Increase Revenue with Speed Optimization [Local SEO Case Study]

The creator’s views are completely his or her personal (excluding the unlikely occasion of hypnosis) and will not all the time replicate the views of Moz.

Final yr, I pitched a sequence of technical SEO matters for native SEO on twitter and received a lot of constructive suggestions.

One in all these components of technical SEO that may really feel extraordinarily daunting and unfamiliar to native SEOs is velocity optimization.

There are some key eventualities when native SEOs ought to severely think about velocity optimization, even for a small native consumer. In any case, these shoppers are nonetheless impacted by the problems that come alongside with having a slower web site — similar to greater bounce charges, decrease conversions, and worst of all, a poor person expertise.

There are additionally loads of cases the place velocity optimization is a sensible subsequent step in your SEO technique. In case your consumer has nice content material, nice hyperlinks, however low engagement or rankings, velocity points could be the perpetrator.

This case examine is a couple of consumer similar to that. The one service my group at RicketyRoo offered through the size of the case examine was velocity optimization, and we noticed some spectacular outcomes. On this put up, I’ll share our expertise, and hopefully this conjures up you to tackle some velocity points you’ve been nervous to deal with.

The consumer

The consumer is a multi-location residential cleansing franchise with over 40 areas throughout the US. The web site consists of roughly 580 pages, with a touchdown web page for every location.

Our consumer’s aim is fairly easy: take an even bigger piece of the pie from the bigger nationwide house cleansing franchises. Our technical audit confirmed that the positioning was very gradual, so website velocity is the place we began.

Our methodology

1. Arrange staging surroundings with WPEngine

Whether or not you’re utilizing instruments and plugins or select to manually replace the web site for velocity, it’s best to create a staging (or take a look at) surroundings. Making handbook adjustments to the code {that a} web site is constructed with (even via a plugin) can break a web site. A staging surroundings is a cloned model of the manufacturing website that may be tinkered with with out the chance of breaking something on the reside website. After you have a staging website arrange, you possibly can primarily replace and alter any components you desire to and take a look at with out worry of your consumer shedding visitors or leads.

Our velocity philosophy is to take a look at and confirm. Verifying that the staging website remains to be purposeful after making a change after which getting an up to date rating via the velocity software of your alternative is the one method to be assured concerning the adjustments you’re making.

2. Run via a software like WebPageTest

Throughout this stage, you’re diagnosing points similar to script recordsdata returning 404 errors, unused CSS recordsdata inflicting longer load instances, and render-block sources. Discover these points and replace them. is a good useful resource for locating options:

1. Evaluation Core Web Vitals scores to find out the place points lie.

2. Discover out what’s taking the longest period of time from the waterfall

    3. Evaluation render-blocking resources and replace (deferring them is probably going the most effective name right here)

      3. Verify to see if something is damaged

      For this reason we’re utilizing a staging surroundings — simply in case any of those adjustments we’ve made breaks one thing. Try the reside staging website and evaluate the visible and performance to the manufacturing model of the positioning. If every part is working as anticipated, then you definitely’re doing nice.

      4. Evaluation giant pictures through WebPageTest

      The Largest Contentful Paint points are sometimes attributable to pictures which can be too giant. There are numerous guides on how to optimize images on the market. When you’re utilizing WordPress, you may also use a plugin like Imagify:

      1. Obtain any giant pictures, resize, and scale back area

      2. Reupload pictures at smaller sizes

      3. Verify picture decision on staging website

      5. Rinse and repeat for different web page templates

      Every thing we’ve finished to date we’ll repeat for each template kind used on the positioning. Most websites may have separate templates for location pages, providers, classes, blogs, merchandise, contact pages, and so on. Every of those web page sorts must be reviewed with a software like WebPageTest.

      6. Set up WP Rocket

      In case your website is on WordPress, you should use WP Rocket to additional optimize your website for velocity. WP Rocket can generally have points with different plugins or themes used on WordPress websites, so it’s essential to check on the staging website first.

      7. Evaluation plugins

      Whereas we’re on the subject of plugins, you must also overview your present plugins and deactivate and take away any that aren’t in use.

      8. Verify to see if something is damaged

      We’ve made an honest quantity of adjustments at this level. We should always overview the reside model of the staging website once more and evaluate it to the manufacturing website.

      9. Run via Webpagetest once more

      Let’s see how we’ve finished! When you’re completely happy with your outcomes then your work is almost finished.

      10. Push adjustments reside

      Any adjustments you made ought to now be pushed to the manufacturing website.

      11. Annotate adjustments in GA

      Keep in mind to annotate these changes so that you could verify again and draw a conclusion out of your outcomes for your self.


      Our velocity optimization began in July 2020. Quickly after, we noticed enchancment in rankings for non-branded key phrases that already ranked within the prime 20 positions. The consumer noticed a 32% improve in new customers, a 47% improve in telephone calls, and a 63% improve in free quote requests in a year-over-year comparability of 2021 to 2020. 2021 noticed a 55%+ improve in income over 2019 and over 60% compared to 2020.

      This correlates with a rise in each website visitors and certified leads. Our consumer measures certified leads as scheduled appointments, which grew by 49% PoP.

      We additionally reviewed the CRux information for our consumer compared to closely-ranked rivals. The winner for every UX/velocity ingredient is highlighted in yellow. As you possibly can see, our consumer’s scores are usually greater than rivals that don’t rank as effectively:


      Technical SEO might be finished, even if you happen to don’t think about your self a tech skilled. Having a backup makes it simple to check out adjustments with confidence. By no means dismiss the significance of a SEO tactic since you’re unfamiliar. Our consumer noticed rating and enhancements in addition to a 55% improve in income resulting from Core Net Important optimization alone. Now that you’ve got a staging web site, you’re free to sort out different technical points you could have found however felt uncomfortable with approaching.

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