Page speed - let the race begin!

When it comes to the technical optimization of websites, load time is unavoidable. Why is page speed a hot topic, and why is it such an important ranking factor for search engines? Is it a myth that the load time of a website is measured with a timer, or is there a suitable tool for it? What exactly is page speed? In the following article, our SEO experts at internetwarriors take a look behind the scenes of loading speed.

Anyone engaged in the diverse field of online marketing (particularly search engine optimization) has likely come across the term "page speed" (in English: loading speed). The discussion isn't about electric cars or mobile phones, but websites. This topic is so central to search engine optimization because it concerns rankings and, above all, user experience: It is a recognized fact that long load times on a website can compel visitors to leave the page prematurely. Efficiency and speed are therefore crucial factors for user experience.

What lies behind the term page speed?

The term "page speed" refers to the speed at which a website is loaded and displayed. In other words, it is about how quickly users can see the content of a website - whether it be an image, text, a video, or other elements on the website. Loading speed is a very important factor for search engine optimization (SEO) as it is relevant not only for ranking but also for user experience. After all, users should not only perceive the content but also be able to interact with the website. Page speed is thus influenced by many technical factors - for example, file size, image optimization, size and execution time of JS and CSS files, caching policies, and server response times.

Ideally, all relevant factors should be carefully organized and controlled to ensure a fast and smooth loading time for the website and to avoid potential obstacles.

It must not be overlooked that the optimization of loading times for mobile devices is crucial. This optimization is one of the most important measures as Google has been prioritizing the mobile versions of websites for several years. Neglecting this aspect during optimization can significantly impair the visibility and placement of the website in search results.

Of course, there are also fixed criteria that assess the overall page speed picture - Google's specific metrics, the so-called Core Web Vitals. With the Core Web Vitals, the user experience in terms of page speed is measured - the Largest Contentful Paint (LCP), the First Input Delay (FID), and the Cumulative Layout Shift (CLS).

• LCP measures the time until the largest element of page content becomes visible to users.

• FID measures the interactivity and responsiveness of the page - the time between user interaction (such as clicking or tapping) and the page's response.

• CLS measures the visual stability of the website and indicates how often the layout shifts while the page is loading.

Profound engagement with the concept of page speed underscores its enormous importance and relevance. In summary, the relevance question boils down to six key aspects:

1. Indexability: good page speed enables efficient crawling

2. Bounce rate and duration of stay on the page

3. Search engine ranking

4. Positive user experience

5. Mobile optimization - Smartphones depend on mobile networks, making page speed crucial.

6. Branding - a fast-loading website is often perceived as more serious and professional.

What is the correct loading speed for a website?

No stopwatch is needed to measure the page speed of a website. Instead, various advanced tools and resources are available that enable precise analysis of loading times. These tools offer detailed insights into various aspects of website performance and are essential for effective optimization. When selecting a tool to measure a website's loading speed, there is a wide range of options to suit different needs. From integrated open-source solutions in browsers to paid comprehensive tools like Semrush - the spectrum is broad and offers a suitable solution for every requirement.

This article, however, takes a closer look at the two by far best-known and most popular tools - Google's PageSpeed Insights and WebPageTest by Catchpoint. The pros and cons of both tools, the differences between the two applications, and the purpose for which they are used are explained.

Google PageSpeed Insights - the classic

The history of the Google PageSpeed Insights tool, as we know it, began in 2018 with the release of version 5.0. Since that time, it has released numerous updates and improvements to keep pace with web standards and meet the needs of users. The original idea was to provide developers and website operators with detailed information and a status quo of the website's performance.

Today, PageSpeed Insights has evolved into a versatile tool that not only provides data but also concrete suggestions for improving the loading speed of a website. This powerful tool measures, analyzes, and evaluates the performance and speed of a website - for both desktop and mobile devices.

Figure 1: Screenshot Google PageSpeed Insights Tool - Performance and Metrics (Mobile)

The basic principle of PageSpeed Insights is based on the following metrics:

• Performance Score: The page receives a score (from 0 to 100). The higher the value, the better the page's performance. This score consists of various metrics related to loading speed and usability.

• Loading Time: It measures how long it takes for the entire content of the website to be fully loaded and visible to all. This includes the metric Largest Contentful Paint (LCP), which indicates the loading time for the largest visible part of the content.

• Interactivity and Visual Stability: PageSpeed Insights provides comprehensive insights into the visual stability of a website, quantified by the Cumulative Layout Shift (CLS), as well as the page's responsiveness, measured by the First Input Delay (FID). This tool offers precise analyses and assessments to determine how quickly a page responds to user interactions and how consistent the visual layout remains during the reading process.

• Mobile and Desktop: Another advantage of PageSpeed Insights is the reports that evaluate loading speed for mobile and desktop devices. Since a website's load speed can vary significantly between mobile and desktop, this is a very important aspect. Therefore, keeping an eye on everything is sensible.

• Core Web Vitals: The Core Web Vitals are a set of metrics used by Google to assess the user experience on a website. They are integrated into PageSpeed Insight and directly indicate how the site performs and whether the Core Web Vitals are seen and declared as passed.

• Suggestions: The optimization suggestions and tips provided by PageSpeed Insight are a great help - even if they are not described in minute detail, they do provide a good starting point and serve as a good overview of the upcoming measures.

Figure 2: Screenshot - Performance Issues Google PageSpeed Insights (Mobile)

The tool is not only suitable for web developers but also for website operators and SEO experts.

The advantages of PageSpeed Insights

PageSpeed Insights by Google stands out mainly because it is free to use for everyone. But this free access is just one of the many reasons for its popularity. The tool offers detailed reports and tailored recommendations, enabling users to stay up-to-date with the latest web development and optimization practices. With its comprehensive analytical capability, it assists web developers and website operators in designing their sites more efficiently and continuously improving user experience.

The user-friendliness of the tool is also noteworthy: PageSpeed Insights is very intuitive to use and displays metrics, diagnostics, and potential improvements directly - for both desktop and mobile. The most important Web Vitals metrics are also centrally displayed. The data source comes from the Chrome User Experience Report, which includes real user data, ensuring a global performance assessment.

Disadvantages of Google PageSpeed Insights

As with any tool, there are disadvantages with PageSpeed Insights: The metrics used in the evaluation are standardized for all websites - meaning there are no audience-specific needs taken into account; moreover, not every recommendation is a "must," but should always be considered in relation to the goals and current state of one's own website. The evaluation criteria are also not very flexible and leave little room for individual adjustments.

PageSpeed Insights mainly evaluates technical aspects of website performance. This naturally requires a certain level of knowledge to interpret everything correctly. It also contributes that there is sometimes a lack of context, and the tool does not explain in detail how certain problems affect the actual user experience.

The tool's currentness can also sometimes be questioned because, although PageSpeed Insights is regularly updated, it may not reflect all the latest trends or best practices.

Nevertheless, the tool cannot be considered useless. It should just always be noted to what extent the implementation makes sense in each individual case. Some tips, for example, are very time-consuming and labor-intensive but only minimally improve the site's loading speed. One should always ask oneself: Which measure is crucial for user experience?

WebPageTest - A 360° Overview

Another gem among page speed tools is WebPageTest. WebPageTest.org is a very powerful instrument that provides a detailed insight into a website's performance. However, the tool is not new and has existed for more than ten years - and it is gaining more recognition.
The main functions of WebPageTest can be divided into the following categories:

• Performance Evaluation: The tool not only measures page speed but also shows the factors that influence loading speed.

• Variety of Configurations: The tool offers a variety of configurations that allow for criteria like location simulation selection. It is also possible to conduct performance tests with a large number of different browsers.

• Waterfall Charts: WebPageTest provides a waterfall chart that visualizes the loading process of a webpage. It shows when and in which order the various elements of the page load and helps identify and resolve bottlenecks in loading time.

• Settings: The tool's settings can be individually configured. This includes simulating different network speeds to cover as many user experiences as possible.

• Reports: The reports available during evaluation are very detailed and provide a comprehensive overview of a website's performance. Furthermore, recommendations for effective optimization are given.

• Video Recording: Another plus of WebPageTest is the ability to record the loading process by video. This allows one to step into the user's shoes and experience the loading process.

Figure 3: Screenshot - Overview WebPageTest.org

In summary, WebPageTest gives a very detailed technical insight into the performance of websites. Thus, it is justifiably popular among developers, website operators, and online marketing experts.

WebPageTest Can Stand up to PageSpeed Insights

As previously mentioned, WebPageTest.org provides a very detailed analysis. Different elements like images, CSS files, JavaScript, etc., are analyzed, and one also gains an overview of their impact on the website's overall performance.
Not to be forgotten are the customizable configurations, allowing the page speed analysis in the tool to be made as individual as possible.
Like PageSpeed Insights, WebPageTest also provides recommendations for better optimization and offers extended functions for programmers to test specific scenarios and user interactions.
Support or best practices can always be found in the WebPageTest forum or community available on the website. In conclusion, it should be highlighted that WebPageTest.org is free, making it an accessible and valuable resource for web developers and website operators.

Weaknesses of WebPageTest

Even though WebPageTest has much to offer, there are also weaknesses. For example, the tool's complexity should not be underestimated: The detailed reports, varied functions, and options can be quite overwhelming for less technically savvy users. Interpreting the results therefore requires a certain technical understanding. Since the tool is not intuitive, one should take some time to familiarize oneself with its operation.
If one wants to obtain very fast results, choosing an alternative tool might be advisable - testing with different settings and repeating multiple times can take some time, so immediate results should not be expected. Like any free tool, WebPageTest has its limitations: During peak times, the tool's testing capacity may be limited, and the lack of test server availability may lead to long waiting times before the test can be conducted.
Another shortcoming is that the snapshots provided by WebPageTest do not necessarily reflect the actual real-time user experience. Also, continuous monitoring of the website's performance is not provided by WebPageTest.
It is also important to note that the testing capabilities and accuracy for mobile devices may not be as comprehensive as desktop simulations. The reliance on external resources also involves certain risks since test results may sometimes be influenced by external factors like test servers' network performance, leading to skewed results.
Despite some shortcomings, WebPageTest remains a very good tool for analyzing website loading speed. It represents an accessible option for anyone wanting to evaluate and optimize their website's performance.

WebPageTest or PageSpeed Insights: The Choice

After gaining an overview of the world of page speed tools and familiarizing oneself with two of the most popular tools, the legitimate question naturally arises of which tool is optimal for regular control and optimization. The two tools have significant differences but also their own strengths when it comes to performance analysis. It is crucial to know exactly when and what you wish to analyze. A targeted analysis allows you to accurately assess and optimize your webpage's performance.
The main features, commonalities, and differences between PageSpeed Insights and WebPageTest can be summarized as follows:

Main Focus

• Google PageSpeed Insight: Performance Metrics & Core Web Vitals

• WebPageTest.org: Technical, detailed load time evaluation

Tips

• Google PageSpeed Insight: Concrete recommendations

• WebPageTest.org: Extensive detailed analysis

Configurations

• Google PageSpeed Insight: Limited

• WebPageTest.org: Flexibly adjustable

Analysis

• Google PageSpeed Insight: Automatic, Front-End Performance

• WebPageTest.org: Manual and in-depth

Report Format

• Google PageSpeed Insight: Standardized & Graphical

• WebPageTest.org: Very detailed, customizable

Usage

• Google PageSpeed Insight: Intuitive

• WebPageTest.org: Complicated

Timeline

• Google PageSpeed Insight: Quick Results

• WebPageTest.org: Sometimes long waiting time

Additional Support

• Google PageSpeed Insight: No

• WebPageTest.org: Community or Forum

Appropriate For

• Google PageSpeed Insight: SEO, Website Operators

• WebPageTest.org: Developers

Cost

• Google PageSpeed Insight: Free

• WebPageTest.org: Free

PageSpeed Insights and WebPageTest are undoubtedly very well-known and popular when it comes to load time analysis. However, one should always ask what the goal of the analysis is. As shown in the overview, the tools analyze the load speed of a website, but they serve different purposes and offer specific insights and functions for website optimization. If you need a quick and user-friendly analysis with a strong SEO focus, PageSpeed Insights is the right tool. If you seek a detailed technical analysis and wish to examine specific metrics, you should use WebPageTest.
If you need assistance optimizing your website's loading speed, please contact our experienced SEO experts and schedule an appointment - we’ll be happy to help! For more information about our services, visit our homepage.