How to: Improve Your Website Page Load Speed and SEO

Chris Alexander
Chris Alexander
Digital Marketing Innovator
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Page speed is a crucial factor for search engine optimization (SEO), as it affects user experience, bounce rate, conversion rate, and ranking. One of the main ways to improve page speed is to reduce the number and size of HTTP requests that your web page makes to load its resources, such as images, scripts, stylesheets, and fonts.

Speed is king, and users expect websites to load instantaneously. Slow loading times not only frustrate visitors but also have a significant impact on your search engine rankings. In this insight, you will learn how to improve your website’s load time and SEO with some simple and effective techniques.

Understanding HTTP Requests and Minimizing for Faster Load Speed

Before we delve into optimizing HTTP requests, let’s have a quick overview of what they are and why they matter. When a user visits a website, their browser sends requests to the server for each element of the page, such as images, scripts, stylesheets, and more. These requests are known as HTTP requests. Reducing the number of these requests can significantly improve your page load speed and subsequently enhance your SEO.

Now that we understand the importance of minimizing HTTP requests, let’s explore some effective techniques to achieve this optimization.

Combine and Minify JavaScript and CSS

Minifying your files means removing any unnecessary characters, such as whitespace, comments, and formatting, from your HTML, CSS, and JavaScript code. This reduces the file size and the number of bytes that need to be transferred over HTTP. Concatenating your files means combining multiple files of the same type into one, reducing the number of HTTP requests. You can use tools like HTMLMinifier, CSSNano, and Toptal to minify and concatenate your files.

Image Optimization

Images are often the primary culprits behind slow loading times. Optimize your images by compressing them without compromising on quality. Use image formats that are suitable for the specific content, such as JPEG for photos, PNG for graphics, and SVG for icons and logos. Additionally, resize them to fit the dimensions of the web page without scaling them up or down with HTML or CSS. Compression tools like TinyPNG and ImageOptim can help to reduce file size. To serve different versions of your images based on the device and screen size of your visitors, you can use HTML attributes like srcset and sizes, or CSS properties like media queries and object fit.

Asynchronous Loading

Make use of asynchronous loading techniques for non-essential elements on your website. By employing methods like lazy loading for off-screen elements, you can prioritize loading essential content first and defer the loading of non-critical elements, reducing the number of HTTP requests initially required. We’ll come back to this later in the article. Can’t wait? Jump to the Lazy Loading for Images and Videos section.

Choosing a Fast Hosting Provider

Choosing a fast hosting provider can significantly improve page load speed, user satisfaction, and search engine rankings. Look for providers that offer low server response times, strategically located servers closer to your target audience, and seamless integration with content delivery networks (CDNs). This combination ensures quicker content delivery, reduces latency, and enhances user experience.

Additionally, fast hosting positively impacts SEO by facilitating efficient crawling and indexing by search engine bots. Some reputable hosting providers known for their fast and reliable services include Amazon Web Services (AWS), Azure, SiteGround, and Bluehost. These providers offer optimized server configurations, global server locations, and scalable solutions to accommodate website growth.

Leveraging Content Delivery Networks (CDNs)

CDNs play a crucial role in optimizing page load speed. By distributing your website’s files across multiple servers geographically, CDNs ensure that your content is delivered to users from the server nearest to their location. This approach minimizes latency and reduces the time required to load your web pages.

Reduce the Number of Fonts and Icons

Fonts and icons can have an effect on page speed and SEO, as they require HTTP requests to load on your web page. To reduce the number of fonts and icons, you should use web-safe fonts or system fonts that are already installed on most devices. Additionally, limit the number of font weights and styles that you use, as each one adds an extra HTTP request.

Icon fonts or SVG icons are more scalable, customizable, and lightweight than image icons, so it’s best to use these instead. Moreover, you can use a single icon font or SVG sprite that contains all the icons that you need to reduce the number of HTTP requests.

Lazy Loading for Images and Videos

Lazy loading is a technique that delays the loading of images and videos until they are in or near the viewport, meaning the part of the web page that is visible to the user. This reduces the number of HTTP requests and the initial data load, this approach conserves bandwidth, improves page speed, and enhances SEO performance. You can use native HTML attributes, such as loading=”lazy”, or JavaScript libraries, to implement lazy loading for images and videos.

Implementing Lazy Loading for Images

Use the “loading” attribute in your image tags. Set the value to “lazy” to enable lazy loading. For example:

<img src="placeholder.jpg" data-src="image.jpg" alt="Example" loading="lazy">

Consider utilizing popular JavaScript libraries such as lazysizes, Lozad.js, or Intersection Observer to automate the lazy loading process. These libraries provide additional functionalities and customization options for a seamless implementation.

Incorporating Lazy Loading for Videos

Videos are known to consume substantial bandwidth, causing slower page load times. Implementing lazy loading for videos allows you to control when and how they load, ensuring a smoother user experience. Consider the following methods:

Various JavaScript libraries and plugins, such as Plyr and LazyYT, can help you implement lazy loading for videos effortlessly. These tools offer features like auto-play, responsive design, and customizations to fit your website’s requirements.

The HTML5 “loading” attribute can be used to lazy load videos as well. Set the value to “lazy” in your video tag, like this:

<video src="placeholder.mp4" data-src="video.mp4" controls="true" loading="lazy"></video>

Remember, lazy loading for videos may require additional scripting and event handling to control video playback, autoplay, and user interactions.


By minimizing HTTP requests, you can significantly enhance your website’s page load speed while boosting your SEO performance. Combining and minifying JavaScript and CSS, optimizing images, utilizing asynchronous loading, leveraging CDNs, and implementing caching techniques are all key strategies to achieve this goal. Remember to monitor your website’s performance regularly and make adjustments as needed.

Getting started can be made even easier by partnering with our team of expert digital marketing innovators. Our professionals have a proven track record of delivering exceptional results in the financial services industry. Contact us today to harness the power of cutting-edge strategies and drive your online presence to new heights.

Tips you should know

To further enhance your page load speed and SEO, here are a few additional tips:

  • Caching: Implement browser caching to store frequently accessed resources locally on users’ devices, reducing the need for repetitive HTTP requests.
  • Minimize Redirects: Excessive redirects can slow down your website. Aim to minimize or eliminate unnecessary redirects for faster load times.
  • Remove Unused Plugins and Scripts: Regularly audit your website for unused plugins and scripts. Removing them reduces the number of HTTP requests and declutters your codebase.
  • Monitor Performance: Utilize tools like Google PageSpeed Insights, GTmetrix, or Pingdom to measure and analyze your website’s performance. These tools provide valuable insights and recommendations for further optimization.
  • Utilizing SEO analysis tools like SEMrush, Moz, Ahrefs, and Google Search Console. These tools offer comprehensive features to help you conduct keyword research, track rankings, analyze backlinks, and monitor your website’s visibility in search results.

About HomeTree Digital

HomeTree Digital is a full-service digital marketing agency for financial services. We specialize in branding & creative, videography, web & mobile development, integrations & automations, email marketing, organic & paid social media marketing, SEO, distribution, reporting & analytics, and tying it together through strategy. Reach out to us today for more information on how we can help you.

HomeTree is defined as a wise resourceful home that provides knowledge, instills inspiration, encourages creativity, and protects whilst harmoniously connecting its residents through its branches and roots to the outer world. This accurately describes the approach we take when it comes to our clients—we believe in excellent customer service and prioritizing you, whilst providing you with the know-how for you to succeed in this rapidly evolving digital world.

Chris Alexander

About the author

Chris Alexander is a digital marketing innovator at HomeTree Digital since 2020. He eats, sleeps, and breathes digital. His technical background, having studied Software Engineering at the Hellenic Mediterranean University in Crete, gives him a strong acumen for solving complex technical problems and a solid track record of project management. With a calm demeanor and an affinity for gaming design, he also balances his skills with newer generational videography, including AI-generated and text to speech technologies.

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