Transcripts
Hello, welcome to the Close The Loop podcast.
Kevin Dieny:I'm Kevin Dieny.
Kevin Dieny:And today we're going to be talking about website loading times and how that could
Kevin Dieny:be absolutely killing your conversions.
Kevin Dieny:So to talk about this, to get really into this topic with us
Kevin Dieny:today, we have a special guest.
Kevin Dieny:He's actually a returning guest.
Kevin Dieny:His name is Ryan Lawrence-Hill.
Kevin Dieny:He's the head of lead generation and conversion at Huckabuy.
Kevin Dieny:Ryan handles all of the online marketing channels, lead generation
Kevin Dieny:and converting of those leads.
Kevin Dieny:Ryan has been in digital marketing, primarily SEO for
Kevin Dieny:over 15 years, a long time.
Kevin Dieny:Aside from hunting, fishing, and barbecuing, helping small businesses
Kevin Dieny:outrank the big box stores in online search is his passion.
Kevin Dieny:He's the father of five, also known as the basketball team.
Kevin Dieny:Ryan enjoys leatherwork, harassing his kids, and building the
Kevin Dieny:occasional massive Lego set.
Kevin Dieny:So welcome back Ryan.
Ryan Lawrence-Hill:Thank you.
Ryan Lawrence-Hill:Thank you for having me, Kevin pleasure to be back.
Kevin Dieny:Yeah, so we'll jump right into the topic
Kevin Dieny:here, website loading times.
Kevin Dieny:So I guess just to ground everyone, what is it?
Kevin Dieny:What is website loading?
Kevin Dieny:What is that like?
Kevin Dieny:Just for the, you know, explain it like I'm five, right?
Ryan Lawrence-Hill:Well I'll act like I'm five.
Ryan Lawrence-Hill:Website loading time is the time that it takes from a user on
Ryan Lawrence-Hill:whatever device they're using.
Ryan Lawrence-Hill:Whether it be a cell phone or a computer to actually fully load on that device.
Ryan Lawrence-Hill:So it can be interactive and that user can get the information that they need
Ryan Lawrence-Hill:or purchase the products that they need.
Ryan Lawrence-Hill:It's fairly simple.
Kevin Dieny:So while a page is loading.
Kevin Dieny:Is there.
Kevin Dieny:I've seen it where some of them it's just white, it's just empty.
Kevin Dieny:And sometimes I've seen them load, almost how there's like a
Kevin Dieny:painter would paint a painting.
Kevin Dieny:Layers appearing in front of me and other times.
Kevin Dieny:All of a sudden it'll like, everything will just splash
Kevin Dieny:on the page all at one time.
Kevin Dieny:You also mentioned interesting thing about like, by devices there.
Kevin Dieny:This is not just the best internet connection with
Kevin Dieny:the best, fastest computer.
Kevin Dieny:How fast your webpage loads.
Kevin Dieny:Right?
Ryan Lawrence-Hill:It's it's true.
Ryan Lawrence-Hill:There are so many things that affect how a website loads on those devices
Ryan Lawrence-Hill:and yes, your internet is one of those main factors, but the other factor is.
Ryan Lawrence-Hill:Not necessarily your device.
Ryan Lawrence-Hill:It's, there's, there's, it's how the website is built and I'm not going
Ryan Lawrence-Hill:to get too technical right now.
Ryan Lawrence-Hill:We can dive into that a little bit or a little bit later, but really, yeah.
Ryan Lawrence-Hill:You you can see some of the websites that have poor loading times.
Ryan Lawrence-Hill:It just comes up with a blank screen or you can see that blank screen
Ryan Lawrence-Hill:and then something load after that.
Ryan Lawrence-Hill:It all depends on, on what platform that website is built.
Ryan Lawrence-Hill:How the assets are managed and served to those devices.
Ryan Lawrence-Hill:And we'll get into how those actually affect, your traffic, your conversion
Ryan Lawrence-Hill:rate, which is what this is all about.
Kevin Dieny:So a loading time, why is that a bad thing?
Kevin Dieny:In the terms of like user experience, I open up a webpage or I click a page
Kevin Dieny:in Google search that I'm looking for.
Kevin Dieny:And why is it taking an extra...
Kevin Dieny:I dunno, a couple seconds, a little while.
Kevin Dieny:Why is asking the visitor to wait for the website to load?
Kevin Dieny:Why is that even a bad thing?
Kevin Dieny:Generally?
Ryan Lawrence-Hill:It's not necessarily a bad thing, but you have
Ryan Lawrence-Hill:to understand that, even, even with.
Ryan Lawrence-Hill:People are impatient.
Ryan Lawrence-Hill:They want access to that information right away.
Ryan Lawrence-Hill:And if they don't get it, they're more likely to go somewhere
Ryan Lawrence-Hill:that can give it to them faster.
Ryan Lawrence-Hill:Amazon is, is really, really efficient at giving somebody what they want super fast.
Ryan Lawrence-Hill:Whether it's adding something to your cart, the one-click buy was absolutely
Ryan Lawrence-Hill:industry changing because you could just buy it right then and there.
Ryan Lawrence-Hill:And then to top it off their shipping times, were awesome.
Ryan Lawrence-Hill:So it's really this culture of instant gratification.
Ryan Lawrence-Hill:And if it's not instant, and I put quotes around instant.
Ryan Lawrence-Hill:There's a lot of things that happen when a website loads on a device that look
Ryan Lawrence-Hill:instant, but in Google's eyes or something like that, it's a really long process.
Kevin Dieny:You elaborated, you, you touched on it a little earlier.
Kevin Dieny:So why is it that some websites would load fast and some
Kevin Dieny:websites take forever to load?
Ryan Lawrence-Hill:Okay, so now we're, now we're getting
Ryan Lawrence-Hill:into the technical stuff.
Ryan Lawrence-Hill:That was quick.
Ryan Lawrence-Hill:Once again, there are so many things that cause a website
Ryan Lawrence-Hill:to load either fast or slow.
Ryan Lawrence-Hill:One of those things that impacts it significantly is something that
Ryan Lawrence-Hill:we call JavaScript in the industry.
Ryan Lawrence-Hill:And I don't know if you've noticed this Kevin, but a lot of people have
Ryan Lawrence-Hill:is that when in, in the last few years there's so many websites that are
Ryan Lawrence-Hill:JavaScript heavy, but the resources that that takes to actually load that
Ryan Lawrence-Hill:JavaScript and it could be something.
Ryan Lawrence-Hill:As small as a chat bot that you have on your website, but that chat bot
Ryan Lawrence-Hill:takes up an insane amount of resources.
Ryan Lawrence-Hill:So to, to kind of sum that up, JavaScript is not HTML and HTML loads
Ryan Lawrence-Hill:super fast, just JavaScript doesn't.
Ryan Lawrence-Hill:Another thing that could be affecting it would be a large image for that matter.
Ryan Lawrence-Hill:And even if it's a background image, that's really large.
Ryan Lawrence-Hill:So you really want to pay attention to the compression ratios of your images.
Ryan Lawrence-Hill:So even if they are big, if they're not optimized for the web.
Ryan Lawrence-Hill:They're going to take up a lot of resources.
Ryan Lawrence-Hill:So that's why you see like the background and then the image usually you'll
Ryan Lawrence-Hill:see the chat bot pop up a few seconds later down in the bottom right or left
Ryan Lawrence-Hill:wherever, wherever someone has it.
Ryan Lawrence-Hill:That's just a few of the things that cause a website to run super slow.
Ryan Lawrence-Hill:We can get into the really technical stuff like server side rendering.
Ryan Lawrence-Hill:Depending on who your host is and where your website is stored, that
Ryan Lawrence-Hill:the distance between the device looking that up and where the server
Ryan Lawrence-Hill:is, that can have a huge effect too.
Kevin Dieny:Does every single page on a website need to load fast or it...
Kevin Dieny:Basically does one page having a really long load time impact the
Kevin Dieny:entire site's like ranking factor.
Kevin Dieny:Should you want every page to load well, or are you just thinking or
Kevin Dieny:should people just be thinking, well, maybe it just, the main home page
Kevin Dieny:should be the one that loads fast.
Ryan Lawrence-Hill:So, no, actually you, you do want every page to perform
Ryan Lawrence-Hill:as well, if not better than the homepage.
Ryan Lawrence-Hill:Typically homepages could be a little bit slower because that's
Ryan Lawrence-Hill:not where the, the person's going to get the requested information.
Ryan Lawrence-Hill:That's not where they're going to convert.
Ryan Lawrence-Hill:You give me one website where you convert on the home page.
Ryan Lawrence-Hill:It just doesn't happen.
Ryan Lawrence-Hill:You're directed to a product section or, you know, a blog if you want to
Ryan Lawrence-Hill:subscribe or something like that.
Ryan Lawrence-Hill:So it's actually better to have your other pages optimized for speed.
Ryan Lawrence-Hill:And those specific pages tend to rank in search results over just your homepage.
Ryan Lawrence-Hill:Especially if you're targeting specific keywords.
Ryan Lawrence-Hill:I'll actually expand into something else too, is when you're dealing with Google
Ryan Lawrence-Hill:ads for those paid marketers out there.
Ryan Lawrence-Hill:You should be familiar with what quality score is.
Ryan Lawrence-Hill:And that's about the experience the user has on your landing page.
Ryan Lawrence-Hill:So usually an ad campaign doesn't go to the homepage it goes to a
Ryan Lawrence-Hill:sub page or a product page or, or, you know, something that they can
Ryan Lawrence-Hill:check out right then and there.
Ryan Lawrence-Hill:If that's not loading fast, not only will it affect the user interaction,
Ryan Lawrence-Hill:but Google picks that up as a signal and says, Hey, because it's not loading fast
Ryan Lawrence-Hill:we're going to lower your quality score.
Ryan Lawrence-Hill:So you essentially pay more per click.
Kevin Dieny:Yeah.
Kevin Dieny:I run into that a lot with paid ads and they look at the experience
Kevin Dieny:of the user hitting that page.
Kevin Dieny:They also tend to emphasize the mobile experience over desktop.
Kevin Dieny:Is that something similar that Google may be considering for SEO too?
Kevin Dieny:Is this like a mobile first world or is it doesn't matter what device?
Ryan Lawrence-Hill:It is definitely a mobile first world.
Ryan Lawrence-Hill:And one of the things that you should probably review, if you're advertising
Ryan Lawrence-Hill:for your company or doing SEO for your company is analyze where the
Ryan Lawrence-Hill:majority of your traffic comes from.
Ryan Lawrence-Hill:So keep in mind, Google will index mobile first, no matter what, but.
Ryan Lawrence-Hill:If you're only focusing on the mobile speed and you're forgetting about the
Ryan Lawrence-Hill:desktop speed, where the majority of your conversions come from desktop, you
Ryan Lawrence-Hill:might need to adjust your strategy there.
Kevin Dieny:Okay.
Kevin Dieny:So let's say you're, you are going to want to look at your website loading
Kevin Dieny:times, your page loading times to see maybe if there's a specific page
Kevin Dieny:that's dragging it like an anchor.
Kevin Dieny:How do you go about finding out where your, how long your
Kevin Dieny:pages have taken to load?
Kevin Dieny:What, what are some recommended either tools or, or ways that a business
Kevin Dieny:can look this up to even get started?
Ryan Lawrence-Hill:Yeah.
Ryan Lawrence-Hill:So, the, the easiest test is what we call Google page speed insights.
Ryan Lawrence-Hill:And what page speed insights does is they have two things that will tell
Ryan Lawrence-Hill:you if you've got a good score or not.
Ryan Lawrence-Hill:The first is lab data and the second is field data.
Ryan Lawrence-Hill:The lab data, okay that's just, if you were to say, Hey, Google, I want
Ryan Lawrence-Hill:your server to check my website.
Ryan Lawrence-Hill:They'll run those checks really fast and say, okay, well, yeah, you know, here's
Ryan Lawrence-Hill:some improvements that you could do.
Ryan Lawrence-Hill:The field data is, by far more valuable than the lab data simply
Ryan Lawrence-Hill:because field data is exactly that.
Ryan Lawrence-Hill:It's tracking how fast your website's loading on others' devices.
Ryan Lawrence-Hill:So whether it's a cell phone tablet or a computer, they're pulling those metrics
Ryan Lawrence-Hill:and then reporting them back to you.
Ryan Lawrence-Hill:But the one thing to keep in mind, especially with page speed insights
Ryan Lawrence-Hill:is that if you make a change to your website, that speeds it up.
Ryan Lawrence-Hill:They will not see that for at least 28 to 30 days.
Ryan Lawrence-Hill:It's a rolling period.
Ryan Lawrence-Hill:So add that into your strategy.
Ryan Lawrence-Hill:If you delay your JavaScript from loading, just to speed up the load time of the site
Ryan Lawrence-Hill:or a specific page or something like that.
Ryan Lawrence-Hill:Yeah, make sure to double check and, revisit that, knowing that, Hey,
Ryan Lawrence-Hill:that's going to be a 30 day change.
Ryan Lawrence-Hill:It's not something that you can be impatient with.
Ryan Lawrence-Hill:You have to be patient or else it's not going to work.
Kevin Dieny:Let's say I've been in a business before
Kevin Dieny:where I've communicated this.
Kevin Dieny:And the person whose, who received this information said,
Kevin Dieny:well, it loads fast for me.
Kevin Dieny:And they typed in the website and they hit enter on their computer
Kevin Dieny:when I'm sitting right next to them.
Kevin Dieny:And the website, seemingly loads, almost instantaneously for us.
Kevin Dieny:And we're in their minds.
Kevin Dieny:They're like, look, this seems fine to me.
Kevin Dieny:So how is that different than what page speed insights is
Kevin Dieny:providing with their field data?
Ryan Lawrence-Hill:Yeah, that, that goes back to the field data.
Ryan Lawrence-Hill:Because there's so many variables.
Ryan Lawrence-Hill:I like to use the analogy of kind of like stock trading.
Ryan Lawrence-Hill:here you've heard these companies that do these micro fast transactions
Ryan Lawrence-Hill:that will actually relocate their whole building closer to those
Ryan Lawrence-Hill:servers or the stock stock market.
Ryan Lawrence-Hill:Simply because the distance actually affects how fast things load.
Ryan Lawrence-Hill:Google does that as well.
Ryan Lawrence-Hill:Google will pull information.
Ryan Lawrence-Hill:I mean, you've got billions of users around the world
Ryan Lawrence-Hill:that will access a website.
Ryan Lawrence-Hill:Some of them might be who knows in the Mojave desert.
Ryan Lawrence-Hill:So, so, so yeah, when someone's sitting right next to you and
Ryan Lawrence-Hill:they pull up the website, okay.
Ryan Lawrence-Hill:Consider what kind of a network you're on.
Ryan Lawrence-Hill:You're on a corporate network, which is usually fiber now.
Ryan Lawrence-Hill:So it's super fast and usually there's a lot of data signals going in and
Ryan Lawrence-Hill:out of that specific connection.
Ryan Lawrence-Hill:So the best thing to do would be if you really want a good test, shut
Ryan Lawrence-Hill:your Wi-Fi off on your phone or your tablet, if it has a cell connection
Ryan Lawrence-Hill:and try it that way, and you'll you'll visibly see a difference.
Ryan Lawrence-Hill:So the, the last thing to consider is cell phones don't have the computing power
Ryan Lawrence-Hill:that desktops or laptops for that matter.
Ryan Lawrence-Hill:So it's always going to run faster on a desktop versus a mobile.
Ryan Lawrence-Hill:And within Google page speed insights, there's two reports that you can check.
Ryan Lawrence-Hill:One is mobile and one is desktop for those reasons specifically.
Kevin Dieny:Gotcha.
Kevin Dieny:Okay.
Kevin Dieny:So let's get into the conversion part now.
Kevin Dieny:Why is it that the slow loading times could impact your conversion rates?
Ryan Lawrence-Hill:For those that are listening, what you really want
Ryan Lawrence-Hill:to pay attention to is the first five seconds of a page load speed has the
Ryan Lawrence-Hill:highest impact on your conversion rates.
Ryan Lawrence-Hill:If it loads slower than five seconds, you're going to have
Ryan Lawrence-Hill:really, really bad conversion rates.
Ryan Lawrence-Hill:In fact, each second of load time, past that five seconds, your conversion
Ryan Lawrence-Hill:rates drop anywhere from 4% to 5%.
Ryan Lawrence-Hill:It's massive, yeah, it's it's big.
Ryan Lawrence-Hill:When you actually think about it, most websites, they don't
Ryan Lawrence-Hill:load fully for almost 15 seconds.
Ryan Lawrence-Hill:Even if you can reduce, let's say your, your, your website loads in five and a
Ryan Lawrence-Hill:half seconds, if you can reduce that by one second and you're in that four and
Ryan Lawrence-Hill:a half second range, your conversion rates, you'll visibly start to see them
Ryan Lawrence-Hill:go up just because it's loading fast and users are having a good experience.
Kevin Dieny:When people aren't converting it to me, that means they're usually
Kevin Dieny:bouncing or they just kind of sit there and they don't go to any of the converting
Kevin Dieny:buttons or forms or calls or chats.
Kevin Dieny:They don't do any of the converting actions.
Kevin Dieny:And to me, that means they're just not getting what they're after.
Kevin Dieny:If a page to me, if the page takes a really long time to load.
Kevin Dieny:And I have, and I want to learn more about what this service or this
Kevin Dieny:company or whatever is offering.
Kevin Dieny:I may want to see a few other pages.
Kevin Dieny:I may want to see, okay, what are they offering?
Kevin Dieny:How does it cost?
Kevin Dieny:What capabilities does it have?
Kevin Dieny:What benefits would it have?
Kevin Dieny:What features does it have?
Kevin Dieny:Those are things that, to me personally, there might be some benefit or
Kevin Dieny:value to learning all that stuff.
Kevin Dieny:And that could mean going across five, six pages.
Kevin Dieny:That can mean going down really far down a page.
Kevin Dieny:There's a longer that that takes to get all that information.
Kevin Dieny:At some point, if I'm not like, I don't care, I'll sit through
Kevin Dieny:a one minute loading time.
Kevin Dieny:Like if I'm not really, really gung-ho here, I might I'm could I could
Kevin Dieny:possibly see myself leaving, but I have heard people say, You know, that's
Kevin Dieny:sort of my gate, like I only want the most serious people converting.
Kevin Dieny:I want people who are willing to stick it out for 15 seconds for my page to load.
Kevin Dieny:So to them, I think about like, well, there are people who just are impatient.
Kevin Dieny:They may not be that they're not gung-ho enough, they might be impatient.
Kevin Dieny:So there's a lot of factors there that will, that loading time impacts
Kevin Dieny:besides just like the straight conversion number too I think.
Ryan Lawrence-Hill:Absolutely.
Ryan Lawrence-Hill:And one of the biggest things too is earlier this year, Google announced
Ryan Lawrence-Hill:something called a core algorithm update.
Ryan Lawrence-Hill:And it deals specifically with the user experience and pagespeed for that matter.
Ryan Lawrence-Hill:So here here's where here's where it gets, a little higher
Ryan Lawrence-Hill:up in the funnel and we're, we're dealing with search results now.
Ryan Lawrence-Hill:So your page speed can actually affect search results.
Ryan Lawrence-Hill:It's not that that's the thing you should be focusing on altogether because Google
Ryan Lawrence-Hill:will still show the most relevant site.
Ryan Lawrence-Hill:But if you're competing against somebody else, you have the same information.
Ryan Lawrence-Hill:And let's say that your site loads a second faster than the other site.
Ryan Lawrence-Hill:Well, Google is going to be like, well, obviously they've got a better
Ryan Lawrence-Hill:user experience than these guys, so we're going to rank them higher.
Ryan Lawrence-Hill:So as far as competition, yes.
Ryan Lawrence-Hill:Your page speed is a ranking factor.
Ryan Lawrence-Hill:Not huge, I would say probably.
Ryan Lawrence-Hill:Probably on the medium aspect of it, definitely something that you should
Ryan Lawrence-Hill:focus on, but it, once you increase your page load speed, you'll actually see an
Ryan Lawrence-Hill:increase in keywords and rankings and to go where you were going, Kevin was okay.
Ryan Lawrence-Hill:Now you're going to attract, those people that are interested and willing to stay
Ryan Lawrence-Hill:on the site, even if it is a little slow.
Kevin Dieny:Yeah.
Kevin Dieny:So it has a greater impact than just the straight people on the page converting.
Kevin Dieny:It's it drives better engagement on your site.
Kevin Dieny:More, the more people clicking around, willing to click around and
Kevin Dieny:explore other pages on your site, the longer they're willing to spend on
Kevin Dieny:that page or that site, the farther down they're willing to scroll.
Kevin Dieny:Those are all to me, sEO ranking factors, not just the load time speed, but the
Kevin Dieny:impact that has on encouraging engagement.
Kevin Dieny:And then something else you mentioned was it may help you rank
Kevin Dieny:like through your SERP or whatever.
Kevin Dieny:Does that mean that it impacts, like you mentioned something before, and
Kevin Dieny:it's interesting to me, but it might be interesting to the audience too.
Kevin Dieny:Like the crawl budget, does it impact that?
Ryan Lawrence-Hill:Oh tremendously.
Ryan Lawrence-Hill:For those that don't know what a crawl budget is.
Ryan Lawrence-Hill:Google has these, these bots or robots, you know, little programs that go in
Ryan Lawrence-Hill:and analyze, analyze your website, but because there's billions of websites
Ryan Lawrence-Hill:out there, they only have an allotted amount of data that they can download
Ryan Lawrence-Hill:and a certain amount of time that they can spend downloading that information.
Ryan Lawrence-Hill:So that's what we refer to as a crawl budget.
Ryan Lawrence-Hill:So if your website loads faster, the bot can download more information.
Ryan Lawrence-Hill:So you're just going to rank for more keywords.
Ryan Lawrence-Hill:And the other thing that you mentioned, Kenny, um, Kenny, Kevin, I'm going to
Ryan Lawrence-Hill:call you Kenny, because that's like your first and last name combined.
Ryan Lawrence-Hill:Uh, so, um, so when, when you're dealing with the user aspect of it,
Ryan Lawrence-Hill:so first of all, Google the texts that your, your page loads fast.
Ryan Lawrence-Hill:So you rank higher for it.
Ryan Lawrence-Hill:And then your users actually show that those, you know, that click
Ryan Lawrence-Hill:through rate that time on site, the low bounce rate, those are
Ryan Lawrence-Hill:ranking signals for search results.
Ryan Lawrence-Hill:So yeah, you've got one that's affecting Google directly and then five or six, or
Ryan Lawrence-Hill:maybe even 10 or more that are affecting those rankings indirectly, just because
Ryan Lawrence-Hill:of what the users are doing on your site.
Ryan Lawrence-Hill:And because it's a friendly and fast.
Kevin Dieny:So just a quick SEO, a reminder, what's the difference
Kevin Dieny:between a ranking position that's even one or two higher, or what's
Kevin Dieny:the difference between ranking on say like page two versus page one?
Kevin Dieny:If someone was to just make some changes that improve their speed
Kevin Dieny:and it improves their position for valuable keywords by one or two
Kevin Dieny:positions or moves them a page up.
Kevin Dieny:What, what, what impact, or what difference does
Kevin Dieny:that make for the business?
Ryan Lawrence-Hill:Well, there's a saying that we've been using in the SEO industry
Ryan Lawrence-Hill:for, I want to say over 10 years, the best place to hide a body is on page two.
Ryan Lawrence-Hill:Of Google search.
Ryan Lawrence-Hill:So.
Ryan Lawrence-Hill:That's basically to indicate that nobody goes beyond that, unless there's something
Ryan Lawrence-Hill:that they can't find on page one is the only time they'll go to page two.
Ryan Lawrence-Hill:And at that point, Google has gotten so good at being able to provide information
Ryan Lawrence-Hill:that that user is searching for.
Ryan Lawrence-Hill:You're going to get about 90% of your searches or 90% of your
Ryan Lawrence-Hill:clicks are going to come from the first three organic listings.
Ryan Lawrence-Hill:People are very familiar about, which are ads, you know, ads still
Ryan Lawrence-Hill:perform very well, but when they're looking for specific information
Ryan Lawrence-Hill:or something like that yeah.
Ryan Lawrence-Hill:Those, those top three positions, outperform.
Ryan Lawrence-Hill:And for those that don't know, there's, there's 10 positions organically
Ryan Lawrence-Hill:on the front page of Google.
Ryan Lawrence-Hill:So there's certain things that you can do to enhance those, to build them up.
Ryan Lawrence-Hill:And that's what we're talking about right now.
Ryan Lawrence-Hill:Page speed is one of those and having a good user experience by far is
Ryan Lawrence-Hill:probably where you should be focusing.
Kevin Dieny:Researching this topic.
Kevin Dieny:I saw that there was some.
Kevin Dieny:Let's say counter opinions on emphasizing load speed, above all other things.
Kevin Dieny:And it's something you've elaborated earlier in this.
Kevin Dieny:And that was relevance.
Kevin Dieny:In researching this topic.
Kevin Dieny:I saw a lot of emphasis on look page speed's really important.
Kevin Dieny:It's not like the biggest ranking factor in the whole world.
Kevin Dieny:Make sure you have your content aligned and it's relevant and stuff like that.
Kevin Dieny:So, how does this fit into the tool kit of things businesses are considering
Kevin Dieny:or thinking about when it comes to SEO, optimizing their websites?
Ryan Lawrence-Hill:So if you already have a website, and
Ryan Lawrence-Hill:you've already been doing SEO.
Ryan Lawrence-Hill:You've been adding that content.
Ryan Lawrence-Hill:You've got your sit's site structure fixed, you've been acquiring back links.
Ryan Lawrence-Hill:You're doing a podcast.
Ryan Lawrence-Hill:You know, things like that.
Ryan Lawrence-Hill:I would definitely suggest focusing on that technical portion of it next.
Ryan Lawrence-Hill:So it's definitely not highest priority, but it is a fairly good priority.
Ryan Lawrence-Hill:And going back to what I said before.
Ryan Lawrence-Hill:If Google finds that a website that competes with you has more
Ryan Lawrence-Hill:relevant content or feels that their competing page is more relevant
Ryan Lawrence-Hill:to a user search than yours.
Ryan Lawrence-Hill:Page speed isn't really going to have that big effect.
Ryan Lawrence-Hill:Now, if you have a massive jump in page speed, let's see you say you're using page
Ryan Lawrence-Hill:speed insights and your, your score came in at like a five and page speed insights
Ryan Lawrence-Hill:will rank your site from one to a hundred.
Ryan Lawrence-Hill:So five that's really crappy.
Ryan Lawrence-Hill:So most websites don't be surprised if you run a test, most websites
Ryan Lawrence-Hill:will score in the thirties.
Ryan Lawrence-Hill:So don't be surprised if you see that when you run it.
Ryan Lawrence-Hill:Now, if a site goes from five to 85, then yeah, that is a huge jump.
Ryan Lawrence-Hill:That is something that will overshadow a competitor every time.
Ryan Lawrence-Hill:But when we're talking about an article that talks exactly about the
Ryan Lawrence-Hill:same thing that a competitor does.
Ryan Lawrence-Hill:It really depends on what Google sees as the most relevant, and yeah, I mean,
Ryan Lawrence-Hill:page speed could definitely be that one thing that causes you to outrank them.
Ryan Lawrence-Hill:So not super high, not near as high as what content you have
Ryan Lawrence-Hill:on there and how friendly your site is as far as navigation.
Ryan Lawrence-Hill:And you know, how many backlinks you have coming in that, that
Ryan Lawrence-Hill:show that your site is relevant.
Ryan Lawrence-Hill:I would probably put it right about number four on the importance list.
Kevin Dieny:Well, that's pretty high and that's really interesting.
Kevin Dieny:It does make me consider and it just rolls right into the next question for you.
Kevin Dieny:Let's say a company has got a website.
Kevin Dieny:There are lots of things they may be thinking well, should you know if I'm,
Kevin Dieny:if I'm not doing well with page speed, but I'm doing okay with other things.
Kevin Dieny:Is that something I could just speed up?
Kevin Dieny:What's there like speed up the bones or do I have to rebuild this?
Kevin Dieny:And make a new website to make sure that I match up with page,
Kevin Dieny:with the page speed element.
Ryan Lawrence-Hill:Sure.
Ryan Lawrence-Hill:The biggest mistake that I see companies do is say, Hey, we're
Ryan Lawrence-Hill:not performing well with SEO.
Ryan Lawrence-Hill:We need a site redesign.
Ryan Lawrence-Hill:And I just, I do a face palm as soon as I hear that.
Ryan Lawrence-Hill:Mainly because Google's already indexed your site, they already know what's there.
Ryan Lawrence-Hill:If you can improve the speed of it, if you can give them more content to download
Ryan Lawrence-Hill:within that crawl budget, that's going to have a bigger impact than a design.
Ryan Lawrence-Hill:Yeah, I'm just gonna, I'm going to leave it right there.
Ryan Lawrence-Hill:A simple answer, just, you know, don't, don't go through all these options
Ryan Lawrence-Hill:of, of building new websites, focus on what you have, unless it's like an old
Ryan Lawrence-Hill:Yahoo Geocities website, or, you know, My Space page or something like that.
Ryan Lawrence-Hill:Don't worry about it.
Ryan Lawrence-Hill:Just focus on the structure of what you have and then once you get it to that,
Ryan Lawrence-Hill:you know, start looking about, okay, if we want to rebrand or if we want
Ryan Lawrence-Hill:to do something like that to capture the public's attention, then do that.
Ryan Lawrence-Hill:But focus on the SEO part of it first.
Ryan Lawrence-Hill:And then those technical aspects.
Kevin Dieny:Okay, so then I'm curious.
Kevin Dieny:So there are things like the server, there's things like compression,
Kevin Dieny:minification, there's things like these are things I know of, or I've heard of.
Kevin Dieny:There's things that the company can do to improve an existing website.
Kevin Dieny:So, what are some of the things like that, that, uh, that they can do?
Kevin Dieny:And if you could explain, like what, what that entails?
Ryan Lawrence-Hill:Yeah.
Ryan Lawrence-Hill:So when, when you, there's, there's a laundry list of things that you can do
Ryan Lawrence-Hill:to improve the speed of your website.
Ryan Lawrence-Hill:My first suggestion is run your site through page speed insights or run
Ryan Lawrence-Hill:it through Google lighthouse, tester.
Ryan Lawrence-Hill:Those.
Ryan Lawrence-Hill:The more technical people that are listening to this, they'll know what
Ryan Lawrence-Hill:the lighthouse tester is within Chrome.
Ryan Lawrence-Hill:Run it through that.
Ryan Lawrence-Hill:It'll give you some things to, to work on.
Ryan Lawrence-Hill:The biggest is probably always going to be JavaScript.
Ryan Lawrence-Hill:I don't think I've been through one website, that hasn't said, Hey, you've
Ryan Lawrence-Hill:got unused JavaScript, and that's going to shave 4.9 seconds off of your load time.
Ryan Lawrence-Hill:That's a huge amount.
Ryan Lawrence-Hill:So really be aware of how much JavaScript you're using and for those websites that
Ryan Lawrence-Hill:are say like WordPress or Wix or Shopify.
Ryan Lawrence-Hill:Any program or...
Ryan Lawrence-Hill:so Shopify uses applications, WordPress uses plugins.
Ryan Lawrence-Hill:All a lot of those run on JavaScript.
Ryan Lawrence-Hill:So be really, really careful about which ones you install cause they
Ryan Lawrence-Hill:could slow down your website.
Ryan Lawrence-Hill:You said a couple of other things like minification, so we're talking about
Ryan Lawrence-Hill:image, image compression at that point.
Ryan Lawrence-Hill:So we're going back to what I said about the large images that you have.
Ryan Lawrence-Hill:Sometimes it's not necessary to replace that image.
Ryan Lawrence-Hill:You can just add compression onto that and it will help out with those load speeds.
Ryan Lawrence-Hill:You can also do that through sometimes your, your hosting provider
Ryan Lawrence-Hill:or a service like CloudFlare.
Ryan Lawrence-Hill:CloudFlare uses, you know, image compression, broadly compression,
Ryan Lawrence-Hill:all of that, all that fun stuff.
Ryan Lawrence-Hill:Now, if you don't want to, you know, if you don't have the resources
Ryan Lawrence-Hill:to do that or something like that.
Ryan Lawrence-Hill:You could always, here's my plug.
Ryan Lawrence-Hill:You could always go with someone like Huckabuy.
Ryan Lawrence-Hill:Huckabuy, we have those softwares that you can just install on your website.
Ryan Lawrence-Hill:Our team will take care of that for you.
Ryan Lawrence-Hill:We usually see about a 30 to 40 point jump in page speed.
Kevin Dieny:Wow.
Kevin Dieny:A non-technical user may do that.
Kevin Dieny:I've been through was like, oh, there's a plugin.
Kevin Dieny:That'll compress my images.
Kevin Dieny:Or, oh, there's a tool, like CloudFlare, that has like a
Kevin Dieny:content delivery network, a CDN.
Kevin Dieny:And it'll try to load a version of the website, localized to people who are here.
Kevin Dieny:They're here, you know, all over the place.
Kevin Dieny:There are things take the styling and really try to shrink it down or make
Kevin Dieny:it accessible to different pages.
Kevin Dieny:I think I forget what tools I've used for that, but those have existed.
Kevin Dieny:And then there there's in a more technical side of things like I've seen like the
Kevin Dieny:different server setups a business has.
Kevin Dieny:So in for instance, there was one company that was like, we really want this.
Kevin Dieny:We, we paid for like the highest, fastest server possible
Kevin Dieny:for the website to load on.
Kevin Dieny:And another one was like, oh, I'm on a shared server.
Kevin Dieny:And I remember them saying when we were on a shared server for our
Kevin Dieny:hosting, every once in a while, our site would just load terribly.
Kevin Dieny:And it wasn't like a constant thing.
Kevin Dieny:Like they checked it, they looked at at page speed insights and it looked fine.
Kevin Dieny:But every once in a while they would notice, like they had
Kevin Dieny:something tracking it on like every 10 minutes or 15 minute basis.
Kevin Dieny:And then they just saw huge spikes.
Kevin Dieny:And it was like during the busiest times of the day.
Kevin Dieny:So they were like, oh crap, what do we do?
Kevin Dieny:And the company was like, look, you're on a shared server.
Kevin Dieny:What you, why don't you upgrade to a more dedicated one?
Kevin Dieny:So do are things like that, still a presence in the, you
Kevin Dieny:know, the game of web speed.
Ryan Lawrence-Hill:They definitely are.
Ryan Lawrence-Hill:And Cloudflare's come out with something really, really kind of neat.
Ryan Lawrence-Hill:I don't even work for CloudFlare.
Ryan Lawrence-Hill:I just like them a lot.
Ryan Lawrence-Hill:They have, they have something called edge prioritization where,
Ryan Lawrence-Hill:your website is literally stored on servers throughout the world.
Ryan Lawrence-Hill:And depending on the location of that device, the closest server
Ryan Lawrence-Hill:will serve up that website.
Ryan Lawrence-Hill:And so that really, really speeds up the load times of your website.
Ryan Lawrence-Hill:So yes, having a dedicated server.
Ryan Lawrence-Hill:Something like edge, edge prioritization or something
Ryan Lawrence-Hill:like that will help even more.
Ryan Lawrence-Hill:But yeah, I have seen the same thing too with, with shared servers is,
Ryan Lawrence-Hill:you know, a lot of times what we, what we refer to as drive time.
Ryan Lawrence-Hill:Or during lunch or something, when people are taking their lunch breaks and the
Ryan Lawrence-Hill:internet is just hammered with traffic.
Ryan Lawrence-Hill:We see sites slow down dramatically, and it's specifically those sites that are
Ryan Lawrence-Hill:on the shared servers, not talking bad on shared servers because they're, you
Ryan Lawrence-Hill:know, some of those will work great for someone who's got a really low budget.
Ryan Lawrence-Hill:But keep in mind that even CloudFlare offers some of those
Ryan Lawrence-Hill:services for free, you don't have to have a paid account for them.
Kevin Dieny:Yeah, that's really interesting.
Kevin Dieny:When you mentioned the company's websites stored everywhere.
Kevin Dieny:If a company is more of like a local business than say like an
Kevin Dieny:international business, is there a difference that page speed is
Kevin Dieny:less important for local business?
Kevin Dieny:Or is it more important?
Kevin Dieny:Are there any factors there that align with, the type of business and
Kevin Dieny:industries that businesses are all in?
Ryan Lawrence-Hill:My gut instinct is it doesn't make a difference
Ryan Lawrence-Hill:either, either, or, uh, now if you're an international company and you're
Ryan Lawrence-Hill:based in the UK and you want to serve content to the U S we're kind of picky.
Ryan Lawrence-Hill:We want it to be fast or, or vice versa.
Ryan Lawrence-Hill:As far as local, local's a little bit different in, I wouldn't necessarily
Ryan Lawrence-Hill:be shopping on someone's website for a product if I'm going to go
Ryan Lawrence-Hill:to their store and pick it up.
Ryan Lawrence-Hill:So local SEO, as far as page speed versus national, I wouldn't put a
Ryan Lawrence-Hill:priority on either one or I wouldn't put a, a speed preference on either one.
Kevin Dieny:If a business wants to, let's say keep tabs on their
Kevin Dieny:website, loading times, page loading times, not just when they go to
Kevin Dieny:it, but if they want to monitor.
Kevin Dieny:How often should a business be checking it, or how often should the monitoring you
Kevin Dieny:think be useful for a business to see if all of a sudden, without them realizing
Kevin Dieny:Google came out with another update.
Kevin Dieny:Or if something is suddenly impacted their website, like, you know, if it's
Kevin Dieny:having an impact on their page speed?
Ryan Lawrence-Hill:So that's actually a really good question.
Ryan Lawrence-Hill:That's going to be determined by your, internal department.
Ryan Lawrence-Hill:When you're a big company that let's say you're nationwide or worldwide
Ryan Lawrence-Hill:product company that, that shifts products all over the world and you
Ryan Lawrence-Hill:have sales coming, coming in constantly.
Ryan Lawrence-Hill:Well, you want to monitor that consistently as well.
Ryan Lawrence-Hill:So at least every day, somehow get a report of how your website's
Ryan Lawrence-Hill:performing in the speed that it's doing.
Ryan Lawrence-Hill:Now, if you're a local business, you know, monitor that maybe once a week,
Ryan Lawrence-Hill:once every two weeks, something like that.
Ryan Lawrence-Hill:But don't, don't forget about it because it is definitely,
Ryan Lawrence-Hill:definitely something of importance.
Kevin Dieny:The recent update that happened, uh, that Google
Kevin Dieny:has emphasized page speed, maybe more than possibly more than ever.
Kevin Dieny:At least from my, the way I look at it.
Kevin Dieny:What impact does that have?
Kevin Dieny:And it has Google's update had on the like rankings of websites that are slower?
Ryan Lawrence-Hill:A sizeable increase or a sizeable impact actually.
Ryan Lawrence-Hill:So we were actually tracking a lot of metrics, not just with, not just with,
Ryan Lawrence-Hill:Huckabuy and our competitors, but our customers and their competitors as well.
Ryan Lawrence-Hill:So our customers saw quite a noticeable increase in keyword rankings when
Ryan Lawrence-Hill:this core algorithm started rolling out and it didn't happen all at once.
Ryan Lawrence-Hill:There were a couple of phases that they did starting back in June.
Ryan Lawrence-Hill:They originally had it slated for May.
Ryan Lawrence-Hill:But then they needed to push it out a little further.
Ryan Lawrence-Hill:And keep in mind, this is something that they announced was going
Ryan Lawrence-Hill:to happen a year in advance.
Ryan Lawrence-Hill:And so for Google to do that and say, uh, Hey guys, you
Ryan Lawrence-Hill:might want to check this out.
Ryan Lawrence-Hill:That was my first, holy crap moment of this is going to be a really big shift.
Ryan Lawrence-Hill:Also to keep in consideration, even maybe not core algorithm updates.
Ryan Lawrence-Hill:Algorithm updates.
Ryan Lawrence-Hill:Google has hundreds of them every year.
Ryan Lawrence-Hill:Some of them affect you more positively.
Ryan Lawrence-Hill:Some of them affect you negatively, but as far as this algorithm, yeah,
Ryan Lawrence-Hill:those that did take, make that effort to improve their page speed and
Ryan Lawrence-Hill:their user experience saw a sizeable increase in traffic and ranks.
Kevin Dieny:Now, one of the last, like technical, maybe questions I'd have
Kevin Dieny:here is something I just came to mind.
Kevin Dieny:And that is amp.
Kevin Dieny:Now that, to me, that's something that's been around for a while, but I
Kevin Dieny:feel like in the last year it should have come up more, but it seems like
Kevin Dieny:it hasn't is that our amp pages.
Kevin Dieny:So they're accelerated mobile pages.
Kevin Dieny:I think that's what it stands for.
Kevin Dieny:Have those still been king or are those, is there still a place
Kevin Dieny:for companies to optimize their pages using the APM protocols?
Ryan Lawrence-Hill:Yes.
Ryan Lawrence-Hill:So the amp program or amp project is what it started out with.
Ryan Lawrence-Hill:Focused on making mobile pages super fast.
Ryan Lawrence-Hill:Whether it was through content delivery network or, you know, the using
Ryan Lawrence-Hill:different CSS on, on that specific page.
Ryan Lawrence-Hill:So when a mobile device requested it, it would pull up instantly.
Ryan Lawrence-Hill:That's shifted a little bit.
Ryan Lawrence-Hill:Usually amped pages are reserved now for editorial articles or blogs.
Ryan Lawrence-Hill:And yes, it's still valuable because, those of the users that are watching this.
Ryan Lawrence-Hill:If you know what your Google feed is on your cellphone.
Ryan Lawrence-Hill:I've got an Android.
Ryan Lawrence-Hill:I just slide to the left and I have articles of, you know, basic stuff of
Ryan Lawrence-Hill:what I've searched for in the past.
Ryan Lawrence-Hill:Most of them are SEO articles, a few of them cryptocurrency,
Ryan Lawrence-Hill:but we won't get into that.
Ryan Lawrence-Hill:Uh, um, but, but the, the discover feed is what that's called only allows
Ryan Lawrence-Hill:for amp enabled pages to come through.
Ryan Lawrence-Hill:And so when you get those notifications on your cell phone that, Hey, this,
Ryan Lawrence-Hill:this person published a new article or, or this website published a new
Ryan Lawrence-Hill:article and it shows up on your phone.
Ryan Lawrence-Hill:That's usually because it's an app enabled article.
Ryan Lawrence-Hill:Now for product pages, things like that, that I wouldn't worry about it.
Ryan Lawrence-Hill:I would focus more on what we call structured data when you're
Ryan Lawrence-Hill:dealing with product pages.
Ryan Lawrence-Hill:And that's another thing that could, could help out, increase your page score too.
Kevin Dieny:Okay.
Kevin Dieny:So this is where everything we've been talking about maybe comes together.
Kevin Dieny:So you're a business and you're thinking right now, Okay, I'll take
Kevin Dieny:a look at this and see if this is having an impact on my conversions.
Kevin Dieny:Maybe it's having an impact on how my user experience is being delivered.
Kevin Dieny:And if it's bad enough, it could be really setting me back.
Kevin Dieny:What are some potential, simple, easy?
Kevin Dieny:What are some things that a business could be doing or could, could go research
Kevin Dieny:to improve their page loading times?
Ryan Lawrence-Hill:First and foremost, compress your image sizes, having
Ryan Lawrence-Hill:large images that will slow it down considerably, especially on a cell phone.
Ryan Lawrence-Hill:Cell phones now they load pretty fast on, on wifi networks.
Ryan Lawrence-Hill:But regular mobile networks.
Ryan Lawrence-Hill:They have a hard time with those images and they load really slow.
Ryan Lawrence-Hill:Number two, I would probably say your JavaScript, that should be something
Ryan Lawrence-Hill:it's a little more tech technical.
Ryan Lawrence-Hill:You can't do that necessarily on a WordPress site, unless you have
Ryan Lawrence-Hill:another plugin that uses JavaScript, but it could be the benefits outweigh,
Ryan Lawrence-Hill:the negative aspects on this.
Ryan Lawrence-Hill:Yeah, you install a JavaScript that delays the loading of the JavaScript.
Ryan Lawrence-Hill:That's going to be great.
Ryan Lawrence-Hill:That's going to help with a couple of seconds of load time.
Ryan Lawrence-Hill:Images, JavaScript.
Ryan Lawrence-Hill:Then we get into a lot more technical stuff.
Kevin Dieny:Okay.
Kevin Dieny:So I would also throw it out there for a business who is running
Kevin Dieny:a website to make sure they are tracking their conversions because.
Kevin Dieny:By default, Google Analytics out of the box even.
Kevin Dieny:Will show you your bounce rates.
Kevin Dieny:We'll show you things like time on page, time on site, things like that.
Kevin Dieny:How long, how many sessions?
Kevin Dieny:How many pages that are people are cycling through in a session, things
Kevin Dieny:like that are good signals too.
Kevin Dieny:But your conversion, tracking your conversions, is not necessarily out
Kevin Dieny:of the box set up of Google Analytics.
Kevin Dieny:So if a business is tracking conversions, that to me is like a good place to
Kevin Dieny:be like, okay, we are tracking them.
Kevin Dieny:Now, if it is having an impact or if it isn't, if we make a change, if we
Kevin Dieny:update our images, we compress them.
Kevin Dieny:We install a plugin that does that.
Kevin Dieny:If we go check out CloudFare flare and they, set that up with them, and that
Kevin Dieny:does a whole lot of work for them.
Kevin Dieny:If they do anything after that, from that point, they'll be able to see
Kevin Dieny:if that has had a positive impact or change on their conversion rate.
Kevin Dieny:And that way you could, they could kind of see if they're not measuring conversions.
Kevin Dieny:Right.
Kevin Dieny:If a company, if the website isn't really set up to be tracked that
Kevin Dieny:way, I mean, it's still important.
Kevin Dieny:I think to do everything you're saying it's still going to have like an
Kevin Dieny:impact it's just without measuring it, you kind of lose whether or
Kevin Dieny:not like what value those things are driving to your bottom line.
Kevin Dieny:And I just would recommend that as well on top or beside the
Kevin Dieny:changes that you've said too.
Kevin Dieny:And it's not necessarily related to page speed, but it's related to.
Kevin Dieny:You know, when you do make these changes.
Kevin Dieny:Wow.
Kevin Dieny:If they make a big difference, then that sets you up for like, well
Kevin Dieny:maybe what other changes can I make that are still going to be valuable?
Kevin Dieny:You know?
Ryan Lawrence-Hill:Yeah, definitely.
Ryan Lawrence-Hill:And to add onto that too, you know, there's a couple of surveys that have
Ryan Lawrence-Hill:been done out there, in regards to images and say like animated images,
Ryan Lawrence-Hill:like a GIF or something like that.
Ryan Lawrence-Hill:A lot of people, most people would prefer not to see those animated images,
Ryan Lawrence-Hill:if the information would load faster.
Ryan Lawrence-Hill:So keep that in mind too.
Ryan Lawrence-Hill:Yeah.
Ryan Lawrence-Hill:Go ahead and embed a YouTube video.
Ryan Lawrence-Hill:It doesn't take anything to load that.
Ryan Lawrence-Hill:But when you're dealing with animations and things like that, think
Ryan Lawrence-Hill:twice about those, but definitely if you don't have your conversion
Ryan Lawrence-Hill:set up, that would be step one.
Ryan Lawrence-Hill:You need to track those.
Ryan Lawrence-Hill:Actually fairly easy, depending on what kind of a conversion that you
Ryan Lawrence-Hill:have to set it up in Google Analytics.
Ryan Lawrence-Hill:Once you set it up in Google Analytics, it can be imported into Adwords.
Ryan Lawrence-Hill:You can use it within Google Optimize, which is a really fun tool.
Kevin Dieny:Yeah.
Kevin Dieny:Yeah.
Kevin Dieny:Adwords, Analytics, Optimize.
Kevin Dieny:I mean, and those, anything that has that conversion or that goal component.
Kevin Dieny:You could see, like, you know, well, up to this point, I was doing this thing and
Kevin Dieny:then we implemented a change or updated this, and now we can see what impact, uh,
Kevin Dieny:just having more visitors hit the website.
Kevin Dieny:If your conversion rate doesn't change, that means more conversions too.
Kevin Dieny:So there's the indirect impact of making updates and changes having
Kevin Dieny:the, considering the website's loading time or considering the website's
Kevin Dieny:performance with users is to me, a very critical and really important.
Kevin Dieny:And.
Kevin Dieny:I guess the last thing I'd ask here is Ryan, was there anything else?
Kevin Dieny:Maybe we didn't bring up, but we didn't ask.
Kevin Dieny:Anything else that's in this world of loading times and speed,
Kevin Dieny:and that you'd like to bring up?
Ryan Lawrence-Hill:Probably would say the biggest takeaways of this would be the
Ryan Lawrence-Hill:easiest ways to improve your page speed and that would be reduce your image size.
Ryan Lawrence-Hill:You know, check out your JavaScript and if you're running a WordPress site.
Ryan Lawrence-Hill:Yeah.
Ryan Lawrence-Hill:They've got plugins for that.
Ryan Lawrence-Hill:So does Shopify, but, on the other side too, yeah.
Ryan Lawrence-Hill:Google Analytics, make sure you have those conversions set.
Ryan Lawrence-Hill:And when you make a change, you can actually note that within Google
Ryan Lawrence-Hill:Analytics of when that change was made, so you can track it all there.
Ryan Lawrence-Hill:But no, I think that would be, I think that would be my biggest thing
Ryan Lawrence-Hill:is in now, if you want to get a lot more technical about it, yeah, you
Ryan Lawrence-Hill:can go buy a page speed software or, a dynamic rendering software or go
Ryan Lawrence-Hill:to CloudFlare and move over there.
Ryan Lawrence-Hill:Um, so there's, there's plenty of things and plenty of tools
Ryan Lawrence-Hill:out there that can help with page speed, if you're not technical.
Kevin Dieny:Yeah, I think as a marketer, if your website is driving
Kevin Dieny:a lot of paid ads, I think if you're decently ranking, I think if you want
Kevin Dieny:to improve either of those worlds, I think if you're, you're tracking your
Kevin Dieny:conversions and you, and you can see that there might be some potential for more.
Kevin Dieny:Conversions in there.
Kevin Dieny:Maybe you're not tracking all your conversions.
Kevin Dieny:You want some help with that?
Kevin Dieny:Or a lot of people like, how do I track my phone call conversions?
Kevin Dieny:That's something we do, but everything, everything can be
Kevin Dieny:most, everything can be tracked.
Kevin Dieny:So there's that, but what do you do with that information?
Kevin Dieny:What's the value of that information is basically the
Kevin Dieny:main question needs to be asked.
Kevin Dieny:By making these changes and improving the web loading time.
Kevin Dieny:It is having an impact on conversions over, like you said, give it some
Kevin Dieny:time, then, then it's like, well, what other changes can we make?
Kevin Dieny:What are the things improvements?
Kevin Dieny:Can we make how, what other things are, you know, blocks or limiting
Kevin Dieny:what the user's trying to just do?
Kevin Dieny:What are they trying to get after?
Kevin Dieny:And a lot of that is the work of an SEO.
Kevin Dieny:That's the role a lot of times is let me look at what's what I can optimize.
Kevin Dieny:Like where, where am I going to have the biggest impact?
Kevin Dieny:And so this all falls into those two.
Kevin Dieny:That to me, the toolbox of optimizing the website, optimizing that all
Kevin Dieny:the channels that flow through the website for ultimately whatever your
Kevin Dieny:business is trying to achieve or do.
Ryan Lawrence-Hill:Agreed agreed.
Ryan Lawrence-Hill:Yeah.
Ryan Lawrence-Hill:An SEO guy like myself.
Ryan Lawrence-Hill:We'll take all of that information and say, Hmm, K your page speed is okay.
Ryan Lawrence-Hill:But you need to change, make changes to your navigation menu,
Ryan Lawrence-Hill:you know, things like that.
Ryan Lawrence-Hill:And keep in mind too.
Ryan Lawrence-Hill:If you increase your page.
Ryan Lawrence-Hill:Maybe that doesn't increase your conversion rate, but you're getting
Ryan Lawrence-Hill:10,000 more visitors a month with the same conversion rate.
Ryan Lawrence-Hill:That's a win.
Ryan Lawrence-Hill:And if page speed affected that keyword jump or that keyword ranking
Ryan Lawrence-Hill:jump to bring in that traffic, that's something that we would analyze as well.
Kevin Dieny:You know, like it's indirect and indirect ways.
Kevin Dieny:The website loading time is.
Kevin Dieny:Potentially killing your conversions.
Kevin Dieny:And on the flip side, it could be opening up a huge door, a huge avenue of business.
Kevin Dieny:I think to a lot of businesses, we tell them, look, if you had one more sale,
Kevin Dieny:one more patient, one more opportunity.
Kevin Dieny:One more.
Kevin Dieny:If anything.
Kevin Dieny:What impact would that have?
Kevin Dieny:You know, what if it's two more a month and those numbers seem
Kevin Dieny:kind of small, but if you add it up over a year, it's substantial.
Kevin Dieny:It's a huge impact.
Kevin Dieny:So these are not, these are small things, swinging big doors, and that's
Kevin Dieny:a big opportunity for businesses.
Ryan Lawrence-Hill:Yeah, definitely.
Ryan Lawrence-Hill:I had a, customer that sold medical equipment, like really high end
Ryan Lawrence-Hill:medical equipment and they increased their conversions by one a month.
Ryan Lawrence-Hill:But that medical equipment is worth $200,000.
Ryan Lawrence-Hill:So yeah, so it's like yeah...
Ryan Lawrence-Hill:I'm in the wrong business.
Ryan Lawrence-Hill:Um, um, but, uh, but yeah, definitely, really.
Ryan Lawrence-Hill:There's so many aspects to look, especially when dealing with page speed.
Ryan Lawrence-Hill:The other thing is that you want to consider is about 70% of people, if a
Ryan Lawrence-Hill:website takes longer than 10 seconds to load, they're not going to convert at all.
Ryan Lawrence-Hill:They're just going to bounce...
Ryan Lawrence-Hill:they will leave.
Kevin Dieny:Yeah, shooting for the healthy, I guess under 10,
Kevin Dieny:under five, maybe wherever you are now, what's a few seconds faster.
Kevin Dieny:And then from there, okay.
Kevin Dieny:What's a few seconds faster or what's a half second faster.
Kevin Dieny:What does it, if it takes way too much money just to go from one second to
Kevin Dieny:half a second load, maybe, you know, like everything has to be weighed.
Kevin Dieny:Everything has a priority.
Kevin Dieny:Everything has to come down to dollars and cents a little bit like
Kevin Dieny:what's the effort's going to take.
Kevin Dieny:If it's like, Hey, we're going to go from 30 second load times to 15, 15.
Kevin Dieny:May not, still not be great, but it's not, it's not 30.
Ryan Lawrence-Hill:It's a lot better than 30.
Ryan Lawrence-Hill:Yeah, exactly.
Ryan Lawrence-Hill:So I like to use, I like to use the analogy.
Ryan Lawrence-Hill:It's like, look, I can buy an ax to chop down a forest, or I can buy a bulldozer.
Ryan Lawrence-Hill:Both will have the same result, but the investment and the speed at
Ryan Lawrence-Hill:which its done is going to affect, you know the clearing of that field.
Ryan Lawrence-Hill:So, um, yeah, it all depends on your resources.
Ryan Lawrence-Hill:If you have the resources to go out and buy software to take care of that, go for
Ryan Lawrence-Hill:it and keep in mind too, that's going to raise your quality scores on your ads.
Ryan Lawrence-Hill:So some of that budget over there, there, you can allocate to whatever
Ryan Lawrence-Hill:you're paying for those additional services to speed up your site.
Kevin Dieny:Yeah, this has been fantastic.
Kevin Dieny:Ryan.
Kevin Dieny:I think if you are doing it yourself, you have got some tools.
Kevin Dieny:I think if you're using an agency, a tool, a consultant, or anything like
Kevin Dieny:that, you may have some questions, some well-informed questions that you can
Kevin Dieny:take to them and ask them about this.
Kevin Dieny:But at the end of the day.
Kevin Dieny:I think you can honestly make a difference in the businesses
Kevin Dieny:conversion rate by going over here and updating your website loading times.
Kevin Dieny:Which is kind of an interesting way of, you know, it all comes together.
Kevin Dieny:Putting that user experience again at the forefront and page
Kevin Dieny:speed is just one element of that.
Kevin Dieny:So thank you again for coming on and sharing all of this has been great.
Ryan Lawrence-Hill:My pleasure.
Ryan Lawrence-Hill:Thank you very much, Kevin.
Kevin Dieny:How could people connect with you find out more
Kevin Dieny:about you, anything like that Ryan?
Ryan Lawrence-Hill:You can find me on LinkedIn.
Ryan Lawrence-Hill:I'm just under Ryan Lawrence-Hill.
Ryan Lawrence-Hill:I'm on Facebook too.
Ryan Lawrence-Hill:You'll recognize the mustache.
Ryan Lawrence-Hill:Trust me.
Ryan Lawrence-Hill:If you need to get ahold of me to my company that I do all
Ryan Lawrence-Hill:this for is called Huckabuy.
Ryan Lawrence-Hill:We specialize in page speed, structured data, really, we specialize
Ryan Lawrence-Hill:in a technical approach to SEO.
Ryan Lawrence-Hill:So you buy software that improves your website rankings
Ryan Lawrence-Hill:as opposed to hiring an agency.
Ryan Lawrence-Hill:So yeah, I, I can be reached through there as well.
Kevin Dieny:Awesome.
Kevin Dieny:All right, everybody...
Kevin Dieny:thanks again!
