Ancestory.com recorded a 7% positive rise in conversions after improving the render time of web pages by 68%, reducing page bloat by 46% and reducing load time by 64%. There are a lot of worse things than website load times – the impending heat death of the universe is one of them – but while we’re around, pecking away at mobile devices, iPads, and laptops (while sipping $6 lattes), lets talk about website load times. Improving render time, reducing page bloat, reducing load time. What are these? How do you do it? First, let us look at what makes a website.
Let’s make this simple. You see a beautiful person, man, woman, alien. Whatever floats your boat. You happen to get significantly beautiful’s number and set up a date. You’re sitting across the table from each other at a 3-Michelin star restaurant. They serve the first course. You and beautiful have said nothing to each other aside from where you went to college and what happened on The Bachelor last night. There’s nothing there. Beautiful is just beautiful. What should you do? What any self-adjusted human would do. Leave. You see, there’s no content there.
Strip away the frontend – all the good-looking stuff. Strip away all the HTML and CSS. Take out all of the images. What are we left with? Content. Copy. If you don’t have much content or copy, we can equivocally say that you are losing the SEO battle. The internet is, after all, about content. It isn’t about making things “pop” or putting things “above the fold.” Imagery can certainly help, when you’re dealing with humans. But computers aren’t as superficial as we are, yet. Search engines don’t care about images. I mean, they do, if you want an image to be found, but they’re not important if your website is a hipster outdoor bikepacking blog or an ecommerce site peddling hand-cobbled, organic leather boots. Search engines want to know that you have original content & copy. Period.