SEO
How To Use The Speed Test Tool
With so many tools and applications available for our industry, it is impossible to know about every single one.
There are questions about what they do, how much they cost, what they are used for, and so many other questions that plague us when we’re looking for a tool to help us solve problems.
Today, we will go over GTmetrix, the speed test tool.
We will review the uses, how to use the tool, and what to do with the output.
What Is GTmetrix?
GTmetrix is a web-based tool that provides an analysis of website speed.
It will analyze a site’s load time, size, and requests happening, and then generate a score with recommendations to improve it.
This tool can be used by site owners, engineers, SEO pros, and others to measure their site’s performance and look for room for improvement.
How To Use GTmetrix
The GTmetrix tool exists on a website that you can access online.
You don’t need an account to get started – but you will need one if you want to be able to edit the location and browser type.
To use GTmetrix, plug your URL into the website.
Once the report is complete, you can review the metrics provided (we will go into more detail about the meaning of those below).
You will receive an overview of the GTmetrix Grade, Web Vitals, and a summary that shows the speed visualizations.
The speed visualization is a great way to see what your website looks like as it loads, layered in with the metrics overlayed.
At the bottom, the top issues are noted and broken out by total topics: First Contentful Paint (FCP), Largest Contentful Paint (LCP), Total Blocking Time (TBT), and Cumulative Layout Shift (CLS).
It also provides the level of impact, which is helpful for prioritization.
Although these are the first available after running the test, GTmetrix recommends you focus on specific audits found in the Structure tab.
Let’s look at each of the different tabs within GTmetrix, and how they’re useful.
Performance Tab
The performance tab provides insight into various performance-based metrics, including things like FCP, Speed Index, CLS, and other metrics that are browser specific.
Structure Tab
This is the section that GTmetrix suggests you start with. This section outlines the tool’s various audits and the impact the items have.
There is detailed information available in each of these audits that shows what needs to be corrected.
Much of this information is technical, and if you need a better understanding, GTmetrix provides a “learn how to improve this” button that takes you to a wiki explaining in more detail how this issue impacts performance, how it works, and how to avoid it.
Here’s what’s really useful: it provides what level of experience is required to make these optimizations.
Waterfall Tab
This tab illustrates a waterfall chart and the details of each action in a waterfall approach.
Here, you should pay attention to resources that take a long time to load.
You can hover over the resource row and see a detailed breakdown of why the resource takes too long to load.
In this example, we see that, for the server, it took about 700ms to respond – which may indicate server issues that can be solved by using CDN for resources.
Video Tab
This tab provides the option to record a video of a page load and use it to pinpoint different issues with the page.
You will need an account to leverage this tool.
History Tab
Here you can view graphs that display changes over time to your page metrics like page sizes, time to interact, and scores.
This is a great way to measure your progress over time.
What GTmetrix Measurement Means
As we discussed above, GTmetrix produces an overall score as its output, but what it measures is essential, too.
GTmetrix Grade Overview
GTmetrix Grade
This is the metric that helps you understand the overall performance of your website.
The grade is determined by considering the users’ load time and the website’s architectural design.
A fast-loading website that is well-architected for performance is likely to receive a higher grade, while a slow site with longer load times or poor architectural design may receive a lower grade.
Performance Score
The performance score, as stated on the GTmetrix website, can be compared to a Lighthouse Performance Score.
This is useful information for anyone who wants to understand the metric and its relationship to other performance measures.
Structure
The structure rating combines GTmetrix’s proprietary assessment of its custom audits with the Lighthouse assessment.
The score represents how well the site is architected for performance.
Web Vitals
This section highlights metrics that Google uses to determine if a website is generating what it refers to as “a delightful experience.”
Largest Contentful Paint (LCP)
LCP refers to the time it takes for the most significant element on your website page to load where the user can see it.
A good user experience would be 1.2 seconds or less.
Total Blocking Time (TBT)
TBT is a Lighthouse metric created to measure your website’s load responsiveness to user input.
It is meant to measure the amount of time that prevented the user from interacting.
This replaced First Input Delay (FID) that was used in PageSpeed Insights.
Cumulative Layout Shift (CLS)
CLS is the metric that measures unexpected shifting of page elements while the page is loading.
This metric is also used in Google’s Web Vitals.
This is meant to rate the stability of a webpage.
Conclusion
GTmetrix offers valuable insights and information to enhance the performance of your website.
It acts as a comprehensive tool to assess the well-being of your site and uncover factors affecting your search engine visibility.
By utilizing GTmetrix, you can take proactive steps to optimize and improve your online presence.
More Resources:
Featured Image: Billion Photos/Shutterstock
SEO
10 Paid Search & PPC Planning Best Practices
Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns.
Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals.
Reviewing best practices for pay-per-click is also a great way to keep up with trends and improve performance with newly released ad technologies.
As you review, you’ll find new strategies and features to incorporate into your paid search program, too.
Here are 10 PPC best practices to help you adjust and plan for the months ahead.
1. Goals
When planning, it is best practice to define goals for the overall marketing program, ad platforms, and at the campaign level.
Defining primary and secondary goals guides the entire PPC program. For example, your primary conversion may be to generate leads from your ads.
You’ll also want to look at secondary goals, such as brand awareness that is higher in the sales funnel and can drive interest to ultimately get the sales lead-in.
2. Budget Review & Optimization
Some advertisers get stuck in a rut and forget to review and reevaluate the distribution of their paid media budgets.
To best utilize budgets, consider the following:
- Reconcile your planned vs. spend for each account or campaign on a regular basis. Depending on the budget size, monthly, quarterly, or semiannually will work as long as you can hit budget numbers.
- Determine if there are any campaigns that should be eliminated at this time to free up the budget for other campaigns.
- Is there additional traffic available to capture and grow results for successful campaigns? The ad platforms often include a tool that will provide an estimated daily budget with clicks and costs. This is just an estimate to show more click potential if you are interested.
- If other paid media channels perform mediocrely, does it make sense to shift those budgets to another?
- For the overall paid search and paid social budget, can your company invest more in the positive campaign results?
3. Consider New Ad Platforms
If you can shift or increase your budgets, why not test out a new ad platform? Knowing your audience and where they spend time online will help inform your decision when choosing ad platforms.
Go beyond your comfort zone in Google, Microsoft, and Meta Ads.
Here are a few other advertising platforms to consider testing:
- LinkedIn: Most appropriate for professional and business targeting. LinkedIn audiences can also be reached through Microsoft Ads.
- TikTok: Younger Gen Z audience (16 to 24), video.
- Pinterest: Products, services, and consumer goods with a female-focused target.
- Snapchat: Younger demographic (13 to 35), video ads, app installs, filters, lenses.
Need more detailed information and even more ideas? Read more about the 5 Best Google Ads Alternatives.
4. Top Topics in Google Ads & Microsoft Ads
Recently, trends in search and social ad platforms have presented opportunities to connect with prospects more precisely, creatively, and effectively.
Don’t overlook newer targeting and campaign types you may not have tried yet.
- Video: Incorporating video into your PPC accounts takes some planning for the goals, ad creative, targeting, and ad types. There is a lot of opportunity here as you can simply include video in responsive display ads or get in-depth in YouTube targeting.
- Performance Max: This automated campaign type serves across all of Google’s ad inventory. Microsoft Ads recently released PMAX so you can plan for consistency in campaign types across platforms. Do you want to allocate budget to PMax campaigns? Learn more about how PMax compares to search.
- Automation: While AI can’t replace human strategy and creativity, it can help manage your campaigns more easily. During planning, identify which elements you want to automate, such as automatically created assets and/or how to successfully guide the AI in the Performance Max campaigns.
While exploring new features, check out some hidden PPC features you probably don’t know about.
5. Revisit Keywords
The role of keywords has evolved over the past several years with match types being less precise and loosening up to consider searcher intent.
For example, [exact match] keywords previously would literally match with the exact keyword search query. Now, ads can be triggered by search queries with the same meaning or intent.
A great planning exercise is to lay out keyword groups and evaluate if they are still accurately representing your brand and product/service.
Review search term queries triggering ads to discover trends and behavior you may not have considered. It’s possible this has impacted performance and conversions over time.
Critical to your strategy:
- Review the current keyword rules and determine if this may impact your account in terms of close variants or shifts in traffic volume.
- Brush up on how keywords work in each platform because the differences really matter!
- Review search term reports more frequently for irrelevant keywords that may pop up from match type changes. Incorporate these into match type changes or negative keywords lists as appropriate.
6. Revisit Your Audiences
Review the audiences you selected in the past, especially given so many campaign types that are intent-driven.
Automated features that expand your audience could be helpful, but keep an eye out for performance metrics and behavior on-site post-click.
Remember, an audience is simply a list of users who are grouped together by interests or behavior online.
Therefore, there are unlimited ways to mix and match those audiences and target per the sales funnel.
Here are a few opportunities to explore and test:
- LinkedIn user targeting: Besides LinkedIn, this can be found exclusively in Microsoft Ads.
- Detailed Demographics: Marital status, parental status, home ownership, education, household income.
- In-market and custom intent: Searches and online behavior signaling buying cues.
- Remarketing: Advertisers website visitors, interactions with ads, and video/ YouTube.
Note: This varies per the campaign type and seems to be updated frequently, so make this a regular check-point in your campaign management for all platforms.
7. Organize Data Sources
You will likely be running campaigns on different platforms with combinations of search, display, video, etc.
Looking back at your goals, what is the important data, and which platforms will you use to review and report? Can you get the majority of data in one analytics platform to compare and share?
Millions of companies use Google Analytics, which is a good option for centralized viewing of advertising performance, website behavior, and conversions.
8. Reevaluate How You Report
Have you been using the same performance report for years?
It’s time to reevaluate your essential PPC key metrics and replace or add that data to your reports.
There are two great resources to kick off this exercise:
Your objectives in reevaluating the reporting are:
- Are we still using this data? Is it still relevant?
- Is the data we are viewing actionable?
- What new metrics should we consider adding we haven’t thought about?
- How often do we need to see this data?
- Do the stakeholders receiving the report understand what they are looking at (aka data visualization)?
Adding new data should be purposeful, actionable, and helpful in making decisions for the marketing plan. It’s also helpful to decide what type of data is good to see as “deep dives” as needed.
9. Consider Using Scripts
The current ad platforms have plenty of AI recommendations and automated rules, and there is no shortage of third-party tools that can help with optimizations.
Scripts is another method for advertisers with large accounts or some scripting skills to automate report generation and repetitive tasks in their Google Ads accounts.
Navigating the world of scripts can seem overwhelming, but a good place to start is a post here on Search Engine Journal that provides use cases and resources to get started with scripts.
Luckily, you don’t need a Ph.D. in computer science — there are plenty of resources online with free or templated scripts.
10. Seek Collaboration
Another effective planning tactic is to seek out friendly resources and second opinions.
Much of the skill and science of PPC management is unique to the individual or agency, so there is no shortage of ideas to share between you.
You can visit the Paid Search Association, a resource for paid ad managers worldwide, to make new connections and find industry events.
Preparing For Paid Media Success
Strategies should be based on clear and measurable business goals. Then, you can evaluate the current status of your campaigns based on those new targets.
Your paid media strategy should also be built with an eye for both past performance and future opportunities. Look backward and reevaluate your existing assumptions and systems while investigating new platforms, topics, audiences, and technologies.
Also, stay current with trends and keep learning. Check out ebooks, social media experts, and industry publications for resources and motivational tips.
More resources:
Featured Image: Vanatchanan/Shutterstock
SEO
Google Limits News Links In California Over Proposed ‘Link Tax’ Law
Google announced that it plans to reduce access to California news websites for a portion of users in the state.
The decision comes as Google prepares for the potential passage of the California Journalism Preservation Act (CJPA), a bill requiring online platforms like Google to pay news publishers for linking to their content.
What Is The California Journalism Preservation Act?
The CJPA, introduced in the California State Legislature, aims to support local journalism by creating what Google refers to as a “link tax.”
If passed, the Act would force companies like Google to pay media outlets when sending readers to news articles.
However, Google believes this approach needs to be revised and could harm rather than help the news industry.
Jaffer Zaidi, Google’s VP of Global News Partnerships, stated in a blog post:
“It would favor media conglomerates and hedge funds—who’ve been lobbying for this bill—and could use funds from CJPA to continue to buy up local California newspapers, strip them of journalists, and create more ghost papers that operate with a skeleton crew to produce only low-cost, and often low-quality, content.”
Google’s Response
To assess the potential impact of the CJPA on its services, Google is running a test with a percentage of California users.
During this test, Google will remove links to California news websites that the proposed legislation could cover.
Zaidi states:
“To prepare for possible CJPA implications, we are beginning a short-term test for a small percentage of California users. The testing process involves removing links to California news websites, potentially covered by CJPA, to measure the impact of the legislation on our product experience.”
Google Claims Only 2% of Search Queries Are News-Related
Zaidi highlighted peoples’ changing news consumption habits and its effect on Google search queries (emphasis mine):
“It’s well known that people are getting news from sources like short-form videos, topical newsletters, social media, and curated podcasts, and many are avoiding the news entirely. In line with those trends, just 2% of queries on Google Search are news-related.”
Despite the low percentage of news queries, Google wants to continue helping news publishers gain visibility on its platforms.
However, the “CJPA as currently constructed would end these investments,” Zaidi says.
A Call For A Different Approach
In its current form, Google maintains that the CJPA undermines news in California and could leave all parties worse off.
The company urges lawmakers to consider alternative approaches supporting the news industry without harming smaller local outlets.
Google argues that, over the past two decades, it’s done plenty to help news publishers innovate:
“We’ve rolled out Google News Showcase, which operates in 26 countries, including the U.S., and has more than 2,500 participating publications. Through the Google News Initiative we’ve partnered with more than 7,000 news publishers around the world, including 200 news organizations and 6,000 journalists in California alone.”
Zaidi suggested that a healthy news industry in California requires support from the state government and a broad base of private companies.
As the legislative process continues, Google is willing to cooperate with California publishers and lawmakers to explore alternative paths that would allow it to continue linking to news.
Featured Image:Ismael Juan/Shutterstock
SEO
The Best of Ahrefs’ Digest: March 2024
If you’re not one of our 280,000 subscribers, you’ve missed out on some great reads!
Here’s a quick summary of my personal favorites from the last month:
Best of March 2024
How 16 Companies are Dominating the World’s Google Search Results
Author: Glen Allsopp
tl;dr
Glen’s research reveals that just 16 companies representing 588 brands get 3.5 billion (yes, billion!) monthly clicks from Google.
My takeaway
Glen pointed out some really actionable ideas in this report, such as the fact that many of the brands dominating search are adding mini-author bios.
This idea makes so much sense in terms of both UX and E-E-A-T. I’ve already pitched it to the team and we’re going to implement it on our blog.
How Google is Killing Independent Sites Like Ours
Authors: Gisele Navarro, Danny Ashton
tl;dr
Big publications have gotten into the affiliate game, publishing “best of” lists about everything under the sun. And despite often not testing products thoroughly, they’re dominating Google rankings. The result, Gisele and Danny argue, is that genuine review sites suffer and Google is fast losing content diversity.
My takeaway
I have a lot of sympathy for independent sites. Some of them are trying their best, but unfortunately, they’re lumped in with thousands of others who are more than happy to spam.
I know it’s hard to hear, but the truth is Google benefits more from having big sites in the SERPs than from having diversity. That’s because results from big brands are likely what users actually want. By and large, people would rather shop at Walmart or ALDI than at a local store or farmer’s market.
That said, I agree with most people that Forbes (with its dubious contributor model contributing to scams and poor journalism) should not be rewarded so handsomely.
The Discussion Forums Dominating 10,000 Product Review Search Results
Author: Glen Allsopp
Tl;dr
Glen analyzed 10,000 “product review” keywords and found that:
- The ‘Discussions and forums’ SERP feature was present in 7,702 of them (77%).
- Reddit was present in 97.5% of those.
- 51% of Reddit’s top-ranking threads currently have spam as a top comment.
My takeaway
After Google’s heavy promotion of Reddit from last year’s Core Update, to no one’s surprise, unscrupulous SEOs and marketers have already started spamming Reddit. And as you may know, Reddit’s moderation is done by volunteers, and obviously, they can’t keep up.
I’m not sure how this second-order effect completely escaped the smart minds at Google, but from the outside, it feels like Google has capitulated to some extent.
I’m not one to make predictions and I have no idea what will happen next, but I agree with Glen: Google’s results are the worst I’ve seen them. We can only hope Google sorts itself out.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro
Author: Rand Fishkin
tl;dr
63.41% of all U.S. web traffic referrals from the top 170 sites are initiated on Google.com.
My takeaway
Despite all of our complaints, Google is still the main platform to acquire traffic from. That’s why we all want Google to sort itself out and do well.
But it would also be a mistake to look at this post and think Google is the only channel you should drive traffic from. As Rand’s later blog post clarifies, “be careful not to ascribe attribution or credit to Google when other investments drove the real value.”
I think many affiliate marketers learned this lesson well from the past few Core Updates: Relying on one single channel to drive all of your traffic is not a good idea. You should be using other platforms to build brand awareness, interest, and demand.
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