Optimise Your Marketing

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Optimise website speed

Stuart Baddiley

To optimise your website speed, which is crucial for both user experience and SEO, consider the following specific steps:

  1. Image Optimisation: Compress images using tools like TinyPNG or ImageOptim to reduce file size without sacrificing quality. Ensure images are in the correct format (e.g., JPEG for photos, PNG for graphics with fewer colours).

  2. Leverage Browser Caching: Use caching plugins like W3 Total Cache or WP Rocket if you're using WordPress. This stores static files, reducing server load and speeding up load times for returning visitors.

  3. Minify CSS, JavaScript, and HTML: Remove unnecessary characters, spaces, and comments from your code. Tools like UglifyJS for JavaScript and CSSNano for CSS can automate this process.

  4. Content Delivery Network (CDN): Implement a CDN like Cloudflare or Amazon CloudFront to distribute your site’s static files across global servers, reducing latency for international users.

  5. Enable Gzip Compression: Compress your website files using Gzip to reduce the amount of data transferred between the server and the browser.

  6. Reduce Server Response Time: Choose a reliable hosting provider with optimised server configurations. Consider upgrading to a dedicated server or VPS if you're experiencing high traffic.

  7. Limit Redirects: Each redirect creates additional HTTP requests and can significantly slow down your site. Audit your site for unnecessary redirects and streamline them.

  8. Implement Lazy Loading: Use lazy loading for images and videos to ensure they only load when visible in the viewport, improving initial load times.

  9. Optimise Website Code: Regularly review and clean up your site's code to remove any outdated or unused elements.

  10. Analysing and Testing: Use tools like Google PageSpeed Insights, GTmetrix, or Pingdom to regularly monitor your site’s speed and identify areas for improvement.

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Incorporate these strategies into your web development workflow to ensure your site maintains optimal speed and performance, which is crucial for conversion optimisation and maintaining a competitive edge in search rankings.