Google PageSpeed Insights measures the performance of a web page based on its loading speed, and suggests areas for improvement. This online tool made available free of charge by Google serves the interests of the company as part of its natural referencing strategy and for its digital marketing.
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The company visualizes its score, accesses the detailed analysis of performance problems and learns about personalized recommendations. The objective: to reduce the loading time of the pages of the website, to optimize the user experience, and consequently improve the ranking of the site in the results of the search engine.
What is PageSpeed Insights?
Google PageSpeed Insights is a free online tool that provides web page loading speed data in both desktop and mobile versions. These data constitute performance indicators, insofar as the loading time of a page influences the behavior of the user of the site.
- 40% of Internet users leave the site which is not loaded on the computer after 3 seconds. On mobile, 53% abandon their navigation when the loading time exceeds 3 seconds.
- For 67% of Internet users, the slowness of the site is the first factor in cart abandonment.
These figures illustrate the impact of the loading speed of a page on the bounce rate on the one hand, on the conversion rate on the other hand: reducing the loading time improves the user experience and increases sales. Indirectly, acting on the bounce rate and on the user experience optimizes natural referencing: the company reinforces the effectiveness of its digital marketing strategy.
How to use PageSpeed Insights?
Using a tool such as Google PageSpeed Insights is a good way for the company to obtain actionable data for its marketing and sales purposes. The use of the interface is intuitive: the user enters the URL address of the page to be analyzed, and immediately accesses a detailed report. The company is then able to act on the basis of its personalized diagnosis, so as to accelerate the loading speed of the pages of its website.
PageSpeed Insights provides several types of page speed data:
- “Lab Data”, or laboratory data: PageSpeed Insights uses Lighthouse to calculate the performance score, on a scale of 0 to 100. The score is displayed on the basis of a color code which facilitates reading: red for a score from 0 to 49, orange for a score of 50 to 89 and green for a score of 90 to 100. The user visualizes at a glance the performance of the web page, then the detail of the loading speed data . Please note that laboratory data provided through Lighthouse is simulated data.
- Field Data: PageSpeed Insights uses Chrome User Experience Report to analyze load speed data in real-world conditions. This data is not simulated, it is the data collected by Google robots over the previous 28 days. Field data thus reflects the reality of the user experience. Compared to laboratory data, however, they are less enriched.
Among the loading speed data, PageSpeed Insights notably calculates the 3 “Core Web Vitals”:
- The First Input Delay, under the acronym FID, corresponds to the complete loading time of the page. PageSpeed Insights indicates that the FID is good when it is less than 100 milliseconds.
- The Largest Contentful Paint, under the acronym LCP, measures the display time of the heaviest content. The LCP is good when it is less than 2.5 seconds.
- The Cumulative Layout Shift, under the acronym CLS, calculates the stability of the content, to evaluate the performance of the interactivity of the page. The CLS is optimized when it is less than 0.1.
PageSpeed Insights provides access to other metrics of view time and access to page content, such as first content seen (FCP) time or Time to Interactive and Speed Index values. For each indicator, the results are indicated on the basis of the red, orange and green color code, from the lowest score to the best.
How to improve your Google PageSpeed Insights score?
Google PageSpeed Insights is a very useful tool for your technical SEO. And for good reason: The user switches in one click from the performance results of the page to desktop and mobile versions: for each version, the tool offers a detailed view of the loading speed data, and recommends suggestions for improvement.
Among the ways to improve the PageSpeed Insights score:
- Efficiently encode images to load faster and consume less mobile data.
- Reduce the number of requests and the size of transfers.
- Stream images of suitable size to save mobile data and reduce loading time.
- Defer the loading of off-screen images to reduce the delay before interactivity.
- Avoid multiple page redirects so as not to delay loading.
Note that PageSpeed Insights, beyond providing information on the opportunities to be seized to speed up the loading of the page, lists the successful technical points that do not require corrective action.
To go further, download this free e-book and find out how todefine an effective technical SEO strategy to optimize the performance of a site.