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Performance Optimization

Don’t you just hate slow websites? Are you likely to return to a site that’s incessantly slow?

It turns out that search engines feel the same way you do about sites that perform poorly. Google has openly noted that website speed is a factor in its algorithms for search engine rankings, as well as something that its crawlers look for. There are some very simple and cost-effective things you can be doing to help improve your rating. By doing this you can increase page views, which drive business.

Fluid’s team has done extensive research on the role speed plays in search ranking. Overall web performance accounts for five percent of the leading search engines’ algorithms.

“This is something any website owner can take advantage of, yet only 1 – 2 percent of sites are doing anything about it,” says our digital marketing manager Clark Bell. “Taking advantage of performance optimization will set you apart from the crowd and lead to better conversion rates.”

Content that is delivered more quickly produces higher search rankings. This is based, largely, on a metric called time to first byte. Put plainly, how quickly can visitors see your site? This is highly dependent on the back end of your website—something Fluid is equipped to look at and revise for your success. 

Here’s what we do:

In most cases, the key to success in site optimization is on the back end of things. When we say “back end,” we’re talking about the code, and the server or host. While the front-end content is relevant at other stages in the SEO game, large content does not directly correlate with the ranking of your site.

Cleaning up the code really could be a game changer for your site. Search engines look at the site, and clean code is easier for the algorithms to decipher more quickly. One study finds that the more complex the code, the lower the search rank.

Fluid does more than optimize beyond the homepage. Crawlers look at your whole site, so why shouldn’t the rest of your site be optimized? Fluid will assist you in cleaning your code from top to bottom and fixing broken content.

If this isn’t convincing enough, look at it this way: increased speed costs less than poor performance. You will need less space, and therefore less hardware. Another way to look at it is speed enhances user experience and will lead to higher conversion rates.