Speed design is always a compromise.

The point of diminishing speed returns is when you damage profitability. Then you’re into the realm of fanaticism. We’ve been there for a long time. That’s an unquenchable desire for excellence. It can be a monster. So let’s keep speed changes in perspective. In other words, do as we say – and not as we do.

For us, speed gets designed in. Speed repair is a frustrating, after-the-fact rescue. Sometimes, the patient loses an arm or another appendage. Cutting out cancer. Most site owners don’t want to suffer the painful amputation – and still, want to live forever. Nope. That isn’t how it works.

Anyway, what is reasonable for speed. For example:

Moving video files to another host like AWS. Will that save the day? That is unknown. Using an image placeholder and not loading the video until clicked is enough. That means using “video lazy load” plugins. That trick won’t work for header videos like some use.

Also, lazyload plugins don’t work with Elementor. Bad voodoo on Elementors part. It forces you to use their built-in video lazy load functions. But they won’t work for headers either. Trapped.

Let’s review some web speed realities:

1As far as we’re concerned, delayed loads produce the same user experience as offloading. Here we are talking about “perceived” load time versus “actual” load time. We build for human UX and not machine SEO. The fact your header video loads last is good enough for Google. Is it good enough for your human audience? Most likely. Has any user complained? Is the cost of offloading video justifiable? That is a business call. ROI. How much is video slowness affecting profits? A-B tests? If it’s so bad, why use video instead of still images?

REFERENCE: http://pagepipe.com/lazy-loading-and-infinite-scrolling-for-faster-loading-pages/

2Font Awesome is a curse and laziness for developers who don’t want to produce image files. Those icons are faddish and will look dated. Clipart for websites. So we ask, “What enqueues (turns on) Font Awesome?” Themes like Tiny Hestia, GeneratePress, and Twenty-nineteen don’t load Font Awesome. Why? Because speed is an issue. Older and crummy designed themes use FA. If it’s not the theme, is it a plugin? Plugins can be selectively deactivated or stripped.

So if we install Asset Queue Manager (AQM), we then see the hidden scripts and styles used on a page. We can also site-wide dequeue them. This can be delicate surgery. But we use it all the time.

REFERENCE: http://pagepipe.com/misunderstood-asset-queue-manager-speed-plugins-has-great-performance-potential/

Below is a screengrab of the AQM plugin control panel. Circled in red are those things associated with Font Awesome.

Click to enlarge.

The kicker is:

Does deactivating Font Awesome break critical icons? Those are the mobile navigational menu (hamburger) and the search looking-glass icon.

Only testing reveals that. But looking at Elementor code, it says it’s loading the lightweight Elementor Icon (eicon) set instead. (When disabling Gutenberg block editor, deactivate the block-library style circled in green.)

The truth is you can dequeue a ton of Elementor styles and scripts. But it requires trial and error to figure that out. Tedious. Now if you like, you can dequeue with the paid PerfMatters plugin. But we don’t use that because we only investigate free plugin alternatives. Sorry. Snobbery. We know.

Would we change the theme of a site and swap all the FA icons? Yes. We recently replaced 40 icons sprinkled throughout a client’s site. With what? PNG files. Why? Speed. Pure speed. One-color PNG icons only weigh 1k. Font Awesome loads 70 to 80k on every stinkin’ page.

REFERENCE: http://pagepipe.com/should-i-disable-font-awesome-and-google-fonts-for-improved-speed/

There are even more serious ways to remove FA by editing the functions.php core file. We won’t go there anymore. We’ve nuked sites doing that. But if you pay someone enough, they’ll do almost anything. Not us. We can be taught.

3Hosting Google Analytics locally may gain you anywhere from 100 to 300 milliseconds. Nice but fanatic. Do we do it? Of course.

REFERENCE: http://pagepipe.com/how-does-google-analytics-affect-mobile-page-speed/

Use value analysis in your speed decision making. Does the proposed speed change really make a difference in profits?

Speed up MailChimp for fastest-loading WordPress.

You have many, many choices when it comes to adding an email sign-up form to your WordPress website. There are all-in-one plugins like Convert Pro, Thrive Leads or Mailchimp for WordPress. Then some plugins connect to an external service such as Lead Pages or Optin Monster.

These options have their merits, but each one has a cost. Some cost money, and all slow down your site. This occurs in two ways:

  1. Plugin load time

  2. Server delays with your email service provider or ESP (Mailchimp, Infusionsoft, etc.)

MailChimp emails services slow down your website – unless you know a few speed tricks.

What if there was a way to add a landing page to your site without any extra costs or sacrifices in load time? You can, and I’ll show you how.

I’ll also share some simple changes we made to our call-to-action. These improvements increased the click-through rate and conversions.

Why you should use Mailchimp’s built-in landing page builder

WP Subscribe plugin adds 6.2 milliseconds. Easy Forms for MailChimp plugin adds 18.8 milliseconds. Yikes Easy Forms for MailChimp plugin adds 93.0 milliseconds.

Most email service providers allow creating a landing page within their platform. You then link to it from your own website. The beauty of this set-up is that you don’t need an extra plugin to create a form. Then there is less server delay when someone signs up because the form is already on your ESP’s server.

Mailchimp may not be the most adept or feature-rich ESP on the market. But it’s free for up to 2,000 subscribers, and it gets the job done. This tutorial only covers Mailchimp setup, but the strategy applies to other ESPs.

1. Log in to your account and create a new campaign.

Click the image above to see a larger version.

2. Select “Landing Page” as the campaign type.

Click the image above to see a larger version.

3. Give your landing page a name and assign a list to it.

Click the image above to see a larger version.

4. Select a template. You can always delete the content and start from scratch if preferred.

Click the image above to see a larger version.

Interface components allow connecting your site to specialty services. These are sometimes called third-party integrations or API (such as MailChimp, Facebook, Twitter, YouTube videos, etc.). We call them annoying – because they usually slow down page load time. Under ideal conditions, they can be fast. But because you make a request to a remote server, that server’s engagement is unpredictable. There can be long, random delays. Then we’re at their mercy. These delays are essentially “waiting in line” for service. It’s peak traffic dependent. —Steve Teare, PagePipe performance engineer

Landing page design tips

Keep your layout simple and focus on the benefits of your offer. What’s in it for your reader? If possible, highlight a problem or challenge that your reader has. Then describe how your offer solves the problem.

Add some social proof:

  • a review

  • a testimonial

  • a quote for the author’s credibility.

A side benefit to hosting your landing page offsite is there are no other page distractions. There’s no navigation, no footer, nothing to click except the back button or the “Sign-Up” button.

Here is our landing page with notes:

Mailchimp landing page with annotations
Click the image above to see a larger version.

Once you’ve completed your design, add a page title and a URL.

Click the image above to see a larger version.
Click the image above to see a larger version. Add some text to differentiate from any other landing pages you create.

Click “Publish” and your landing page is live. Copy the landing page URL for reference.

Click the image above to see a larger version.

How to get visitors onto your new landing page

Now that you have a spiffy new landing page, you need to entice visitors to it. A simple text link will do. But we prefer to create a strategic graphic image placed all across the website. In this case, that place is underneath each of over one hundred articles on PagePipe.com blog posts. See the Speed Library main navigation link. Most visitors enter our site via the blog.

This attention-getting graphic should stand out from the rest of the site. State the offer and its benefits in concise and clear language.

Here is our first version (note: this graphic is also the front cover of the free PDF itself):

Mailchimp cover with annotations
Click the image above to see a larger version.

How we increased sign-ups by editorializing the graphic

The version above increased our monthly signups from eight to twenty. (Compared to a different lead magnet)

After the changes are shown below, signups spiked to around forty per month. They have since leveled out to about twenty new signups per month. It’s an impressive page conversion rate of thirty-five percent.

Speedup Mailchimp Editorial with Annotations
Click the image above to see a larger version.

Remember these questions to evaluate effectiveness:

  • What is the problem your offer solves?
  • How can you communicate your offer’s value with details?
  • How can you reduce friction and address your reader’s hesitations?

Why Mailchimp’s limitations are a good thing

Mailchimp’s landing-page software is rudimentary. It has no bells and whistles like a page builder or standalone plugin. It has the basics:

  • text editing
  • drag and drop capability
  • simple column formatting
  • and a bit more.

This can be a benefit if you remember a few things:

  1. Your offer itself and the words you use are the most important thing.
  2. Bells and whistles can distract you from focusing on #1.
  3. Bells and whistles often increase your time invested because they invite tinkering.

Remember, *limitations* focus us on what matters most and getting the job done.

So, next time you’re wondering how to add a landing page to your site, consider using Mailchimp’s native landing page builder. Your page will load quickly, and you will save time and money using an excellent, free tool.

Matt Stern

About the Author
Matt Stern is a web designer and sometimes writer based in Southern Oregon. He designs and builds landing pages that convert visitors into subscribers.

Learn more at SternDesign.co


Don’t use Cloudflare CDN: build in speed quality instead.

Some sites we evaluate for speed testing are using free Cloudflare CDN services. A CDN (content distribution network) is a way to get servers geographically closer to the user and thus reduce latency. That’s the goal anyway.

Cloudflare is a US-based website performance company founded in 2009. Cloudflare claims to improve page load times and performance.

In the recent past, we’ve used free Cloudflare CDN services and their plugin to bulletproof our WordPress websites. Testing the Codium Grid theme, we found Cloudflare doesn’t guarantee consistent load speeds. During this project, we saw an unpredictable and random page load times from 10 to 25 seconds. That’s unacceptable even if the average time is one second.

Cloudflare uses a modified version of NGINX – a key Russian-created technology. Nginx (engine-x) is an optimized open-source server software used in the LEMP stack (Linux, Nginx, MySQL, and PHP).

We first thought there was traffic congestion on the shared hosting server. We checked using yougetsignal.com and found only three domains resided on the shared server. One was inactive and the other two had benign, low-traffic content. The server wasn’t our offender.

After plugin testing, it was clear that Cloudflare was the culprit throwing in random delays. We canceled the account and removed the plugin. Then things stabilized. We also got better results in WebPagetest.org. Our cached time improved from 750 milliseconds to a 500-millisecond load. We’re giddy from this discovery.

Christian Nelson, ally and web critic, saw this weird, random, delay phenomenon years ago – but not only on Cloudflare. He’s maintained a low opinion of CDN solutions since. He’s right on the money. CDN response times can be unpredictable.

We’re against any CDN paid or free services. Build with origin optimization. Then there’s no or little benefit from edge optimization. CDN is a band-aid for sloppy site owners. You can’t speed up a site that’s already fast. It’s a waste of money.

Now, on Shopify – one reason they have such fast loading stores – is the big money they throw at edge optimization. That’s the best place to host and build a store. That’s our recommendation. And we get paid to build ecommerce sites with WooCommerce. It’s no match in the speed department.

One more bad thing about Cloudflare CDN.

Cloudflare’s Nginx servers cause failure on time-to-first-byte measurements (TTFB). Usually shown as a red “F” as in failure or flunk using WebPagetest.org. This negative flag generated a brouhaha, and Cloudflare responded with a special blog entry about the topic and why they think it not a real problem. We agree. TTFB isn’t a problem. Cloudflare flakiness is the problem.

Cloudflare’s claim is “Gzip compression of web pages reduces the time it takes a web page to download, but the compression itself has a cost. That cost causes TTFB to be greater even though the complete download is quicker.” But only on Nginx servers. Apache servers are just fine.

Nginx waits until compression has started before sending the HTTP headers; when compression (Gzip) is turned off it sends the headers immediately.

Our complaint: Who cares about TTFB when Cloudflare throws a monkey wrench into the running engine and randomly gives 10- to 20-seconds page loads? Hiccups aren’t acceptable.

Stop worrying about Time To First Byte (TTFB)
05 Jul 2012 by John Graham-Cumming of Cloudflare. (A rebuttal).

Our experience is Cloudflare CDN is notorious for slowing down your site with 500 and 501 server errors. That’s probably where your TTFB errors are coming from. Cloudflare uses NGINX servers instead of Apache. This causes the lazy loading of all Gzip compressed assets. Unnecessary delays. TTFB is the only metric Google uses in its SEO ranking algorithms.

Using Cloudflare would explain the reason for your speed fluctuations. We do not recommend them – nor any CDN for that matter. CDNs are band-aids for poorly optimized websites. It’s better to build quality into your site. That is called origin optimization. CDNs are edge optimization strategy.

Cloudflare ran a test and concluded that time to first byte (TTFB) does not matter. Except, it absolutely does. As they say: if you’re experiment contradicts intuition, check your experiment.
Ilya Grigorik, Web Performance Engineer at Google

Typical Cloudflare error screen.

Offsite link: Cloudflare Makes Websites Slower, Not Faster “I noticed that my Cloudflare-enabled sites became much slower and they would often time out.”

“When you put a CDN in front of your website, it will add latency to the TTFB of your dynamic content. Accessing the origin server directly is faster than routing traffic over a CDN. The CDN will improve performance for cacheable elements, but a dynamic page will have to be fetched from the origin server no matter what.” – OFFSITE RESOURCE

[bscolumns class=”one_third”]

If you’re new here, start with our best primer speed articles.


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If you’re ready to give your WordPress site wings, here are powerful tools to speed up your site.


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Learn how the most popular plugins and ideas waste your time – and hurt web speed. Includes important tips for mobile speed without coding.


Unawares you broke your lovely site activating PHP 7.x.

PHP 7 is twice as fast as PHP 5.x and requires one fraction of the server memory.

Comparison of PHP version speeds.

Does activating PHP 7 from version 5.6 make a difference in speed test scores? There is no measurable load-time difference in milliseconds. None. Why no improvement?

Some claim to add PHP 7 instead of a version 5.6 speeds up page loads by 300 milliseconds on a cache-less site. We don’t see that improvement evaluating with normal online tests like Pingdom.com or WebPagetest.org.

On a well-optimized site, there is no speed change evident. But the same can be said about caching plugins, minification plugins, and CDNs. With proper origin optimization, there’s little benefit from inadequate speed fix-it attempts. Band-aids.

Our PagePipe blog is a well-optimized site. So why would we even want to risk a change? We write about plugin technology and speed. We stay current to “walk the talk.” We also have an insatiable curiosity. So we did it.

A 3,760-word article at WP Elevation is about the pain of producing websites. The article expresses everything we hate about website creation. The thought of building “explosive live hand grenades” stresses us. Just reading the article was stressful. Why?

Because it’s true. The nit-picky horrors described are exactly what occurs during web projects. Client or website owner expectations are high. Their technical knowledge is often low.

A new monster arose on the WordPress horizon.

The fragile nature of WordPress and PHP v7.x.

Why does adding PHP 7.x break your site? Our choice to transition our GoDaddy-host-server to PHP 7 rattled our nerves. And we’re initiated in this stuff. Our experience is a good example of what goes wrong. Upgrading PHP version 5.6 to version 7.x is a simple C-panel setting – but not without potential consequences.

PHP 7 released long ago on December, 3rd, 2015. GoDaddy didn’t add this server option for a year and a half. Why? Because they knew the changes might break hundreds of thousands of WordPress websites. They left it up to users to perform the update. And they delayed the service call costs for as long as possible. The GoDaddy default version was set to 5.4. Making users choose their poison was smart. Users then are responsible for breakage. Or dialing back the PHP version themselves – or tracking down fixes. GoDaddy is blameless – sort of.

Above: Pie chart – Percentages of WordPress sites using different PHP versions.

Risk breaking my site? Why even care about PHP version 7.x?

PHP is the code of WordPress, a server-side programming language. It first appeared in 1995. All themes and plugins use PHP, too. Upgrading your site to run on PHP 7 instead of PHP 5.6, you’ll improve the performance of WordPress core by 2x. That’s right. Twice as fast is the typical gain in core speed. We anxiously waited and watched for this no-extra-cost, speed opportunity. Free speed. Most vendors upgraded long ago. So we felt snubbed. But we didn’t change hosts. We like bragging about good speed achieved under the worst conditions!

So how faster does WordPress core load? We should see a 100- to 300-millisecond improvement. But we never see betterment in testing. Updating PHP is a theoretical improvement – not an actual improvement.

PHP running twice as fast doesn’t mean your website loads twice as fast. We’ve never seen significant, measurable differences switching back and forth between PHP 5.6 and PHP 7.3 on various hosts. For us, it’s a theoretical improvement in speed. We think it’s good – but if you don’t change versions – no problem for us. It might be a problem for you at a future date.

PHP 7.x isn’t going to break WordPress – it may cause some of your plugins to malfunction. Perhaps your theme. But the result is the same, your site appears broken. You can test all your plugins using a free plugin. Naturally! We tested with:

PHP Compatibility Checker
Active installs: 30,000+
Compressed download: 1M

With this plugin above, you can check your site for PHP 7 compatibility.

WordPress phpinfo()
Active installs: 20,000+
Compressed download: 8k

With this plugin above, you can check which version of PHP your site is using without using Cpanel access.

Display PHP Version
Active installs: 40,000+
Compressed download: 11k

Display PHP Version plugin displays the current PHP version in the “At a Glance” admin dashboard widget. We like it.

So what broke after the change from 5.6 to 7.x?

  1. Broken Link Checker – compatible – warning 1 – This plugin broke the site when viewed on an Apple iPad. Meaningless code was all over the screen. We disabled the plugin. This is plugin causing site drag anyway. Only us it during maintenance. Leave it disabled. On some host, they ban Broken Link Checker. Why? Because it overloads the server slowing down other sharing domains.
  2. Simple Content Adder – We got a red flag for the file revisions.php. But we couldn’t find it breaking anything. We left it as-is.
  3. SS Downloads – red flag – This favorite old plugin broke the site with PHP error screen. The plugin failed because it triggered a fatal error. The plugin is for email capture before PDF downloads. We had to dump the plugin. Presently, all our free downloads use MailChimp signup. We do product downloads with Easy Digital Downloads plugin on our store site.
  4. Title Experiments Free – compatible but 7 warnings. We wrote plugin author, Jason Funk, and he updated the plugin to version 8.9 for PHP 7.1 compatibility. No more warnings. Thanks, Jason. [Jason later removed this plugin from the directory.] It caused global loading – site drag.
  5. WordPress Popular Posts – compatible – 24 warnings. The plugin stopped gathering data for page visits. This is the primary reason we use this plugin. It’s very popular with 300,000+ active installs (v3.3.4) The new version 4.0.0 is now PHP 7.x compatible. It has slow Font Awesome onboard but it’s not enqueued. We’re thankful. We like the new GUI control panel for the plugin. The original plugin was a 125k zip file. The new one is 759k. Most extra weight is font overhead for the control panel. It doesn’t affect your site’s front end. This newest version is now available on the WordPress directory. We don’t use this plugin any more because of site drag.

How fast was PagePipe home page after the switch to PHP 7.x?
699 milliseconds unprimed cache and 440 primed. Superfast even on GoDaddy mechanical, shared server with no CDN.

So a quick comparison of primed cache:
PHP 7.2: Pingdom NY PagePipe home page – primed cache: 559ms.
PHP 5.6: Pingdom NY PagePipe home page – primed cache: 567ms.

8 milliseconds gain with TTFB fluctuations. Maybe? Insignificant gain on an optimized page. We’d be better off economizing in other areas.

Why no big gains? Because we have super optimized the homepage. There’s a point of diminishing returns. Only fat bloated slow websites benefit from the PHP version switch.

PHP gains are overrated and exaggerated. A bloated site gets the most improvement. So PHP is a cheap test of site bloat. Big speed improvements from PHP indicates a big potential from the investment in site origin optimization.

“None of my speed tests provided clear evidence that my site now loads faster on PHP 7 compared to PHP 5.6.” – OFFSITE REFERENCE: https://wpsmackdown.com/switching-to-php-7/

Divi theme sucks – and other popular paid themes are slow, too.

Popular premium WordPress themes have a big commonality: They claim they do anything. In fact, the Divi theme’s motto is “The sky is the limit.”

You’ll pay $89 annual rental fees to use Divi Theme

Divi, the most popular paid theme is the slowest we’ve encountered. It loads in about 1 second. That’s only the theme? Yep. That doesn’t include WordPress core or images or plugins or anything else. With a 2-second performance budget, our speed is half-way evaporated.

Speed tests are performed with Pingdom. Hardly scientific. But results give relative comparisons of performance value. The candidate themes are hosted on the same cheap, shared GoDaddy server without CDN or caching.

The potential to “Doing anything and everything” is seductive to site owners. Imagine. No limitations. The promise of no limitations is saying, “Go ahead. Add all the heavy extras your heart desires. Fill all the slots and widgets our expensive theme provides. Gorge yourself.” Is it any wonder websites with these premium themes end up being the slowest?

It’s not the poor theme’s fault.

It’s a design self-disciple problem.

Creativity requires limitations. It’s when resources are scarce – like time, energy, or money – that creativity is most desirable. Scarcity forces value analysis on extra additions. It reduces the temptation to bloat.

  • Divi
  • Avada
  • The7
  • Theme X

And other top selling WordPress themes are full of extras.

They all have a hefty purchase license. That’s annual recurring $60 to $70 rental fees.

Every year. Cha-ching. You pay again. That premium theme adds to site overhead.

A paid/premium theme must be the best. Right? Surely, they’re better than free themes. Better for what? Not speed. That’s for sure.

Multi-function, multipurpose, feature-rich, do-everything themes do not guarantee fast page loads. These are the themes most abused by site owners. Stripped themes force prudence before adding features. All-you-can-eat themes don’t. They encourage gluttony.

Feature-itis or creeping featurism is the ongoing expansion of website features. These extra features go beyond basic needs. They result in bloat and over-complication – rather than simple design. This is also called gold plating or over-engineering. Trying to make something better than required is also called: wasteful.

A better method is building on a simple foundation using a stripped or bare-bones theme.

How do you add features and functionality to a stripped theme? Simple. With plugins. But plugins slow things down, don’t they? No. It’s the quality of plugins, not quantity that makes a difference.

How much do stripped themes cost? Well, they’re free. Is free bad? You know: shoddy and fragile? Nope.

Q. Automattic authored how many themes?
A. 117 themes in the WordPress directory.

Q. How many themes contain updated code?
A. Freshness? 34 themes. That’s it. Only 29 percent are garden-fresh.

We analyzed every one of the 117 themes written by Automatic. Inc. That’s WordPress’ parent company. 34 themes were recently updated. The rest are stale as dried toast. That’s right. Only 29 percent of Automattic-authored themes are fresh. Those good-fresh-ones are on 2.8 million websites.

WordPress last updated themes. The dark blue piece represents the current ones in the free theme directory.
Last Year of Update Automattic Themes

So what? Who cares?

Outdated and obsolete: that’s 71 percent of Automattic downloadable themes. Still hanging around in the WordPress Theme Directory. Without an update for over 1 year. Their shelf-life expired – molding – but still available for the unsuspecting. Why would WordPress keep old stuff laying around? Isn’t that unsanitary?

Well, it makes their big theme collection look BIGGER, doesn’t it? But finding a current theme that’s NOT stale is sheer gambling. And perhaps prohibited in some states and countries.

Let us save you some time and trouble. We’ll share some theme observations.

We deleted a few theme candidates failing to qualify for our test criteria. Those are:

Boutique and Deli are both child themes for Storefront theme. So we cross them off the list. Also, Twenty-eleven theme and Twenty-ten theme aren’t responsive. They never were. That’s no good for Google mobile-first page ranking. So they’re history, too, even though they are still available.

That culling left 30 responsive fresh themes.

Now, let’s reduce the remaining theme contenders another notch. We only consider theme’s with zip download files under 1 megabyte. That size has the potential for speed. 1MB is our cutoff. We don’t have time to mess around looking under the hood of every single theme. The theme author didn’t care enough to lighten the package! We won’t reward bad apathetic behavior with an active installation. No vote from us.

Most themes by other authors and companies in the Directory are not responsive. We tested that stuff. There are over 1,600 responsive themes out of 5,100 free themes. Anything authored before 2012 is most suspect. So watch out! Test to be sure.

That eliminated 10 more fluffy themes:

  • Storefront
  • Karuna
  • Ixion
  • Pique
  • Rebalance
  • Lodestar
  • Edin
  • Confit
  • Orvis
  • Twenty-fourteen default

Are the 10 themes above our 1M-cutoff the slowest? Well, they’re on the high end. Storefront is the slowest Automattic-authored theme at 26.50 milliseconds load time. We admit. That’s pretty light. But it was the worst. It’s often used with the 280-millisecond WooCommerce plugin. Very heavy site drag. Much of our 2-second performance budget – Gone. Ouch!

We axed it. Cruelty.

What did Twenty-fourteen default theme ever do to offend PagePipe? Besides being over the 1MB weight limit? It activates 120k of Google fonts and enqueues Genericons. That’s all it took. Do we care that 300,000 sites are actively using it? Nope. We never even liked the look of that lame theme. Sorry.

So of the remaining candidates, who’s the fastest loading theme? Shocking. Twenty-twelve default loads in only 14.7 milliseconds. Dang. That’s fast.

Susty theme is the fastest loading theme on the planet – it also loads in 14.7 milliseconds. We use it for experiments.

So what’s the slowest theme we’ve ever encountered? Without question: Divi by Elegant Themes (480,000 customers). Go figure. About 1-second of site drag – just the Divi theme. It’s a dog. Isn’t it popular? You bet. Don’t follow the herd.

Do we like the speedy Twenty-twelve default theme? We’ve seen worse. Customize it. Fix it. At least, it has an optional and popular one-column design. No sidebar if you desire. But in the end, it gets the ax, too. Read on:

So here’s the top speed winners:

Thememsactivezip sizeload msrequestspgwt k
Pingdom NY
Twenty seventeen19.10100000093277614297
Twenty fifteen17.9040000071078015325
Twenty sixteen17.8060000060286815188

Theme speed doesn’t translate into the fastest load time when combined with core.

The fastest theme under those conditions is Pictorico with 632 milliseconds. Twenty-twelve and AltoFocus are over 1 second. We’d ax those two from our list.

Is this a fair test? No. Of course not. Some themes come loaded with an image. The Twenty-seventeen theme is one of those. It has a large sample image header. Yet, it’s number 5. Twenty-twelve theme which was the fastest loading theme when installed is now a loser.

It’s a quick selection process when you have no time – and tons of prospects to test. The goal is building a fast site. There’s no perfect speed theme. Never will be.

Our point? If a theme has a zip package weight under 1 megabyte, it increases your chances of being fast loading. It’s a filter reducing theme-selection waste. The rule of thumb is free WordPress-authored themes load in under 20 milliseconds.

But they’re often snubbed by techno-geeks.

20 milliseconds – that’s fast. But it doesn’t translate into real speed once running on a real website with WordPress core. Why? Too many nuances to list here but they include things like Google Fonts and jQuery. Some even have sliders. Gads!

We strip all that junk with removal plugins.

Our biggest point: Free themes get a bad rap for speed. We see so many blogs telling how important it is choosing a fast premium theme. It’s implied only paid themes achieve long product life cycles. That produces a lot of unnecessary anxiety.

Can you say: Affiliate?

The main thing is avoiding extreme slow 1-second themes. Divi theme is almost 2 seconds with core added. Avoid using a paid theme. Never trust a vendor’s demo. They’ll be slower in the real world because they’re “feature rich”- aka heavy. Choose a stripped-down free theme. Then add as many plugins as needed for the functions and features you need. It’ll be faster loading than a prepackaged, off-the-shelf, paid theme. Avoid the most popular plugins. They’re the slowest.

That’s our speed formula – and it works.

More Theme Strategy

The twenty-ten default theme is now retired from WordPress.com. Themes retire on that host when they are no longer compatible with WordPress.com. Twenty Ten is still available for sites hosted elsewhere using WordPress core. Twenty-ten isn’t responsive for mobile devices.

Gutenberg won’t force change on any site theme. (Promises. Promises.) There are still sites on WordPress.com using classic original themes. WordPress no longer supports retired themes, but they don’t force anyone to change it.

Why stick with a trusty default theme?

Support and upgrades keep arriving for a long, long time. Twenty-thirteen got a refresh in 2018. That’s 5 years of free upgrades. But so did Twenty-ten theme. That’s seven or eight years!

That means Twenty-seventeen default theme will be thriving from 2022 to 2025. Think about it. Future-proof your site. Twenty-seventeen is still our go-to theme for building speed sites.

NOTE: The typical site shelf-life is 3 years. Then the owner or audience gets bored and the theme changes.

We admit we use themes like GeneratePress. Tom Usborne is the theme author and has a two-man company. If Tom gets run over by a bus, it won’t go well for the future of GeneratePress theme. But will a bus run over WordPress? They’d have to throw a hundred web developers under the same bus. Big bus.

WordPress claims a valuation of over 1 billion dollars. It’s not going away soon. Of course, Google could always buy WordPress with pocket change – and ruin every single theme. Stranger things happen.

Meanwhile, until Google Armageddon, default themes are the winning ponies to bet on. Customize with free plugins.


Is my site slow because of my theme selection? It’s the theme you should NOT pick that’s important. Don’t choose a paid, multi-functional theme especially Divi or The7. Chose a  free, current, Automattic theme.

Be the fastest.

What we’ve described here is site origin optimization strategy.

1Start with a free theme authored by Automattic preferably a default theme with a download zip file size under 1 megabyte.

Why an Automattic theme?

  1. It’s free. No annual renewal fees.
  2. It has longevity of at least 5 years of free updates – maybe longer. A team of hundreds and a billion-dollar company support it. Not a few. Hundreds.
  3. It’s faster than feature-rich paid themes. Always under 50 milliseconds load time.

2Add plugins that aren’t multipurpose. Avoid popular plugins. Use instead discrete plugins. Best case, discrete plugins only have one function and no settings. It takes several plugins to match the features of a multifunction integrated plugin. But many discrete plugins still load much faster than a single heavy plugin. How much faster? At least, 10 times faster.

Why use discrete plugins?

  1. They’re free.
  2. They’re not complex and simple to set up.
  3. They’re faster than paid or popular plugins.
  4. They’re prone to very same problems as paid plugins.

One feature can be selectively deactivated. Individual selection is rarely possible with a multifunction plugin.

3Finally, use selective deactivation and activation of features only where they are needed. The easiest plugin to use for selective activation is Plugin Logic. Remember most plugins cause site drag. That’s global loading on all pages and post whether the functions are used or not.

Load-time curse from Elementor pagebuilder temptation.

Because you like Elementor pagebuilder, does that mean you’re a speed fool? No. Lots of people like Elementor (3,000,000+). But it doesn’t match our speed *philosophy* because it causes bloat. Not because of plugin page weight or load time. Because of human psychology. The Herd can’t resist the temptation to create pagebuilder massive pages. It’s like a compulsive addiction. More is better is the assumption.

Elementor is the fastest and best of breed pagebuilder. But we don’t endorse pagebuilders!

For the computer to become “invisible,” you need 1-second page loads. That is when the user thinks they’re in control. That’s been the case with human-machine interaction for 30 to 40 years. Do any sites  achieve this transparency? Yes. But they’re only 1 percent of the Internet. Rare. It’s beyond the reach of most of our readers and costs big money to achieve.

All web hosts, theme authors, and plugin vendors make speed claims. Their proof to sell is vaporous. If there’s no anxiety, there’s no impetus to change. Our goal is saving the Internet from WordPress abuse. It’s never WordPress’ fault – or themes even. Most themes (Divi not included here) load in 50 milliseconds. It’s abuse that ruins websites. Overindulgence. We preach the evils of millisecond delays to get people to back off on design overkill.

Why do stripped down themes run faster? Because there aren’t options to fill with junk and bloat.

If you use a pagebuilder, use Elementor. But realize it may not future-proof your site. We have a suspicion WordPress will “break” all pagebuilders soon. On purpose? No. But they want to own that pagebuilder space.

We don’t use pagebuilders on principle. Mobile sites don’t usually need them with only one column of content. We find pagebuilders frustrating (slow). In the end, we get the same results (only faster) using discrete plugins and other workarounds.

We recommend using Elementor as long as you’re aware of potential traps. We steer clear of all pagebuilders.

SEO guys say speed directly affects SEO. It doesn’t. It affect UX. And UX indirectly affects bounce rate, dwell time, and return visits. That, in turn affects Google’s perceived user intent. Get used to waiting for page ranking!

We satisfy the quest for speed, image stimulation, and short attention spans.

For over a decade, we’ve studied balancing expressive aesthetics (aka branding) and mobile speed. It boils down to value analysis of all web assets: combination, simplification, elimination, standardization, and substitution. And if you don’t have firm goals, you can’t make wise choices.

Market positioning is a creative communication strategy. It serves as a shortcut to the buyers motive. Users won’t wade through junk trying to figure out why you are valuable or why they should care about what you do. They don’t have the patience. It’s a much more intolerant world. But the world’s always been intolerant of slow things.

Pagebuilders don’t cultivate essential or simple UX.

UX is about overcoming three critical things for quality-first impression (aka credibility):

1Speed being prime. Why? If you can’t get past this hurdle the user won’t hang around to even see your cool presentation. Pagebuilders make available enticing options to overload the page with expressive design aesthetic. Too many extras. There are no limitations.

2Next attractive aesthetics. We react emotionally and holistically to what we see and instantly determine if a site is “good” or “bad.” Based on design appearance, we decide to stay-or-go. Too much clutter or moving elements can repel. Is this overindulgence the pagebuilder plugin’s fault? No. It’s lack of discipline on the part of the real builder – the site owner or developer.

3And lastly, readability and findability (like navigation and text size, etc). Websites are about reading content (or skimming at the least). People are foraging for entertainment or problem solving. Pictures are nice. But it’s words that communicate to humans – and are also machine readable. OK. Pagebuilders don’t encourage you to put in the wrong words. But we needed to include this idea for basic UX completeness.

UX is that simple. Three helpful things – not thousands of tricks. And metrics (big data) are a tiny part of the evaluation. UX is about *feeling right* and being polite. What meter exists for measuring hospitality? Satisfaction surveys are tainted. Don’t waste time on focus groups either.

Short user attention spans want to click a button every 20 seconds.

Anyone can make a fast stripped down site. But can you make one that looks attractive? That’s the challenge. How good is good enough? Do pagebuilders help you reign in the desire to add more site features and functions? We don’t think so.

You merge simplicity, space, content, and colorful GIFs or PNGs. That breaks up huge content. It’s like orchestrating technology and design. Certain technology solutions bog down your site. Can you use faster-loading alternatives and still get the right feeling?

Just because you can do something doesn’t mean you should? You could make your text in the shape of a unicorn. Would that whimsical decoration help readability? No. “But my site is about unicorns.” Still no.

With a pagebuilder, you can add heavy parallax effects in many places. Parallax effects now and then, break monotony. They allow a few seconds before the next informational landslide. It adds visual relief to a heavy cognitive load – a time out. Or breathing room. But often the parallax image doesn’t reinforce the theme or goals. Then it’s a waste and mere eye candy. If you add heavy JPEGs then they better do some work to motivate sales.

Using anything but system fonts on mobile is a waste of bandwidth. Mobile screens need readable type more than decorative Google webfonts. Web designers don’t realize the utility of system fonts and fast loads are important. Pagebuilders allow the choice of many Google Fonts. It’s almost a peer pressure or habitual expectation to add fonts. There’s no warning of the speed consequences.

Hardcore PagePipe readers get 70-percent mobile audiences. Then speed pain becomes intense and the need to differentiate from the competition is high. You must build and test for mobile first (that old mantra) because if you don’t visitors have bad UX and bail out.

Fight waste. And resist faddish pagebuilder trends. Classic design still communicates best. What can you eliminate or offload and still function? What’s the minimum viable product – MVP?

To be creative, set limitations. That includes the idea of not being seduced by pagebuilder features.

Should I Use Generatepress or Astra theme with Elementor for mobile speed.

“I was thinking of using a theme like GeneratePress – or Astra. They seem to be the fastest but, now I’m unsure.”

Free Elementor is 61 milliseconds and adding paid Elementor Pro delays another 71 milliseconds. That slows down every page by 132 milliseconds.

GeneratePress (22 milliseconds) and Astra (36 milliseconds) are plenty fast. But only when using the free versions. If you buy the GP Premium plugin you add an additional 70 milliseconds. Buying Astra Pro adds 50 milliseconds to the free version. The theme authors don’t tell you those speed details. But that’s still minor compared to the real problem.

Should I use GeneratePress or Astra theme with Elementor for mobile speed?

For comparison, WordPress core loads in 215 milliseconds. Five times slower than your speed theme.

A typical free, discrete, single-function, no-setting plugin loads in less than 0.5 to 2 millisecond.

25 percent of plugin speed overhead is often consumed by one plugin.

80 percent of total plugin load time is burned by your 5 heaviest plugins.

The average WordPress website has 25 plugins.

Of PagePipe’s 70 total plugins, 12 load in under 3 milliseconds each. And 29 of the 70 load in under 1 millisecond each.

There’s usually one big-fat plugin killing speed – like WooCommerce 262 milliseconds – or more. Or perhaps Yoast SEO Premium plugin loading in 240 milliseconds.

We repeat. These plugin speed problems are minor compared to the real problem:

Speed killers: Undisciplined, novice site owners.

They’re the real problem. And some professional developers are apathetic about quality, too. You can do anything and everything dreamed of with a pagebuilder. That should be good. Right? But start adding incremental features and soon the site is overweight and slow.  It’s not one slow thing – it’s everything. Egomania. Then site owners ask us, “Can you fix this Elementor speed problem?”

Sorry. It’s not Elementor’s fault. They didn’t make you put in all that web junk. They only tempted you.

WP Rocket is a $49 speed plugin with annual renewal (rent overhead). Most don’t realize WP Rocket caching plugin adds 29 milliseconds to global page loads. The irony.

Can you fix speed on a bloated Elementor site? The answer is probably “no.” Pagebuilder plugins can’t be selectively deactivated to reduce site heaviness. Not without white screening an entire site anyway. Discrete plugins can be selectively activated or deactivated on pages and posts. This is important for speed. It’s not the evil your pagebuilder does, it’s the goodness that got left out. It’s a sin of omission.

In fairness, Elementor doesn’t activate their widgets on pages where you don’t use it. But that’s not the same as selective activation. If you must use Elementor, don’t use it on your most-popular landing pages. Use good judgement for speed.

Desperate site owners throw money at speed problems. Usually by adding CDN, caching, or more expensive hosting. Things get costly. The speed investment is worse instead of better. Discarding whimsical features prevents speed waste.

How do I build a fast website from the start, without using a full-time developer?

What is the right decision about builder plugins?

Our speed advice is design without a pagebuilder whenever possible. Pagebuilder’s are slower, add more requests, and have a big learning-time commitment. But if you have no idea what you’re doing and are new to the game, go ahead – be a make-believe designer with a pagebuilder. It’s OK.

Pagebuilders are not the speed panacea you seek.

Will your pagebuilder site be slow? Most likely. The odds are high it’ll be slower than you ever dreamed. Why?

The answer: Because you own a rifle doesn’t make you a hunter. Just because you own a car doesn’t make you a racing champion. Owning a pagebuilder doesn’t make you a skilled web designer.

Using a pagebuilder doesn’t guarantee design quality. No surprise. There’s a pagebuilder learning curve. You still need to learn good universal design principles – aka best practices. It’s disappointing when your site is of low quality. You need a speed strategy before you start. Say, “No!” to dull, faddish fluff that doesn’t matter and adds no real value.

How do you design a website to be fast from the start? Building for speed is called “origin optimization.” It happens even before the project begins. It’s not an emergency, after-the-fact, speed repair. It’s strategic.

Here’s what to do for WordPress origin optimization:

1Get the best shared hosting you can afford. What’s best? Find a normal host allowing writing to the .htaccess file on your server. Special hosting – like WP Engine – won’t allow this. That ability is important for plugin speed tricks. Don’t choose SiteGround. Their wild TTFB fluctuates and is erratic. Their servers are worse than mediocre for TTFB.

2Choose a host with stable TTFB (time to first byte) on your server. Excellent is 200 to 300 milliseconds. Ordinary is 500 milliseconds and poor is around 1 second or longer. One way to find out is by testing the hosting company’s home page TTFB using ByteCheck.com. That’s the best possible it will ever be. Do at least 6 tests. PagePipe.com gets about 500 millisecond TTFB on GoDaddy (blog) and 1.7 millisecond TTFB on BlueHost (store). We host at these services to prove our point. You can get good-enough speed on cheap shared hosting.

3Do NOT install SSL certification  – unless you’re doing ecommerce. You don’t need SSL for simple email signups. SSL handshaking slows down your site globally by 500 milliseconds average. SSL does NOT improve your SEO. There’s no proof. But you can measure the heavy toll on speed.

4Don’t put an email signup API (like MailChimp services) on every page.
Have a single page with signup and use image or text links to that page. Use selective activation and only turn on your email plugin for that one signup page. Isolate the site drag.

5Use Twenty-seventeen default theme (48.4 milliseconds – after stripping Google Fonts). Live within its limitations. There are tons of articles online about how to customize Twenty-seventeen default theme. Why use it? Longevity. It’ll have an 8-year shelf-life. Don’t use Divi theme. It has a 1-second load time. Yes. That’s only the theme: Half your performance budget gone! Any theme is faster than Divi. Rather consider longevity a high value. Astra and GeneratePress are cool and fast. But they don’t have the potential longevity and risk-reduction of Automattic authorship.

NOTE: We’ve tested Twenty-nineteen theme for speed. While it is not as versatile as Twenty-seventeen, it loads in only 15 milliseconds. Dang fast.

Do NOT use free Cloudflare. It slows down your site with delays and 501 errors.

Thanks for your time and feedback. You are definitely right about speed inconsistencies with free Cloudflare!” silvercoast-apartments.com, Portugal

Buy our ebooks.
Serious. Enjoy our research. Get the bundle and also buy “Toxic WordPress“.

When in doubt about some feature or frill, leave it out. What makes for a good website is content, not fancy things that move or animate. Like sliders, rotators, accordions, dropdowns, etc.

9Optimize your images with free “Imsanity” plugin. Other optimizer-plugin promises are seductive – and cost money. Don’t use free Smush plugin. Don’t use PNG format for photos. Use JPEG images and compress quality using your judgemental eye – and not a robot machine for a brain.

Can you survive without social media links? Do you have to have comments? Are you using Avatars (Gravatars)? These extras slow down your site and add little value.

Don’t use heavy, globally-loading plugins like Contact Form 7 plugin. Don’t use Yoast SEO plugin especially the paid version (or any SEO plugin). Don’t use a multi-function security plugin or any multi-function plugin. Stick with discrete plugins. Use more plugins – not less. Doubling the number of “good” discrete plugins will halve your load time. That’s right. 50 plugins are better than 25 if you choose the right plugins. Our ebooks are about this stuff. And the PagePipe blog is full of free plugin information. Buy both the “plugin alternative” bundle – and Toxic WordPress.

Paid Yoast SEO plugin is the speed equal to 250 discrete plugins. Bad site drag.

Accept that your learning journey requires frustration and failures. Nothing worth doing is easy. There’s a price. Pay your dues by investing in your brain power. “You” have future value.

BONUS TIP – If you use WooCommerce plugin, the best speed you’ll often achieve is 3- to 4-second load times. Reduce your expectations.

A conversation with Arisara Thitimoon about speed, Elementor, and Astra theme:

Arisara: Just purchased the bundle, I can’t wait to get into this!

Steve: Thanks for sharing your speed learning and web adventures. Also, thank you for caring about speed. It’s all about being kind to users and showing them you want to provide a good experience. They sense that when the site loads.

Arisara: First of all thank you so much. After days of researching why my site was !@#$%^*, I finally come across your article that helped me understand that a website built with bloated code is unfixable and is better off being built in a clean manner.

Steve: I wish more readers would realize this. I usually get requests to fix the impossible. Web miracles!

Arisara: What I do: I work on small projects $1000 to $2000 and so workflow speed plays a significant role in how much my hourly rate is effected. This is why I opt to use a pagebuilder (Elementor Pro). I use this in conjunction with Astra Pro and the combinations is damn near perfect for my type of projects.

Steve: This is a good combination. We’ve used it before and we’ll use it again on some client sites. But not all sites need these methods. Some can be simpler.

Arisara: But I’m not satisfied with performance … I’m learning that a pagebuilder needs to be used with respect and my goal is to master every little detail that allows to build a clean website that loads fast.

Steve: Value analysis is something we borrow from industrial manufacturing. It’s a discipline to improve profitability and efficiency. It consists of 5 things: combination, simplification, elimination, standardization, and substitution. It’s attention to details and creativity combined. Those use two different sides of the brain.

“Respect” is the keyword. If you use strategy, doing value analysis on features and functions, you’ll build a fast site. Assuming your host doesn’t have a TTFB of 2 seconds or more. But many shared hosts have TTFBs below 1 second. 200 to 500 milliseconds is ideal. You can find out by using ByteCheck.com and type in the URL of the host’s homepage. Their speed will never be better than that. And of course, avoiding SSL if you can.


Arisara: My speed goals is 2 – 3 seconds per page.

Steve: Good goals. This is the performance budget. Everything you add nibbles into that budget.

Arisara: My speed question: What is your advice to an Elementor user for building fast sites and avoiding bloated code and crazy amounts of HTTP requests?

Steve: I steer clear of pagebuilders when I build solo. But my colleague, Matt Stern, uses this combination often. Elementor makes my speed job more challenging. If it’s a WooCommerce site then we’re fortunate to get under 3-second load times with Elementor.

Here’s a free plugin to help you create or restore the look of your multi-column homepage without Elementor:


It is authored by Tom Usborne, the developer of GeneratePress. While it
is possible to handcode this “CSS3 grid,” the plugin simplifies
everything. No pagebuilder needed or extra paid addons. Much faster
loading solution.

Keep reading below for more ideas.

Arisara: So far in my research, I’ve learned to use Astra features as a first priority (so create headers and footers in Astra, set up typography, etc)

Steve: Yes. You are on target. Here’s a quote from Matt Stern, my collaborator:

Here’s what I like about Elementor and Astra, having used them on different projects.

Elementor benefits:

• Allows you to customize the entire theme (not just specific pages), this means you can use a drag-and-drop interface to customize your header, footer, blog layouts and more.

• Allows you near complete control of woo-commerce pages. See custom woo product page here: https://naturespiritherbs.com/product/kelp-fronds/. Again, you may not need this feature yet, but it will be a game changer if you decide to update your product pages.

• Leaves behind “clean code,” which can be reused if necessary. Divi leaves behind shortcodes which only apply to Divi and can’t be used elsewhere.

Astra benefits:

• Designed to be both customizable and fast. The fast part is an important consideration that many themes (even popular ones) seem to forget. One way Astra does this is by making some of its features modular. For example, if you don’t need to customize a particular aspect of a site, say the typography or the blog layout, you can turn “off” the customization for that specific part of your site, keeping your site leaner. See more here: https://wpastra.com/features/#performance

• Good Woo-Commerce customization “out of the box.” While Elementor allows for more in depth customization that take longer to implement, Astra has a nice set of options that are quick and easy to customize. https://thetoolmerchants.com/ was customized primarily with Astra and only used Elementor for certain pages.”

Stern Design

Steve: It takes good planning and cautious testing to not enqueue jQuery with a feature or plugin. Astra says their theme loads in under 500 milliseconds. But our real-world research shows it loads in less than 50 milliseconds! It’s WordPress core that adds the extra load time – about 300 milliseconds.

Arisara: Use custom CSS in my customizer to set default styling in elementor (btns, section padding, etc) so I don’t have to restyle every single element

Steve: Good job.

Arisara: Ditch the gimmicky features Elementor offers.

Steve: Amen. Try to avoid installing the Pro version if you can. Not only does it increase annual overhead $$$, but it doubles the load time of the free version.

Arisara: Reduce unneeded functionality like carousels, etc.

Yep. Sliders suck for UX and everything else that moves. Use static images instead.


Arisara: Disable fontawesome (got this from your article ).

Steve: REFERENCE: http://pagepipe.com/should-i-disable-font-awesome-and-google-fonts-for-improved-speed/

Arisara: Optimize all images. I do this using Shortpixels site (everything on lossy).

Steve: ShortPixel plugin is good. But it isn’t always the best alternative. It adds 30 milliseconds of site drag to every page – if you keep it active. Resizing and compressing in a standalone image processor offline is always best (Gimp or Photoshop, etc.). Machines don’t make good decisions. One size doesn’t “fit all” in the image compression department. It requires a human eye.

REFERENCE: http://pagepipe.com/polite-pdf-downloads/ << about ShortPixel

Our preferred stopgap to prevent uploading oversized images is Imsanity plugin. It’s only necessary if you don’t control the media library.

REFERENCE: https://wordpress.org/plugins/imsanity/

Arisara: Avoid bloated plugins

Steve: Absolutely. Meaning avoid “popular” plugins.

Arisara: Don’t put complicated things in footers.

Steve: Good. Like email signups (MailChimp, etc). Use a central signup page and link to it instead.

Arisara: Disable any theme options / plugin / widgets that are not active.

Steve: Right.

Arisara: Reduce animations.

Steve: Mentioned that. No moving elements.

Arisara: Avoid all performance plugins (leave them till last).

Steve: Yes. And some speed plugins help scores – not milliseconds. Like minification, caching, etc.

Arisara: Don’t use a CDN (at least not right away).

Steve: CDNs are indicators the site wasn’t built for origin optimization.

Arisara: I’m probably barely scratching the surface. But if you have any tips, I would HIGHLY appreciate your expert opinion!

I’m really getting passionate about creating high quality designs and I’m prepared to invest the necessary time it takes to learn how to do it. So excited to read your ebooks.

Steve: Be patient. There ‘s a learning curve and new vocabulary. But I feel confident you’re a talented person and will be building “good stuff” soon.

Is there a reason we don’t like Astra for longevity?

Astra is a fast theme with 300,000+ active installations. That seems remarkable. And it is.

We know the theme (without WP core included) loads in under 50 milliseconds. Much faster than advertised. Bless them!

If you buy the pro version, it doubles the load time. If you buy their pagebuilder (templates?), things get slower and slower.

How many people support this theme? 45 according to their about page. And they’ve been in business for many years. That all seems pretty good. But is it better than WordPress theme authorship for long-term updates? No one matches that. Especially for default themes. Astra is NOT bad – but they don’t have the strong future of WordPress / Automattic. WordPress has a market valuation of over 1 billion dollars.

We use Astra on client speed sites. But not on our own sites, we try and stick with customized default themes. Not everyone codes. We can write CSS and figure things out. So it’s OK for us – but not everyone.

We include Astra on our *list of goodness*. Along with GeneratePress – who is only one guy and an assistant. But Tom Usbourne only supports one theme and that’s it. We also recommend Tiny Hestia and Twenty-seventeen default theme with Google Fonts stripped. They’re all about the same speed as Astra.

If Tom gets run over by a bus, GeneratePress is dead, too.

If all of San Francisco, USA (Automattic’s headquarters) fell into the ocean, miraculously the WordPress torch (core) will be picked up by others around the globe and carried onward. That’s a harsh incident we hope never happens. But it demonstrates how bulletproof WordPress is today and tomorrow.

We don’t hesitate to use Astra on a client site. But rarely our own. Hmm? What does that say about out opinion?

8 futile web myths about speed.

Certain falsehoods about web speed are repeated over and over on blogs that should know better. They drive us crazy. Can we get rid of these mythical speed ideas? We doubt it. But we’ll feel better if we inform you of propaganda that’s unwittingly passed along.

Here’s our list of chronic speed misinformation:

1Speed affects your search engine optimization (SEO).

While Google pays lip service to speed, it clearly isn’t a major concern. They send out mixed messages about speed’s importance. The most notorious third-party widgets slowing down websites – other than Facebook social links – are Google’s Cloud-based API services, Google Fonts, Google Maps, Google Analytics, Google Adwords, etc. Most modern WordPress themes incorporate these things. Research studies show that speed affects Google page rank by less than 1 percent. Insignificant. What improves SEO most? Plain and simple: relevant content. Relevant to who? To people trying to solve problems!

Reference: http://www.codeinwp.com/blog/site-speed-vs-seo/

2Fast websites enjoy high conversion rates and a healthier bottom line.

Really? Then, where’s the long line for speed optimization services? Where’s the market pain?
There is evidence speed makes a significant difference in profitability for very-large, big-name sites – like Amazon, Ebay, Mozilla, and Apple.
For most low-traffic sites, there is no measurable monetary gain. What does change is visitor perception of how credible website content might be. This is first impression or UX. Speed is a subconscious indicator of someone valuing content enough to deliver it quickly and efficiently. It’s the opposite of apathy and bloat. It’s web hospitality, etiquette, and caring.

3Running a successful website starts with choosing a good host. Hosting makes a difference in SEO.

Baloney! Wrong again.
Hosting may add conveniences and security for site management. But speed is dependent upon optimizing and limiting the number of website components. Hosting can make a difference in Time-to-First-Byte (TTFB). This is the parameter Google uses in it’s search algorithm. But we repeat, TTFB only influences SEO by less than 1 percent. Is special, costlier hosting really benefiting SEO? No. Remember, content relevance is more important – always! The average web page now weighs 2.3 to 3.0 megabytes. It doesn’t matter how long it actually loads for SEO. It does make a difference in how frustrated a site user feels. The upper tolerance seems to be 2 seconds. Even though the average page load is now 8 seconds. Horrible! Those load times have nothing to do with hosting and everything to do with extravagant and out-of-control developers and designers.

4Caching WordPress is so effective that it can result in a 10x speed gain over a non-cached website.

The reason web builders see improvement from caching plugins isn’t from caching features. It’s from the activation of Gzip compression, far-futures expiration, and minifying Javascript and CSS files. Those extra features have little to do with caching. In fact, most modern hosting has already activated Gzip server-side. On a well-optimized website, we’ve rarely see benefits from caching plugins – such as the oft-recommended, free W3 Total Cache plugin. Or even WP Super Cache. Both very popular plugins with millions of installs. They are the emperor’s new clothes. Only a small percentage of your site traffic benefits from caching. This is usually around 20 percent returning visitors.

5Too many plugins slow down your WordPress website.

Bogus information!
How many plugins are too many? We’ve installed over 70 active plugins on websites that load in under 2 seconds on shared hosting. Not all plugins are created equal. Sure some will slow down your website – especially if they call offsite third-party Javascript. Facebook real-time social links are the worst offender for slowing down a website. Why include this unprofitable baggage instead of using a static image link or CSS text link? Craziness.

6The best tool to measure web speed is Google PageSpeed Insights.

No! NO!
For WordPress, if you use this Google tool, you’ll be very frustrated. The “defer Javascript error” message will light up as a fail every time. WordPress relies heavily on Javascript – especially the jQuery library. Google doesn’t even use these test-scoring criteria in their own page ranking algorithm. If they don’t care, why should you? A better test is WebPagetest.org (also owned by Google). This comprehensive test is open-source, free and tells a more in-depth story. Our second favorite speed test tool is Pingdom.com.

Reference: http://pagepipe.com/render-blocking-js-is-the-most-annoying-and-unresolvable-error-message/

7Google says I need to have a performance goal of 400 millisecond page load times.

Google is full of idealistic waste matter.
The average load time today is 8 seconds. that is bad but there are many slower sites. Most website-optimization professionals agree a 2-second load for WordPress is doable with good optimization discipline. That is our goal. The saving grace is user-perceived load time – not actual load time.

8Content Delivery Networks (CDN) always speed up load times.

Maybe for international locations, but we’ve never seen improvements inside the USA. We have seen CDNs (like CloudFlare) actually slow down load times and cause missing content errors. Again, a well-optimized site rarely benefits from CDN. Caching and CDN are band-aids for sloppy web design.

Hotjar adds 500 milliseconds to mobile speed.

Just did a quick test. HotJar adds 500 milliseconds to your page load time – globally. THAT move blows 25 percent of the entire performance budget. You want to reconsider activating that plugin and API?

HotJar – an all-in-one analytics and feedback platform – provides heatmaps, visitor recordings, conversion funnels, form analytics, and more.

We find Hotjar often on commercial websites. Especially websites with speed problems.

What Alfredo Gutierrez of FunctionLabs says about the benefit of Hotjar:

Why user recording?

Hotjar allows us to literally see what people see, rather than guessing at what happens between pages.

Google Analytics shows the number of people who clickthrough or purchase, but Hotjar shows us friction.

It shows where someone scrolls to and between, what they see, and what happens when they do something.

This saved us numerous times. Here are two I recall:

– Android users would click on a button, which led them to bounce instead of go through to the next page. We didn’t test thoroughly enough, and turns out the email code would kick them out of the browser app entirely, and there was a bug where the back button wouldn’t work. iPhones would just pop up their Mail app, allow for the email to be sent, and immediately send the user back to the browser. We were about to stop Android traffic altogether because it didn’t seem like it was converting, but it was actually just an Android bug. So, we excluded Android from this particular funnel split test, and it converted again.

– We tested a new long-form sales letter. GA / Mixpanel showed low conversions on two of four variations. Policing that data with FullStory showed us that although the conversions were lower on the two, the users were much more engaged with certain page sections. We could’ve nixed the two variations and committed to a different hypothesis, but instead we took the section that saw a lot of interaction, and mixed it into the original variation. That resulted in a 27% bump in conversion.

Why does a small site / business need so much data recording?

My philosophy on this is that the smaller budget you got, the more data you need.

With our previous big business, we had so many media buys and so many transactions coming through, that we could ignore issues and still make a profit.

The smaller businesses have a much slimmer margin of error.

They’re also gun shy, and more demanding of information, even though traffic is about 3x more expensive now than it was 5 years ago. They want information after $1k adspend. They want to know which variation wins after 40 conversions.

They want to squeeze ‘insight’ from insignificant information.

So, user recording gives us a *direction* to go down, if we want to test something. Instead of a hunch, we can test something backed by something.

And when we do have a lot of information, it’s also a great policer of our assumptions.

Thanks, Alf, for sharing your knowledge about Hotjar benefits.

What others have to say about Hotjar and speed:

The one script Hotjar has you add to your site adds a tremendous 479k to the size of the fully loaded website. To put that into perspective, my site was only 1mb before adding the code. This means that hotjar is almost the same size as HALF OF MY WEBSITE!

Despite the asynchronous loading, you can feel that the website is sluggish when Hotjar is enabled.

So you have to ask yourself: “Do I value the data hotjar is providing over a faster website for my users?”

My website typically loads between 1.5 – 2.5 seconds without Hotjar, and up to 4 seconds with Hotjar – Andrew Curtin

“HotJar significantly reduced the loading speed of our website. This became a serious problem and we eventually had to remove it all together.” Patrick Eng, Marketing Technologist

“Snippet. Sounds small. Lightweight. Not a big deal, right? Well, wrong. One script alone adds just a tiny bit of extra to your load time, but scripts can really take a toll once they are combined.”

A lot of third party JavaScript means slow load times. The effects are cumulative. Be (very) conservative about embedding third party JavaScript – Janos Pasztor

“So for example, the Google Analytics Javascript is used by nearly two thirds of web sites within our sample; is 15KB in size; and takes 0.25 seconds to download on average, with 8.6% of the samples taking longer than 1 second. ” – Ari Weil

“Just like any JavaScript such as Google Analytics or tracking pixels… [Hotjar] is going to add load time to your website. There is no way of getting around that. Every script you add to your site, whether async or not, adds to your overall page weight.” –Brian Jackson

“Unfortunately neither you nor WP Rocket (nor any other caching plugin) can control the speed or performance of resources which are located on external servers (like Google, Hotjar or Facebook servers).” –Alice Orru

Dream theme for mobile speed: GeneratePress 2.0.

If we authored a WordPress dream theme, what specifications would we use for extreme mobile speed optimization?

Here what we’ve prayed for in a mobile speed theme:

1. Gzip download file size below 1 megabyte.
Always our criteria for culling speed themes.

2. jQuery not enqueued.
jQuery is a heavy Javascript workaround or shortcut (or crutch). WordPress programmers use it all the time. Read more

3. Font Awesome unused (or includes a lighter substitute or subset).
We hate heavy Font Awesome workaround for the artistically crippled. Read more

4. Google fonts disabled. Uses a system-default font stack instead.
We always disable Google Fonts for mobile speed.

5. Includes a top-of-page button – without activating jQuery.

6. Many happy users (like 100,000 is nice).

7. Available in the WordPress free theme directory.

What would we name this fantasy theme?

Why, we’d call it:


Wait. That theme already exists. And it matches our Disney-land specifications. Every single one.

Sprinkle on an assortment of these free speed plugins when needed:

It takes special handling to keep GeneratePress fast. A simple plugin addition can cause Google font loading or jQuery enqueue and other blunders. Keep an eye on these things so the speed bonuses aren’t wasted.

And the test results are incredible:

138-millisecond load time to San Jose Pingdom test. 770 milliseconds to Europe. GoDaddy cheap, magnetic, shared hosting. No CDN. No SSD.

We’ve looked at GeneratePress before. When did GeneratePress become so magical and wonderful for mobile speed? Officially, December 14, 2017 version 2.0.1 was released. That’s when all these speed features appeared.

Active installs: 200,000+
Compressed file size: 913k.

Most commercial and free themes now include Font Awesome. It is a workaround to create social icons, responsive-menu-hamburger icons, and search-field icons. It causes site drag. Dequeuing Font Awesome for speed unfortunately ruins mobile screens.

Authors of free themes include Font Awesome 40 percent of the time. On paid themes, it’s almost always present. The selected GeneratePress v2.1 theme doesn’t enqueue Font Awesome. The “Lightweight Social Icons” plugin (also authored by GeneratePress) loads a faster social-icon subset produced using Fontello. But what we’ve found to be even faster is using PNG icons as social-media links. Those are about 300 bytes each. Then no plugin or fewer HTTP requests are needed.

GeneratePress theme has American, English-speaking authors. They have a fantastic reputation and respect in the WordPress community. GeneratePress is on 100,000 websites. They only make one theme so they can provide stellar customer service.

Tom Usborne is the author of GeneratePress. It’s his one-and-only, pet-theme. And it’s all he need ever produce. The theme only weighs 30k on the frontend. Fantastic achievement.

Podcast Interview:

Tom, honestly, are you reading PagePipe? – or just our minds? Thanks for your hard work.

Hi Steve,

Awesome! Thank you! I spend a lot of time focusing on performance, so to see it get noticed like this is incredibly satisfying.

Really happy that you’re enjoying GP :)

Tom Usborne

MORE READING: http://pagepipe.com/should-i-use-generatepress-or-astra-theme-with-elementor-for-mobile-speed/

All-in-One-SEO Pack is tortuous slow-loading nonsense.

The LTI SEO plugin is the lightest SEO (search engine optimization) plugin built. It’s installed and still works on various client sites. Why? It’s old but not broken.

Clients insist on SEO gyrations. It’s a placebo effect known as “SEO tweaking.” A futile and silly habit for neurotic, obsessive-compulsive dullards. It’s an addictive tranquilizer for the vigilant nervous. Then they sleep at night thinking all will be well in Googleland.

SEO tweaking is self-defeating behavior. It’s insanity. Go ahead! Kowtow to what Google publishes as metric truth. See if it makes any measurable difference. It won’t.

Hundreds of third-world promises: “Get easy number one Google page ranking.” These promises flood my email inbox. Isn’t source credibility a clue of the valueless remedy called SEO?

LTI SEO plugin is not installed on PagePipe. Why? Because relevant desired content is the only thing to quickly alter SEO. The slow way is focusing on speed or rewriting post titles. Yes. We do those things. Those alter user experience. UX has future value. But no guarantees.

Relevant content is the hope. Not SEO plugins! Not gaming the system. There’s no system to game. No game to systematize. Vaporous provable claims or fanboy testimonials are weak. But no measurable proof, research, or data of real ranking improvement.

Millions are wasting and squandering resources on SEO.

We don’t defend any lightweight SEO plugin. Nor defend any SEO plugin – period. They’re an utter waste of human resources. Can you feel our oozing contempt for those selling SEO? And especially anyone claiming speed makes an immediate difference in SEO. Absurd.

LTI is the only SEO plugin installed at customer’s dictatorial insistence. Never volunteer installing SEO baggage. You could substitute 14 other site features with discrete plugins consuming comparable speed.

The “very popular All-in-One-SEO Pack plugin”? Tortuous slow-loading nonsense. We’ve tested it’s speed – 174 milliseconds added on every page and post of your site. But speed isn’t the point. It’s a waste of content writing time!

Content is the user experience.

Tweaking default themes for speed on old HDD – not SSD hosting.

Some people complain the WordPress Twenty-sixteen theme is old-fashioned or plain. We think it’s fine for certain jobs. If the goal is to communicate and not impress with any animation, we think Twenty-sixteen fits the bill.

It’s not the year 2016 any more – but even today, we recommend Twenty-sixteen theme for speed. We’ve achieved page load times as low as a half second using this theme on cheap magnetic shared hosting.

Hard disk drive. Mechanical parts exposed.

Magnetic hard disk drives (HDD) are one of the most affordable ways to store large amounts of data. It’s old-school and used on cheap hosting like GoDaddy. The usual alternative is a Solid State Drive (SSD).

Solid State drive has no moving parts.

An SSD has no moving parts whatsoever. SSD storage is much faster than its HDD equivalent. HDD storage is made up of a magnetic spinning disk and has moving mechanical parts inside. HDD is physically larger than SSDs and much slower to read and write. In our experience, this still make insignificant difference in Time To First Byte (delays). There is no benefit for a website owner in reality. It’s all theoretical.

Many hosts brag about providing SSD servers. Yet, actually get worse TTFB than traditional magnetic servers.

So why do hosts offer SSD and claim it’s superior? It is superior but it doesn’t make a difference to the cyberspace “renter.” It enables drastic reduction in power consumption, maintenance, and lowers expense from air conditioning to cool overheated hard drives. SSD consumes a fraction of the rack space meaning lower square footage – less real estate is needed. These overhead cost savings are benefits not passed along to you the user. The benefit is long-term profitability for the hosting company. Not you.

SSD hosting is a cost effective way of differentiating a hosting service for marketing purposes. It’s pure specsmanship. It’s inappropriate use of component specifications to establish presumed competitive superiority. No such superiority exists in real-world speed tests of the whole system. The component specs are good. But the change didn’t remove the punitive delays caused by oddities. Thing such as Google-mandated HTTPS/SSL handshaking for pseudo-security or innate latency from distant geographic location.

Back to the real topic of Twenty-seventeen theme quality. We liked the look for what our goals were but … the load time was 3 seconds. Too long. We decided to track down the speed culprits and eliminate them. We got the load time down to 1.5 seconds with just a few simple adjustments. The examination tool we used was Webpagetest.org online website performance tester. Here are the things we discovered and some of the possible fixes:

1Watch out for automatic image resizing.

When we placed the custom header image, the size increased from a 30k PNG to 96k. The solution was simple. Just skip cropping. WordPress automatically saves files to it’s own preferred specifications. Cropping can work OK for speed with JPEG images – but rarely for GIF and PNG images. This sometimes makes the file size bigger – instead of smaller. That’s poor web engineering but as long as you double check image sizes for aberrations like this one, you’ll always have a fast site.

2Comment out Genericons in function.php or use a plugin to do it.

Genericons are a special font symbol. They aren’t really used by this theme. Genericons are a bloated bane we have written about before. Commenting out a single line of code in the functions.php file is one solution. Find the file using the Editor. Use the symbols /** in front and **/ on the other end of the single line that has the three words “genericons” in it. That gets rid of almost 40k of deadwood page weight.

Or even simpler: use the plugin Asset Queue Manager. Dequeue Genericons. Read more about it.

3Remove Google fonts.

Get rid of calling Google Fonts from their remote server and load local websafe or mobile-system-stack fonts instead. We confess Merriweather slab-face Google font has more class but there’s nothing wrong with using resident “Georgia” and “Helvetica Neue” – the fall back fonts in the theme stack. We used “Disable Google Fonts” plugin first. But it failed to remove all offending instances. We then installed “Remove Google Fonts References” plugin instead. It worked great. All font calls were removed.

4Install a caching plugin.

We used to install the free WP Super Cache plugin and enable all recommend settings. We don’t recommend this plugin now. It’s complicated and slow loading. We recommend using Cache Enabler plugin. It’s faster and simpler.

5Get rid of the funereal black border.

Under Customize, we changed the background color to #125faa blue for our border around the page. No change in page weight – but much easier on the eyes.

There you have it. We cut the page weight significantly and reduced the load time in half.


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thumbnail of THEME-ME-10-v1.compressed
THEME.ME: What is the fastest free theme? There are 5,100 free themes in the WordPress theme directory. Of those, only 1,602 are responsive. All the rest are fixed-width junk. How did we sort the remaining 1,602 free responsive themes to find the fastest loading?

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Twenty-seventeen Default Theme Tips Read our torture-test results of this popular free theme. Don’t get locked in for recurring *annual renewal* theme memberships. Save your money. The Twenty-seventeen Torture-tested Themes ebook contains honest and common-sense reporting and tips about mobile WordPress speed!

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Best WordPress Performance Tuning


PagePipe speed services uncover real speed problems fast. And we discover unrealized speed potential, too. Many web problems aren’t necessarily the ones you suspect. It’s often something else. Learn the speed truth.

PagePipe’s speed techniques are counterculture and unconventional. We only focus on the 20 percent of site features that cause 80 percent of speed damage (Pareto’s Law). Speed is an area rampant with web myth, unproven plugin habits, and Google dogma. We challenge and test those misbehaviors.

Speed problems are more often from site owner’s whims and muses. You must stop adding unnecessary and unwanted features. Let go of ideas simultaneously ruining performance and profitability.

We help you make wise speed decisions. We show you how.

We like helping but … we’re not a bottomless pit of charity. We have limits. We can’t rescue a site if performance goals are unreasonable, unattainable, or impossible.

There’s no miracle speed performance without sacrificing something you love. If you’re in love with your site or how you do things now, you won’t like what we’ll tell you.

“Everyone wants to hear the truth about speed until Steve Teare opens his mouth.” – PagePipe staff

We don’t sell *curative placebos* that never speed up your site.


We cater to worst-case web performance scenarios. We optimize content at the origin on commodity hosting. Surrounding poorly optimized content with third-party CDN or caching services doesn’t guarantee success. Origin optimization is our first priority.


Cost-benefit analysis for page load speed is an important exercise. Are you committed to delivering the best performance possible to your readers? A site bloated with codes and scripts, especially external ones, can only load so fast … and there’s only so much that’ll speed it up. Loading only what readers need is the best performance enhancement. We help you determined that and optimize it.

Dumping whimsical or random stuff on your site ruins speed. Performance-fairy dust won’t magically deliver sub-second page load speeds. When your site has too much going on, it’s time for value analysis. Clean themes and the judicious use of plugins are key.

The single most effective solution to fix a slow site is keep what you need and jettison the rest. Don’t rush to use advanced components before taking care of basic needs.

We strip themes and WordPress to reduce WordPress bloat. We substitute poorly designed popular plugins with leaner alternatives to improve performance.

Pushing slow assets out to a CDN or caching service is a bad solution. That annual overhead is best spent on building a more optimized vital origin.

Slow-loading sites pull scripts from someone else’s network. These include advertising scripts, website analytics scripts, web fonts, and social sharing scripts from Facebook and Twitter. And more, of course.

These scripts are on very powerful networks and CDNs accessed by billions of users. They load slower than objects delivered from your site.

There’s NO magic potion to throw at third-party scripts. The only solution is a good ol’ cost-benefit analysis. If the profit benefits of third-party scripts outweigh their cost on your load time, fine. Keep them. If not, get rid of them. Is tiny ad profit slowing down your site?

We analyze your site and streamline it. We keep the objects you need. We consider with a skeptical eye those you merely want. And ditch what nobody uses – nor even sees.

Focus on the fundamentals – optimize your origin – before you look anywhere else.

WordPress is open source. People start with nothing more than a $5 website hosting plan. There’s a low-entry cost to the world of WordPress. It’s coupled with the availability of free WordPress themes and plugins. Many WordPress users feel entitled to get everything free of charge.

We’re advocates of free themes and free plugins for speed. And low-cost shared hosting. These are good enough when you build a strategic site with speed goals.

Are 60 to 70 percent of your traffic on smartphones and tablets?

The goal is often a desktop load time of under 2 seconds. This translates into around 4 seconds in a Starbucks parking lot.

The goal is improving user experience (UX) – not search engine optimization (SEO). The notion of speed improving SEO (page ranking) is a falsehood or web myth insinuated by Google. Tests show that speed affects SEO less than 1 percent.

People won’t tolerate a frustrating, slow-loading mobile website. They’ll leave. Many sites we build load in under 1 second. This is extreme optimization and the ideal. It’s not always achievable. Especially if a site has too many third-party scripts like:

  • Google fonts.
  • Google Analytics.
  • Facebook.
  • Email services.
  • Google Ads.

You need speed strategy and value analysis.

Speed is about user experience. Speed is an indicator of site-owner hospitality and website quality.

Load-time or page speed is NOT an influencing factor in Search Engine Optimization. That’s a myth and even a deception. Regurgitating web propaganda doesn’t enhance our credibility as a performance optimization company. Stop the speed myths.

The biggest players on the Internet make untrue statements about speed.

  • Hosting and CDN service providers falsely boasting stellar performance and security benefits. Providers like SiteGround, FastComet, GoDaddy, Cloudflare, and WP Engine – but there are many more. It’s a long list.

  • Deceptive online speed tests like Google PageSpeed Insights, Pingdom, GTMetrix, or WebPagetest.org (also a Google property). We love these tests and use them. But they tell us to fix stupid things making no difference in speed – only scores. Better scores are meaningless. Wasteful.

  • Lazy authors and resellers of bloated, heavy themes like Divi (1-second load time). For comparison, a free default theme is often under 50-milliseconds load time. (WordPress core loads in around 100 milliseconds). Which theme do you think has the shortest shelf life?

  • Apathetic authors and resellers of plugins. Most plugins cause global loading on every page and post of your sluggish site. That’s site drag. Plugins then load scripts whether they’re used or not – everywhere. This is a hidden, unpublished speed liability. Good coders make plugins that don’t slow down pages. Who are the worst offenders? Oddly, the most popular plugins with millions of downloads. Plugins such as Yoast SEO, Contact Form 7, and Wordfence Security. The more *essential* the plugin the worse the site drag. Even popular paid SPEED plugins like WP Rocket slow down pages globally by 45.3 milliseconds. Plugin authors neglect mentioning site-drag specifications – a sin of omission.

  • And the big fish: Google experts claiming speed makes an absolute SEO difference.


Do these speed people lie? No. We don’t think so. Do they zealously exaggerate? Often. They’re caught up in a self-created technological tornado. It’s cognitive dissonance. That’s where you accept as truth what reinforces your existing belief – no matter how twisted. Not facts. Stories that amplify propaganda.

Trusting unsubstantiated web gossip is most absurd. But it happens every day. These self-proclaimed credibility sources can’t stop spinning. Some accept ivory-tower experts proclamations and ideology. Others follow The Blind Herd of fashionable web speed myths. And jump without questioning. Lemmings.

How can you know what’s speed truth or error? Is the pervasive problem of speed deception that terrible? Do you need to fix it? Yes. You do! Fight the urge to swallow what others tell you about speed. And even more, be suspicious of implications there’s a penalty for non-compliance. Don’t trust speed predator’s doom-and-gloom predictions. They want you afraid. Anxiety motivates sales of speed services and products.

WordPress performance optimization services brag about improving site speed. We’re sorry. 7-second to 4-second load times still aren’t good enough improvement. Yes, it sounds good. And it’s a measurable improvement.

But a 4-second page load is still a flop. Now, if it was 10 seconds reduced to 1 second – or even 2 seconds, we’d be mighty impressed. But 4 seconds isn’t best practice for user experience.

If someone claims speed improves SEO. They’re misinformed – or a snake-oil conman.

Scores don’t count – millisecond load times do!

Surprise! Google doesn’t really care about speed. They say they do, but reality says otherwise. They don’t walk the talk. Every web service they provide slows down web pages – Google Ads, Google Fonts, Google Maps, Google Analytics, Google reCaptcha, Google-mandated SSL certification, etc. Who are they kidding? Those are some of the worst speed culprits for slowing down the web.

Increasing your Google PageSpeed Insights test score from 50 to 86 is no guarantee of anything. Really. It’s not scoring that count. Anyone can trick a speed test score with trivial changes. Do speed scores affect SEO? You wish! There’s no compelling evidence.

Load time in milliseconds and page weight in kilobytes are what counts. Not a colorful green flag – or arbitrary numerical score. That applause is artificial and fabricated to help you feel good about vain efforts. Test performance criteria (the measuring stick) is based on “theoretical speed principles.” Those egghead opinions don’t make much difference in real-world user experience.

Load time in milliseconds and page weight in kilobytes are what count.

Where did these “speed scores” originate? Steve Souders coined the term web performance optimization in 2004. Souders worked at Yahoo on the Extreme Performance Team. He helped invent the Yslow speed test. How did his speed philosophies migrate to Google? They pirated him over to the dark side in 2008. There he helped determine the PageSpeed Insights criteria. Does he still work at Google? No. But his legacy of obsessive-compulsive speed doctrine lives on. He’s not evil. We like him. But he left a residue (scores) that’s still accepted as truth even though outdated and obsolete. The web moved on. Souders now works at SpeedCurve testing the interplay between performance and design.

Ivory tower is a state of privileged separation from real-world practicalities.

Guaranteeing SEO ranking based on an achieved Google PageSpeed score is ludicrous! Don’t be fooled. Speed affects Google page ranking less than 1 percent. What improves your SEO most is offering something people value. That’s relevant content and good user experience. Those things you can control. Unless you’re selling irrelevant rubbish. Then nothing you write is relevant. Nothing can save a valueless offer. Relevant content directly, and indirectly, move the SEO needle. Not hollow speed scores.


How much do promises of miracle speed cost? About $100. That’s the usual pond-bottom, scum-sucking price tag. What do you get for parting with your green Franklin? Well, it sounds technical and complicated. But the benefits listed are *coincidentally* identical to specifications for the paid WP Rocket plugin. Shocking. They install that plugin and enchantment – done. Results? Good score – maybe. Good speed? Not necessarily. They didn’t promise a load time, did they? Not for $100. Only a feeble irrelevant score.

Fix your site speed problem without shelling out for the recurring expense of annual plugin or theme rent.

You can install free alternative plugins instead. We test alternative plugins. They work. It won’t cost you anything to test them for yourself either.

But what if you don’t have the time or the technical mental energy to make these changes yourself? What if you’re too busy counting your money? Nice.

Hire us to help you. Not those other guys.

Hypocrisy! Didn’t we say not to spend money on speed parasites? But we’re not leeches or bloodsucking lampreys.

Not everyone’s fanatic about speed optimization. We’re busy people, too. We’re not operating a 100-percent charity organization to save the Internet. If you want us to repair or rebuild your site, we’ll oblige. But we want you to understand what exactly you’ll get and why it’s important first. We don’t sell boilerplate speed tricks you don’t need.

If you want to reduce your pain of making speed improvements, we’ll help. We’ll even teach you skills. Then you won’t need us again. Self-inflicted obsolescence. We recommend changes. You approve them. We then do it. We benchmark before-and-after improvements.


The best way to manage Google Maps for fast mobile websites.

Something we see bogging down Home pages is the faddish inclusion of a huge Google Maps dynamic graphic. Often the trendy map isn’t needed on the Home page – or it isn’t needed anywhere! It’s gratuitous interactive bloat.

We understand needing a good map and directions. Especially if you’re a brick-and-mortar store – or have offices where you meet clientèle. Or you run a restaurant. Then people need to find you. We get it. So what can you do to keep your pages lightweight – and still have an interactive map?

First, let’s examine how heavy are Google Maps? They use an API (script) to call offsite web assets from Google’s servers. You can’t host these bits and pieces locally. That means the assets for maps aren’t cached. There are delays when servers talk to each other.

Often, Google Maps add at least 500k page weight. That’s our observation. But others have seen worse speed damage than this. More on this in a minute. Depending upon how you install Google Maps, the page weight loads on every page and post of your site. Even if only using a map on one solitary page. Global loading of a plugin or script is site drag. Most site owners don’t even know site drag is a potential liability.

To load the typical Google Map, it takes about 70 requests which is 2 megabytes extra page weight. Or up to 2-seconds load time. On slower connections and especially mobile ones it’s even more. – Offsite resource

Why does a map take so long and is so heavy? The majority of site owners use the easiest plugin installation – an iframe method. It gets the job done. It begins *building* the dynamic map from remote components during page load. It doesn’t take into account if the visitor is looking at the map – or interacting with it.

Instead of loading dynamic map data chunks, it’s better to load one single, static image. That’s about 50k file size. That takes a fraction of the time. The user clicks the static map. The interactive version then loads in a new browser window or on a new page. Simple offloading trick.

We prefer to open the actual Google hosted map page in a new window and not embedding the map into a local page. This completely offloads all heavy assets to Google’s servers and hosting.

How do you get a static map image? There are two simple ways we like. First go to Google Maps and use their tools to build the map the way you want and then do a screen capture.

Another way is to use an online free tool.

Go to Static Map Maker and use the form on the left to change the map. Leave the API field empty. We selected the retina option to produce a larger map. You can adjust the width and height to fit your site’s needs. Google imposes a maximum static map size of 640 x 640 pixels. But using the retina setting, you can get a 1280 pixel square PNG image. You’ll want the default roadmap type. Play with “address and zoom” to get the map you need. The preview on the right refreshes as you make changes.

Google Static Map Maker free online tool – click or tap above. The resultant file weighs only 39k after image optimization. The destination Google Maps page weighs 1M and loads in about 6 seconds. Let Google keep that load with 122 requests on their site – not yours.

This PagePipe speed tip is the fastest way to manage Google Maps for mobile websites.

Somebody changed something at Google. Now your map and driving directions are broken again.

We recommend future proofing you map page from Google changes.

Insert a screen-capture, static JPEG image and make it an image link to open a new tab with Google Maps. Keep maps heavy load off your site. Keep it on Google site instead.

There are two resulting benefits: your site is always fresh and current – and your site loads faster.

This is the best way to handle Google Maps especially for mobile devices. And it always works.

So deactivated your Google Map plugin. It’s no longer needed.

SiteGround and poor mobile speed.

SiteGround isn’t always kind to their customers. We probably only get whiners coming to PagePipe searching for change. Speed anxiety is their motivation.

SiteGround’s home page says, “Latest speed technologies are our passion.” We also have a passion about speed. But we say, “You can get WordPress speed on ugly, cheap servers.” SiteGround thinks no one knows more about speed than they do. Experts? Really?

PagePipe home-page loads in 900 milliseconds cached in our browser (at this moment). 1-second – even with cache cleared. That doesn’t mean we walk with the speed gods. It means our load time is good right now. We catch it behaving “just fine” much more than we find it failing. If it’s good for 80 percent of the time. It’s “good enough.” How far does it drift, ±50 percent. Horrible, huh. We don’t have an expectation that GoDaddy delivers better than that. Nor are we paying for better speed.

But more often than not, GoDaddy delivers 200-millisecond TTFB or better. Go figure. At his moment, it’s 139 milliseconds. That’s strange – but what we usually get. The other day a test was the worst we’ve ever seen, 15-second TTFB. Why? We don’t know. But that’s really rare. But we caught it. Are we ashamed? Nope.

Do we recommend GoDaddy? Of course not. They’re cruddy. We’re proving a point about cheap speed results. No SSD drives. No hopped-up CDN. No server caching. Only vanilla, shared, magnetic hosting.

If site owners don’t care about speed and choose ignoring it deliberately, then no big deal. It’s a business decision and choice everyone gets to make.

Do 1-second speed reports matter for desktop? Not much. But for mobile, it’s significant. Those translate into less waiting. In fact, they theoretically  load at user-expected desktop speeds. For site owners with 70-percent mobile traffic, it’s a godsend.

People’s expectations with SiteGround is 100-percent goodness. Why? Because SiteGround claims having the “latest speed technology.” But it’s just mumbo-jumbo, theoretical speed claims – not actual measurable milliseconds.

Many hosting customers don’t know about speed – or don’t care. In that case, fine. If they are happy, no problem. But to finger point and say, “It’s not our server speed problem. It’s Google or WordPress voodoo or you’re technically stupid.” That doesn’t sit well with us.

HostGator (claim: powerful hosting 2X Faster) and Bluehost (claim: 2-million websites worldwide). Both brag about their prowess. [note: 2x faster than what? a turtle?]

SiteGround is on our radar. No one’s ever written us about SiteGround wonderfulness. We have a self-proclaimed mission to counterattack speed incompetence, hypocrisy, and deception.

Had a wonderful experience with SiteGround? Congratulations. But have you watched your TTFB (server delay) bounce around over time – for top-tier GoGeek prices. Better check it out. READ MORE HERE

Speed trivia? Perhaps. Remember, our grand purpose. It’s saving the Internet from WordPress speed abuse – one website at a time. We help our little corner of the world.

Web work is disposable dust. In the future, new solutions will obsolete our speed expertise. Except humans will continue to abuse and overload websites. That won’t go away. Job security? Nah.

The best and fastest websites and hosts don’t exist yet.

“SiteGround was driving me crazy blaming WordPress plugins and my site’s coding for the problem of slow page loads. They made a simple php script to show that their servers were fast. It then got terrible scores on GTMetrix and Google PageSpeed Insight. It was a simple script. They tried to prove a point, but ended up disproving it. Their simple script loaded slow! Then they said it was a Google PageSpeed problem. I said the times were always inconsistent. They said that was Google’s problem.  What?

I’ll be leaving SiteGround soon. Great customer service for slow servers isn’t worth it for me.

The tech rep who was dealing with my support ticket eventually started getting snarky. He repeatedly said, “… as I’ve said before…” and similar things without trying to understand what I was complaining about or without trying at all to offer or look for a solution.

Eventually, I said I will start looking for a new host, and he replied along the lines of, “Thank you for your time. Please contact us if you have any problems.” Hmm…
I was SOOOO happy to find your PagePipe article as it mirrored my experience and frustration. I really like your analytical way of thinking.
By the way, I pointed my servers to FastComet hosting and although the PageSpeed Insight scores are inconsistent, they are consistently better than they were at SiteGround. My TTFB went from an F to an A at webpagetest.org.
These are things Siteground said they couldn’t help – because it was the coding of my website causing the problem. More importantly, the GTMetrix and Pingdom times went down. Not by much, but as you know, every little bit is hard earned when you’re under 2 seconds.”
– Kevin Cozma

Thanks for sharing your experience, Kevin.

Where’s the Twenty-eighteen WordPress default theme?

Normally, we write about releases of default themes – and we torture test it for speed. Not so in the 2018 year. Why? Gutenberg delayed Twenty-eighteen theme completion schedule. The powers that be said, “Spring 2018” for introduction. That never happened.

Twenty-nineteen theme‘s official release was October 16, 2018. There is no Twenty-eighteen theme. A hole in the dynastic chain. So someone pounce on that theme name! Great opportunity to confuse the world. And perhaps make money from it.

Twenty Nineteen is part of WordPress core version 5.0 and up.

Disable Gutenberg
Completely disables the Gutenberg block editor and enables the classic WordPress post editor (TinyMCE aka WYSIWYG) for lighter coding and simplicity.

Twenty-nineteen theme is Gutenberg-specific. We recommend two alternatives for speed:


[bscolumns class=”one_half”]

thumbnail of THEME-ME-10-v1.compressed
THEME.ME: What is the fastest free theme? There are 5,100 free themes in the WordPress theme directory. Of those, only 1,602 are responsive. All the rest are fixed-width junk. How did we sort the remaining 1,602 free responsive themes to find the fastest loading?

[/bscolumns][bscolumns class=”one_half_last”]

Twenty-seventeen Default Theme Tips Read our torture-test results of this popular free theme. Don’t get locked in for recurring *annual renewal* theme memberships. Save your money. The Twenty-seventeen Torture-tested Themes ebook contains honest and common-sense reporting and tips about mobile WordPress speed!

[/bscolumns][bscolumns class=”clear”][/bscolumns]

Defense strategy against Gutenberg breaking plugins and themes.

“If it ain’t broke, don’t fix it.” We couldn’t agree more. But we know, the WordPress world breaks on a recurring basis. That’s the price of an open-source community. Things become obsolete or incompatible.

Looking into our crystal ball we predict some near term WordPress trends and how they affect sites. Presently, here’s our status:

A common blog has 170 posts and 21 pages. And 32 active plugins (the WordPress average is 25).

There was technical bumpiness (total panic!?) during past core updates. Many major themes formerly used homepage widgets for customization. Upon WordPress new customizer addition, widgets moved without prediction. These errant themes became non-complaint and had to change their code to match new WordPress standards.

The new standards make things more bulletproof. But actually nuked everyone using old standards forcing emergency compliance. We recovered from that heart attack. WordPress makes changes now by adding a Customizer for CSS code normally stored in a child theme. Child themes are considered obsolete – but there is no documentation saying this is so.

We recommend using Simple CSS plugin to safely add customized code to your CSS. It won’t be overwritten by theme or core updates.

Presently, custom CSS is stored in the Theme Customizer > Additional CSS. This is fragile if the theme is changed. The way around this is to transfer the code to a nice plugin called “Simple CSS.” It acts in the same way, but is protected from theme changes. It also doesn’t cause an extra call like a child theme plugin. It’s faster loading. But CSS code isn’t always compatible in every way when themes are changed.

We don’t use child themes on new sites any more.

On the horizon looms the Gutenberg WordPress changes. We’ll get nuked again. But there are workarounds as stopgaps to get us into safe territory and through the learning curves. Gutenberg has already proved and predicted not being compliant with over 8,000 plugins in the WordPress plugin directory. Is there a published list? No.

Are paid plugins better for Gutenberg compatibility? No. 15 percent of those are predicted by Gutenberg developers to fail.

In the past, WordPress maintained backwards compatibility with legacy themes and plugins. This will not be the case with version 5.0 forward.

Gutenberg introduces unknown and unforeseen problems. They claim presently they will force the interface over the top of the traditional editor. It’s a god-like power play.

Don’t fear. Plugins are already created to defeat Gutenberg when automatic update occurs. Postponing Gutenberg hassles is a strategy improving the return on investment for existing sites. We’re talking increasing shelf-life or longevity. We can make changes when we’re ready instead of having them shoved down our throats.

The life span of a typical website is 3 years.

One can’t know for certain but some of your favorite plugins may fail. Authors may chose to repair them or we may have to find substitutes. There are 55,000 plugins in the repository so we’re not worried about fixing it. We’re only worried about “breakage events.” We assume it won’t be plugins with active ongoing version updates. But we don’t know. No one knows. Just because a plugin is stale or abandoned by it’s author doesn’t indicate potential failure.

“Gutenberg has three planned stages. The first, aimed for inclusion in WordPress 5.0, focuses on the post editing experience and the implementation of blocks. This initial phase focuses on a content-first approach. …

These foundational elements will pave the way for stages two and three, planned for the next year, to go beyond the post into page templates and ultimately, full site customization.” – Source

The goal of Gutenberg is to become a site builder (full site customization) and replace all page builder plugins. Fortunately, we didn’t go down the path of page-builder-plugin temptation. But millions of sites will ultimately be affected. Why is WordPress doing this? Do they want to destroy page builder plugins? No. They want to destroy WIX, Weebly, SquareSpace, and any other CMS competitor. Matt Mullenweg said authors and users of page builder plugins are collateral damage.

So here are our strategic recommendations:

1. Install a preemptive-strike plugin against Gutenberg. This is a precautionary safety measure and stopgap. It will add a years time to adapt your site.

There are presently 3 to 4 plugins to do this, but the one we recommend is:


Oddly, it includes Font Awesome. We don’t like that. But that’s life. Do a staging area test of the impact on your theme and site.

Another plugin alternative is:


2. Install the Simple CSS plugin and transfer the code in Additional CSS to it.

3. Twenty-nineteen theme deserves investigation for potential as a theme replacement for long term reliability and longevity. It is built for the Gutenberg editor. This theme is fast loading because the authors stripped it of features and external font requests.

The goal is future-proofing your site and improving the return on investment.

Now the bad news, we recommend a complete rebuild of your existing site. It can be planned for. We expect planning a switch in 2020 would be prudent. It’s gonna cost (again). Start budgeting now. Your site will then have a 3 to 6 year life (ROI) from that version. One never know exactly since the WordPress market is dynamic (chaotic).

Is GTMetrix a good-enough speed test?

I got 100/100 in GTMetrix. Is my site now good enough?

Scores representative principles that make little speed difference for most user experience.

What counts?

  • load time in milliseconds
  • page weight in kilobytes
  • the number of requests

Scores aren’t on the list of importance for evaluation. Even the number of requests isn’t super important because of browsers loading assets in parallel.

Speed scores are artificial or superficial criteria based on the original concepts of the Yahoo Performance team. In particular, Steve Souders the mastermind behind Yslow Score. Google pirated Sounder away to their team where he invented PageSpeed Score. It wasn’t innovative but a clone of what he’d done before. Now more extreme. (Impossible?) He coined the title performance engineer and page speed. At Google, he established the same obsessive-compulsive criteria that evolved into PageSpeed Insights test. He also influenced other ideas like introducing speed into the Google ranking algorithm to persuade compliance.

Google hand-waving about speed is self-serving. It’s about them making advertising money. Making the web a better place is a noble cause to get site owner buy in. Ads slow down websites the most and are unmanageable. So Google has us focus on other distracting trivialities.

Google never let speed influence page rankings more than 1 percent. In fact, it’s closer to 0.5 percent. But no one knows for sure because Google doesn’t publish this proprietary secret information. The idea that a “standard” exists influences myths regarding web speed. And pushes site owners to waste time attempting to achieve a Utopian ideal. It’s inefficient.

All online speed tests (Pingdom, GTMetrix, WebPagetest.org and many others) are interpreting Google criteria for goodness. It’s extreme or invalid to the point even Google can’t pass their own insane tests. This ivory-tower speed snobbery is out of control. In other words, it’s excessive and impractical.

The good news: scores are NOT used in the Google ranking algorithm. Only one speed parameter counts and that is Time to First Byte. TTFB is host-server dependent and beyond the control of website owners. They can only cherry-pick a better host with lower server overhead and change hosts. A good test for TTFB is ByteCheck.com.

Our best-practice suggestion is to take 6 consecutive TTFB readings and average the results. Assume your worst TTFB in milliseconds is more common than the average reflects. How does that affect your 2-second performance budget? Take 2000 milliseconds and subtract the worst-case TTFB. That’s how much time is left to load your best pages. Hurts doesn’t it.

Speed doesn’t have the same valuation on all pages. You don’t have to be under 2 seconds all the time. What? Not all pages have equal importance to visitors? There is the primacy effect or halo effects influencing how a site is perceived. First impression counts. After the first page experience, people are more forgiving if speed was initially exceptional. Your 10 most popular posts or pages need to be the fastest possible. Less trafficked pages can be a little slower. If you’re using WooCommerce cut yourself some slack. Relax the performance goal to 3 seconds.

Speed does NOT affect ranking immediately. It affects SEO over time. Speed improves the user experience (UX). That’s measured by user intent. That’s derived from metrics like dwell time, bounce rate, and return visitors. Google search then knows visitors are finding what they search for on your site.

A few articles help explain Google’s speed oddity:

REFERENCE: http://pagepipe.com/ignore-googles-200-seo-signals-including-speed-learn-writing-skills-for-good-page-ranking/

REFERENCE: http://pagepipe.com/why-wpmu-dev-checkup-is-worthless-drivel-for-speed/

“I’m still not happy. My PageSpeed Insights score is low.”

REFERENCE: http://pagepipe.com/online-speed-test-scores-are-especially-useless-for-mobile-speed-improvement/

“Think-with-Google ranked my site as just average … above 2 seconds.”

Please don’t use Think-with-Google test:

REFERENCE:  http://pagepipe.com/dont-evaluate-mobile-speed-with-think-with-google-test-results/

Even Google.com scored average with this Think-With-Google test. Only 1 percent of websites have speeds of less than 1 second. Focus on website content instead. If you’ve made it under 1 second: Time to stop. Remember less than 1 percent of the Internet achieves this perfection.

Try not to use CDN band-aids for speed. If you are using free Cloudflare, it’s not good. It’s especially a waste of money if you’re paying. You can achieve the same results with free origin optimization. Avoid annual or monthly paid edge optimization.

REFERENCE:  http://pagepipe.com/cloudflare-doesnt-guarantee-consistent-load-times/

On WebPagetest.org, my site’s TTFB scores a big red F. Does TTFB really matter?

Yes in a big way. You can’t get under 2 seconds load time if your TTFB is 1.5 to 2 seconds. TTFB is server speed overhead.

Mobile-first ranking is a different and undefined criterion. Its influence on your ranking is still a mysterious and long-term strategic plan by Google. Punitive shaming affects those not complying. Google experiments on the little guys first. They can’t afford to upset their biggest advertising client accounts with inferior rank changes. Google isn’t stupid – even when it appears they are.

Tiny Hestia free WordPress theme: mobile speed review.

In Ancient Greek religion, Hestia is a virgin goddess of architecture.

Tiny Hestia is a free child-theme that strips down the full-Hestia WordPress theme.

There is no reported visual differences between the child theme and the free parent theme. No changes of style. The Tiny Hestia child theme removes all frivolous scripts to make the theme super fast and clean. That’s the claim. Let’s do some benchmark testing. All tests are done on cheap, shared, magnetic GoDaddy hosting. No CDN.

Version: 1.1.50
Active Installs: 100,000+
ZIP download: 4M

Version: 1.0.5
Active Installs: 5,000+
ZIP download: 785k

Decompressed Tiny Hestia is 1 megabyte. We note: 752k of that is the theme screenshot. That leaves 248k of CSS, PHP, and Bootstrap. Most notably, they removed heavy-loading Font Awesome. It’s replaced with a tiny 1.6k image sprite. The sprite (above left) contains only three icons: a shopping cart, a chain for links, and a magnify glass for search.

Here’s the included theme screenshots:

Main Hestia screenshot.

Tiny Hestia Screenshot

Pingdom.com speed tests for these themes:

Hestia master 474 millisecond load time. No images.

Tiny Hestia load time 434 milliseconds.

The differences include slightly better speed, better page weight, and fewer number of HTTP requests.

Fat Hestia 〉 256k
Tiny Hestia 〉 83.4k

Fat Hestia 〉 18 requests
Tiny Hestia 〉 10 requests

So what if we optimized Tiny Hestia with some speed plugins? What would the results be then?

Tiny Hestia with speed plugins: Load time is now 225 milliseconds.

Tiny Hestia Before 〉 83.4k
After adding plugins 〉 71.1k

Tiny Hestia Before 〉 10 requests
After adding plugins 〉 4 requests

We’ve been using Magazeen Lite free theme. So we thought we’d compare it. Note: We’ve switched PagePipe to Twenty-seventeen default theme.

Magazeen Lite theme for comparison with the same speed plugins installed.  About the same speed, number of calls, and 15k lighter page weight.

Active Installs: 200+
ZIP download: 432k

Any free theme with a zip download file size of about 500k or less will not include Font Awesome.

For Zip downloads that weigh below 1M, about 30 percent will have Font Awesome included. Font Awesome can add 70k to 300k of extra page weight globally (site drag). 17 percent of these themes will have lighter-weight Genericons. The remaining 47 percent will not have any icon font. The remaining 6 percent will have a variety of different lightweight icon fonts.

There is no easy way to remove icon fonts without messing up the mobile user experience. It’s plain – for extreme optimization – it’s best to start with a theme without Font Awesome.

Below is a list of 45 fast themes we evaluated. None have Font Awesome. They’re not beautiful themes. They only have speed potential. Load the theme up with:

  • sliders
  • huge images
  • SEO plugins
  • third-party advertising
  • Facebook counters
  • etc

And you’ll have a heavy, slow site. Use good speed strategy and common sense creating your website.

Our speed suggestions from the free WordPress Theme Directory:

Aquarella Lite
Best Reloaded
Burger Factory
Cosmica Green
Gama store
Golden Black
Iconic One
Mediquip Plus
PDX Chambers Basic
Responsive Kubrick
Seos Video
Simple Store
Simply Pure
VW fitness
VW Hospital Lite

The speed plugins we used from the free WordPress plugin directory:

  • Autoptimize
  • Cache Enabler
  • Disable Emojis
  • Far Future Expiration Plugin
  • Query Strings Remover
  • Remove Google Fonts References
  • WP jQuery Plus

Is Tiny Hestia optimized special or super speedy?

Not necessarily. It’s better than Big Hestia. By simply leaving Font Awesome out, many trim themes easily have equal speed. But Hestia looks quite nice. And we like the design touches. We recommend Tiny Hestia for improved mobile user experience.


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thumbnail of THEME-ME-10-v1.compressed
THEME.ME: What is the fastest free theme? There are 5,100 free themes in the WordPress theme directory. Of those, only 1,602 are responsive. All the rest are fixed-width junk. How did we sort the remaining 1,602 free responsive themes to find the fastest loading?

[/bscolumns][bscolumns class=”one_half_last”]

Twenty-seventeen Default Theme Tips Read our torture-test results of this popular free theme. Don’t get locked in for recurring *annual renewal* theme memberships. Save your money. The Twenty-seventeen Torture-tested Themes ebook contains honest and common-sense reporting and tips about mobile WordPress speed!

[/bscolumns][bscolumns class=”clear”][/bscolumns]

Review: How fast is Bimber WordPress theme?

Aggregator websites collect and post syndicated material from around the Web, including news, specialized publishing, or the latest bargains and deals in Internet shopping.

Good aggregation helps readers find interesting news and information. It also gives sites they link to added exposure. They are middle men, but they greatly benefit both sides.

Aggregator websites are all about monetization. Website monetization is the process of converting existing traffic being sent to a particular website into revenue. The most popular ways of monetizing a website are by implementing Pay per click (PPC) and Cost per impression (CPI/CPM) advertising.

A good explanation of aggregator strategy and purposes can be found at http://www.onlineeconomy.org/aggregators-the-way-to-win/

There are many WordPress themes that cater to the needs of this niche market. As near as we can tell, there is no free theme that can do all the necessary features. But there are paid themes and one in particular is of interest: Bimber by ThemeForest.

Bimber has great Mobile UX. Banner ad appears underneath a top feature, thumb-swipable, horizontal scroll. No scrolling jank from the ad shoving things around as it loads on the page. Very nice.


It’s difficult to make an aggregator theme and site load quickly. Aggregators are image intensive and can have 100s of javascript HTTP requests. Because of syndications, ads, and other offsite or third-party assets, we’ve seen aggregator home pages with over 300 calls. Page weights are in the above-average, multi-megabyte range.

Aggregator websites have resource intensive hogs like Disqus, Facebook, Twitter, Google Analytics, YouTube, Vimeo, Google News, etc. There is nothing wrong with using plugins that may be resource intensive, but you need to balance the trade-off of the plugins’ functionality with the speed and optimization of your website. This requires value analysis. Especially for mobile users.

Value analysis includes the following: combination, simplification, elimination, standardization, and substitution. This is strategic performance optimization. A value analysis audit examines every requested component and it’s contribution to site goals. This requires setting self-imposed limitations. Aggregator sites are seductive for adding too many features in the hopes of perfecting revenue.

Perfection has too high of a price. Metrics need to be evaluated. Only 20 percent of assets provide for 80 percent of the profit-producing features.

Bimber theme is touted as a lightweight aggregator theme. Their marketing says they are a “viral & buzz theme.” Those are unmeasurable, unregulated advertising claims. How fast is “lightweight”? Viral and Buzz are jargon, weasel words. This diminishes their credibility.

Test results for Bimber speed reports vary depending upon the date of the test, the location, and the testing tool. Times ranged from best-case 1 second to worst-case 5 seconds. that is quite a spread. And page weights varied from 830k to 1.7M. Again, a big spread. So testing conditions with changing parameters render objective benchmarking a flop. It’s hard to say if our performance goal of a 2-second load time is achievable especially internationally.

The average Internet page weight today is around 2.3M. None of these test reports used a demo page of that size. It also appears that aggregator sites are above average in page weight with above 4M of files. This diminishes the prospect of good speed (under 2 seconds) for mobile users.

Bimber is frequently featured on articles dedicated to fast WordPress themes. Fast, of course, is relative.


The above article claims the following for Bimber load times:

GTMetrix Score:
PageSpeed 89%, Yslow 80%, loadtime: 3.64 seconds, requests: 47

Pingdom Score:
Load time: 981ms, Requests: 61, Page size: 830kB
(Note: Aggregator sites are never this light – under 1M. These are unreliable results. A fake page.)

Google Page Speed Insights:
Desktop: 89/100, Mobile: 85/100

Another recent 2016 test claims the Bimber theme loads within 1.5 seconds. (Pingdom score 84/100 to Amsterdam, Netherlands), Page size: 1.7MB, 83 requests.
(Note: This is a more realistic page weight test. But still too small for any real-world aggregator situation. And only 83 requests is also not a real-world number. HTTP request would be in the 100s of calls.)

“On the (Bimber) homepage, you have a 728×90 ad banner, exactly below the header which will attract your users. A 300×250 is placed within the content so that it would look more like a part of your site rather than an advertisement. This is the most profitable ad placement in this theme.”

Bimber demo framebuster code won’t allow testing on browser-based iPhone simulators. Or on Yslow. So we couldn’t get results there. Yslow tests would have revealed how much lazy loading of assets were really occurring (if any).

About those HTTP calls: there were only 47 to 83 requests on these tests. That doesn’t represent the hundreds of usual HTTP requests that occur on a normal aggregator website. This demo is a best-case scenario. Or a mock-up dummy.

Bimber’s advertising page claims the theme is optimized for Google PageSpeed. We couldn’t care less about this test claim. But we ran the demo page anyway for verification. We got the usual frustrating, boiler-plate, error messages this lame test usually produces for WordPress sites. The scores are meaningless if the page  loads in 5 seconds. Google doesn’t even use PageSpeed scores in it’s own ranking algorithm. Instead, Google uses Time To First Byte (TTFB). Bimber can get good time to first byte under the right conditions (322 milliseconds). That depends most on the hosting service.

Read our article: Why we don’t use Google PageSpeed Insights. >

Also offsite links:
Why you Shouldn’t Care About Google PageSpeed Insights

Why Trying to Get 95+ on Google PageSpeed Insights for Your WordPress Site Will Drive You Mad!

Our own Bimber PageSpeed Insights test results.

>Mobile 90/100, with the usual WordPress unachievable error message of:
“Eliminate render-blocking JavaScript and CSS in above-the-fold content”

Desktop 94/100, with the following absurd warnings:

  • Enable compression
  • Eliminate render-blocking JavaScript and CSS in above-the-fold content
  • Leverage browser caching

We know those things are being done as best as possible. This is a sales demo after all.

Bimber on iPhone.

What is of more benefit is testing with WebPagetest.org. Ironically, an open-source tool also sponsored by Google after a buyout.

Our Bimber demo page test with WebPagetest.org:
weight: 1.3M
First View (cleared cache): 3 seconds
Repeat view (primed cached): 2 seconds
Requests: 50

Fully loaded: 1.7M, 5 seconds cleared, 3 seconds primed.

This data shows the demo is “lazy-loading” about 400k of assets. But they are not using a lazy-load plugin. It may be part of the Google CDN feature or built-into the theme. We’re not sure. Most (half) images are stored in the media library.

The most important thing for SEO is Time To First Byte. Bimber TTFB is only 322 milliseconds (very fast) when hosted on a fast NGINX server (not Apache based).

But this speed number only influences less than 1 percent in the Google algorithm. Relevant content will always superseded speed for ranking. Speed is not a significant SEO factor. It’s a major UX factor.

The Bimber demo uses two free plugins from the WordPress plugin repository.

  1. Sitelinks Search Box
    Free plugin so people can reach your content more quickly from search results. If you use WordPress SEO by Yoast plugin version 1.6 or newer, you don’t need to use this plugin, as this feature has been included in the version 1.6 update.

After activating the plugin you only have to “Wait for Google Search algorithms to identify your site as a candidate for the new sitelinks search box”.

2. W3 Total Cache plugin
This is a popular plugin (over 1 million installs). Some people swear by it. But from our tests, we’ve never had improved speed results on a well-optimized site. The demo is successfully using WTO plugin for minification and content delivery network support. But other alternatives exist.

Note: W3T caching plugin wouldn’t be our recommendation. The most raved about caching plugin is WP Rocket. It’s a paid plugin we’ve never tested. And never will because all our tests of other available caching plugins reveal they only help improve speed if your site is grossly bloated. If the page is well optimized, there is no improvement whatsoever with caching plugins.

Elements that are significantly delaying or improving Bimber demo page load time:

  • At least, 1.5 to 2 second load time delay is for Facebook API JS libraries connections and calls. Out of 5 seconds total Facebook is a huge problem!
  • JS and CSS are minified and concatenated. This improves speed and is most likely being done with the W3T plugin.
  • The demo uses GStatic CDN (Google) to offload JS/images/CSS – and probably fonts. But mainly images. There are some blogger complaints that GStatic CDN does NOT improve performance and actually slows down page loading. It would require benchmark tests. We see CDNs as band-aids for sloppy web design.
  • About 1M of images on the Bimber demo page could have been compressed further by 379k (almost 40% reduction in file size — visually lossless). The speed gain would be less than a second – but worth it.
  • The demo page uses the Google viewport meta tag which means the content is optimized for mobile content. A viewport controls how a webpage is displayed on a mobile device. Without a viewport, mobile devices will render the page at a typical desktop screen width, scaled to fit the screen. Setting a viewport gives control over the page’s width and scaling on different devices.
  • The demo uses built-in Aggregation Functionality plus Pingbacks, RSS, Really Simple Discovery, and Window Live Writer Support. All of these things cause “drag” because they are offsite calls for assets or code.
  • We don’t know if the following are standard Bimber theme features or not: The demo also uses Open Graph Protocol (supported by Facebook). And Twitter Cards for linking content to Twitter. These cause drag.
  • Bimber uses “scrset” in their theme code for adapting images for high- and low-resolution displays. (Good for iPhones and iMacs).

Bimber Theme Conclusions:

Bimber theme has all the bells and whistles any aggregator business would love to have. It’s mobile UX is superior. It’s $49 price tag is cheap. To get load times below 5 seconds will take work. In the final speed analysis, every single HTTP request must be evaluated for contribution to site value.

Improving “The7” theme for mobile speed.

Summary: The7 theme JavaScript is the main speed obstacle. Second, is the type of image files used to create the animation (PNGs). Third, the animation plugins (slider) is slowing down the site. These elements cannot be improved or changed.

It’s a miracle this theme loads in under 4 seconds (sometimes 3) with all of these obstacles stacked against.

The client wrote:

To make a long story short, the job was to improve the look of the website and improve the speed to 2 seconds or less.  When he started the site was loading close to 3 seconds and as you can see it got worse to about 4 seconds. I believe it was $680.00 through a “developer” in India.

You got at least $1,500 worth of work for $680 dollars. Many people would be satisfied with your site. It’s fresh and modern. You’re disappointed because your expectation of speed improvement didn’t materialize as promised. In fact, it got 1-second worse (depending upon the test used).

The theme “The7” cost $59. The visual composer (drag-and-drop) is built-in for maximum customization. It’s “feature-rich” – meaning the theme authors from the Ukraine included the kitchen sink to appeal to everyone. Multipurpose usually means slow. The7 has been sold 30,000 times. It’s popular. Popular means “slow.” That is because people are attracted to themes that look pretty and have bells and whistles. But learning how to use The7 is probably as complex as a new computer operating system.

$1.7 million dollars worth of The7 theme have been sold to happy(?) customers. In the Ukraine, that’s a lot of money.

One single javascript file for this theme feature is 403k minimized. A heavy load. There is about 1M of javascript total associated with the theme (before being gzip compressed). This cannot be improved.

Images on your page are 265k for background images and 230k for other images. The PNGs can’t be altered or it destroys the aesthetics. They require transparency. They are the biggest part of the image weight. They cannot be improved with optimization either.

This is typical: 50 percent code weight and 50 percent image weight.

The goal is to balance aesthetics (branding) and speed (load time). Anytime, you increase one you decrease the other. Push and pull. More decoration slows down a site. Less speeds it up.

There are two types of aesthetic design: classic and expressive.

“The7” site leans toward expressive because of the colors, animation, and image usage. Image usage includes PNG transparency and large background images (layering effects). If too much expressive aesthetic is used, then the page gets visually noisy – and heavy. It distracts from the content (text). The goal is to get people to read – or click a response button.

Classic aesthetic is static, clean, and usually stark white. Sometimes referred to as minimalist. But it has it’s roots in Greek and Bauhaus design theories with white space usage, invisible grids, and golden-aspect ratios.

If a page is too classic, it gets boring and repetitive. If it is too expressive, it turns into distracting noise. A balance has to be found again for wisdom. How “good is good enough” is subjective and biased by opinion and perception.

For me, it’s amazing The7 theme loads in 4 seconds with all the expressive design elements. 4 seconds is a typical load time for a WordPress theme that doesn’t have many images on the page –and no animation. But the Internet average load time is about 8 seconds. Which has been proven practically intolerable for users. The saving grace is the pages aren’t completely blank for 8 seconds. If it is blank, the site will most definitely be abandoned.

At this point, to get better speed, you’d have to throw money at the theme problem – or redesign. You’d have to sacrifice some expressive aesthetics – especially the animation. All for a few seconds of speed.

I do like the look of the site so my goal would be to improve the speed as you suggest.  4 seconds is just too long.

The prospects of trimming 2 seconds aren’t good. The image assets are heavy and require JavaScript to be loaded. The PNGs can’t be improved. They are already 8-bit save-for-web and best case. But JPEGs may be improved. From our tests, we doubt the Smush plugin is doing any good. WordPress image compression was recently changed from 90 to 82. That is good enough.

There are other things that can’t be changed: Fontawesome is included. It loads even if it isn’t used. SliderRevolution plugin is loaded on every page – even if there isn’t a slider present. Dashicons are loaded for every page. Various Google fonts are loaded. While all of these things can be removed with code modifications, they are part of the design and the site wouldn’t look the same – it may even break.

After he screwed up my site

Your site isn’t screwed up. It’s just not perfect in every way. Perfection can have a high price. It’s definitely an above-average website. Very usable. We wouldn’t have wanted to build it. We wouldn’t change it. Those animation addons have a steep learning curve.

I followed this guide exactly but it only made a tiny improvement:  http://www.onlinemediamasters.com/w3-total-cache-settings/

We’ve never had any success with W3 Total Cache plugin. So you aren’t the Lone Ranger. In general, if the site is already as optimized as it can get, caching just doesn’t make any difference. It doesn’t matter what caching plugin you use.

But recently Cloudflare and MaxCDN stopped working right so I disable both of them and they weren’t really working anyway.

Be sure to completely uninstall any plugins associated with those old CDNs.

Cloudflare CDN also failed in our speed testing. Same story as caching. Once a site is optimized, CDNs can’t help. Instead, they frequently slow down pages or cause “page not found” errors. It’s our opinion that CDN mainly helps with security and not speed. But if you have a grossly bloated website, CDN makes a difference. Or if you are selling to an international market (which you aren’t).

CDN and caching are band-aids for sloppy designers. Too lazy to optimize.

Current plugins:
Yoast SEO premium
WP Smush
Relevansii premium
Blubrry powerpress for my podcast
Contact Form 7
Forget about Shortcode Buttons
Ninja Popups
Slider revolution-homepage animation
W3 Total Cache
WP Baker Visual Composer (Site Owner’s comment: This is what the developer used to design the site rather than my requested CSS in the style.css document in the child theme which is blank).

There isn’t anything we can add that would significantly improve the speed. We do believe W3 Total Cache is minifying your CSS and JS files. It’s also Gzip compressing all files. So you are getting some benefit from it. Those features could be added with other plugins – but there wouldn’t be a speed increase to remove the W3 Total Cache plugin.

Contact Form 7 is a heavy plugin. But changing it to something lighter won’t be significant. We’d leave it alone.

Conclusion: We suggest your website is good-enough to communicate for marketing purposes. Review the main goal of your site. Redesign should be postponed as long as possible.


thumbnail of THEME-ME-10-v1.compressed
THEME.ME: What is the fastest free theme? There are 5,100 free themes in the WordPress theme directory. Of those, only 1,602 are responsive. All the rest are fixed-width junk. How did we sort the remaining 1,602 free responsive themes to find the fastest loading?

[bscolumns class=”one_third”]

If you’re new here, start with our best primer speed articles.


[bscolumns class=”one_third”]

If you’re ready to give your WordPress site wings, here are powerful tools to speed up your site.


[bscolumns class=”one_third_last”]

Learn how the most popular plugins and ideas waste your time – and hurt web speed. Includes important tips for mobile speed without coding.


Why does SiteGround fail TTFB testing for WordPress sites?

We recently evaluated a London-based site’s home page for speed opportunities. Load times on Pingdom were: 2.05 seconds, 1.95s, 1.85s for three consecutive readings. And on WebPagetest.org: 2.86s, 2.6s, 3.27s. The site-owner Niel’s audience is predominantly on smartphones and tablets. Speed is important to them – and him.

We told Niel:

You are not sharing your server. Fast. But TTFB (time to first byte) is around 1.3s that is an “F” for fail. It’s your worst problem right now. Talk to your host and ask about TTFB specs.

We’ve written about TTFB specifications before in our article:

PagePipe: CloudFlare’s Bad TTFB >

The Time to First Byte (TTFB) is the time your browser spends waiting on the web server to send back the data.

Niel contacted SiteGround. He asked what was the deal with their bad TTFB. Here’s SiteGround’s response:

“The website is quite fast from my end. It loads for 1.35 seconds from my browser and for 2.25 from GTMetrix.

The TTFB time depends mostly of the type of website used. There is a difference. When you(r) website is a simple HTML site the browser just downloads the HTML code to the browser and the TTFB is very low. You will get an A there, however if you have a PHP application for website like WordPress or Joomla the TTFB is the time needed for the web server to compile the PHP code in index.php file to HTML code so this is why the websites built on top of PHP are slower.

For WordPress for instance when the index.php is compiled all plugins of WordPress are read by the web server as well so this why it is so slow.”

This is the best attempt we’ve seen from SiteGround explaining their lousy TTFB.

But we suspect the information isn’t really true. One potential reason they’re getting long TTFB delays is they use NGINX (EngineX) servers instead of Apache – just like CloudFlare.

We have seen erratic TTFB on SiteGround hosting. There are spikes when average load times are 12 to 26 seconds for pages that normally load in under 1 second. For one site we have under test, this slowdown happened 4 times in the last 30 days on SiteGround. And about the same frequency the month before. The slow times seem to occur every 5 to 6 days like a wave. Everything goes sour those days.

SiteGround can’t give any scientific explanation. Voodoo. They just reset the server cache. Then cherry-pick a WebPagetest.org test result that looks good – and report saying, “Look! We fixed it.”

Being consistently bad on magnetic drives is better than being occasionally great on SSD drives.

But we can do the exact same thing ourselves. The cache reset has nothing to do with it. It doesn’t fix anything.

SiteGround is saying they can’t perform well as long as you’re using WordPress. What?! They’re pointing the finger at WordPress. It could be true – but we doubt it. Here’s why: a large percentage of the Internet is using WordPress – 500 new WordPress sites are created every day! Surely SiteGround isn’t ignoring this? Do all their WordPress customers see this badness? If so they have a big, fat problem – not WordPress.

OFFSITE LINK: Falling Out Of Love With Siteground >

SiteGround isn’t being honest about their TTFB problems. Cognitive dissonance? If what they’re saying is true, wouldn’t the speeds be consistently bad instead of erratically bad?

You can find out your TTFB on: ByteCheck for free.

PagePipe is a WordPress site on cheap GoDaddy hosting and it loads in under 1 second. We get a predictable 500 millisecond TTFB from GoDaddy (with PHP version 5.4. TTFB is improved to 175 milliseconds since switching to PHP 7.1). As long as that “badness” never changes PagePipe loads in under 1 second. (Note: Yes. We host on magnetic GoDaddy drives. This is evidence of what is really possible using speed strategy).

Why doesn’t GoDaddy produce the same “PHP compilation delay” SiteGround is claiming? One difference is the shared GoDaddy server is Apache. PagePipe shares its server with 20 other domains. Niel and others on SiteGround share with no one! With Solid-state Disk Drives (SSD) even! Are SiteGround customers paying for fantasy speed? Hmm?

SiteGround claims the WordPress plugins are causing TTFB delays. They have to be kidding! PagePipe has 70 active plugins – and it’s not slow. That excuse is a smokescreen. A deflection away from the real problem which SiteGround isn’t disclosing. They need to own the problem, be transparent and responsible.

We smell a rat.

“I have been using SiteGround shared mid plan and the TTFB times are horrendous at least half the day and every day. I’m lucky in a sense at this point that my blog is small, theme is fast and it’s quite optimized. Even so, I’m giving strong thought to move to a (semi ) dedicated server in a month or so and not renew with them, even while acknowledging their outstanding customer support.” —author: Howard Milstein

[bscolumns class=”one_third”]

If you’re new here, start with our best primer speed articles.


[bscolumns class=”one_third”]

If you’re ready to give your WordPress site wings, here are powerful tools to speed up your site.


[bscolumns class=”one_third_last”]

Learn how the most popular plugins and ideas waste your time – and hurt web speed. Includes important tips for mobile speed without coding.


Progressive Web Apps (PWA) won’t save mobile WordPress speed.

Are Progressive Web Apps a remarkable phenomenon? Or another fad touted as rescuing mobile experiences?

Should you convert to Progressive Web Apps? Not today. And maybe never.

Progressive Web Apps salvage loser applications. These are the ones buried in oblivion on Apple store and Google Android store. Market noise grew loud – an ocean of app offerings. No one gets discovered. Lost in the wash. Thus the “brilliant” idea of converting apps into mobile websites hatched. A website with regular-old organic SEO may give a better chance of attention and adoption.

Android store contains 2.1 million apps. Apple’s App Store is the second-largest app store with 1.8 million available apps. – Source

Typical free-download iPhone apps are:
  • Bitmoji.
  • Snapchat.
  • YouTube.
  • Facebook Messenger.
  • Google Maps.
  • Netflix.
  • Spotify.
  • Uber.

Apps are heavy. They convert to heavy slow websites. There’s no advantage for users – only SELLERS. PWAs consume about 50MB of available space. It consumes the user’s bandwidth. And Apple purges the PWA from cache after two weeks. That’s bad news for PWAs.

This alternative idea reminds us of the failed Google AMP propaganda. Another solution without a problem? Simple site source optimization is always a better strategy.

It’s touted PWA – Progressive Web Apps load instantly, respond to user clicks, and include an immersive UX. Wow! Really? Are they saying web pages don’t achieve these simple goals already?

PWAs are currently not supported by Safari on iOS. Fifty percent of mobile browsing is on Safari. Standalone PWAs use the weird Web.app process and WebApp1.app. That means it’s not 100% Safari compatible so it has its own bugs and issues. PWAs on iOS can’t make use of camera streams as there is a several-year-old bug.

Some people see PWAs as the dawn of a new era in mobile technology. We view it as another future bone pile. It’s creative but not an innovation. There’s no audience applause.

The most used and popular mobile apps are Facebook, Instagram, and email apps. The average page weight of native apps is 30 megabytes while the average size of a PWA is only 2 megabytes. And they think 2 megabytes is cool? Weird.

That reported PWA “optimization” is no miracle. This isn’t an improvement for the Internet! It’s average performance optimization. Ordinary, average page weight is 2.3 to 3 megabytes. Optimized web pages are much lighter – less than 1 megabyte – in the 350 to 750 kilobyte range. PWA weight is mediocre. Their main goal is converting loser and drowning apps to web pages. Trying to get submerged apps to float to the surface. The hope is salvaging investments lost in the sea of iOS and Android store apps.

Installations from app stores have a negative and cumbersome user experience. The PWA idea is increasing app installation using URL access. User experience is not the main motivation of PWA authors. The goal is the sunset of mobile apps. App authors replace them with PWAs to reduce costs and the hope of increasing usage. PWA is a marketing bandaid. A mere salvaging ploy.

There is no redeeming value in PWA for users.

Turns out there are already about 15 plugins for WordPress PWA conversion. Half of those only have less than 100 active installs. The largest has around 20,000 installs. Insignificant. We don’t have the time or interest to test the PWA plugins since we see them as bogus or faddish.

The idea is loading your site as an app into a mobile device – then it’s a permanent download into the device. You get a supposed instant load with a click. Faster than a website? Doubtful.

Who is willing to clog their smartphone memory that way? Would you download a bulky website on your mobile phone? The potential blowback on PWA ignorance hasn’t occurred yet. Aren’t people afraid of risking precious device resources? The horror stories will unfold.

Google scared site owners into thinking SEO is now dependent on being “mobile-first.” Google states responsivity (screen-size adaptation) is claimed the number one priority. And speed number two on the mobile-first criteria list. Do those SEO signals outweigh relevant content? Google wants to manipulate and keep us in the dark. As usual.

Our answer is relevant content is still more important than speed.

Google claims the big switch to mobile-first listings arrived in July 2018. But geeks employed by Google say mobile-first rankings “won’t count” for SEO. At least not until 70 percent of the Internet adopts the practice. Why? They can’t afford to tick off their big advertising income. Big account’s ranking-damage would be bad for Google business. So do as Google says, not as they do.

Google employees think they’ve achieved a 30-percent mobile-first adoption. Uh? That’s the same stat they brag about for SSL adoption. But other sources like BuiltWith say it’s only around 4 percent of the Internet. We suspect this propaganda is a plea for “get-on-the-bandwagon” bias.

Mobile-first ranking doesn’t matter as much as relevant content. It may never matter. Google dogma sometimes has no teeth in the real world.

And PWAs waste energy and resources. Period. We’ve got bigger fish to fry.

Does mobile speed reduce bounce rate?

Speed affects Search Engine Optimization (SEO) indirectly. That’s right. Not DIRECTLY – indirectly!

Speed is a component of User Experience (UX). Visitor’s check speed at a subconscious level. And even a conscious level for delayed page loads. Visitors judge site quality and web hospitality before assessing written content or images.

Site visitors hate slow loading pages. It’s frustrating and annoying waiting to see page content. Slow loading pages delay critical decision making. If a page is too slow, visitors leave. This abandonment reveals human intolerance and impatience. They want to have quick answers: “Is this the right place for me or not?”

Good user experience enhances source credibility. Credibility is trustworthiness, expertise, and enthusiasm. Speed cues us how much a site owner cares about our experience. It’s website body language.

Credibility is the intangible effect Google is evaluating. They examine 200 plus signals that generate their page ranking algorithm. Speed is one of those signals. How much does it “weigh” in the formula? Less than 1 percent. Focus on content quality. It’s the primary and biggest SEO signal. Content must be relevant and engaging.

User experience and credibility are intangible feelings.

Google determines relevancy and engagement based on measurable parameters. This is also called visitor intent. It’s not traffic volume (unique visitor counts). It’s affected by bounce rate, return visits, and dwell time.

Speed affects many metrics – including bounce rate.

Does data like bounce rate not make sense to you?

Bounce rate is the number of people who knock on your door and then leave before doing anything on your website. For example, perhaps 89 percent of your people leave immediately. They hit and “bounce” off the site. One look and they’re gone. Use the knowledge to improve. You will improve your site by measuring.

We’ve seen many different bounce rates. For example:

On a French life-style site, traffic is 100,000 visitors per month. 95 percent of those visitors bounce. They immediately click the browser back button or starting a new search.

In the French case study, 5,000 visitors had “intent” or “engaged” with the site. That is indicated with click-thru or long dwell time. Dwell time is how long they stay on a page consuming (viewing or reading) content. Click-thru is exploring further into the site.

On a medical site, there were 15,000 visitors per month and 85 percent bounce rate. This means 2,250 visitors engaged.

On our speed site, PagePipe, we have 10,000 visitors per month with a 18 percent bounce rate. This indicates 8,200 engaged.

So which site achieves the most successful engagement? We’d assume the French site with the most traffic is best. Is bigger better?

Let’s compare the real engagement results:

sitevisitorsbounce rateleavestay

The standard deviation of visitors choosing to stay is 2,431. That spread is ±16 percent.

Let’s say all these sites are pretty equal in engagement. We could further quantify engagement quality by inspecting dwell time. How long did they stay?

Now “dwell time” is hypothetical, because people sometimes leave browser pages open all day long as they wander around the web.

In the beginning, where did all these blogs start at? Zero visitors. Often for months. It took time to determine what they were offering and how to make money. And build credibility.

There is no site credibility for first-time visitors. They’re suspicious and anxious. They assume all sites will attempt ripping them off. Speed helps overcome that distrust. Speed’s a reassuring feature.

Now, one NY site we evaluated had 1 million visitors per month. The bounce rate was 20 percent. That meant 800,000 people engaged every month. Wow! A gold standard. The site was about tech gadgetry for women. Female geeks. This is the most successful site we’ve investigated thus far.

The site owner is now a self-made millionaire. But her site became slow and clunky. The mobile experience wasn’t good and most of her visitors were on mobile devices. Her visitors tolerate that so far because they value her content. But her competitors are delivering similar content with better user experience. Speed is fundamental UX. That keeps her awake at night.

We couldn’t help her with site origin optimization. The site speed was swamped by the negative effect of ads. Advertising scripts from third parties were big culprits slowing down her site. We had no way to remove those without affecting her income. Speed was in the hands of third-party sources. Ads and affiliate links were her main revenue source. Sadness.

The quality of PagePipe’s visitors gets better and better. We don’t want more visitors. We want better ones. Quality not quantity. Will we ever have 1 million visitors per month? No. We’re OK with that. It’s not our goal. Interacting with people who want to improve is good enough.

Credibility translates into SEO ranking.

All three sites mentioned (but not NY) have about the same quantity of qualified visitors. How long they stay (dwell time) also indicates the quality of content. Again, when you engaged them, it indicates their investment of time in your offering.

How many monthly visitors you get is insignificant to efficiency. How many buy something is the metric that counts most. One visitor buying thousands of dollars of profitable services or products is worth as much as 5,000 who spend 50 cents. This is niche market thinking. It works for us.

One million visitors can produce no money. People must show interest in your offer.

The goal is helping a few people – or even one. Today perhaps you’re our one. We offer you a free education. This street knowledge cost us with learning-curve pain.

Bounce rate helps determine the quality of leads you get on your site. The lower the percentage, the better visitors are understanding you have what they’re looking for. It means you passed their mind filter. They understand what you do and why. They value it. “Staying” is their vote.

I’m glad to see traffic picking up. But out of all the people visiting my site over the last few days, I had one new subscriber.

Who cares? We get about a few subscriber per week. We collect subscribers to build a list. Our list is small – less than 1,000 names. That list may have future value and is worth money. It’s not making us anything yet. It’s a hidden asset.

On some sites, a signup is the most dominant site element. On PagePipe, our signup form is on our About page. Selling ebooks is our emphasis – not list building. A list is cool – but it’s not top priority. What are you sending your list? If you never use it, is it valuable? Only if you start an email campaign. Then it may be an opportunity. Or an opportunity cost.

Is there a way to see visitor’s URL addresses from metrics and start marketing to them?

No. They belong to Google at best. But they don’t compile a list. List building is done with onsite email signups. You can own that.

The single best thing to enhance your SEO is write relevant content for your target audience. Make it your goal to get up over 50 posts. But it can’t be thin content. It has to be engaging and interesting. People won’t read or watch non-entertaining drivel. Solve problems. Save them from themselves and their foolish behaviors. Give away your knowledge. Then they’ll trust you.

PagePipe gives you free knowledge.

You can put too much energy into improving UX and speed. Then it’s an inefficient waste or obsession. It may not move the SEO needle even after two years of analysis. It may mean there’s deterioration or erosion of traffic to competitors. Sometimes keeping what engagement you’ve earned is good enough.

Metrics may reveal 70 to 80 percent of traffic is on mobile devices. Then future-proof with mobile-friendly changes.

We don’t regurgitate herd myths about speed. We want you to find the truth.

Why WPmudev WP-Checkup is worthless drivel for speed.

Incsub, LLC (aka WPMU DEV) have the art of producing customer fear down to a science. For example, you can take their WP-Checkup for free, once in a 24-hour period. Their speed-test is scary but nonetheless wimpy at best. We’ve written about other SEO and Security portions of that test. Read about it.

But in this article, we focus only on speed. Our performance score was a 96/100. But these scores are meaningless. There are 10 speed parameters. Here they are:

1Remove render blocking. 24/100
The test identified one offending file on PagePipe. It’s a CSS file loaded by a plugin called Add Search to Menu. We used to like this plugin. The test told us none of the above-the-fold content could be render until this CSS file got out of the way. Now from experience, we know above-the-fold rendering blocks are a deceptive waste of time. It’s pure crock. They gave us a red-alert alarm on this little thing. Why? Instilling fear.

Where is the fold on a mobile device anyway?

WordPress almost always fails render-blocking tests. Does Google punish your SEO for your failure? No. They don’t use any concocted speed parameters from PageSpeed Insights for their secret algorithm. They only use Time to First Byte (TTFB). That’s a function of your server responsivity. It has nothing to do with website design – or site performance optimization. Fast TTFB is something you buy from a hosting provider.

People ask us, “Should I rewrite my code or use plugins to remedy render blocking?” The answer is: no. It doesn’t make any difference in speed or SEO. So forget it. More than likely you’ll end up breaking your site over nothing. You’ll see a white screen of death – or a page of unstylized CSS. Not worth the grief.

Remember: This wasteful test doesn’t tell you how fast your site loads in milliseconds. That’s what counts. Not some silly score. Go test PagePipe.com on Pingdom. Milliseconds count, not that 99 “A” score.

No signs of slowing down on PagePipe from the nasty render-blocking warning. False alarm.

2Minify CSS. 85/100
The test said we should minify a theme file: twentyseventeen/style.css to save 3.9k in page weight. Almost 4k. So much! We know how to minify with online minification tools using copy and paste. We could do that hassle – and maybe we will. But really. Is this significant? They gave us a yellow alarm on this one. Grrr!

3Minify JavaScript: 91/100
Minifying JavaScript will frequently break your site. It’s not the minification – but concatenation that’s the problem. Read more about it here. The gain from minification is rarely significant. We always try it. But if it breaks anything, we discard attempts right away. Why? Because the gain in milliseconds is so small. In fact, there’s usually no change in speed on an optimized site.

Anyway, this test said we could reduce two theme-related files by 1.9k. Almost 2k. Wow! We’d risk breaking our site for that? I don’t think so. And we’ve tried minification. It breaks our ecommerce plugin for selling books. No thank you.

Enable compression: 100/100
This refers to Gzip compression. It’s probably already activated on your server by default. If not, a simple, free plugin can switch it on. Learn more about Gzip compression here.

Prioritize visible content: 100/100
Boy-oh-boy! What a relief since we didn’t even try. This is another bogus and silly parameter. Makes no difference whatsoever.

Optimize images: 100/100
Read more about image optimization with plugins here. And for goodness sakes, don’t use the WP Smush free plugin. It doesn’t do any significant good.

Minify HTML: 100/100
Interesting result. We’re not minifying HTML with a plugin. Again minification is not a big deal. Small gains – if any.

8Improve server response time: 100/100
This is Time to First Byte (TTFB). The only way you can improve it is switching to a different hosting provider. Our TTFB is 176 milliseconds on magnetic, shared, cheap GoDaddy hosting. That’s fast because we don’t use HTTPS/SSL certification on the blog which slows down TTFB by up to an additional 500 milliseconds. We don’t need it. All our transactions are via PayPal on pagepipe-ebooks.com. And we don’t use signup forms for anything but email addresses. Read more about how HTTPS/SSL slows down your site.

9Avoid landing page redirects: 100/100
We’ve heard some people have problems with redirects. We don’t. It’s a simple matter of using the right settings in WordPress. And the Redirection plugin for changes. This is a silly thing to check in a speed test.

Leverage browser caching: 100/100
We use two caching plugins:  Cache Enabler. Only repeat visitors benefit from browser caching. First time visitors are the bulk of your traffic – usually new visitors are around 60 to 80 percent. So caching doesn’t help everyone. Sometimes there’s no speed benefit at all. You have to test using millisecond comparisons.

Conclusion: Avoid this lame test at WPmudev.

Cloudflare hype for DNS speed is pure B.S.

“CloudFlare has released a new privacy-focused DNS service that runs on IP They supposedly rotate logs every 24 hours and don’t store anything long-term. Seems cool, but I wish it did security filtering as well.” Link

This Link told us who the real benefactors are: is a partnership between Cloudflare and APNIC. The speed project is at a research phase. Just like Google AMP has been for years. Both are ideas or concepts under test. DNS services launched April 1, 2018. Brand spanking new.

APNIC is the Regional Internet Registry administering IP addresses for the Asia Pacific.

Many think PagePipe is technocratic. That’s anyone who thinks technology will save the future world. That’s a bad assumption. Ironically, we’re safety-seeking, risk-adverse late adopters. Or even laggards – when it comes to technology changes. That’s because “new” often means “buggy” – or worse a ticking time bomb. But our attention is now on this method.

What’s the downside of Cloudflare’s claims of reducing site speed by 54 milliseconds? No one knows yet. We’re optimistic skeptics. But we usually wait and see how things work for Guinea-pig innovators. We’ll do testing when time permits and let you know what we find. We find it odd that Cloudflare brags about saving 54 milliseconds while at the same time boasting about how they converted the biggest chunk of early adopters to SSL certification. Using SSL/HTTPS slows down every site by 400 to 500 milliseconds. Speed hypocrisy!

Some international service providers are blocking Why? That’s yet to be revealed. doesn’t work in many countries because it’s blocked. What? Why would it be deliberately blocked? Time will tell. And in some cases, it’s not blocked but slowed down. Again, why? Odd mysteries to solve. is plainly not a panacea … yet. Or maybe ever.

Cloudflare CDN publishes deceptive time-to-first-byte (TTFB) speed specifications. Because Cloudflare uses marketing weasel words, our level of trust is low.

Cloudflare is getting free PR and press. Proof of concept really lies in user testing. That’s where they’re at today. Testing on users. We wouldn’t adopt this technology for at least another 6 months and only after thorough research of real-life user experiences. Our intuition says there’ll soon be revealed a hidden downside or that this service makes little to no difference.

Cloudflare has low source credibility. They  promote something for nothing often with a speed gotcha embedded. From our experience and our clients, using Cloudlflare services increases site fragility.

Other elements have greater impact than Cloudflare speed claims – like TTFB, SSL, heavy plugins, page builders, webfonts, email APIs, video, etc.

The gain is the equivalent of disabling a related-posts widget plugin. Maybe.

So we’re watching and waiting. Benchmarking Cloudflare services against Google’s – and others like Quad9 and OpenDNS is the norm. Who is using those services? Geeks? Multi-billion dollar corporations? Certainly not non-programmers using shared hosting. None that we’ve ever seen anyway. We’re talking a difference of a millisecond per parallel-loaded request. Is this significant? Probably not. is a distraction from speed fundamentals making a real performance difference.

If makes a difference, it indicates the web page under test had too many calls (requests) in the first place. A bloated page always benefits most when optimized. How fast would the page be if built properly? Where do these DNS calls show up in speed testing? They don’t. They are smothered in the TTFB.

They aren’t giving us real benefits yet in language understandable to normal website owners. They’re using GeekSpeak.

For example, if a site has 24 calls. How much difference does using a special DNS make in real-world speed results? 24 milliseconds? We doubt it.

Why not eliminate 200 milliseconds by getting rid of a plugin like Social Warfare and stop linking to Facebook?

This DNS trick is misguiding site owners from true solutions: discipline, Pareto-based measurement, and value analysis of website components.




TOP100 plugins are slowest and most bloated.

If you search the phrase “Essential WordPress Plugins,” you’ll get about 7.4 million results. They all tend to regurgitate suggestions for the same old plugins. Copycat content. No wonder the identical plugins keep getting more installs. Even when better alternatives exist.

New eBook, 83 pp, 362k, 8.5 x 11 inches, PDF download.

Toxic WordPress

Includes important tips for mobile speed without coding.


83 pp, 362k, 8.5 x 11 inches, PDF download.

Sorting and testing all the new plugins is too much work. So people don’t test. They assume. The assumption is “popularity” is good. For plugins, that is usually decided by looking at the number of active installs. Active installs is not a sign of quality or performance. It’s a standard of herd mentality.

Herd mentality, or mob mentality, describes how people are influenced by their peers to adopt certain behaviors. Examples of the herd mentality include nationalism, stock market trends, superstition, and home décor. —Wikipedia

To Engineer is Human by Henry Petroski is a book about engineering failures – mainly of buildings and bridge structures and airplanes during the 1980s and before. The main takeaway from the book is still applicable – and maybe even more so today: When technology or ideas are changing rapidly, there is never the opportunity to build a history or library of experience. This increases errors. Experience is what prevents accidents and disasters.

New upgraded versions of WordPress come out multiple times each year. And new plugins are being introduced at a breakneck pace. In 2013, 15,000+ plugins were in the WordPress plugin repository. In 2014, there were 29,000+ plugins in the repository. By 2015, the number was 35,000+. By Sep. 2016, over 46,000+ free plugins in the repository. And today, over 55,000 plugins. It’s difficult to stay on top of that rapid rate of change. It’s staggering.

To make a fast decision, it’s plainly easier to select from the most popular plugins – and consider that good enough. There are over 55,000 free plugins in the repository. And this doesn’t count any of the plugins available on GitHub where authors refused to go through the WordPress red-tape of acceptance.

You can choose any plugin from the TOP100 and from our experience it will be the slowest and most bloated plugin in its class. For example: #1 Akismet: 52M installs, #2 Contact Form 7: 42M installs, #3 Yoast SEO: 33M installs, #5 Jetpack: 28M installs. These are all heavy plugins and either directly or indirectly affect load time. We see these plugins installed on most slow sites.

Plugin popularity is rarely an indicator of good value. People assume they must be good. At one time, they were either the-only-game-in-town or repaired or compensated for WordPress deficiencies that later became solved with new WordPress versions. So even though the need for “repair” was gone or obsolete, the herd kept installing out of habit and myth. It became de-facto standard best practice.

Many recommended “essential” plugins have negative speed repercussions.

Our rule of thumb is: the more popular a plugin is (active installs), the higher the probability it’s a slow loading plugin. Why? We don’t know exactly why this correlates. But it holds up in our speed testing.

It’s the quality –not quantity– of plugins that slows down a site. Speed testing free plugins and themes is our specialty. Millions of herd-mentality WordPress plugins slow down the Internet, waste web resources, – and use up your precious time.

PagePipe.com (our blog) has 53 active plugins. It loads in under a half second in the USA and about 1.2 seconds for Europe (Pingdom.com). It can vary. That is using the cheapest, shared, old-magnetic GoDaddy hosting located in Arizona. No CDN. It will go even faster when GoDaddy updates to PHP 7.1 – but they’re running on outdated version 5.4. We share our server with 24 other domains. Why? We want to prove a point: You can use “speed strategy” rather than throwing money at load-time problems.

Our Mantra is avoid popular plugins. High number active installs means they’re the slowest.

We don’t know why “popular = bloated.” We speculate the plugin authors are content and apathetic to speed and quality. Popular plugins existed first and use old unoptimized coding techniques (obsolescence). They tend to get heavier with revisions instead of lighter (kludges).

The authors of old plugins don’t have competitive motivation to be lean for speed. This isn’t true for newer, less-installed, lighter plugins. Speed (load time) is now a desired feature we’re seeing more because of mobile devices. But fresh, fast plugins are not easy to find. There are 55,000+ plugins in the free directory. Wow! An ocean.

What is more characteristic of “goodness” is retention rate. That’s calculated by taking the active installs and dividing by the number of downloads for all time. A plugin with a retention of 20 percent is pretty good. If it’s 5 percent or less, it’s a danger sign. They were tried – and dumped.

Slow plugin’s download file size is a clue. Bigger files load slower. There are some exceptions – but they are few.

In our new Toxic WordPress, we present typical time-wasting herd plugins suggested on thousands of WordPress blogs. And we give you speed alternatives.

83 pp, 362k, 8.5 x 11 inches, PDF download.


New eBook, 83 pp, 362k, 8.5 x 11 inches, PDF download.


… having read your book and browsed your site I had installed pretty much every plugin that you warn against using! I’ve spent I don’t know how much money buying plugins … I’ve reassessed the plugin functionality I actually need and struck a line through most that I had installed; the rest I think I can replicate with the lighter versions you’ve educated me about. … I am hugely grateful for the help and advice on your site and in your book: it’s great to know that good things are possible with WordPress on shared hosting!

—Jonathan Westwood, United Kingdom

Should I use “Hello Elementor” theme? Is it fast?

“I’m using GeneratePress (or Astra or whatever) and I’ve heard that the Hello theme is a lot faster, do you think I should switch to the Hello theme?”

If you have to ask that question, you’ve given yourself away as someone who should definitely not try using the Hello theme. – Christian Nelson, friend of PagePipe

Hello Elementor? Don’t use the theme. Seriously. Elementor pagebuilder works with any theme just dandy. It’s not your theme slowing things down.

But 60,000 other people are using it! And it’s free. That means it’s good. Right? Sorry. Popularity is overrated. Your mother told you that. And 60,000 active installations is achieved by many themes that SUCK.

EXCEPTION:Don’t use Divi theme. Please. Ever.

Newsflash: It’s the huge graphics and popups and things like chatbox sliding around the page slowing down your site. Trendy cool features are non-features for speed. They are bricks, doorstops, and paperweights. If you can’t divorce yourself from these boat anchors, you’ll never be as fast as Google yearns. But when is their opinion on speed and SEO ever plain truth. Weasel words.

Free speed plugins duplicate Swift Performance Lite plugin – or Pegasaas.com paid services.

“I’m trying to make my website as fast as possible. I want to learn the best method and technical know how. I already watched WPfaster.org video on udemy. But they use W3 Total Cache plugin. So many technical settings – and difficult.” – Adzalan Yanggang

Surprise! We’ve watched their video, too. We don’t agree with their shady speed philosophy. It cost too much. READ WPFaster review

They recommend W3 Total Cache plugin. It’s not a good choice. Complicated.

We recommend Cache Enabler plugin (20k download file size). And three simple checkbox settings.

What about Swift Performance Plugin? It has so many cool features. It’s a multi-function speed plugin. It’s compressed download file weighs a massive 2.8M zipped  – and 7.4M decompressed.

Very heavy plugins usually consume database and RAM resources on the server host. With these specs, we’re not interested in Swift Performance plugin. We prefer using single-function discrete plugins weighing about 4k and loading in under 1 millisecond. With discrete plugins, we do selective plugin activation on a page and post basis. This form of conditional logic significantly improves fine tuning a site.

RESOURCE http://pagepipe.com/selective-plugin-deactivation/

The main valued functions of Swift Performance plugin:

  • Page Cache
  • Cache Preloading
  • Gzip Compression < This is activated by default on host servers.
  • Browser Caching
  • Remove Query Strings
  • Lazyload
  • Minify CSS
  • Minify JS
  • Combine JS/CSS
  • Async Execute Combined JS
  • Defer JS
  • Database Optimizer
  • DNS Prefetch
  • Plugin Organizer
  • Appcache
  • AJAX Cache
  • Proxy 3rd Party JS
  • Inline Small Images
  • Google Analytics Bypass
  • Heartbeat Control

You can add these features with single-purpose plugins with zero settings (no Wizard needed). Some are only used during maintenance and could be deactivated. But many don’t make a difference in speed at all. Just scores.

REFERENCE: http://pagepipe.com/online-speed-test-scores-are-especially-useless-for-mobile-speed-improvement/

The Swift Performance plugin backend has animated advertising! Ugh!

Swift Performance Lite adds 131 milliseconds of site drag to every page and post of a website. Equally, we can install 131 discrete plugin instead. That’s the equivalent of adding the database-intensive Yoast SEO plugin (free version). Paid Yoast is even worse – 240 milliseconds. For the 20 features listed above, it should be a mere 20 milliseconds maximum: 15 percent of Swift Performance sitedrag.

Swift Performance Lite adds 6.2 milliseconds per feature whether it’s used or not.

And last – but not least – Swift Performance Lite plugin nuked the front end of the test site. All we had were gibberish characters. Our guess is this damage was caused by either concatenation in the minification process – or some caching weirdness – or a plugin conflict. Anyway. Not a fun plugin to deal with. We uninstalled it.

So how about using the monthly paid Pegasaas.com speed service? They charge $9 per month.

You can do all this for free – with plugins.

PagePipe’s homepage normal load time is 1.8 seconds according to the Pegasaas test. With their service tweaks, it’s 1.6 seconds. There’s easily that much drift for shared-server TTFB (time to first byte). The Pegasaas service essentially makes no difference – or a theoretical 200-millisecond potential improvement. You can get that gain by simply disabling Google fonts with a setting-less discrete plugin.

On a well-optimized page, minification rarely improves speed – only scores change. And test score are meaningless. Caching and minification are speed band-aids compared to website origin optimization.

‘I got a 100% score on Pingdom, GTmetrix and Google PageSpeed.”

Big deal.

Scores don’t alter SEO page rank or indicate good speed. Concentrate on milliseconds of load time as a better benchmark. Test scores are esoteric tweaks that make no significant speed difference.

Don’t be fooled. Learn how to identify the fastest themes.

We evaluated 35 theme candidates. All are available as free downloads from the WordPress theme repository. They came to our attention via email newsletters. Some are new and others are older but still popular. The alphabetical list is at the bottom of this page.

Here we report some theme trends that affect website speed and how to evaluate what is important.

Remember, our goal is a two-second, home-page load time using WordPress. The lighter the theme overhead the more headroom we have in our performance budget for adding things like images, forms, and other features.

There are certain cues and clues that help us evaluate a theme for speed potential (fast page load) – without installing it first. The download package size is number one on our list. Any theme download that is under 1M (zipped) usually is a sure bet for speed. But larger than that compressed file size doesn’t always mean a speed failure. You have to dig deeper by downloading the package and examining the contents. The 1M package size is a quick-and-dirty selection method.

A compressed theme package may contain many resources – or sometimes non-features. When we say non-features, we refer to fluffy bloat intended to deceptively entice website owners. Theme authors include these things to make the theme appear “feature rich.” But most features have a speed price.

Modern WordPress Speed Traps

When evaluating themes for speed, you need to consider the following:

  • Google Fonts (or worse the heavier Typekit) will slow down a website. It’s now rare to see a theme using fast-loading system fonts. Die-hards argue that most Google Fonts are now present in all browser cache. There is no way to prove this with present online testing tools. We estimate a 100 millisecond slow down uing Google Fonts instead of websafe fonts.
  • Fontawesome icon font – or an equivalent such as genericons or glyphicons. Icons are a popular inclusion. The downside is they load universally on all WordPress pages and posts whether the icons are used or not. How much this slows down a site depends on variables. We feel icon fonts are justified if you leverage them in your page design. But usually, it’s better to dequeue the font in the WordPress functions.php file and simply use icon PNG image files. If you remove the font files from your server using FTP or C-panel, you will end up slowing down the site even worse with 404 errors. Fontawesome can slow down a site by 500 milliseconds or more – 1 second delay isn’t uncommon. But how bad it really is depends. More typically, you’ll see delays of 100 to 200 milliseconds. There may be some improvement by using Better Font Awesome plugin and loading from their external CDN. We’ve played with this in tests and it has some potential for time-saving parallel loading.
  • Sliders are common additions now. When they are built into a theme, they may universally slow down all pages – even when they are only used on the Home page. How bad this delay is depends upon the slider. But for example, Nivoslider slows down all site pages by minimum of 200 milliseconds – even when no slider is present. The most popular in the 35-theme evaluation was Nivoslider (5 instances). Other sliders included: bxslider, OwlCarousel, Flexslider, Sldr, lightslider, and few custom ones. 19 of the 35 themes used sliders – that’s 54 percent. Over half. Sometimes, a better strategy is adding a standalone slider plugin and then selectively activating the plugin only on pages where it’s needed. The best plugin to do this is Plugin Logic.
  • Every theme includes a screenshot that serves as an icon in the WordPress theme control panel. These are rarely optimized images. In this evaluation, they vary from 100k to 2.5M Jpeg file sizes. The typical size is about 600k. This extra theme package weight doesn’t slow down the theme. But it’s an indicator of the theme author’s attention to speed details. A bloated screenshsot is simply benign, but wasteful, overkill.
  • It’s common for many themes to include sample or demo images. Like screenshots, these are rarely optimized images. 16 of our themes included header or slider images for easy setup. But they are extra baggage in the package. Worst case we had one theme with over 5M of Jpegs. But more typically, they were around 200k to 500k. These images are not intended to be used. They will be slow loading.
  • Theme packages may include language translations. These can add from 100k to 600k. But only 6 of our samples had these files. They don’t slow down a site. They just increase the package size.

Here’s the alphabetical list of themes evaluated: accelerate, accesspress-basic, activello, amazing-blog, awaken, awesome, bizgrowth, blogim, canape, coral-light, dellow, enigma, faceblog, flatter, futura, grow, hemingway, hueman, kotha, make, nisarg, perfetta, pingraphy, quidus, rams, responsive-brix, revive, simona, sixteen, splendor, tora, tracks, travel-eye, ultrabootstrap, and zerif-lite.

Excel spreadsheet analysis. Download >

The final proof is installing the themes and doing benchmarks. But, as noted above, there are things that can streamline our selection process before installation.

Fatness and popularity: Site owners prefer bloat.

The pressure to inflate theme package sizes is almost irresistible for theme authors. This is evidenced by the popularity of two examples: Zerif-lite (2.7M zip) 100,000 installs and Hueman (2.1M zip) 80,000 installs. And the incredible, 7M-download Enigma theme with 30,000 installs. Most themes are lucky if they get 10,000 installs. The fatter the more popular.

So if a theme is popular with the most installs, you can bet it’s a slow loading theme.

There’s a great article we recommend over at WP Rocket about choosing fast themes >

MBexpandedinstallsfontawesomeheader image
awesome. fullscreen
dellow. 1920x1080px
faceblog. blocks
futura.1.50.4841.6500parallax 1920x1080px
simona. × 800 pixels


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THEME.ME: What is the fastest free theme? There are 5,100 free themes in the WordPress theme directory. Of those, only 1,602 are responsive. All the rest are fixed-width junk. How did we sort the remaining 1,602 free responsive themes to find the fastest loading?

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Twenty-seventeen Default Theme Tips Read our torture-test results of this popular free theme. Don’t get locked in for recurring *annual renewal* theme memberships. Save your money. The Twenty-seventeen Torture-tested Themes ebook contains honest and common-sense reporting and tips about mobile WordPress speed!

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Speed miracles to improve your site’s mobile health.

Everyone wants to hear the truth about speed

– until Steve Teare opens his mouth.

Speed Truth Hurts – Sometimes

Your theme and pagebuilder are half of page weight – and another 14 percent is Facebook overhead – can pages still load in under 2 seconds?

Maybe in Heaven.

There’s no way on Earth. Not on today’s Internet. Maybe tomorrow?

We help in the plugin department.

Removing 100 percent of your plugins isn’t an option either.

The more wasteful and diseased your plugins – the more we can help.


Theme as speed killer.

If you’re using the Divi theme, it’s doubtful to get good mobile speeds.

Or, say, Salient theme with Visual Composer (now called WPBakery page builder).

Or The7 theme.

Those “solutions” aren’t mobile speed solutions – never were. Their day in the sun is over. Appreciated and adored no longer.

Cursed instead.

With this bad news, we recommend rebuilding for speed. Insult to injury! Nobody wants to hear that! Horrible pain.

Make what you’ve got stretch for as long as possible.

Get a return on your investment.

We’re healers. Not bandits. Results are what count.

A diagnosis of terminal site cancer?

Do doctors bill for delivering such cheery news: “You’re gonna die soon, son.” Oh, great. They do charge for that.

We’re not that kind of doctor.

Sometimes healing requires chemotherapy or radical surgery or radiation treatments. Not a mere bandage.

Healing a website is painful. Painkillers, anyone?

Radical site rebuilds for mobile speed? Don’t they take time? Yeah. It’s expert, detailed work. Make mobile speed your goal and it eventually happens. Patience.

Our suggestions for radical site surgery:

1Use a theme that’s fast loading. And we don’t mean “mediocre” fast. We mean faster than greased lightening. Built and tested for speed. Don’t believe theme author’s speed bluster. Test it – or don’t buy it. If you must use a page builder, we recommend Elementor (with caution) – or wait (forever?) and see what Gutenberg offers.

We prefer a free theme because they’re not loaded with features. Paid themes are usually gold-plated and over-engineered with non-features. Free speed theme recommendations include: Basic theme, Tiny Hestia, Astra, GeneratePress, and Twenty-seventeen default theme. Many don’t activate code baggage like jQuery or Font Awesome. You can strip them of anything lacking substance.

WARNING: The pro (premium paid) versions of the above speed themes double theme page weight. This is not super significant. But we find it annoying. They brag about the free version’s speed then don’t publish the additional drag added by the premium version. That’s an advertising sin of omission. So if you’re really into extreme speed (1-second or less load time on a shared host), use the free theme without the premium extras. That takes creativity.

Creativity is the inverse of dollars. C=1/$

Do you think these insignificant improvements? Think again. Speed theme authors are deliberate in removing non-features for mobile speed benefits. It’s unconventional and bold. If pages weigh 5 megabytes to 3 megabytes – or even 2 megabytes, they’re doomed to fail for mobile user experience. The goal is superb quality pages weighing 100k to 500k.

Add features using discrete plugins.
Not multipurpose plugins like Jetpack or Yoast SEO. This means also living within the theme limitations. Keep It Simple, Stupid. The KISS principle.

3Install proven fast-loading plugins. Avoid popular plugins like Yoast SEO and Contact Form 7 and many others. This includes WP Rocket, which functions great, but adds drag. Yep. 32-milliseconds of site drag to every page. Yes – believe it – a caching plugin slowing things down while speeding things up – oddity. We build WP Rocket’s features with free discrete plugins. It takes at least 4 plugin – but adds only 4 milliseconds to load time instead.

Discrete plugins allow activating features where most needed – instead of globally.

The Facebook *like box* is another common slow down as it has been known to easily add 40+ HTTP requests (as seen below). On a clients site we saw that it added 700 KB to the overall page weight, which is not good! – Source

Find ways to either not use Facebook or using it in a limited way. Reduce the load as much as possible. Is Facebook making you money? Be honest. Or do you dream it might?

5Abandon the grandeur of Google fonts. If they’re in the theme you choose, disable them with a plugin. Even though they only add 100 to 300 milliseconds. On a fast mobile site that’s a 30-percent loss. Google Fonts are stinky bad for mobile.

6Don’t use HTTPS/SSL certification. Don’t give into Google’s social pressure. SSL adds 400 to 500 milliseconds to your TTFB (time-to-first-byte) server overhead. Wasteful. Don’t be weak. Go ahead test Google’s home page speed. It used to be under 100 milliseconds. With self-imposed SSL edicts, Google speed sucks now. They can’t even match their own PageSpeed Insights recommendation of a TTFB below 200 milliseconds. Ouch. Embarrassing.

There are more non-surgical extras for speed we place into the fine-tuning, tweaking basket.

Do you suppose examining your site that images are the biggest problem? They’re not. It’s rarely the case any more. The two biggest factors are usually theme-related and Facebook. Even worse than much-hated, third-party ads – but barely. PS- We optimize your image library for speed.

We don’t hate Facebook because we’re demure introverts and antisocial. We despise Facebook for what they did to speed innocents. Dirtbag destroyers of velocity. Apathetic.

Thanks for trusting us to help improve your site’s mobile health.

Let’s go – faster.

Rebuild your desperately slow site for mobile speed.

You’ve done everything to make your site fast. You don’t want to start over and ruin your investment. You could buy expensive CDN services like https://www.akamai.com/us/en/cdn/ . But there’s no guarantee of success. You’ve maxed out and from here forwards there isn’t a good return on investment in tweaking speed.

At this point, the only reason to start over is if slow speeds affect your quantifiable sales. In other words, justify repairs or new construction for profits. Don’t tweak speed for mere speed’s sake. Do it only to increased profits.

The bad news: nothing will create further speed improvement without spending money.

WordPress is the CMS to work with. Not because *it’s best* but because there are so many solutions and people who can help. You can build a fast site with WordPress. But not usually straight out-of-the-box when loaded with images and widgets. It takes care and attention to details.

The speed problem usually isn’t WordPress. It’s the whims of the site owners. Or worse – committees!

We often recommend modifying WordPress default themes. They have longevity. They will have updates and support for years. Themes vendors can’t say that. There’s a shakeout in process among theme authors. That means mergers and acquisitions. It’s a volatile place. Businesses vanish overnight. WordPress won’t. Not soon anyway.

Simple WordPress-authored themes usually load in about 50 milliseconds. A twentieth of the time of premium themes. Even the ones who claim speed is their main feature don’t match that time. Premium themes authors can’t restrain themselves. They throw in the kitchen sink with gold-plated features.

We’ve seen a trend for theme authors to now offer two versions. One is the desktop, nice-looking version. The other is a stripped-down mobile version (usually removing Font Awesome and Google Fonts). The stripped down Premium version still isn’t as fast as free default themes for a foundation.

Even with a bare-bones theme, it still requires more removal (with plugins) to make it fast. These include removing icons and fonts and emojis. Baggage.

The more popular a plugin is – or if it’s a premium plugin – the slower it will load. It’s true in 99.9 percent of the cases. One popular plugin usually weighs more than the theme itself. Sometimes more than the theme and WordPress core combined – like Yoast SEO plugin.

You can duplicate the multi-features of paid plugins with free or open-source ones. Sometimes, you have to load several plugins to create all the needed features. But it’s still faster. A typical single-purpose (we call it *discreet*) plugin loads in under 1 millisecond. A discreet plugin usually has few or no settings – it’s plug and play. We can load 80 discreet plugins if we don’t use popular Yoast SEO free plugin. The load time would be the same or less. PagePipe has 70 active plugins with 6 on “standby” for maintenance. The homepage loads in under 1 second on GoDaddy hosting. We don’t use any SEO plugin.

But Yoast SEO has millions of active installs! That’s right. Poor fools.

Developers and site owners don’t understand plugins are often global loading. We call this “site drag.” Let’s say you install Contact Form 7 plugin’s shortcode on your contact page. You’d think, “Well, it only slows down that page.” That, unfortunately, isn’t true. Contact Form 7 slows every single post and page of your site by 42.8 milliseconds. That’s site drag.

Contact Form 7 has millions of active installs! Yes, popular. Let’s all follow The Herd?

Site drag is never revealed anywhere in plugin specs or read.me files. You have to test. Contact Form 7 is the same as adding Google Fonts or a large header image to every page. But the plugin author doesn’t tell you that bad news. There are ways to selectively deactivate plugins on URLs. This is a good trick to learn. It requires using more free plugins. But they don’t add site drag.

We test the site drag of plugins and report it. We always focus on the 20 percent of plugins that cause 80 percent of the load. This is Pareto’s law or the 80/20 rule. The worst, of course, are pagebuilders. Not all pagebuilders are bad. Elementor can be fast. The problem with pagebuilders isn’t the plugin itself. It’s the fact they encourage bloat. It’s too easy to add more features without design pain. The site then has organic growth instead of strategic growth. The pain comes after the fact when speed is finally measured.

Now everything we’ve told you for speed benefit can be undone by adding one third-party ad. Or a real-time social media “likes” counter. Ads and real-time counters are death to speed. You have no control over their connect time or weird delays. You can’t cache these assets. They don’t belong to you. They reside on other servers.

The more third-party assets you dump on your site – the worse it gets. They are unpredictable for delays. These include:

  • Google Analytics
  • Google Maps
  • HTTPS / SSL server handshaking
  • any offsite signup like MailChimp or iContact
  • adding Google reCaptcha to forms or logins
  • Google YouTube videos
  • podcast services
  • many popups like OptinMonster and ChatBox
  • any API
  • on and on

You have to figure out what you need for survival and dump the rest – or use some creative trickery. That’s value analysis. It’s an industrial discipline that applies to page speed optimization. It includes:

  • combination
  • simplification
  • elimination
  • standardization
  • substitution

The biggest thing affecting speed is deciding up front what you’re not placing on your site. Then disciplining your team to stick to the goals. A performance budget must be set in advance. Can you simplify?

Image optimization opportunities are small.

Sometimes there’s an opportunity in converting non-transparent PNG images to JPEG format. You can compress JPEGs at a quality between 70 and 82. 82Q is the WordPress default. It’s the same as a Photoshop compression of 50Q. That “grade” passes the WebPagetest.org criteria of “goodness.” It’s a good benchmark. This will reduce page weight. Page weight reduction isn’t always proportionate to speed improvement. We measure speed in milliseconds.

Convert non-transparent PNGs to JPEGs to the WordPress 82-quality setting default.

Converting non-transparent PNGs to JPEGs (lossy-quality setting of 82) reduces the page weight. This classic error of choosing the wrong image file format is novice. But it happens all the time. PNG to JPEG image optimization changed a 6.5M, 15-second page into a 2.6M, 8.5-second page. Is that good? Hardly! Not when your goal is 2 seconds.

This is a free plugin that needs cautious use or you can ruin many things. Our advice is: after using the plugin on the media library, disable it. That will prevent any slow down. This is the same thing to do for any plugin that’s used for maintenance. They don’t have to be chugging server resources all the time.

Of the page weight, often 88 percent is images. All sites are image intensive. The average is 55 percent of weight is images. So you’d think, “Let’s optimize images and get better results.” What if those are already optimized images using a plugin service like Imagify.

Optimizing them more with “Ultra” settings only ruins them by making them fuzzy. We’ve tested it. It was worth a shot. But it failed to produce good-enough quality. It dropped the page weight but ruined the images. Did Ultra make a speed difference? No. The needle wouldn’t move. Image weight becomes transparent and gets a boost from browser parallel loading.

One goal is identifying the few plugins that add 80 percent to the total plugin load time. These are plugins causing *site drag*. Remember: Site drag is global loading of assets whether used or not on a page or post. Not all plugins do this but it seems heavy and popular ones always do.

Usually the more popular the plugin the worse it is for site drag. Why? We can only guess. It’s a correlation that is real and holds up time after time. *Popular* means an easy selection and fast-choice for functionality. It doesn’t translate into speed.

A fast (normal) plugin loads in one millisecond or less and doesn’t cause site drag. A heavy plugin loads in 50 milliseconds. 50 times slower. Some are much worse. It’s not the number of plugins that slow down a site but the quality. Imagine 100 bad plugins!

Remember it’s not quantity – but quality.

Ignore speed test scores. Watch milliseconds of load time. Accepting average 8-millisecond speed is not a failure. Excellence (perfection?) sometimes has too high of price tag.

WordPress core loads in about 500 milliseconds. The paid Humanity theme averages 1.1 second load time. Yes. Over one second. All stripped-down free themes load in about 50 milliseconds. Humanity theme is 20 times slower than a theme built for speed. The Divi theme which is notorious for slow loading beats that with a 679 millisecond load time. So not so bad, but still 10 times heavier than a “speed theme.”

Webfonts are heavy. A fast site may have 50k of fonts or best case *zero* (web-safe fonts). But some sites range around 250k to 300k in webfonts. Disabling these make a difference in speed. On a lightweight 1M site, we’d have lost 25 percent of the weight by pulling the fonts. But on a site with a 4M page weight, other page assets overwhelmed the font gain. It won’t matter.

The same goes for 250k weight of Google Maps. On a 1M page, it would be significant to remove it. But not on a 4M to 6M page.

HTTPS / SSL adds 500 milliseconds of site drag in the Time To First Byte (TTFB). Another slowdown.

The average web page today weighs 2.3 to 3 megabytes. Average-pages load in 8 seconds on desktop. A site weighing 4.6 megabytes is double the average.

Will CDN help? Not a free CDN like Cloudflare anyway.

Speed excellence is beyond the reach of misfit sites. They’re constructed with heavy themes, slow page builders, and third-party APIs. It’s not one thing or even a few things. It’s everything. Too many things.

What drastic changes would make a difference in speed? Complete site rebuilds. Is it worth it? Nope. You made a big investment getting these sites to where they are today. You must have a return on investment before you can overhaul the sites. They aren’t broken.

It’d be a rebuild from the ground up. That means:

  • starting fresh with a host with a TTFB of 100 to 300 milliseconds
  • avoiding HTTPS/SSL if possible
  • selecting fast themes
  • using fewer images
  • using Google Maps tricks
  • not using Google Fonts
  • lazy loading YouTube videos
  • no CDN
  • no sliders
  • focusing on written content for SEO
  • no live counters showing social popularity

It would be Spartan but it would be fast.

That’s too big of a sacrifice. You don’t want to go there and we don’t blame you.

Our pragmatic recommendation is don’t add any more features and let the site make money. Only make big changes if you start losing money. Mediocre speed or even average is good enough if you’re making money. The most important metric is sales. It’s quality of traffic, not sheer volume, that translates into profits.

Nowadays, SEO is about 2 things:

  1. relevant content
  2. page titles that arouse curiosity

That’s it.

If you use WordPress, don’t worry about:

  • machine SEO
  • tweaking snippets
  • keyword usage

Imagine people aren’t looking for what you offer. They don’t care. No amount of keywords or manipulation will change anything. SEO is about motive. What are the users motive to visit your site?

Market positioning is a creative communication strategy. It serves as a shortcut to the buyers motive. They won’t wade through junk trying to figure out why you are valuable or why they should care about what you do. They don’t have the patience. It’s a much more intolerant world.

Essential or core UX is also simple. UX is about overcoming three critical things for quality first impression (aka credibility):

Speed being prime. Why? If you can’t get past this hurdle the user won’t hang around to even see your cool presentation or offer.

2Next attractive aesthetics. We have an emotional reaction to what we see and determine in an instant if a site is “good” or “bad.” We base “stay-or-go” decisions on a 50-millisecond visceral design perception.

3And last, readability and findability (like navigation and text size, etc). Websites are still about reading content (or skimming at the least). People are foraging for entertainment or problem-solving. Pictures are nice. But it’s words that still communicate to humans and are also machine readable.

UX is that simple. Three helpful things – not thousands of tricks. And metrics (big data) are a tiny part of the evaluation. UX is about *feeling right* and being polite. What meter do you use for measuring that?

“Page speed” is a phrase searched for 10-times more than “performance optimization.” And mobile speed is synonymous to page speed in world-wide interest. For mobile users, page speed is a competitive differentiating factor.

Why the pain today? Because mobile devices flood the earth. Massive adoption is changing how people work and play. In remote third-world countries, smartphones are the main computer technology and communications devices. Don’t ignore small screens if you want your business to make money in new global markets.

Origin optimization is cumulative. 500 milliseconds here and 1 second there all add up.

To be in the top 1 percent of fastest sites requires drastic changes and self-discipline.

PagePipe contains many speed ideas. If you’d like us to help you on future web construction, we’re willing and (usually) available. Contact us.

Basic principles to improve your site speed.

From experience, speed deal killers include Activecampaign, Facebook Ads, and Google Ads. You have no control over what’s served nor the delays caused by third-party remote servers. You can cherry-pick the slowest ones and cut them or find substitute ad sources.

There is a paid plugin in existence that will lazy load ads. It is very complicated and we don’t use it. It’s targeted at mobile audiences. The goal is to load the ad below the phantom fold on mobile. It seems esoteric and desperate to us. But it exists. It doesn’t reduce data through the pipe. Only delays it.

A page that opens in 7 seconds on Firefox desktop browser could be double on a mobile device – around 14 seconds worst case.
Speed example: A matrix of 12@ 300-pixel square JPEG images scale to 259-pixel squares. Weight before compression and resizing: 16.6k > after 8.3k. That is a JPEG resized and converted to a 16-color, 8-bit PNG. So 8.34k per image x 12 = 100k savings. Is that worth the work? Not for most site owners.
Images load in parallel. But for mobile users this optimization reduces data usage. And the clutter through the wireless “pipe” by 5 to 10 percent. Would we do that on our own site? You bet. We’ll take 100k reduction for mobile users.
An image optimization plugin has no human brain. It will not optimize by converting JPEG to PNG – or PNG to JPEG. Switching formats when helpful is a human judgement call. This may be insignificant. Only “testing by fixing” will prove performance results.
Loading the wrong dimensions for an image is inefficient. Resizing images on-the-fly causes browser delays as it does the math. How much? It’s theoretical. There is no way to measure except fix it. All browsers act and respond different.
How many mobile users do you have? About half? The site owners who are sweating over mobile speed generally are in the 70 percent and up range. Maybe you’re forward thinking. Planning for the future. Or the big question: Is this anxiety about speed a real problem for your company? Are you losing profits? Or only a sales variable you’d like to eliminate?
Elementor problems – if there are any – are often corrected. The biggest problem is we can’t do selective activation of Elementor functions. It will white screen the site. The big gain with Elementor is removing it – or the paid version at a minimum. It’s not our recommendation. It’s done but it costs time (money). Functions and features you’ve added to pages are sped up using value analysis. These are not Elementor’s fault. You added them.
Elementor isn’t the problem. It’s other third-party gadgetry.
Value analysis is a borrowed discipline from industrial manufacturing. We apply it to optimizing site origin. It includes: combination, simplification, elimination, standardization, and substitution.
For example:
  • Why are you using Merriweather Google Fonts instead of a mobile system font stack?

  • Why are you using Google reCaptcha API?

  • Why are you using Akismet antispam API?

  • How much profit does Facebook API generate? Does it just take people away?

  • Are you lazy loading video on the page?

  • etc. etc.

If you are serious about mobile speed inspect features for value.


We love to teach origin-optimization speed strategy.

Our goal usually is to make Elementor (or any pagebuilder) obsolete. It costs much more as a “repair” than as a strategy before building. This would be a site rebuild and would cost too much.
Our contempt boils over when suppliers, sources, or authors make fishy claims of speed improvement. But then publish mumbo-jumbo weasels words as “proof.” That bugs me the most. Cherry-picking numbers from best results is not evidence. Or giving the biggest credit to some gadget that’s a clandestine affiliate link. An unbiased report? No way. There’s a sucker born every minute.
The performance goal is always 2 seconds or less. Halving a 12-second Elementor page now load in 6 seconds is nice – but it’s not good enough.
Convert to creative and unconventional methods of speeding up websites for mobile. That means a bit of homework. It usually means sacrificing some holy features or functions.
Are you willing to invest time reading a few articles and PDFs? If so, we have specific materials that teach principles to improve your site speed. We avoid fluff that doesn’t benefit speed. Cram course. No padding. Not comprehensive. Focused.
Speed is about compromise.


What’s included in PagePipe’s ComboPack deal?

PagePipe ComboPack includes:

issue #1 – Mail.Me – Contact Form 7 plugin alternatives. MAIL.ME details

issue #2 – Fly.Me – Hummingbird plugin alternative. FLY.ME details

issue #3 – Search.Me – Yoast SEO plugin alternative. SEARCH.ME details

issue #4 – Police.Me – iThemes Security plugin alternatives. POLICE.ME details

issue #5 – Crush.Me – Image Compression and optimization suggestions. CRUSH.ME details

issue #6 – Block.Me – Akismet plugin alternatives.

issue #7 – Blast.Me – WP Rocket plugin alternative. BLAST.ME details

issue #8 – Sign.Me – OptinMonster plugin alternatives.

issue #9 – Greet.Me – HelloBar plugin substitutes

issue #10 – Theme.Me – Alternatives to premium themes. THEME.ME details

issue #11 – Select.Me – Gonzales speed plugin alternatives.

issue #12 – Healing WordPress Distress.

issue #13 – Theme.2 – Torture-tested Twenty-seventeen theme for speed. THEME.2 details

issue #14 – Single-page “sliders” testimonials. details

Plus Read.Me – explanation of plugin recommendations – This WORD file is included in the bundle.

And the “Toxic WordPress” 153-page ebook bonus.

When is a plugin too old to trust?

Today, PagePipe uses 70 plugins. About 30 of those not updated for over 1 year. Some for many years. We’re not embarrassed about that. It’s not a mistake.

Plugins listed in our ebooks are currently used on PagePipe. And also on client sites.

So the question is “Outdated? By what definition?”

Some think outdated plugins produce a warning like:

“This plugin hasn’t been tested with the latest 3 major releases of WordPress. It may no longer be maintained or supported and may have compatibility issues when used with more recent versions of WordPress.”

Being orphaned or abandoned doesn’t mean “bad or rotten.”

These lonely plugins still work. And often for over a decade without complaints. That isn’t brokenness.

REFERENCE: http://pagepipe.com/information-scent-deciphering-the-wordpress-plugin-repository/

“Does 8 months since an update concern us? Not in the least. There are plugins that are 8-years old in the directory that work fine. Those “best if used by” freshness dates are silly. They throw people off with their arbitrary “expiration-date” warnings.”

WordPress places warnings when a plugin isn’t tested with recent versions. Does that mean it won’t work any more with new versions of WordPress? Nope.

WordPress’ motive is their legal protection against liability and lawsuits. C.Y.A. If a plugin doesn’t work any more or presents security hazards, it’s removed fast. And some are. In particular, malicious plugins. They call those “take downs.” Plugin authors remove some because they didn’t get the market results they wanted. But generally plugins stay as long as there isn’t any noise about them. Retired or dead author’s plugins stay in the WordPress free directory.

No plugin is safe. Not paid (premium) plugins. Not obsolete plugins. And not recently updated plugins. A common plugin problem is automatic updates loading onto managed WordPress sites. Bugs in the new version mangle the site or causes conflicts.

It happens.

There’s no such thing as a risk-free plugin or theme. Even reckless WordPress messes up with their own Automattic-authored plugins.

Good-old “Plugin Logic” is our secret, speed-weapon plugin. It’s used on every site we touch. SELECT.ME issue #11 talks about it. It’s an amazing plugin.

Want to keep a specific plugin from updating? We recommend “Block Specific Plugin Updates” plugin. There are times this is handy.


A plugin we use to track plugin age is “More Plugin Info” plugin


There’s plugin churning in the 55,000+ plugin database. Don’t let silly warnings discourage you. They aren’t for your protection. They’re protecting WordPress.

Don’t fear old plugins.

How many plugins is too many?

PagePipe is hosted on cheap GoDaddy magnetic servers with no CDN. GoDaddy hosting is the second most hated provider in the world. The first is BlueHost. We’re out to prove even “bad” hosting can get fast page speed. (We host our store on Bluehost! Our blog on GoDaddy!) PagePipe.com is living proof these recommendations for speed actually work.

PagePipe now use 70 plugins on the blog (GoDaddy) and 24 plugins on the secure store (BlueHost). Even with this many plugins, load time is under 2 seconds on cheap, shared hosting. It’s not plugin quantity, it’s the quality that makes a difference. Web designers can’t be arbitrary in loading and activating plugins. The result is slow pages. And all our plugins are freebies from the plugin directory.

It’s a myth using many plugins slows down your website. Being sloppy in judging plugin quality or necessity is the culprit. That’s within a web designer’s control. It calls for wisdom and speed testing. The best plugins add no page weight at all – weightlessness! (In reality, about 1 millisecond – or less – per plugin to the initial page load.)





Get PagePipe’s ComboPack now

Future-proof site strategy requires fast and free default themes.

If it ain’t broke, don’t fix it. Changing a site for mere redecoration is absurd. Aesthetic design alterations rarely make a difference in profitability. Graphic complication is often whimsical, not strategic.

Change can cause problems. Before now, it was foolish to update themes to newer versions without a child theme for protection.

Using a child theme was a prerequisite to preserving custom CSS coding. When we recently upgraded a clients theme to “redecorate,” the updated theme disabled the One-click Child plugin completely. That’s not normal. We lost the customization CSS.

There’s more to this site conversion story:

Redecorating and speed improvements made no measurable improvements in web metrics. Those were measured by Google Analytics over a two-year period. That’s right. Bounce rate, dwell time, and traffic count didn’t change for the better. The site under test has 70 to 80 percent mobile traffic. These mobile-first changes made no difference over the short term or long term. The speed dropped below 2 seconds (goodness) from the old speed of 4 seconds (badness). The site was also enhanced to appeal to an all female audience. While this made the site feel much more credible, it didn’t change the traffic quality.

Why did speed and aesthetic changes fail to help this site? Simple. Content wasn’t valued enough by a larger audience. The pie didn’t get bigger or better. The content is written in a mix of formal and scientific writing. It’s boring medical jargon.

You can’t bore people and expect them to stay just because your site is fast and beautiful.

In the past, a child theme (plugin) was the best way to protect custom code during upgrades or updates. But that is no longer true.

Note: Using a child theme adds one request slowing down all pages.

Simple CSS plugin doesn’t add any requests. It’s a faster method.

Custom code is now placed in the Customizer. You’d do this in the “Additional CSS” section. But it is vulnerable, too. It’s better to use a plugin called “Simple CSS.” It appears right there in the Customizer ready to receive your custom code. And protects it during updates, upgrades, or theme changes.

We have an assortment of fast themes from the WordPress directory. We collect themes for evaluation. But those freebies don’t always meet the criteria of longevity and easy updates.

Using stock WordPress default themes for better speed.

Annual default themes are well designed. Annual generic default themes are usually conservative. No cutting-edge experimentation. Our recommendation is using a lightweight default theme. If your site has 70- to 80-percent mobile traffic, small screen users are a priority. Mobile-first ranking is number one for SEO. There are only six WordPress default themes working well as responsive designs and fast loading:

Often people think free themes are low quality. It’s quite the contrary. … Free WordPress themes are actually held to a higher quality standard. All themes in the official WordPress theme directory go through a strict theme review process.

There are some very talented folks in the theme review team who examine and test these themes before they are included into the directory. – source

Swapping generic themes is a torture test. It’s unrealistic to expect themes to be interchangeable. Swapping to another theme is often the same as “nuking” a site by upgrading. Then restoring (reinstalling) the original theme choice and assessing the damage. That demonstrates how resilient a potential theme upgrade is. It may be destructive testing.

You can create a staging area on your server using WP Staging plugin. But you can’t “push back” to the live area without buying the pro version. We do the tests using the free version. Then duplicate the changes on the live site after we verify in staging. It’s not that painful and safer than working live with unknowns.

How long are stock WordPress themes supported?

WordPress core supplies the last three-years default themes with the latest core version. That means they’re fresh. They’re updated for most-recent WordPress version compatibility. That means these are getting special support treatment and attention. Top of the pile.

Is their speed excellent?

Yes. We’ve had good results. Strip themes of Google Fonts, Emojis, other WordPress baggage, etc. Do those modifications with plugins not affected by updates.

Are they designed and supported by WordPress.org?

Yes. They’re prime. They’re portfolio pieces for the chosen theme designers. Based on history, we expect active theme support for at least 7 years. And there’s no marketing upselling to pro versions. They’re updated with each new core release.

What if your web developer croaks? Who’s their successor? Will they know what to do? Do you have to scrap everything?

If you fire your web developer today, you’re left with a difficult task of reverse engineering their work. You don’t deserve that vulnerability. It’s great job security for the developer – but not a good practice for you.

The last web contractor is always the fall guy. New developers will definitely change the theme for easiest possible upgrades – for them – not you, the site owner. They charge you to do that. They’d swear at us for our past choices – and say derogatory insults about our skills or mindset.

Most web designers and developers have an odd need to complicate sites. They add whizzy features like animation, sliders, parallax background images, etc. This makes it look like they worked harder. They love gadgetry. But these are the things that bloat a site.

Feature gaps are the things the theme of your dreams is missing.

The feature gap can be closed completely with the use of plugins. … The selection of the right plugins can make all the difference in turning a site that is almost what you want into one that meets or exceeds the needs of your business and your audience. – source

Free WordPress themes tend to be compatible with a lot more plugins than premium themes. This is because all the free WordPress themes in the official repository all have to meet certain standards to be approved. – source

Simplicity is our goal.

If we had a crystal ball, we’d predict theme difficulties or fragility. You can step into a trap. “Who is the guilty party?” That answer to future brokenness varies. Is it the developer’s judgment? The theme creator? The plugins selected? Or WordPress making big changes? WordPress is a dynamic landscape full of potential risks.

The goal is preserving the look and speed while hardening the site for future changes. Then you’re improving website “shelf-life.” Return on investment!

We document site specifications and upgrading procedure as a deliverable PDF. This is a style guide or brand manual. The goal is making it as easy as possible for another web technician to pick up the reigns and keep going. We charge $900 for style guides. That’s because once we hand it over, we’re out of the picture. No more income. Obsolete. The site owner can approach any developer and hand them our blueprint.

Speed websites are not canned or off-the-shelf. It requires a brain. You’re smart enough to figure it out. But how much of your life would you burn up? For us, we’re motivated and curious to learn new things. We enjoy theme experiments to increase our knowledge of future successful projects.

Theme changes have unknowable risks. All projects do. We fail many times in testing before there’s a success. You have to check the grief factor.

We do important tweaking of site speed using the Plugin Logic plugin. It’s a secret weapon allowing us to activate or deactivate plugins using page or post URLs. The URLs are static instead of dynamic. Also known as Absolute versus Relative links. This means if the site moves to staging areas or is migrated, the URLs listed will not change to the new domain URLs. Plugin Logic settings are then pointing to the wrong addresses. Page and posts may appear broken because other plugin functions are not activated.

It makes WordPress look bad when a theme change causes big disruption.

You need a future-proof theme strategy. It needs to support long-term and be fast loading. Claims that a paid or free theme is fast loading doesn’t mean it’s true. We’ve done tests and written about this terrible marketing deception. It’s false advertising. Authors use exaggeration of better speed as a marketing differentiator.

We have investigated thousands of paid and free themes. They both share the same vulnerabilities. We wish paid (premium) themes would have better support and performance. Paid-themes are usually more complicated and have longer learning curves. There are no guarantees you’ll get what you hope or what’s in the demo. Theming companies and authors sellout or go bankrupt overnight. They are under no obligation to support a theme. They can stop at any time.

We don’t like this vaporous aspect of the WordPress world. It’s inherent in open-source volunteer communities. It plagues plugins, too. Even some of the biggest and most popular plugins can go sour.

Technical volatility is a motivating factor to not sell WordPress web services.

So what is the safest and fastest theme strategy? We examined a new website to see if we could speed it up. We asked, “What theme is this? We’ve never seen it before.” He replied, “It’s stock WordPress’ Twenty-sixteen – customized.”

We were stunned.

We never realized you could build on top of one of those generic themes and still have it look great. It requires stripping the theme and then building up features with well-selected plugins. He was using our “speed strategy.”

WordPress is proud of long-term support for their annual themes. It’s a matter of professionalism for them. That works to our advantage. WordPress is not going away. Neither are those annual, pre-packaged themes. From our tests, those featured-and-endorsed themes are fastest.

Don’t throw money at a premium theme. Give Twenty-thirteen through Twenty-nineteen themes preferential consideration as long-term theme solutions. We recommend that direction.

Any theme, paid or free, can be abandoned or even banned. That’s the risk of the WordPress world.

For example, WordPress suspended Zerif Lite, a theme with 300,000 installs for 5 months. Why? Because they didn’t keep widget content active after upgrades. That non-compliance cost that author (ThemeIsle) $35,000 per month in revenue. Today they only have 100,000 installs. Ouch. Big hit.

So we place our bet based upon reading the signs of theme credibility and longevity.

Accelerate theme uses a widgetized front page for homepage customization. It’s a common theme-developer workaround. In times past, its only flaw was when making upgrades. All widgets “retired” to the Inactive Widgets section. They then were installed again one-by-one (drag and drop) to the right locations. It was a confusing puzzle.

Accelerate theme is not the Lone Ranger. All themes dependent on “widgetized” front pages potentially have this same not-so-well-known bugaboo. It’s not advertised – that’s for certain. To fix the errant Zerif Lite theme, the author’s add a stopgap plugin to maintain widgetized page content.



Be wise in your theme selection. Look at free WordPress authored themes first.

The average price for a premium theme is $57.54. – source

Premium WordPress themes have a higher potential for theme bloat. Which is the natural trade-off that occurs with more features and functionality. – source

Is Kinsta a reliable source of speed information?

“If you do decide to go for cheap WordPress hosting, you should expect your site to go down from time to time (since at $10 per month, you’re most likely sharing a server with hundreds of other users). Also, expect that most issues won’t be resolved all that quickly. It’s just how the numbers work out.” – Kinsta

This quote is from an article written by Tom Zsomborgi. Tom is the Chief Financial Officer at Kinsta, a WordPress hosting platform.

We agree with Kinsta mostly. Their article about cheap hosting exaggerates some things. Like on BlueHost supposedly PagePipe’s store is the only domain on the server. They didn’t promise us that. Does that give us phenomenal speed – no. The TTFB is 1.7 seconds sometimes. That means PagePipe loads pages in under 300 milliseconds. And those are Easy Digital Downloads store pages. Every page reloads with an Ajax request! Boo.

And cheap hosts go down rarely. What do you expect for so little money? Most brag up times of 99 percent. And it’s often true. Some of our GoDaddy issues are resolved amazingly fast. And we mean hard technical problems. But we have a low expectation. We also think GoDaddy is a smuck for charging for SSL and privacy. Robbers. But we don’t buy that stuff from them.

We tested a client’s site on BlueHost with the same conditions as our store. He gets 500-millisecond load times – with a TTFB of 100 milliseconds. His SSL loads in 100 milliseconds. How? He has no clue. And neither do we. An Act of God. He pays the same as us. Go figure.

We walk the talk to show others how cheap-by-choice works. Severe self-imposed limitations.

We’re not an advocate of cheap hosting. Whenever we can, we get clients on the most expensive host they can afford. It makes our life so much easier for obtaining speed. But not everyone can do expensive. And high price doesn’t translate into good always. We help resourceful site owners, too.

It’s weird how good hosts and bad hosts are all bad and good at some time or another for speed. There is little consistency (repeatability) in performance between domains on the same hosting – pricey or cheap.

Now we have to consider this “cheap-hosting” article was published by Kinsta. Oh, they’re a host! They sell competing services. Would there be any bias against cheap hosts (since they’re not cheap)?


Have we ever put clients on Kinsta to solve speed problems? Yes. Do they always solve speed problems? Nope. Sometimes they make them worse. Go figure. We’ve found this to be true for every host. Variances. Fluctuations. Unpredictability. Voodoo. But we’re not paying for repeatability. We’re not relying on them to do a good job. We expect them to do a lousy job. We build accordingly with origin optimization. No tight tolerances.

The article’s testimonial is by Joe Hanley. He now hosts his site (https://www.audiblegenius.com/) on Acquia Hosting – not Kinsta. The Acquia homepage opens in 8.83 seconds in our timed browser. Lots of clutter on screen. Wow! Can’t wait to sign up with them. Built for Drupal? What?!

We bet Joe moves his site a few more times. Four times just isn’t enough.

Doesn’t Kinsta specialize in WordPress – not Drupal? Odd testimonial choice. Oh, Joe’s a software developer. No wonder.

So yes, if you’re a novice web virgin, you’ll lose a lot of money on cheap hosting trying to make things better. All a waste.

Conclusion: All hosting sucks – at sometime, in some way.

Ignore Google’s whimsical 200 SEO signals – including speed!

You’ll weep when you read Google’s 200 Ranking Factors: The Complete List (2018). Because it’s so sad? No. Because it’s so overwhelming. It an encyclopedic explanation of Search Engine Optimization (SEO). The article makes SEO sound so complex and mysterious – and confusing. It implies little nitpick details make a big difference. It’s anxiety producing.

But still, we recommend reading the whole thing anyway. Some people may then try gaming all silly 200 SEO factors. Don’t go there!

Will these “tricks” help more than writing good content?

Absolutely not.

SEO fiddling is a waste of time.

Be calm. Good page ranking is within your reach if you:

  1. Write about topics people want to read.

  2. Write content in an interesting way that keeps visitors reading more.

  3. You make text readable. What’s readable? Readability is the appearance or perception text may be easy to consume. That mean placing subhead and captions for skim readers. Use short words, short sentences, and short paragraphs. Then they will spend more time after skimming content cues and clues.

The article doesn’t reveal the hierarchy of ranking factors. What matters most is the summary list at the very end. Many will never make it there. It requires a lot of boring scrolling to arrive at the real pithy basics.

The author presents a shortlist at the end. These are the real fundamentals of what counts. They’re the most important Google ranking factors (or signals) in 2018 according to the SEO article. But they aren’t explained in plain English. So we’ll attempt translating some more.

Here’s his list with our commentary:

  • Referring domains
    This is other websites linking to yours. It’s them choosing to advertise your site’s valuable content for free. Again, relevant content is good writing about interesting things. So get rid of your dud articles and uninteresting posts. Don’t make site-noise diluting “user attention.” That’s simple positioning strategy 101. Referring domains is the biggest influence on SEO. If you game inbound links with a link farm or purchased backlinks – there’s bad news. When Google gets wise to your ploy, they’ll punish you. Even blacklist your site. That sharp retaliation indicates the significance of this “ranking factor.” No mercy.

  • Organic click-through-rate
    Organic means Google non-paid listing. CTR is the percentage of *impressions* resulting in a “listing click” for a website. What’s an impression? That’s the number of times your listing (page title) gets viewed on the search engine page. You can view a page of 10 listings. If your your page title is chosen – bingo – that’s a “click.” If you own most of the 10 first-page listings, that’s called page dominance. When a searching reader suspects finding relevant content on your site, that’s information scent. What affects visitor suspicion or cues most? 1) The page title. 2) The “snippet” constructed by Google RankBrain, and 3) your publication date (freshness) if indicated. Publication dates are changed in WordPress for freshening up evergreen content. The snippet refers to a description extracted from page content.

  • Domain authority
    The only thing controllable here is the longevity of your domain name. That’s right – the date when you registered your name. You can buy an old domain name that’s in use and re-purpose it. Gaming the system. But then it’s back to writing good relevant content as the main influence of authority. Serve up user-valued information.

  • Mobile usability
    Mobile-first ranking is only two things: responsive screens and fast speed. And avoiding certain stupid web practices anyway. Like interstitial ads. Google AMP and Mobile Applications aren’t mentioned as good tricks. Praise the Lord!

  • Dwell time
    This is also called engagement. It’s time spent reading or consuming your wonderful page content. What helps with engagement? Good writing and interesting images. And suggesting relevant articles to keep people on your site reading more once there.

  • Total number of backlinks
    You can’t game or cheat backlinks without penalty. See the first item “Domain authority.”

  • Content quality
    Isn’t this about writing quality? Learned skills. Writing stuff people want to read.

  • On-page SEO
    A page title is a solid suggestion. This is an interesting and attention-getting headline. But it also needs to contain your keywords (positioning statement). Example: Yoast SEO plugin affects mobile WordPress speed. Then change it into a question: How does Yoast SEO affect mobile WordPress speed? or 10 ways Yoast SEO ruins mobile WordPress speed. Use good headline writing styles developed during the direct-mail years of graphic design.


  1. Outbound links are a relevancy signal.
    PagePipe uses outbound links (resources) for credibility enhancement. Readers appreciate offsite links. How do we know? Feedback! They tell us in emails. And they see it as courageous. Because we might be sending them away from our site for good. Risk taking or confidence our content is good enough. But most often, they return to our tab.
  2. Internal links are good (of course you reference your other written material – duh. Common sense).
  3. Speed affects repeat visits – is that a surprise?
  4. Use synonyms for keywords – another “shocking” suggestion.
  5. Use ALT and title tags with keywords on image file names.
  6. Longer content ranks higher. Increase average dwell time by writing long, engaging content that keeps people reading. If you love your site topic or focus this shouldn’t be a burden. If you don’t have a fascination about your chosen field, you’d better quit now.

Isn’t “on-page SEO” obvious best practices and common sense for writing?

Here’s the bottom line:


That includes readability – not mentioned anywhere in the article or list. Make words look fun, easy, or interesting to read is a goal affecting SEO. Or at least, get out of the way of reading the words like fast speed or responsive sites remove barriers.

On websites, transparent features mean being invisible or undetectable. Speed is transparent when it’s fast. No one notices a fast page. But everyone hates a slow one. The best speed is instant page changes when clicked. Good speed is a transparent feature differentiating a site from competitors.

It’s our opinion, social sharing doesn’t affect page rank directly. But in general, it takes traffic away from your site – and when there the seduced visitor never returns. Social rarely brings quality visitors. Social 1) slows down your pages, 2) causes link clutter, 3) and takes people away. Is that helpful?

We ask clients if they quantify how much profit is because of social media. They can never answer that question. Why? Because it’s immeasurable. They’re following the web herd. All paid themes come with social links built-in. So that feature must be good. Right? Themes sometimes have heavy sliders, too. Uh.  Not good. Theme authors include every feature trying to please everyone.

In another article, the author recommends using “2018” “best” “guide” and “review” in titles. Make the title an “H1” tag. WordPress already does this.

Your SEO mission: learn writing skills.

Content IS the user experience.

Please remember relevant content is number one for SEO. Speed affects User Experience (UX). Good UX then influences metrics like dwell time, bounce rate, and click through. Google interprets those as user intent.

User intent is a major factor in search engine optimization and conversion optimization.

Speed affects page ranking less than 1 percent. But everyone hates a slow page. That’s not being hospitable or polite.

Speed is about kindness!

Common-sense tip number one: Good Titles.

Writing good titles for your WordPress posts should be obvious. But we’re always stunned at how many sites don’t use this simple tactic to improve Search Engine Optimization (SEO) and click through.

Page title is important. People choose to click your listing on the Search Engine Results Page (SERP) instead of nine other competitive page titles. A title arouses human curiosity. If it doesn’t, it’s a loser. The WordPress permalink is written for machines (search). It doesn’t need to match. Title is an important controllable indicator of relevant content in the search listings. This affects findability, too.

People read your article based on it’s title.

A good title reads like a headline. A plugin we used for a year is a good teacher for writing better titles. Title Experiments is a free plugin available in the WordPress plugin repository. The plugin allows you to test multiple title variations for any post or page.

WP Title Experiments Free

Title Experiments relies on the old classic WordPress editor. It won’t be updated to support Gutenberg block editor added in WP 5.x. This is the author’s excuse to ditch the paid plugin. It’s plain he’s disappointed by the lack of plugin income. No enthusiasm to go on.

Our workaround is simple. Use the Classic Editor Plugin with the Classic Editor Addon. So even if your core version is 5.0+ and your running PHP 7.x, things still work.

Title Experiments is a helpful plugin. We learned a lot about what titles work and what doesn’t for user engagement. But the heavy plugin was a top contributors to site drag. So we removed it after our education on writing better headlines (page titles).

Title Experiments relies heavily on the old editor of WordPress and will not be updated to support Gutenberg (WPv5.0+).

This is an author’s excuse to ditch the plugin.

Every year we review the last 4 months of traffic and see what is performing and trending. We’ve found our worst performing posts always have a lame headline (title). Renaming the post is the best thing to try first. We also dump dead posts or consolidate posts. This has proven effective for three years now.

For example, a mere label such as Ferritin and Hypothyroidism could be rewritten for human interest.

“What are optimal ferritin levels for hypothyroidism?”

That makes people curious and they click. Questions are always good. And including the word “you” is beneficial. Answer the readers question, “What’s in it for me?”

Purging your site is wise and focuses your content. That’s good positioning strategy. It affects perception of your site credibility.

How to find out what you should be writing about?

Intuition is needed for what future content to add. Not just metric history evaluation. The best article to write probably isn’t even on your radar yet. Our best post ideas come from reader’s emails who have questions. When we’re done writing long answers, we convert the email into a post – or add to an existing post.

Analyzing your inquiries isn’t something Google Analytics can do. Except for one helpful thing:

If you go to Google Analytics > Behavior > Site content > View full report (down in the right hand corner), you’re shown the top 10 of xxx pages. In our case 378 pages, we then change the “show rows” to 400. You then can see all posts and pages by popularity. You will see some entries with the following format:


This line above originated from our WordPress search box. A human couldn’t find something they needed on our site. Important info. They wanted to know more about Beaver Builder pagebuilder plugin.

We don’t have a Beaver Builder article. Do we need one? Maybe.

Going to the top of the GA page, there is an Export function on the right. We download the entire set for whatever period we choose and import that into a spreadsheet.

Then we categorize and sort the “searches.” The results reveal what people were looking for. We then test by doing a Google Search on the terms with the name “PagePipe.” That reveals what kind of placement the search phrase gets in the rankings.

This influences what we write about based on reader’s questions we’re not answering. So far this is helpful. How else can you learn what you don’t know?

From our recent analysis, we generated the following preliminary titles for future posts:

  • Why don’t we write about good hosts? Why only the bad ones?
  • How does cookie consent compliance affect speed?
  • Measuring HTTPS/SSL drag with ByteCheck
  • Why we don’t review paid themes
  • Why we don’t recommend CDN
  • How to use Cache Enabler plugin for speed.
  • Is Imsanity plugin good for speed?
  • How to use Autoptimize plugin for speed.
  • Magnetic versus SSD hosting for speed
  • What is site-origin optimization?
  • Speeding up Astra theme
  • Speeding up WooCommerce sites
  • Why use twenty-seventeen theme instead of twenty-nineteen?

We then work on these article ideas one-by-one.

We Analyzed 912 Million Blog Posts. Here’s What We Learned About Content Marketing

One of the biggest decisions is deciding what to not sell, who not to sell to, and what not to promise. Telling people who you’re not is just as important as telling them who you are.

You must have something of value to sell. This is called the value offer for other people. This is about some pain or anxiety visitors are trying to resolve. This is their motivation.

Creative positioning strategy is a short cut to buyer’s motivation.

An offer includes terms, warranty, delivery, price, incentives and more.

People won’t be instantly convinced you’re a credible source. Web visitors are suspicious of every website.

In Google-speak, motivation is “intent” or “relevance.” Search engines attempt to rank the content of your site for intent, relevance or credibility.

Relevance is often determined by how many people searching for a key phrase go to your site (click-thru).

So. Why aren’t you getting traffic? First, look at your first-page Google listing competitors. They’re big companies with tons of articles, authority and credibility. You have to outperform them.

Does your site appear on the first 20 pages of Google for your preferred search term. Or after ten pages do you still have nothing? Focus on what matters most to people (relevant topic).

If 33 percent of your blog traffic is funneling through an unrelated topic page, these people have no intention of buying services or products. We recommend monetizing the page with a relevant paid download – or spin it off as a separate website – or else get rid of it.

Why get rid of a page creating 10,000 visitors a month? Because they aren’t qualified leads. It’s causing noise or dilution. Content pollution.

What’s a qualified lead?

A qualified lead (visitor) has money (budget), authority to buy, is ready to buy (timing), has the problem you can solve (need).

If a site bounce rate is 80 percent, those are people who don’t care and leave immediately. While we’ve seen worse, that isn’t goodness. Only 20 percent of people visiting stay and read something. The most they’ll read is a partial article. 80 percent leave instantly.

Maintaining an email list may not improve business profits. Selling an Amazon book may not increase business profits. They do increase “credibility” but they don’t increase profits.

Credibility consists of three components: trustworthiness, expertise, and enthusiasm. Credibility influences people or persuades them you can deliver what you promise. Remember they’re suspicious of all websites, not just yours.

Content is the user experience. What helps convince visitors you’re credible is how much content you’ve written related to solving their problem. That’s an “authority” goal of 50 articles. But if the articles don’t help them and are just fluffy, they won’t be convinced. “Fluffy” is referred to as thin content by Google. When you give away valuable information, visitors (and Google) are more prone to trust you more. The trust less if you charge for every little thing.

We dump 30 percent of PagePipe’s technical content each year. Typically the 30 to 40 least popular articles. Why? We revisit our core pages, homepage, etc. and improve how well they target our specific audience. We don’t want to dilute our best content with thin content. That makes it hard for people to decide what to read.

Our goal is selling:

  1. DIY ebooks.
  2. speed services.
  3. rebuild websites.

Our break even is incredibly low. We don’t use any paid plugins or themes and we host on a cheap, shared server ($70 to $95 per year) with no paid services like CDN. We don’t advertise or monetize.

If you have no enthusiasm for your site topic, people will know. They will be unconvinced you’ll improve their life.

Will you produce valuable content for your audience? That’s more important than speed.

Half of SiteGround’s speed recommendations are nonsense.

We mean no offense to Hristo Pandjarov.

He’s the author of SiteGround’s free ebook. “SPEED MATTERS: 21 Expert Tips to an Ultra-Fast WordPress Site.” Hristo’s an expert on WordPress speed optimization. He has a video online from a 2016 WordCamp. But we have found a few ideas in his ebook that don’t measure up to our experience and testing. Naturally. But most of his speed suggestions are safe and sane.

SiteGround’s download page requires email signup >

The ebook introduction, says: “Generally, if your website takes more than a second to load – it’s slow and needs optimizing.”

The average page load time is 9.82 seconds. And the average page weight is about 3M. Plainly, the bulk of websites flunk SiteGround and Hristo Pandjarov’s standard of goodness.

“Reducing page weight is practically guaranteed to improve the user experience across the board but will disproportionately enhance the experience for less capable devices.” – MobiForge.com

Google is the dictator of all things web. They have an edict that 500 milliseconds to 2 seconds is good enough. But Google doesn’t always follow their own recommended best practices. Weaklings!

Three other self-proclaimed-expert opinions about this speed-threshold topic (we agree with most of it):

SiteGround implies that somewhere there exists a mandated 1-second barrier. Is their hosting service the only method to break 1 second? Speed authorities think otherwise.

Why are they advocating an idealistic or sometimes impossible 1-second goal?

A well-optimized site and SiteGround’s servers on good days can achieve this. We’ve used SiteGround with clients. But it’s possible to do 1-second loads on cruddy hosting too, if you abide by certain principles.

PagePipe: SiteGround’s feeble explanation of bad TTFB for hosted WordPress sites. >

Good mobile user experience needs the fastest page loads.

One second is instantaneous gratification for users – and has been for decades. But 2-second loads are a more realistic optimization and performance target. And those are desktop hardwired speeds.

What is realistic on wireless mobile? We suggest the performance budget is 3 seconds. That is also the user expectation – for today anyway.

From this web study, 4 seconds is average mobile speed.

You can waste a lot of resources attempting unreachable maximization (100 percent). Optimization, or 80 percent return, is more affordable and realistic. Avoid waste from gold-plating or over-engineering your website.

Note: PagePipe’s Home load time is under a second (most of the time) – sometimes 1.2 seconds. We use cheap GoDaddy “evil” because our goal is good speed results even under bad conditions. We practice what we preach. Just like Google. Ha!

1 Identify and Prioritize Issues. SiteGround lists GT Metrix and Pingdom online tests for speed benchmarking. Easy. Knowing what the test means takes some educating and reading. Learning curve stuff. Our preferred test is WebPagetest.org that’s geared for professional optimizers.

SiteGround gives a good piece of advice about speed testing:

“Even though most of the benchmarking tools will give you a ‘grade,’ don’t go too far chasing it.”

And this supportive quote below is from WP Rockets FAQ page about ratings:

“Performance ratings are mainly indicators of good practice. Ratings tools check that the optimizations have been made. These ratings do not indicate, however, the actual speed of a site, they are only indicators. Good ratings do not guarantee a fast site and vice versa. The actual page load time is the most important metric to look at.”

We’d add to that our puny opinion: “WordPress – by it’s very nature – cannot pass many speed tests. At least, not without major expenditure and effort. In the end, those improvements will not necessarily make the site faster. And speed (human perceived load time) is the only thing that counts – not scores.”

2 Reduce the number of Posts Shown on the Index Page. This is only a problem when the blog-listing page is the Home page. Then it may show too many featured images – if they are used. Installing a lazy-load plugin fixes this. We recommend Rocket Lazy Load plugin.

SiteGround recommends an infinite scrolling plugin or changing WordPress for “show at most” values. Those are good ideas. But, infinite scrolling can activate jQuery and add page weight, too. So test before and after installing any infinite-scroll plugin.

SiteGround also recommends pagination of long pages into sections using the <!–nextpage–> tag. An easier method of insertion is using Page-Break plugin. It adds a control panel button.

3 They recommend getting rid of sliders and using just one image. We agree. We’ve written about slider extravagance before:

PagePipe: What slider is the fastest loading? >

SiteGround recommends two other slider plugins we’ve tested before. We weren’t that impressed with the load times. Our extreme speed philosophy is no sliders on the Home page. Period!

4 SiteGround recommends using appropriate image sizes. Again, we agree. They don’t have a plugin solution recommendation but our safeguard utility is using Imsanity plugin. We also use this plugin to solve the next problem they talk about:


5 Optimize image size without damaging quality. This is referring to visually-lossless image optimization. We set Imsanity plugin at a quality of 70. We have a free PDF download about image optimization best practices >

And we have several articles about using image optimizer plugins and alternative web tools:

PagePipe: Quality-82 image-compression change for WordPress >
PagePipe: How the ShortPixel plugin eliminates needless junk >
PagePipe: Top-dog, image-optimizer web utilities >
PagePipe: WP Smush plugin doesn’t really help with speed >

SiteGround recommends using EWWW image Optimizer plugin. We don’t recommend it because it can cost money. We’re pro-free stuff. And there are plenty of other free alternatives and strategies. EWWW isn’t the best image optimizer as supposed and reported by many. It’s just one of a multitude of options.

Nothing will ever beat just optimizing images by-hand. Use an image processing program (like GIMP or Photoshop). Do that before uploading images to the WordPress media library.

Our most unpopular but best speed recommendation: Don’t use images whenever possible. That’s right. None. Just design with text and unicode symbols.

If you must use large images, don’t make them JPEG photos. Use PNG illustrations instead with limited color palettes. This produces the smallest, fastest file sizes and reinforces your branding.

REFERENCE: http://pagepipe.com/how-to-optimize-images-for-mobile-speed-with-imsanity-plugin/

6 Reduce the usage of external fonts. We agree with this suggestion but we go even further. There are various plugins that can “exorcise” this font fluff. Our recommendation is Disable Emojis and Remove Google Fonts or Disable Google Fonts plugins. We’ve used all these plugins.

Or choose a theme that doesn’t use any webfonts – just websafe ones. Yes! Those themes do exist. We’ve written about those, too;

PagePipe: Speed report: 35 theme candidates >
PagePipe: 15 free themes are prime candidates for testing aesthetics and customization >

To get rid of Font Awesome, you’ll need to use Asset Queue Manager plugin. This plugin can “break” your site with some themes so proceed with caution. But we love this plugin and use it a lot to strip down bloated themes.

PagePipe: Websafe fonts are still the hottest >

7 Manage the volume of comments on your site. This isn’t the first we’ve read about comments slowing down sites. But we haven’t seen any real data to prove it (yet). We know a few reasons why comments in theory cause slowness from database issues. SiteGround makes two plugin recommendations for comment management. But we’re more hardcore about achieving goals and streamlining sites. We say, “Get rid of comments completely.” Read about our radical ideas on comment management:

PagePipe: Should you use Akismet anti-spam plugin?

8 Enable Gzip compression for your pages. SiteGround recommends editing your .htaccess file but don’t say how to do that. So SiteGround must not have Gzip enabled like on some hosts. This .htaccess file edit is not an easy thing for newbies. We think it’s a pain. It’s easier to change the .htaccess file on your server with Far Future Expiry Header plugin. Read more about Gzip:

PagePipe: Update on Gzip Compression >

9 Enable caching. OK. Unlike the rest of the world, we don’t think caching helps much on a well-optimized website. We just never see speed benefits. SiteGround makes two plugin suggestions. WP Rocket, a paid plugin, and WP Super Cache, a freebie. We’ve experimented with both of them and like we said: “We aren’t sure they help much.” Yeah. They’re band-aids for sloppy-built websites. But don’t help quality sites.


The recommendations in this section are kind of silly or else just common sense. Someone must have been trying to fluff up the report with filler. SiteGround then goes on to tell us many things we’ve already covered:

10 Select a reputable theme from a solid provider. We only use free WordPress themes from their repository. That is our choice and self-imposed limitation. It speeds up our decision making and creative process. We don’t have time for shopping. We don’t spend money on complicated “premium” themes. Not us.

11 Avoid bloated themes. Their explanation of what is a bloated theme is good. Avoid sliders.

12 Always use a child theme when creating your website. This is common sense for safety sake. It prevents future updates from overwriting your customization. But what does a child theme have to do with speed? Nothing. Child themes load another CSS file. So this recommendation doesn’t make sense.

13 Optimize for mobile devices. Really? You need to tell people this? And they recommend the plugin WP Touch (non-native mobile conversion). This isn’t good. Even when they afterwards say, “Having a native mobile version is always preferable.” Even that isn’t a good idea. What’s preferable is using a responsive WordPress theme. A mobile version is  a second version of your website that sniffs to detect a small screen device and then redirects to the mobile version. Not the same as responsive which just serves one site – no duplication.

14 When using icons, use an icon font. We despise icon fonts. They are heavy and slow-loading – the bane of speed. We disable icons whenever possible.

15 Don’t overlap functionality with plugins. A good suggestion but isn’t this just common sense again. Don’t duplicate stuff. Simplify.

16 Always keep your plugins up-to-date. This is just good housekeeping. Staying updated and current helps speed? We haven’t seen any evidence yet. SiteGround claims it’ll give your site a huge performance boost. Serious? Got some experiential proof of that? Or is it just theory? Or exaggeration?

17 Cleanup your plugin options from your database. We do this as best practice. Again, it’s seems like just common-sense good housekeeping to us. We’ve never seen any speed boost yet from cleanup – even with big fat databases. There are several plugins to do this. We don’t make a recommendation. We’ve tried them all and it gives a nice feeling that you checked the databases and verified. But no speed improvements whatsoever measurable.


Now we’re into the promotional selling materials of the brochure. In other words, SiteGround specific features they hope to motivate us to buy.

18 Take advantage of sever level caching.

This is pure specsmanship and boasting about SiteGround’s capabilities.

19 Use a CDN. We’re not sold on CDN’s. They don’t help much for a  well-optimized site. Just like caching. If you need a CDN, it is indicative you didn’t build your site as well as you thought. Another speed band-aid. The author said in his video to test CDNs since they can slow down your site. Good advice. That’s our experience with free CloudFlare. Slowed by server 500 and 501 errors. Longer TTFB (time to first byte). Badness.

20 Use SSL and utilize HTTP/2. This is a nice way to upsell and make money for SiteGround. These aren’t necessary  for speed. SiteGround was kind enough to mention a free alternative. Secure third-party transactions like with PayPal means this stuff isn’t needed.

So what’s missing?

We think social links are a big culprit for site drag. That isn’t mentioned anywhere in the Ebook. Most site owners don’t realize social media gives little benefit. But they feel like an outcast if they don’t have it. Yes. There’s stigma to conform to the herd. Don’t give into this peer pressure. Social buttons and likes slow down pages.

Remember what your mother taught you about peer pressure and popularity. They can be bad news.

If you have to use social media, use static image buttons or CSS buttons links instead. The fastest loading social-sharing button is none. Do value analysis. What kind of return are you getting on your social media? Is it a time waste generating that social content?

Hristo advises on another blog against going overboard with Social Media widgets or plugins. He just forgot to include it here. Social widgets and plugins ping their respective servers, delaying page loads. Particularly, Hristo says not to use IFRAME. He recommends using one plugin that covers all the social networks. (Facebook, Google+, LinkedIn, Twitter, Pinterest etc). Don’t use a separate plugin for each network. Again, we think social media is as useful as a cast-iron paddle in a chicken-wire canoe.

We disagree with this ebook, web hosting isn’t key to great performance.

We’ve seen sites on great hosts (including SiteGround) with lousy speed tests. It’s more essential to use speed strategy for balancing aesthetics and speed.

They said nothing about failing some basic Pingdom tests and the simple plugin solutions:

Query Strings Remover 1.5k
Removes query strings from static resources like CSS and JavaScript files. This plugin claims it will improve scores in Google PageSpeed, YSlow, Pingdom and GTmetrix. Just install and forget everything, as no configuration needed. Note: WP Rocket claims removing query strings doesn’t improve speed, just scores. We suspect they’re right.

Speed Booster Pack 82k
Speed Booster Pack allows you to improve your page loading speed. You’ll get a higher score on testing services. (GTmetrix, Google PageSpeed, YSlow, Pingdom, or Webpagetest). We’ve tested this plugin. We found it’s minification features succeed where other minification plugins caused conflicts or white screens. It’s not for everyone but worth noting here.


The SPEED MATTERS ebook is better than most with good speed suggestions. But plainly selling services. At least it doesn’t perpetuate the myth that speed improves search engine optimization (SEO). That’s always a disturbing lie told by many site optimizers.

Ideas we agree on:

  • We agree performance test “scores” are meaningless ratings. Only speed measurements in milliseconds count. Or even better user perception of fast speed.
  • We agree sliders suck. But we say get rid of them on homepages.
  • We agree on image optimization. We even define how good is good enough in a downloadable PDF.
  • We agree on Gzip. We tell how to activate Gzip using a plugin without editing the .htaccess file by-hand.
  • Social links are baggage. Even though the author left that off. We know he agrees from other blog posts he’s written.

Ideas we disagree on:

  • We don’t think a good host is the key to site performance. We think speed strategy is the answer.
  • They recommend a 1-second performance budget. We recommend 2-second loads for desktop and 3 seconds for mobile as best practice. Even though PagePipe is a 1-second site! Other experts agree. Even Google says 2 seconds is good enough.
  • They recommend EWWW image optimizer plugin. We say that’s poo. We recommend free Imsanity plugin instead. It’s configurable with a maximum width, height and quality settings. And authored by the same guy.
  • We recommend using no images – or substituting PNG illustrations for heavier JPEG photographs.
  • They recommend using Google Fonts sparingly. We say get rid of them completely by substituting websafe fonts for speed. We also say eliminate Font Awesome icon font when possible – and always get rid of emojis. We recommend various plugins to do these eliminations. These are drastic but necessary measures.
  • They say manage (reduce) comments on your site. We say get rid of them completely with a plugin.
  • They say use a caching plugin and CDN. We say these are unnecessary band-aids if you build a quality speed site using strategy.
  • We think recommendations 10 through 17 are common-sense housekeeping or plain silly.
  • We think items 19 and 20 are less-credible selling promotions.

So half the report – the first 9 items – are worth reading. We think they aren’t aggressive enough to achieve their one-second page goal.

Online speed test *scores* are ineffective for mobile speed improvement.

Online speed test scores are especially useless. These include lame tests like Google PageSpeed Insights. Many test-result recommendations don’t make any measurable difference in speed. They’re not real-world practicalities. They sound rational and appeal to logic. But they’re a waste of time and energy. You’ll drive yourself mad attempting to achieve perfect test scores. Google doesn’t even use test scores in page ranking.

So if speed test scores don’t matter, what does? Forget scores. It’s load time in milliseconds and page weight. Cumulative file size (page weight) is expressed in kilobytes or megabytes. Load time and weight make the biggest difference – especially for mobile audiences. Speed is critical for good user experience (UX). Readable, relevant content is most important for SEO. But impatient visitors won’t wait for slow pages. Then you waste your hard-earned relevant content and it’s never seen. Most sites are “not good enough” for mobile users.

Google gives you technical speed suggestions. These are published in their web master recommendations. Few make any difference in mobile speed. Why? Is it sadistic torment of website owners? We wonder. The most infamous waste is testing with Google PageSpeed Insights.

v5 of the PageSpeed Insights API was released in November 2018. It now uses Lighthouse as its analysis engine and also incorporates field data provided by the Chrome User Experience Report (CrUX).

We still feel this version 5 is the most inferior speed test for site evaluation.  We don’t recommend it. Google conveniently now excludes Google Analytics and Google Fonts from the scoring. What? You’ve got to be kidding! Those things slow sites down – and they’re sweeping that liability under the carpet? Absurdity. Biased results. They changed the scoring so everyone wins. It’s a fake guarantee. So what do we recommend? Pingdom.com or WebPagetest.org.

Here are some weird things Google often recommends *fixing*:

1Eliminate render-blocking JavaScript and CSS in above-the-fold content.

This imperious rule is a great waste of time. WordPress almost always breaks this rule. The return on investment in improved speed is impossible to measure. It’s so small and insignificant. And there is high risk of breaking your site. If this *fix* tempts you, you’re a programmer and should leave PagePipe. You’ll hear disturbing things you don’t like here.  Plugins don’t help much – like the oft recommended Async JS plugin. Work on others things that are more important like image optimization.

Deferring Javascript while loading means taking Javascript to the bottom of the HTML document. This will cause the Javascript content to load last. If you load jQuery last, you’ll blow WordPress’ brains.

2Minify and concatenate CSS, JS, and HTML files.

These improve your score – but rarely improve your speed. Scores are meaningless. It’s milliseconds of load time that count. Minification plugins frequently break sites. We don’t use a minification plugin on PagePipe. We’ve experimented with many. They make no difference in speed and only cause problems with Easy Digital Downloads plugin – among others. Does that mean we never use minification? No. If nothing breaks, fine.

Trimming HTTP requests cut down on number of calls to your server. The big theoretical gain is from concatenation (combining or lumping) JS script, HTML and CSS files together. These can break your site – white screen of death. It’s not worth it merely for an irrelevant score improvement.

3Reduce server response time (TTFB 200ms).

This goal is laughable. TTFB is time-to-first-byte. It’s a measurement of server response time in milliseconds. Even Google’s home page can’t produce 200 millisecond time-to-first-byte specifications. That is because of HTTPS / SSL certification which introduces an additional 400 to 500 milliseconds of handshaking delays on the server.

Try Google.com on the *peerless* PageSpeed Insights test. They can’t even pass their own test on the simplest of pages. Enough said. Zero credibility.

How much load time does www.google.com take? Using WebPagetest.org online test (owned by Google), the result is: 2.196 seconds. The full-load time can vary from 1.270 to 2.204 seconds depending on test server location. That’s right: seconds. Not milliseconds.

4Optimize images.

When is optimizing images worth it? Well, we tested a page and Google PageSpeed Insights said we failed. Why? Because we could still optimize two images by 2 percent. What!? That’s ridiculous. And it didn’t detect resizing one image dimensions to save extra weight. That was more noteworthy.

Is it worth optimizing to remove 2 percent? No. Why? Because images are loaded in parallel. Improving image weight doesn’t make as big of difference in speed any more. Browser image loading is faster now.

Should we still optimize images? Yes. It’s important. But we can’t only optimize images and say we’re done.

Imsanity is one of the best plugin solutions for automatic optimization. Why? Because it’s easy to set image size reduction to column-width size and also set the JPEG image quality to 70. WordPress default is 82 but only on cropped images – not on uploaded originals to the media library. Imsanity crops originals. Most other image optimizer plugins charge money once you pass a certain threshold number of images. So beware.

What’s better is plain-old, manual sizing and visual, save-for-web optimization in an image editor like Photoshop, GIMP, or pixlr.

It’s not enough to just compress the images. Specify the dimensions of the image, or else the browser loads the entire image and then resizes it to required dimensions. Stretching with browser math delays image rendering.

5Avoid landing page redirects.

Simply configure your WordPress site. Go to the “Settings > General” page. See if “WordPress Address (URL)” and “Site Address (URL)” options include “www” prefixes. If they do, remove them, save the settings and that redirect will be gone. Tip: Use Redirection plugin when removing old post to protect SEO.

6Leverage browser caching.

Browser caching is beneficial for return visitors. That’s about 20 percent of your traffic. On a well-optimized site, caching doesn’t help much. When an unprimed cache loads in 750 milliseconds, how much better do you need to get? Adding a caching plugin may get speed down to 400 to 500 milliseconds best case. That 350 millisecond gain is good – but not if the caching plugin is complex or breaks your site with concatenation. We only recommend one caching plugin and it’s Cache Enabler. Make one simple setting: change the far-futures cache expiry to 8760 hours (1 year). You’re done.

Now, will a caching plugin get your sluggard 20-second page load down to a wonderful 2 seconds? No way. You won’t even measure a noticeable difference.

Tempted to use paid WP Rocket plugin? Consider this first.

7Prioritize visible content.

Ridiculous. How do tests propose we do that on a WordPress site? This is sometimes referred to as above-the-fold content. Over-optimizing for speed is not worth the frustrations fixing the problems. Run a PageSpeed Insights test on Wikipedia or YouTube. Bet the scores are crummy, poor, or *needs work*. Suggestion: Ignore this silly test result.

8Enable compression.

This just means switching on Gzip compression. If it’s not already enabled on your server, it’s a piece of cake with a plugin like Far Futures Expiry Header.

Other odd recommendations that usually don’t help speed much include:

  • Content Delivery Networks – CDNs are servers located in various geographical locations. They are closer to the users’ location and can reach content to them faster than the original server. A well-optimized site doesn’t need CDN. It’s a band-aid. Cloudflare has a free plan that we recommend you avoid. That’s right. Don’t use it. It slows down or delays your pages.
  • Accelerated Mobile Pages – Ignore making your webpages Google AMP compliant. This wasteful gimmick was announced by Google in October 2015.
  • Database Optimization – A periodic check and spring cleaning of databases to keep them lean and easily searchable. Cleaner plugins remove duplicate data, unwanted post revisions and more. Do they help with speed? Not anything we’ve ever detected. But it sounds like a good idea. We do it regularly. But it’s a matter of being vigilant and sleeping well at night. We’ve never seen speed improvement.
  • Removing query strings from static resources in CSS and JS files – Developers use “?” and “&” to bypass cached files before they are purged. However, URLs with “?” and “&” are not cached by some servers. You can use a plugin to remove them. This removal improves your score but not your speed. Remember, caching doesn’t really help so much.
  • Combining Images Into One – CSS Sprites – CSS Image Sprites were born out of the need to reduce the number of HTTP requests made on a website. The typical use of image sprites are for icons. This is where you bunch multiple images together into one big file. This is not very helpful and frequently won’t work on mobile-size screens. We say, “Forget sprites.”

So if those test parameters and tricks only help with scores – but not speed differences. What does matter most for speed improvement?

1. Themes without bloat. Popular themes like Divi and The7 alone take seconds to load – without any content or plugins. A typical responsive, free, stripped, WordPress theme with no bells-and-whistles loads in 40 to 50 milliseconds. Simplify.

2. Good Hosting – And we don’t mean expensive. If time-to-first-byte is too long (over 1 second), the only choice is changing your hosting service provider. You can have fast TTFB on shared hosting. We get around 250 to 500 milliseconds on cheap GoDaddy hosting. Test at ByteCheck.com.

3. Lazy Loading – enable lazy loading for videos and images.

4. Gzip A compression technique reduces code files for faster transfer. It also saves mobile bandwidth.

5. Reducing Redirects – Get rid of as many redirects as possible. Redirects are good for SEO traffic. But you slow down the browser a little.

6. Disabling Trackbacks and Pingbacks – Trackbacks (manual) and pingbacks (automatic) appear in content moderation to let you know that someone else has put a link of your post on another blog or site. Most of these links are spam. It there’s too much of it, it can affect site speed. Disable them under Default Article Settings > Settings > Discussions. Or we can use a plugin that can deal with spam, like No Self-ping. Or use XML-RPC deactivation.

7. Disabling Hotlinking – Sometimes other *web criminals* use the content hosted on your site’s servers for their own websites. This is simply an extra load on your server. To stop others from using your server resources, the recommendation is changing your server .htaccess file code. A plugin will do the trick.

8. Identify plugins slowing down the website. Use the P3 Plugin Performance Profiler for this purpose. How much will this help? Our experience is you may save up to a second. That’s great on a site that’s loading in 4 seconds. But if it’s a 20-second page, you’re still in trouble.

Remember, it’s not the quantity of plugins that slow down a site. It’s the quality. We have 56 plugins. Our home page and most others load in under 1 second on shared hosting.

Use the performance report generated by the P3 plugin to remove or selectively disable the worst plugins dragging down site speed.

9. Selective activation of plugins Our best secret weapon for speed.

Why we never evaluate mobile speed with Think-With-Google test results.

Google updated their Think-With-Google testmysite tool. We thought we’d check it out and see if it gave us any valid speed information.

Previously 3 seconds was Good – now it’s Poor!

We’ve run a bunch of test on TestMySite tool – including Google.com URL itself. https://Google.com/ produced a 1.1 second load time. Guess they’re just “average,” too, like us. What a relief!

Pagepipe-ebooks.com – our store – got an “average” rating also at 2 seconds.

Is this test lame or what?

Source: Google’s published speed groupings are:

Under 1 second

1 second to 2.5 seconds

2.5 seconds and up

So what’s a 10-second site? Extra slow? Man, that’s worse than extra slow. And how about a horrible 25-second page load?  XXS (extra-extra slow)? This test is an embarrassment – a misleading sham.

Their speed test said our page loaded in 2 seconds flat. The contradictory report said, “2.5 seconds.” Which is it then? Make up your mind!

How much money did Google spend creating this wonderful web gadget?

Face it. Very few sites are under 1 second. Even Google couldn’t do it on their model homepage. Perhaps only 1 or 2 percent of the web can make a less-than-1-second claim. This bogus test crushes the spirits of ordinary site owners. Do common WordPress sites have unlimited resources to throw at speed performance? Hardly. And if you are “1 second exactly” are you “fast” or “average”? They say both in their groupings. Confusing weirdness.

Wake up! Speed does NOT affect SEO directly. It affects user experience. UX indirectly affects metrics indicating user intent.

User intent is a major factor in search engine optimization and conversion optimization.

The speed test most professionals prefer is webpagetest.org for testing speed – and TTFB. That service is also owned by Google – but doesn’t wear their branding. It’s open source and free. Pingdom is valuable, too. Other tests we steer clear of for a variety of reasons. All tests give different results.

Tests like Google PageSpeed Insights are bogus, too. Making their suggested changes may change your score. They definitely won’t change your speed. And, never improves SEO page ranking. Wasted time and energy.

All Google’s suggestions for “improving” our PagePipe store ruins our site’s ecommerce features completely. It’s faster! Big deal. It’s broken. No sales – but dang it’s fast. Don’t trust the recommendations of any speed score.

Speed scores are irrelevant. Only load time in milliseconds and page weight in kilobytes or megabytes are what count for mobile. But isn’t perceived speed good enough on mobile? Nope. The weight loading behind the scenes consumes mobile data allowances. Feature bloat costs mobile users money.

What are the real averages not the ideal averages? We don’t live in a Utopian world using WordPress. How bad is bad?

So how good is good-enough speed?

MachMatrics has answers based on 2018 Internet data:

What is the average load time?
8.66 seconds.

What’s recommended?
Under 3 seconds.

What’s the average webpage size?
1.88 megabytes (M)

What’s recommended?
Under 500 kilobytes (k)

What’s the average number of resources?
115.6 requests

What’s recommended?
Under 50.

What’s the average server delay? (TTFB – time to first byte)
2.11 seconds

What’s recommended?
Under 1.3 seconds

“A one-second delay in webpage time equals a 7% reduction in conversions, 11% fewer page views and 16% reduction in customer satisfaction.”

“We found a clear correlation between a faster time to first byte (TTFB) and a higher search engine rank. While it could not be outright proven that decreasing TTFB directly caused an increasing search rank, there was enough of a correlation to at least warrant some further discussion of the topic.” – source

Those are NOT our recommendations for mobile devices. Ours are:

Load time
2 seconds or less

Webpage size
Under 1 megabyte

Under 25

Time to first byte (TTFB)
Over 1 second is terrible.
Less than 1 second is marginal.
500-millisecond TTFB is good.
100 to 200 milliseconds is great.

Speed is the unofficial gatekeeper to your content. – source

What were the Google-test official recommendations for PagePipe store?

  1. Serve images in next-gen formats
    JPEG 2000, JPEG XR, and WebP are idealistic image formats. The difference they make is insignificant. And some browsers can’t even render the files.
  2. Avoid an excessive DOM size
    A joke? Beyond the skills of most web designers.
  3. Eliminate render-blocking resources
    See reference
  4. Properly resize images
    See reference
  5. Minify JavaScript
    See reference
  6. Defer unused CSS
    See reference


None of these 6 recommendations make a difference in UX, SEO, or actual speed improvements. Instead, they often break the pages.

AVERAGE RATING: PagePipe is divided on two different hosts. The blog is on PagePipe.com. There is no SSL slowdown on this GoDaddy shared host server. No CDN.

ThinkwithGoogle says, “PagePipe is average.” We call BS. Only 1 percent of the Internet websites load in less than 1 second. That would not include Google’s homepage.

Who owns WebPagetest.org? Uh? Google! Complete load time for Google.com: 3.637 seconds. That’s a major flunk. And they tried to make us feel bad about ourselves. Shame on them. Average? Bah!


AVERAGE RATING: PagePipe is divided on two different hosts. The store is on https://PagePipe-ebooks.com. SSL is activated on this BlueHost shared host server. No CDN. HTTPS/SSL handshaking adds 500 milliseconds to a page load.

Now this seems really bad doesn’t it. 2.4 seconds? Perhaps hypocritical. But we advocate Kinsta’s Bryan Jackson and his proposed hierarchy of user speed tolerance. It’s good speed strategy. Entry pages (our blog) need to be under 2 seconds. This is where first impression counts most. It’s why we didn’t use HTTPS/SSL on the blog. We need the 500 millisecond boost in speed.

Viewers hate slow pages.

When people are curious enough to enter our store, they’re more tolerant and wait the extra half second for SSL – but over on BlueHost. They are engaged now. Brian says 3 seconds is the upper limit of speed tolerance. It depends upon the user’s perceived value of the expected content. BlueHost has a Time to First Byte (TTFB) of 1.339 seconds. Wow! Slow server overhead. But free SSL. (Not $70 per year per domain like GoDaddy).

What’s GoDaddy’s TTFB for PagePipe.com? 259 milliseconds. Happiness.

Fixing Think-with-Google’s speed suggestions are practically impossible on a WordPress site. If you pay to have these esoteric changes done, you’ve just wasted good money.

Do yourself a favor and don’t evaluate your site speed with this lame Think-with-Google test. Use WebPagetest.org or Pingdom.com instead. Be kind to yourself and your wallet.

Google self-serving HTTPS security compliance destroys web speed.

Google edicts! We’re sick of them. The HTTPS speed penalty is incredible. To us, it’s horrible and appalling. There is a myth HTTPS / SSL Certification makes no increase in page delays. Our testing says otherwise. Read on.

“HTTPS sites also load significantly faster. In a test on HTTP vs HTTPS.com, the unsecure version of the page loads 334% slower than HTTPS.” – A3 creative Solutions

They have to be joking!

“HTTPS did have an impact on my page load times, however the difference is negligible and I only noticed a 300 millisecond difference.” – Dean Hume

We’d sell our grandmother for 300-millisecond gains. Well, we’d dump Google Fonts anyway.

I need to make an apology … On Tuesday, I switched Blogging Wizard over to SSL (https). But in the process, I managed to crash the site completely… twice. Yep, twice”. – Adam

The quotes above reveal the foolishness of many people about site security and speed. HTTPS / SSL server handshaking creates an initial stall in making Internet connections. There’s a slow delay before anything starts to render on your visitor’s browser screen. This delay is measured in Time-to-First-Byte information (aka TTFB).

The HTTPS overhead (delay) is NOT due to the encryption. The overhead is due to the SSL handshakes. An extra time-to-first-byte delay of about 400 to 500 milliseconds is typical. Sites that were under 100 milliseconds TTFB are now over 500 milliseconds TTFB. When your performance budget is 2 seconds, that’s 25 percent waste.

HTTPS is slower because it does double the work. A normal HTTP request does a “2-leg” delay for network connections. This a round-trip request and response. With HTTPS, you have 4-legs (2 round trips). It’s 100 milliseconds to travel between the client and the server. That means your first HTTPS request is at least 500 milliseconds. (That’s what we’re seeing happen.)

HTTPS handshake overhead appears in Time-to-First-Byte information (TTFB). Common TTFB ranges from under 100 milliseconds (best-case) to over 1.5 seconds (worst case). But, of course, with HTTPS it’s 500 milliseconds worse.

Roundtrip, wireless 3G connections can be 500 milliseconds or more. The extra trips double delays to 1 second or more. This is a big, negative impact on mobile performance. Very bad news.

And to make matters worse for return visitors – and clickthrough to other web pages – HTTPS can’t be cached. It’s slows every single page always.

So if you use SiteGround 1.2 second TTFB + 500 ms for SSL + 125 ms for CloudFlare redirect = 1.825 seconds TTFB total. Subtract that from 2 seconds and you don’t have much left (175ms). That’s the result on a desktop – not mobile.

To put those times in perspective, a free WordPress theme loads in under only 50 milliseconds.


SSL by Default Usage Statistics
Only 0.3 percent of Internet websites redirect users to a default HTTPS/SSL version. – trends.builtwith.com [Note: Click that All Internet stat button. Flat as a pancake growth.]

Big companies are the most compliant. Why? We suggest SEO PARANOIA. Fear of Google. Yep. Google has too much power. But you already knew that.

Don’t make the switch to HTTPS only for SEO purposes. It’s a resource-intensive process and there’s no strong correlation between the two. No benefit.

Less than 0.3 percent! Hardly the stampede of panic many bloggers claim. Some are saying 30 percent of the web made the switch. That inflated bump occurred after Wikipedia switched to HTTPS. This shows the impact one powerhouse site can have. The English Wikipedia includes 5,475,729 articles and it averages 650 new articles per day. You can see why it made a statistical difference in HTTPS usage. But that hardly means everyone is using HTTPS.

Google announced using HTTPS as a “lightweight” ranking signal in search algorithms. Google stated if all factors are exactly equal, HTTPS will act as a tiebreaker in search engine results. That was in mid-2014.

Google didn’t get significant compliance after 2 years. So, they incentivized moving from HTTP to HTTPS. Google Chrome browsers started shaming unencrypted HTTP websites. How? With a little “shield icon” in the Chrome address bar. See the chart below.

This information is found at https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html

How Google scarlet-letter shaming looks today:

This “not secure” warning appears only if form fields need populating. No form on the page? Then no scary warning.

So how do we get around not having SSL warning on PagePipe blog? We don’t use forms. We use text email links and protect them from spammers with this plugin:

Email Address Encoder
Active installs: 100,000+
Zip file size: 5k

Doesn’t not using SSL Certification affect our SEO? Not in the least. Google said if everything on two sites is equal then SSL tips the scale for ranking. When are two sites ever exactly the same in Google’s 200-factor PageRank algorithm? (Factors are also known as signals). NEVER!

According to Google, HTTPS only acts as a “tiebreaker”.

Google Speed-Irony Strikes Again

We admit we love the irony of testing TTFB on Google’s homepage with ByteCheck.com online testing tool:

Please note: ByteCheck is an HTTP site – not an HTTPS site. They know the price. Shown above 407-millisecond delay on a Google page. Yes. Even Google’s homepage for search has this delay. Incredible!

Google’s TTFB for their HTTPS-information page is 407 milliseconds. Oops! It could have been less than 100 milliseconds – if they left HTTPS off the site. Is there a monetary or even information transaction on this page? Nope. Sheer waste of speed. Especially for mobile users.

Let’s look at a few more examples:

This site formerly changed hosts to avoid a 1.5-millisecond TTFB. The new host had a TTFB of fewer than 100 milliseconds. Bravo! But today, after the site owner added SSL Certification, TTFB is 533 milliseconds. We ask: In this case, how much additional TTFB delay is caused by HTTPS / SSL Certification? Does he need SSL? No. He just has email signups. No monetary transactions!


459 milliseconds wasted!

That’s the same as adding a video or podcast player to every single page and post on the site.

If you botch installing HTTPS, you can end up with duplicate content issues. You’ll have both HTTP and HTTPS versions of your page getting indexed. Different versions of the same page might also show up in search engine results. This will confuse your visitors and lead to a negative user experience. HTTPS has a no effect on search rankings. Producing quality, relevant content is still the most important SEO tactic.

To correct HTTPS problems, you have to do 301 redirects for every page and post of your site. Bummer! It takes time for Google to re-index your website and a certain drop in rankings will most likely happen.

“Don’t make the switch to HTTPS solely for SEO purposes. It’s a resource intensive process and there isn’t a strong correlation between the two.” – Neil Patel

There is no point in serving a blog over HTTPS when you have no sensitive data exchanged. Why on earth would Google force you to do it? Why would you favor a secure blog over a non-secure blog, if you don’t exchange any sensitive data anyway?

“My recent profile of my homepage, HTTP vs HTTPS, the average load times were 1.5s and 4.5s, respectively. When looking at the connection details, the big slow down factor was the extra round trips due to the SSL handshake. Mobile browsers over 3G was even worse. The numbers were 5s and 9s, respectively.” – Clint Pachl

Do site owners realize the contradictory nature of Google edicts about speed?

Google’s claim: To help you stay safe on the web, Chrome requires websites to use certificates from trusted organizations. – support.google.com

The argument is that the website owner is assured they’re going to the right website owned by the right party. In a perfect world, this would be correct. In the world we live in though, it’s incorrect. Not because the certificate doesn’t verify the owner – it does. If a website housing a phishing page has verified HTTPS, it will show the user the lovely green padlock or “secure”. Deception!

HTTPS isn’t going to stop the spying of anything. The average user doesn’t care. HTTPS isn’t stopping websites from getting hacked. Nor the distribution of malware or keeping website owners safe.

Lets be honest–No one looks at site seals. As we progress forward the Green padlock does not mean you can Trust a website or its Databases, Frontend,. UI, or its back-end. HTTPS is not a SOLUTION to “hey my website is safe and secure now.” – Source


You can get an SSL certificate for free. Blog posts debate the value of a free SSL Certificate. But, the costs can shoot up to $1,499/year if you opt for an SSL certificate from a provider like Symantec. You don’t have to provide corporate documentation to get SSL Certification. The authorization may be a simple email. Confirm the email inquiry, and you’re accepted as the authorized domain holder. Can Free TLS Certificates provided by Let’s Encrypt still be hacked? Absolutely. Anyone can get an SSL certificate – including hackers. They can set up a site to harvest information.

SSL Certificates aren’t justifiable for small business owners with limited budgets. Are you a blog owner that only asks for email info from your visitors? You’re better off spending your limited budget somewhere else.

But what if you’re using secure PayPal as a payment gateway? Why do you have to wear the derogatory “Scarlet Letter” on your site’s address bar? Why does a site that’s collecting zero information from anyone need an SSL certificate? It makes no sense at all. If your website doesn’t have financial transactions, why do you need an SSL certificate?

PayPal requires SSL Certification for transactions.

If you have small, lightweight, 1M page weights or less, stick with HTTP. It’s all you need.

It’s often implied (pure lies?) HTTPS secures your website. It won’t. SSL Certification doesn’t make a website impervious to hackers. Labeling a site as secure because it has SSL is wrong. In error, users think they’re using a secure site when in reality it’s not better than before.

Let’s Encrypt has reportedly issued over 14,000 certificates to domains that impersonate PayPal. – source

What HTTPS will do is deliver the intended good or bad information securely. We repeat “good or bad” information. HTTPS is indifferent to what’s transmitted. Infected websites distribute malware. HTTPS doesn’t do anything to ensure displayed information’s integrity. HTTPS will also deliver manipulated information to unsuspecting website visitors. Installing a Secure Socket Layer certificate prevents man-in-the-middle attacks. That’s it. It doesn’t warn of evil.

SSL certificates are there only to ensure message confidentiality, but not server identity. … You couldn’t trust SSL for owner identity before Let’s Encrypt either, nothing has changed. – source

An encrypted HTTPS connection doesn’t stop attackers from hacking a website or server. It won’t stop an attacker from exploiting software vulnerabilities. They can still do brute force access. Or cause Distributed Denial of Services (DDOS) attacks.

The problem with making something freely available to anyone that wants to use it, something like free certificates, is that in short order you can be sure that there will be some unsavory characters wanting to use it. As you’d expect this was exactly the case and the bad guys very quickly started encrypting their websites too. This is a testament to just how easy and painless Let’s Encrypt have made the process of obtaining certificates. – source

Encrypting information over HTTPS can be a good thing for some users – but not all users.

If you need speed – and don’t have critical confidential information – forget HTTPS and SSL Certification. Stick with the cheaper and faster HTTP.

PagePipe’s blog TTFB is 208 milliseconds on cheap shared GoDaddy hosting. No $79 HTTP / SSL Certificate delays added to global load times. Our bookstore sales are handled using secure PayPal transactions on a BlueHost server with SSL activated for free.


According to BuiltWith, the entire Internet has 0.3 percent SSL adoption. Hardly the massive exodus Google and hosts like GoDaddy would have us believe.

Google still says TTFB – time to first byte – should be 200 milliseconds or less. But even Google’s homepage can’t follow that “specification” anymore. Speed tests give a red flag with slower TTFB. Google’s homepage slowed down by 400 to 500 milliseconds. Google flunks their own test.

PagePipe is moving clients off shared hosting to Pressidium. Because they have a 100- to 200-millisecond TTFB. With added SSL overhead, that’s faster than shared hosts. The new hosting costs about 10 times more than cheap shared hosting. We can then tolerate the TTFB handshaking performance hit for mobile-dominant audiences.

SSL compliance is only to the advantage of hosting providers. They charge for SSL services or faster TTFB. No one else benefits. We don’t care what they say about improved data security. SSL is false security. You can study that for yourself. Those with technical savvy know HTTPS is as vulnerable to tricksters and hackers. Perhaps more so.

Who wants improved data security? Google? Not improved site security – improved DATA security. Why? Because they’re in the “data collection and analysis” business. They need clean data. Not fake data. Fake data would destroy Google’s pristine credibility – and source of profits.

QWith the improvements in browser throughput etc that comes with http/2 vs http/1.1, aren’t visitors likely to see significantly faster load times for https sites that include many small file downloads etc?

A: Is your host an HTTP/2 provider? How much does it cost? If so, then don’t worry about it. It’s encrypted already. But most of the world can’t afford the extra cost of HTTP/2. And it’s not available everywhere – yet. Note: Most HTTP sites have actually no need for encryption of any sort.

QAren’t there security benefits for encrypting traffic between the visitor and the server?

A: This is a vaporous web myth. Perpetuating it makes hosts millions of dollars selling little green “secure” badges. How does Google benefit – since they are the ones cramming this down our throats by blackmail? The idea SSL makes the web safer is ridiculous. There’s no reward.

QThe Chrome browser updates show all non-https sites as “insecure.” Doesn’t this have an impact on user perception even when there is no sensitive data exchanged?

A: Without question. Google Chrome shames site owners into compliance. This is absolute blackmail by Google to change the Internet for their gain. How deep is our disdain? Defeating. We can’t believe the world is caving into this.

We care so much about the mobile speed 500-millisecond penalty, we’re distraught. “Why try? It’s futile.” We’re David. They’re Goliath.

“Undoubtedly, Google loves its users and therefore, is coming up with every possible way to make us feel secure here on the Internet.” – Source

Baloney! Propaganda! Note all the SSL buttons on this source above are “go” links – in other words, affiliate links. The author gets a kickback selling SSL certificates! How credible are these sources?

Is the Internet going crazy? Completely!

Google doesn’t do things without getting something back. So what is it? What gives with the Google hypocrisy? It’s not madness. It’s logic.

Google keeps data collected from free Google Font users, free Google Maps users, free Google Analytics, etc, etc. Google’s secret motivation for SSL is about “clean and pure data” – not your safety. It’s always collected free data to make money. Google contradicts their own speed policies to make SSL compliance happen. Don’t be fooled. It’s not altruism. Eavesdropping conspiracy? Nah! Google wouldn’t do that. Would they? That would be like Russian’s trying to fiddle with American elections. Too Big Brother. Orwellian snooping?

But if site data is encrypted, Google can’t be accused by anyone of illegal spying. Convenient. It’s then legal instead.

Google isn’t spying on users. It’s monitoring user activities with their consent. Whenever you use Google products, you’re presented with the terms and conditions. Users accept this before proceeding to use Google products. Users are accepting paying with their data instead of paying with money. Google keeps track of all possible data. Except for sensitive details like credit card and banking details – and now with SSL, they can prove it. Right?

Legal spying is called data collection, not spying.

‘Secure’ in Chrome Browser Does Not Mean ‘Safe’

Other than verifying the domain owner actually owns the website, the certificate authority is not required to do anything else. SECURE does not mean that the domain is “Trusted”, “Safe”, “Not malicious” or anything else. Many phishing sites have a valid certificate issued by LetsEncrypt and appear as ‘Secure’ in the Chrome browser.

Cybercriminals slap a SSL certificate on their website and fool users into believing they’re safe. Because, let’s be honest, the average internet user has no idea what connection security is, much less what to look for. Too many people believe Secure = Safe. – Source

1.4 Million new Phishing Websites are Created Every Month

Our benevolent host, GoDaddy, emailed and then called by phone saying Google made the *big* Chrome change. We needed to switch to SSL right away. Emergency! And that had a price tag. We refused to pay the $69.00 dollars minimum per domain per year. None of our domains “need” SSL.

GoDaddy has 17 million customers. Do the math.

That’s over 11 BILLION dollars pure profit. GoDaddy loves customers drinking the Google Kool-aid.

More about the misinformation.

We have 17 separate experimental domains on GoDaddy. That SSL price tag (tax) is a potential $1,173 per year. Most site owners are ignorant about what’s needed and trust GoDaddy to make recommendations and decisions. In our phone call, GoDaddy said, “As you know, Google now requires SSL.” As if to say, “It’s not our fault we have to ding you, it’s Google.” Credit card, please?

We’re digging in our heels. We loathe the pure absurdity of Herd Mentality.

It’s killing web speed.

A few extra thoughts: When someone tells us the sky is falling (you must have SSL), we always go, “Huh? We guess we missed that emergency.” Most of these events seem concocted and man-made. Exaggerated to cause a sense of panic. When we research the root cause, there exists a knee-jerk backlash overreaction to some anxiety-producing change. That “scare” grew disproportionately into a “web myth” – and then dogma.

This goes especially for promises of SSL security, SEO ranking, and performance speed. People are ripped off buying “promises of instant success and wealth.”

These panics – and ignorance – sell fear for profit, not actual results of helpful productivity. Scams prevail. In the case of SSL, we’re talking billions of dollars to fight a boogie man.

Panic gets people to act. So we approach these web mandates (propaganda?) with skepticism. We also don’t like bullies telling us there’s only one way to do things. Their way! Philosophical absolutism is rarely the real truth.

Why is Google so rabid about SSL shaming? They could just be flexing muscles to test their influence. They claim to favor web security. But they know SSL is full of holes and provides an opportunity for false user trust. Google says they also value and promote page speed. But SSL drags all sites by 500 milliseconds. Even Google knows that’s horrible.

What’s PagePipe’s thoughts on SSL being pushed by Google + Chrome to become a “standard” for all sites – even without ecommerce on pages? Do you think certification might bring any disadvantage in trust and user behavior?

Surprise! We propose Google is self-serving. Forcing SSL certification is not altruistic or charitable. They have clandestine purposes to protect themselves from lawsuits. Everything Google recommends slows down the web including:

  • Google AMP
  • Google noCaptcha
  • Google Analytics
  • Google fonts
  • Google Maps
  • and, of course, Google Ads!

We haven’t seen any SEO advantage or disadvantage on our blog. PagePipe store must have SSL so PayPal will play nice with Easy Digital Downloads plugin. That’s the only reason – technical and artificial.

As far as trust goes, no first-time visitor trusts a website. They’re anxious and suspicious. They assume any sites is a potential deception, ripoff, or scam. Things producing credibility are:

  • trustworthiness
  • expertise
  • enthusiasm

Credibility affects SEO more than speed or SSL.

Good content brings people interested in your site. You don’t want traffic that isn’t qualified. It’s a waste of server resources and speed. Low bounce rate and long dwell time metrics show visitor motivation and intent.

Trust isn’t about a little shield in the corner of your screen. It’s absence looks scary to site owners – not visitors. It takes more than Google endorsement to gain visitor trust. Any scammer can get a “Let’s Encrypt” Certificate for free. Do you trust Google? They don’t trust you.

Unless you are transferring sensitive information, blogs do NOT need to support SSL for any technical reason. Blogs, like this one, primarily transfer plain-text data in the form of words and paragraphs. Encryption provides almost no security benefit for most blogs. – source


If you have a blog with no products, no memberships, no nothing except blog posts and maybe a contact form, SSL would be a waste of time, effort, and money. Any possible benefit from Google would be too minuscule to count. – source


… if you get a phone call from GoDaddy claiming that Google [will] punish your website unless you purchase SSL certificates from them, this is GoDaddy’s way of instilling fear in webmasters in order to sell their own products. – source

OFFSITE REFERENCE:  https://www.wired.com/story/https-isnt-always-as-secure-as-it-seems/


PagePipe’s secret sauce for loading 61 plugins in less than 1 second for mobile speed.

We turn conventional speed wisdom on its head. Sixty-four active plugins – on our site – load in under a second. Amazing. What’s our secret sauce?

When we do a speed audit – whether for PagePipe or for a client – we dial back PHP 7.x to version PHP 5.6. Then we can run P3 plugin. The goal is getting some feedback of where 80 percent of plugin speed goes – and reduce that load. It’s Pareto’s principle in action: the 80/20 rule.


We use selective activation or deactivation of plugins on URLs. That’s the real-top-secret sauce. Most people don’t know plugins can add weight globally to websites. Not just to the page where they’re used. For example, Contact Form 7 adds about 43 milliseconds to every page and post on a site. It’s global loading and we call it “site drag.” It’s best to activate that plugin only on the contact page.

Next, we remove plugins whose features don’t add much value. You’ll see in this audit we removed 8 test plugins for a gain of 194 milliseconds. “Good work, Steve!” [breaks arm patting himself on back].

But it’s theoretical. P3 isn’t that accurate. You have to check real gains in milliseconds with Pingdom.com or WebPagetest.org.

We labeled all deactivated plugins used during maintenance as “offline” in the table below. Deactivated, mothballed plugins don’t slow down a website. That’s a common myth. No harm.

So the total estimated plugin load time is 435 milliseconds (±30 percent). But that’s never loaded at the same time on all pages and post. Because  selective activation saves the day again! More tweaking is always possible – but go for the low hanging fruit first. We even use selective activation to rid us of nasty plugin conflicts.

A selective activation example.

Easy Digital Downloads is a heavy 158-millisecond ecommerce plugin.  It’s not activated on our high traffic pages. This accomplishes our main goals for now. We’ll tweak more later on that one. We repeat: selective plugin activation is the secret. It keeps the Home page fast on shared magnetic hosting with no CDN.

The plugins causing the most trouble to configure are Watu Quiz, Easy Digital Downloads, and  UpDraft Plus. They required serious thinking and a learning curve. What made the effort worth the trouble? These are complex functions and important site features. It’d be a nightmare and tedious to achieve any other way. We prefer plug-and-play plugins with no settings. But for these three that’s impossible. They need customizing and making many settings. Once you’re done, it feels great. Like when you stop pounding your head against a brick wall.

“Let me explain… No, there is too much. Let me sum up.” – Inigo Montoya in The Princess Bride.

Our original intent was writing about each of our 58+ plugins. That’s too much work. So we decided to summarize PagePipe’s speed strategy.


PagePipe uses the default Twenty-seventeen theme. We’ve studied it, tested it, experimented, torture-tested, and written a lot about it. It’s fast.

Deciding what not to do on your site is just as important for speed as what you do.

What you won’t see on PagePipe:

1. Social Links (especially *like* counters).


3. Third-party ads or affiliate links.

4. Google Maps.

5. Contact form plugins.

6. Google Fonts.

7. Font Awesome.

8. CDN (like CloudFlare). We don’t use CDN. Period.

9. Special hosting (instead: common shared cheap).

10. Hundreds of JPEG featured images on blog posts (rotation instead).

11. HTTPS/SSL certification.

12. Popular TOP100 plugins.

13. Paid premium plugins or themes.

14. Alteration to PHP code or server side programming.

15. Google AMP.

16. SEO plugins.

17. Minification.

18. Emojis.

19. Slider on the Home page.

20. Google noCaptcha Captcha.

Things you will see on PagePipe:

1. Add Search to Menu – necessary for this theme. No sidebars on pages. [We no longer use this plugin. That’s here but we do on other sites.]

2. Add Widget After Content and Simple Content Adder (for top of content). These two plugins allow two random rotators for images and testimonials on all posts. They are selectively deactivated on pages.

3. A bunch of magic security plugins.

4. Optimization plugins

5. Evergreen content enhancers

6. Every resource we use is free! WordPress, the theme, and the plugins.


Our PagePipe plugins below are ranked slowest to fastest. We then examine the 80/20 ratio and focus the cumulative cutoff at 80 percent. Offenders are shown in “red.” Their value must be justified. Notice we deleted some heavy and redundant ones.

plugin namemspercentcumulativeactivation/deactivation
Easy Digital Downloads158.236.35%36.35%Home & 2 conflicts
WP Experiments Free0.00%36.35%Deleted 109.9ms
Worth The Read0.00%36.35%Deleted 44.8ms
Simple Content Adder40.39.26%45.61%Home & 2 pages
WordPress Popular Posts31.77.28%52.90%Home & pages – posts only
Broken Link Checker0.00%52.90%Offline 28.3
WordPress 23 Related Posts Plugin25.45.84%58.73%Home & 4 pages
WP Image Refresh23.45.38%64.11%Home & 3 pages
WP Counter0.00%64.11%Deleted 19.8ms
Easy Forms for MailChimp18.84.32%68.43%one page
UpdraftPlus Backup/Restore17.33.98%72.40%run weekly
WP HTaccess Editor0.00%72.40%Offline 16.6ms
PDF Image Generator0.00%72.40%Deleted 15.3ms
Blog Manager Light9.72.23%74.63%blog listing directories
Post Notif9.42.16%78.95%
WP Super Simple Speed8.92.05%81.00%ecommerce pages
Cache Enabler8.61.98%82.97%ecommerce pages
Limit Login Attempts Reloaded7.71.77%84.74%
Watu Quiz6.11.40%86.14%mailchimp conflict 1pg
WP Thor Heartbeat6.01.38%87.52%mailchimp conflict 1pg
Master Slider4.91.13%88.65%on catalog page
Block Bad Queries (BBQ)4.71.08%89.73%
Lazy Load by WP Rocket4.71.08%90.81%video lazy load conflict
Quotes4.00.92%91.73%two pages
Optimize Database Delete Revisions0.00%91.73%Offline 4.0ms
Simple Drop Cap2.90.67%92.39%
WP Editor Widget2.80.64%83.62%
Title Remover2.70.62%84.24%
Admin Post Navigation2.40.55%84.79%
Add Search To Menu2.20.51%85.29%
Disable Comments2.20.51%85.80%
Asset Queue Manager0.00%85.80%offline 2ms
Imsanity0.00%85.80%offline 2ms
WEN Responsive Columns0.00%85.80%delete redundant 1.9ms
Add Widget After Content1.80.41%86.21%
Beacon Plugin0.00%86.21%Offline 1.5ms
Disable Emojis1.40.32%86.53%
HW Image Widget1.30.30%86.83%
Plugin Logic Rules1.20.28%87.11%
Easy Table1.20.28%87.39%pages not posts
Perfect Pullquotes1.10.25%87.64%pages not posts
Pro Related Post Widget1.10.25%87.89%Home & 2 pages
Shortcode For Current Date1.10.25%88.14%Home & 2 pages
WP jQuery Plus0.00%88.14%Deleted redundant 1.1ms
Change Table Prefix1.00.23%88.37%
Email Address Encoder1.00.23%88.60%
Host Analytics js Local1.00.23%88.83%
Deactivate XML-RPC Service0.90.21%89.04%
Lazy Load XT0.90.21%89.25%Video & conflict pages
Tuxedo Big File Uploads0.80.18%89.43%
Query Strings Remover0.00%89.43%Deleted redundant 0.8ms
Remove Google Fonts References0.80.18%89.61%
Far Future Expiry Header0.00%89.61%Deleted redundant 0.6ms
Hide Featured Image0.60.14%89.75%
Simple WP Sitemap0.50.11%89.87%
WP Author Date and Meta Remover0.50.11%89.98%
Current Year & Copyright Shortcodes0.40.09%90.07%
Plugin Logic0.40.09%90.17%
Restore Image Title0.40.09%90.26%Home & 1 page
Enable Media Replace0.30.07%90.33%
One-Click Child Theme0.30.07%90.40%on two pages (2017 theme)
WENS Responsive Column Shortcodes0.30.07%90.46%where used
Restore Image Title0.20.05%90.51%
Simple back to top0.10.02%90.58%two conflict pages
CAOS Analytics0.00.00%90.58%
TOTAL milliseconds435.2
active plugin count53