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Facebook's PageSpeed Announcement: What Does It Mean For You And Your Brand?

What does Facebook’s PageSpeed Announcement mean for You and Your Brand?

Posted in SEO, Posted in social media by Steven Mitchell on 18-Aug-2017 12:10:00

In June 1994, Keanu Reeves and Sandra Bullock stole our hearts with their youthful vigour and innocent chemistry in the classic American thriller, Speed. Since then, the very concept of speed has been central to our tiny pathetic lives. Facebook’s most recent announcement is just another paving slab in the endless rolling road that started with Dennis Hopper, a bomb, and a bus.

Yes, I know roads aren’t made of paving slabs. I am desperately trying to make this more entertaining for you.

Pop Quiz, Hot Shot

Facebook have recently announced that it’s now taking a web page’s loading time into account when choosing whether or not to show a piece of content on your News Feed. This is some really clever stuff actually, as the linked article indicates that if you are on a poor internet connection, Facebook will favour lighter content, showing you fewer exciting moving videos and more articles full of boring words. 

However, it works both ways – if your website is slow, Facebook will be disinclined to show your content to anyone. Not even if you’ve got a real phat pipe and two T1 trunks. Phwoar.

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How does this affect you?

It shouldn’t affect you very much – your page load speed and TTFB should already be a priority. As a business, the various aspects of your page load speed have been demonstrated to be critically important for things like organic web ranking and conversion rates. Super important for any business. 

We’ve written about this before:

What is Site Speed and Why Should I Care?

What's My Time To First Byte? (TTFB)

What is a good Time To First Byte (TTFB)?

However, if you haven’t sorted out your Page Speed and this is new to you, it’s more important now than ever.  Out of the goodness of my fetid, shrivelled heart, here are 3 relatively easy things that you personally can (probably) do to improve things.

3 things that you personally can (probably) do to improve your website's speed.

1. Replace all your resources with Google’s optimised versions.

You can use PageSpeed Insights to rate your website’s optimisation. But best of all, Google will produce a nice little zip file with compressed versions of your stuff. If you have FTP access to the file structure of your site, this is literally a drag and drop job of finding each file and replacing it. If not, you’re stuck with e-mailing your developer the zip file and getting them to do it. Sorry.

If you have a really good developer, not only will you be able to save money on soap, (since you don’t even have to wash your hand after meeting with them), you might also be able to install the PageSpeed module on your webserver which will do this for you automatically in the future. Automation, yay!

2. Make sure you’re getting the most out of your hosting package.

Most hosting packages come with an admin panel full of stuff that most people never think to look at including various speed optimisation tools. It’s well worth turning these on and off and using something like ByteCheck or WebPageTest to check out if it’s making a positive impact. I wouldn’t rule out filing a support ticket with your host interrogating them about any dissatisfaction you have with their service. Afterall, you’re paying them to host your website – make sure the service you’re getting is fit for purpose. If your content isn’t appearing on social media – it isn’t fit for purpose!

3. Get AMPed up.

I wrote about AMP once – since then, AMP has become easy peasy to set up. Most CMS platforms such as WordPress or Hubspot will support AMP pages really readily with a few tickboxes or third party plugins.  Get this working, and make sure to use the lean, stripped down AMP pages to share on your social channels rather than the main page. For goodness sake though, make sure you verify your GA tracking is still running on AMP pages.

There you go, that’s your lot.  Now, sod off!

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Tags: SEO, social media

Steven Mitchell

Steven Mitchell

Ste likes to mess about with the techie side of SEO. As such his blogs are mainly about SEO or rants about bad web development practice.