Increase Revenue with Speed Optimization [Local SEO Case Study]

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

Final yr, I pitched a sequence of technical search engine marketing matters for native search engine marketing on twitter and bought a number of optimistic suggestions.

One in every of these parts of technical search engine marketing that may really feel extraordinarily daunting and unfamiliar to native SEOs is pace optimization.

There are some key situations when native SEOs ought to severely take into account pace optimization, even for a small native shopper. In spite of everything, these shoppers are nonetheless impacted by the problems that come together with having a slower web site — comparable to greater bounce charges, decrease conversions, and worst of all, a poor consumer expertise.

There are additionally loads of situations the place pace optimization is a sensible subsequent step in your search engine marketing technique. In case your shopper has nice content material, nice hyperlinks, however low engagement or rankings, pace points would be the offender.

This case examine is a couple of shopper similar to that. The one service my staff at RicketyRoo supplied through the size of the case examine was pace optimization, and we noticed some spectacular outcomes. On this put up, I’ll share our expertise, and hopefully this evokes you to tackle some pace points you’ve been nervous to handle.

The shopper

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

Our shopper’s purpose is fairly easy: take an even bigger piece of the pie from the bigger nationwide dwelling cleansing franchises. Our technical audit confirmed that the location was very gradual, so web site pace is the place we began.

Our methodology

1. Arrange staging setting with WPEngine

Whether or not you’re utilizing instruments and plugins or select to manually replace the web site for pace, it is best to create a staging (or take a look at) setting. Making handbook modifications to the code {that a} web site is constructed with (even by a plugin) can break a web site. A staging setting is a cloned model of the manufacturing web site that may be tinkered with with out the danger of breaking something on the dwell web site. After you have a staging web site arrange, you possibly can primarily replace and alter any parts you prefer to and take a look at with out concern of your shopper shedding visitors or leads.

Our pace philosophy is to take a look at and confirm. Verifying that the staging web site continues to be useful after making a change after which getting an up to date rating by the pace instrument of your alternative is the one method to be assured in regards to the modifications you’re making.

2. Run by a instrument like WebPageTest

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

1. Assessment Core Net Vitals scores to find out the place points lie.

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

    3. Assessment render-blocking sources 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 setting — simply in case any of those modifications we’ve made breaks one thing. Take a look at the dwell staging web site and evaluate the visible and performance to the manufacturing model of the location. If every part is working as anticipated, you then’re doing nice.

      4. Assessment massive photographs by way of WebPageTest

      The Largest Contentful Paint points are sometimes attributable to photographs which are too massive. There are numerous guides on find out how to optimize photographs on the market. When you’re utilizing WordPress, you may also use a plugin like Imagify:

      1. Obtain any massive photographs, resize, and cut back house

      2. Reupload photographs at smaller sizes

      3. Verify picture decision on staging web site

      5. Rinse and repeat for different web page templates

      All the pieces we’ve finished to date we’ll repeat for each template sort used on the location. Most websites can have separate templates for location pages, companies, classes, blogs, merchandise, contact pages, and so forth. Every of those web page sorts needs to be reviewed with a instrument like WebPageTest.

      6. Set up WP Rocket

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

      7. Assessment plugins

      Whereas we’re on the subject of plugins, you must also assessment 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 a good quantity of modifications at this level. We should always assessment the dwell model of the staging web site once more and evaluate it to the manufacturing web site.

      9. Run by Webpagetest once more

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

      10. Push modifications dwell

      Any modifications you made ought to now be pushed to the manufacturing web site.

      11. Annotate modifications in GA

      Bear in mind to annotate these modifications in an effort to test again and draw a conclusion out of your outcomes for your self.


      Our pace 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 shopper noticed a 32% improve in new customers, a 47% improve in cellphone 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 web site visitors and certified leads. Our shopper measures certified leads as scheduled appointments, which grew by 49% PoP.

      We additionally reviewed the CRux knowledge for our shopper compared to closely-ranked opponents. The winner for every UX/pace ingredient is highlighted in yellow. As you possibly can see, our shopper’s scores are typically greater than opponents that don’t rank as properly:


      Technical search engine marketing might be finished, even in case you don’t take into account your self a tech professional. Having a backup makes it simple to check out modifications with confidence. By no means dismiss the significance of a search engine marketing tactic since you’re unfamiliar. Our shopper noticed rating and enhancements in addition to a 55% improve in income on account of Core Net Important optimization alone. Now that you’ve got a staging web site, you’re free to sort out different technical points you will have found however felt uncomfortable with approaching.

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