Updated: March 2019
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Google updated their ThinkWithGoogle testmysite tool.
Previously 3 seconds was Good – now it’s Poor!
We’ve run a bunch of test on TestMySite tool. Most fail to complete the test including Google.com itself. We tried again later: 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.
How much money did they spend creating this wonderful 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. 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?
Under 3 seconds.
What’s the average webpage size?
1.88 megabytes (M)
Under 500 kilobytes (k)
What’s the average number of resources?
What’s the average server delay? (TTFB – time to first byte)
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.” – source
“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:
2 seconds or less
Under 1 megabyte
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.
Avoid HTTPS/SSL when possible or move your ecommerce store to another domain. Keep your landing pages free from SSL. It adds 500-millisecond handshaking delay on every page and post. It can’t be cached.
Avoid Font Awesome and Google fonts.
Speed is the unofficial gatekeeper to your content. – source
What were the Google-test official recommendations for PagePipe store?
- 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.
- Avoid an excessive DOM size
- Eliminate render-blocking resources
- Properly resize images
- Defer usused CSS
None of these 6 recommendations make a difference in UX, SEO, or actual speed improvements. Instead, they break the pages.
Mobile WordPress Speed – without coding!