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Speed High impact Medium ongoing

Loading speed

Speed is both a ranking factor and a key UX element.

What it is

Speed includes server response time, page size, the number of requests, and Core Web Vitals (LCP, CLS, INP) — the metrics Google uses to measure the real loading experience.

Why it matters

A slow site increases the bounce rate (every extra second noticeably cuts conversions) and Google factors speed into its ranking. On mobile and slow connections this applies doubly.

How to do it

  1. 1Measure Core Web Vitals (PageSpeed Insights) and address LCP and CLS first.
  2. 2Optimize images (WebP/AVIF, compression, dimensions, lazy loading).
  3. 3Enable compression (Gzip/Brotli) and browser caching.
  4. 4Defer non-critical JS (defer/async) and limit blocking CSS.
  5. 5Consider a CDN and faster hosting if TTFB is high.

Conclusion

Speed is a cross-cutting topic — you'll find detailed individual recommendations in the PageSpeed tool (compression, blocking resources, lazy loading, caching…). Proceed from the biggest savings: images and blocking resources usually deliver the most. Goal: green Core Web Vitals on mobile.

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