Stressing out over outrageous humbug speed scores.

WordPress Mobile Speed


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Can you fix 377 poor URLs – and get me some good green speed scores?

The majority of my blog visitors are on desktop browsers. Out of 700+ web pages – 377 are rated poor on speed tests. They all have vital problems related to site speed with *in the red* ratings.

My host won’t allow CDN.

For both mobile and desktop, I want fast load times – and high test scores (95+  in Google PageSpeed Insights).

I also want to serve WebP images and keep the existing theme and site builder.


We don’t check speed with scores – or “greenness” – or big fat A’s. Our PagePipe speed strategy is unconventional and nonconformist.


The biggest reason to ignore speed scores is they don’t improve SEO or ranking. That’s governed by readable and desirable content. Are we preaching to the choir?

All Green test scores. Scores with straight A scores. These bogus vanity metrics do not represent a good load time for your site speed. This client homepage loads in over 6 seconds on desktop – with perfect green scores. The goal is under 2 seconds!

[dropcap]A[/dropcap]fter relevant and quality content, what improves long-term SEO is user experience (UX). That is how a person feels when they use your website. Speed is a component in UX. So is readable content. Speed’s a hurdle or barrier. Some will never see your beautiful, clean site aesthetics – or read your riveting content. That’s a worst-case scenario. Visitors sense danger in their cynical and suspicious mind. Your slow page is a subliminal indicator of poor quality and apathy.

They assume your site is about to rob them – or steal their identity. Credibility is what overcomes those fears. Credibility is trustworthiness, expertise, and enthusiasm. But they won’t sit waiting. They need to feel it in an instant.

Speed then becomes a critical marketing differentiation. It’s how you feel when you walk into the lobby of a motel. Were you greeted at the entrance? Or did you wait while ringing a chime at the motel desk?

That’s *hospitality* and Hospitality Management is a career discipline. Speed is hospitality. You care enough to be present immediately. Instant attention.

So how bad is your speed? Is it above average? The internet norm is an 8-second page load. Ridiculous. What’s the longest people wait before 100-percent bailout? 10 seconds.

People are impatient. They won’t wait. Their expectation is 2 seconds on desktop and mobile. They begin bailing out at that point and all disappear by 10 seconds. That’s for the initial page they land on. After that, they’ll tolerate 3 seconds if they think they’ll find what they seek. That’s information scent. Speed is a strong precursory cue delivering *the right scent* — like with a motorized fan. No waiting for the yummy scent to waft through the internet.

Information scent REFERENCE:

So if scores don’t matter, what does?

The next erroneous assumption is “requests” are the best indicator of performance improvement. That metric isn’t valid either. A site with a ton of requests can load fast.

All that matters is milliseconds of load time first. And second, for mobile-users: page weight.

Do tests claim you have vital speed problems for mobile? Are you certain they are real problems that make a difference in profitability? Remember, scores are meaningless to us. Milliseconds load time is the metric. But even more than that is profit.

So let’s answer those speed questions:

[dropcap]1[/dropcap]You can’t use CDN. That’s great. Not using CDN is a blessing in disguise.


[dropcap]2[/dropcap]You want to use webP format? Why? WebP format only improves image page weights by 10 percent. Because of parallel image loading in browsers, this gain is insignificant. It’s not worth it. It doesn’t even translate into a 1 percent gain in speed (milliseconds).

[dropcap]3[/dropcap]Not changing your theme or removing your page builder is whimsical. It’s like saying, “Don’t do serious speed tuning – instead give me a speed miracle.” But you’re right, we charge for miracles. $600.

[dropcap]4[/dropcap]What should you do instead? For better speed, get rid of the following popular heavy plugins or find substitutions:

Contact Form 7

Social Warfare
Is social media earning you money?

Alternative plugin:

All In One SEO Pack

Shortpixel Image Optimiser
FREE PDF in this article page:

Alternative Plugin Recommendation:

Now check the following for even more speed:

Substitute web fonts with a mobile system stack.

Load Google Analytics ID faster.

Remove Emojis.

Do you have a globally-loading Ajax library?


Steve Teare
performance engineer
May 2022


PagePipe Site Tuning Services for Speed

Instead of band-aid approaches, we drill down to the root cause of your slow site. This is origin optimization. Also known as site tuning. To do this, we analyze site components:

  • Hosting
  • Theme
  • Plugins
  • Scripts and third-party services.
  • Images and media library.
  • We minimize globally loading plugin effects.

Find out more details about Site TuningGet Speed!