageSpeed Insights can give your website the boost that it needs to succeed.

What are the best ways you have found to increase your site speed?

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Google to pay $391.5 million settlement over location tracking, state AGs say

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Google to pay $391.5 million settlement over location tracking, state AGs say

Google has agreed to pay a $391.5 million settlement to 40 states to resolve accusations that it tracked people’s locations in violation of state laws, including snooping on consumers’ whereabouts even after they told the tech behemoth to bug off.

Louisiana Attorney General Jeff Landry said it is time for Big Tech to recognize state laws that limit data collection efforts.

“I have been ringing the alarm bell on big tech for years, and this is why,” Mr. Landry, a Republican, said in a statement Monday. “Citizens must be able to make informed decisions about what information they release to big tech.”

The attorneys general said the investigation resulted in the largest-ever multistate privacy settlement. Connecticut Attorney General William Tong, a Democrat, said Google’s penalty is a “historic win for consumers.”

“Location data is among the most sensitive and valuable personal information Google collects, and there are so many reasons why a consumer may opt out of tracking,” Mr. Tong said. “Our investigation found that Google continued to collect this personal information even after consumers told them not to. That is an unacceptable invasion of consumer privacy, and a violation of state law.”

Location tracking can help tech companies sell digital ads to marketers looking to connect with consumers within their vicinity. It’s another tool in a data-gathering toolkit that generates more than $200 billion in annual ad revenue for Google, accounting for most of the profits pouring into the coffers of its corporate parent, Alphabet, which has a market value of $1.2 trillion.

The settlement is part of a series of legal challenges to Big Tech in the U.S. and around the world, which include consumer protection and antitrust lawsuits.

Though Google, based in Mountain View, California, said it fixed the problems several years ago, the company’s critics remained skeptical. State attorneys general who also have tussled with Google have questioned whether the tech company will follow through on its commitments.

The states aren’t dialing back their scrutiny of Google’s empire.

Last month, Texas Attorney General Ken Paxton said he was filing a lawsuit over reports that Google unlawfully collected millions of Texans’ biometric data such as “voiceprints and records of face geometry.”

The states began investigating Google’s location tracking after The Associated Press reported in 2018 that Android devices and iPhones were storing location data despite the activation of privacy settings intended to prevent the company from following along.

Arizona Attorney General Mark Brnovich went after the company in May 2020. The state’s lawsuit charged that the company had defrauded its users by misleading them into believing they could keep their whereabouts private by turning off location tracking in the settings of their software.

Arizona settled its case with Google for $85 million last month. By then, attorneys general in several other states and the District of Columbia had pounced with their own lawsuits seeking to hold Google accountable.

Along with the hefty penalty, the state attorneys general said, Google must not hide key information about location tracking, must give users detailed information about the types of location tracking information Google collects, and must show additional information to people when users turn location-related account settings to “off.”

States will receive differing sums from the settlement. Mr. Landry’s office said Louisiana would receive more than $12.7 million, and Mr. Tong’s office said Connecticut would collect more than $6.5 million.

The financial penalty will not cripple Google’s business. The company raked in $69 billion in revenue for the third quarter of 2022, according to reports, yielding about $13.9 billion in profit.

Google downplayed its location-tracking tools Monday and said it changed the products at issue long ago.

“Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago,” Google spokesman Jose Castaneda said in a statement.

Google product managers Marlo McGriff and David Monsees defended their company’s Search and Maps products’ usage of location information.

“Location information lets us offer you a more helpful experience when you use our products,” the two men wrote on Google’s blog. “From Google Maps’ driving directions that show you how to avoid traffic to Google Search surfacing local restaurants and letting you know how busy they are, location information helps connect experiences across Google to what’s most relevant and useful.”

The blog post touted transparency tools and auto-delete controls that Google has developed in recent years and said the private browsing Incognito mode prevents Google Maps from saving an account’s search history.

Mr. McGriff and Mr. Monsees said Google would make changes to its products as part of the settlement. The changes include simplifying the process for deleting location data, updating the method to set up an account and revamping information hubs.

“We’ll provide a new control that allows users to easily turn off their Location History and Web & App Activity settings and delete their past data in one simple flow,” Mr. McGriff and Mr. Monsees wrote. “We’ll also continue deleting Location History data for users who have not recently contributed new Location History data to their account.”

• This article is based in part on wire service reports.

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5 Tips to Boost Your Holiday Search Strategy

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Student writing on computer

With the global economic downturn, inflation, ongoing supply chain challenges, and uncertainty due to the Ukraine war, this year’s holiday shopping season promises to be very challenging. Will people be in the mood to spend despite the gloom? Or will they rein in their enthusiasm and save for the year ahead?

With these issues in mind, here are five considerations to support your search engine optimization strategy this holiday shopping season:

1. Start early.

Rising prices are likely to mean shoppers will start researching their holiday spending earlier than ever to nab the best bargains. Therefore, retailers must roll out their holiday product and category pages — and launch any promotions — sooner to ensure their pages get crawled and indexed by search engines in good time.

Some e-commerce stores manage to get their pages ranking early by updating and reusing the same section of the website for holiday content and promotions, rotating between content for Christmas, Mother’s Day, Valentine gifts, Fourth of July sales, etc. This approach can help you retain the momentum, links and authority you build up with Google and get your holiday pages visible and ranking quickly.

2. Make research an even bigger priority.

With all the uncertainty this year, it’s vital to use SEO research to identify the trending seasonal keywords and search phrases in your retail vertical — and then optimize content accordingly.

With tools such as Google Trends you can extract helpful insights based on the types of searches people are making. For example, with many fashion retailers now charging for product returns, will prioritizing keywords such as “free returns” get more search traction? And with money being tighter, will consumers stick with brands they trust rather than anything new — meaning brand searches might be higher?

3. Make greater use of Google Shopping.

To get the most out of their holiday spending, consumers are more likely to turn to online marketplaces such as Google Shopping as they make it easier to compare products, features and prices, as well as to identify the best deals both online and in nearby stores.

Therefore, take a combined approach which includes listing in Google Shopping and at the same time optimizing product detail pages on your e-commerce site to ensure they’re unique and provide more value than competitors’ pages. Be precise with product names on Google Shopping (e.g., do the names contain the words people are searching for?); ensure you provide all the must-have information Google requires; and set a price that’s not too far from the competition. 

4. Give other search sources the attention they deserve.

Earlier this year Google itself acknowledged that consumers — especially younger consumers — are starting to use TikTok, Instagram and other social media sites for search. In fact, research suggests 11 percent of product searches now start on TikTok and 15 percent on Instagram. Younger consumers in particular are more engaged by visual content, which may explain why they’re embracing visually focused social sites for search. So, as part of your search strategy, create and share content on popular social media sites that your target customers visit.

Similarly, with people starting their shopping searches on marketplaces such as Amazon.com, optimizing any listings you have on the site should be part of your strategy. And thankfully, the better optimized your product detail pages are for Amazon (with unique, useful content), the better they will rank on Google as well!

5. Hold paid budget for late opportunities.

The greater uncertainty and volatility this holiday season mean you must keep a close eye on shopper behavior and be ready to embrace opportunities that emerge later on. Getting high organic rankings for late promotions is always more challenging, so hold some paid search budget back to help drive traffic to those pages — via Google Ads, for example. Important keywords to include in late season search ad campaigns include “delivery before Christmas” and “same-day-delivery.” For locally targeted search ads, consider “pick up any time before Christmas.”

The prospect of a tough, unpredictable holiday shopping season means search teams must roll out seasonal SEO plans early, closely track shoppers’ behavior, and be ready to adapt as things change.

Marcus Pentzek is chief SEO consultant at Searchmetrics, the global provider of search data, software and consulting solutions.

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Google Home App Gets an Overhaul, Rolling Out Soon

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Google Home app

Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.

This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.

Google Home App New Features

  • Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’

Google Home app Spaces

  • Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access. 

Google Home app

  • Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV. 

Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.

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