Altan Tosun
15.04.2020

Pagespeed & SEO with TYPO3: Is your website in the "1-Second-Club"?

Websites and shops must be easy to find and should load quickly - otherwise customers and sales will be lost! It is therefore worthwhile to make a TYPO3 website faster, to use the correct SEO extensions and to continuously optimize page speed and SEO rankings on this basis.

Is your website in the "1-Second Club"?

For Google and other search engines, the loading time is a decisive factor - especially on mobile devices! This clear focus on high-speed is also evident in the regularly published "Mobile Speed Leaderboards" by Google and the Mobile Marketing Association. In the so-called “1-Second Club” of the ranking lists, only the creme de la creme can be found in terms of speed. Every website renders the first visible content, the "First Contentful Paint" in less than a second! Such top values are only created by the fastest and best optimized websites.

As a proud winner of a TYPO3 Award 2019 and as an enthusiastic coding enthusiast, we are very familiar with tough challenges. That is why we are happy to accept Google’s challenges. We want to help you get closer to the ambitious Pagespeed goal of less than a second step by step.

Three Advantages of Pagespeed optimization

The loading time is an important ranking criteria for the Google search algorithm. Accordingly, it also has a measurable influence on the rankings in the search results pages (SERPs). In an interview with the well-known web portal heise.de, Dominik Wöber (Head of Performance Sales at Google) sums up the high relevance:

»The ›weight‹ of the website is the most important factor: How many kilobytes or megabytes are transferred? Another lever is the optimization of JavaScript files. These should be minimized and loaded asynchronously to avoid blocking the rendering process.«

Dominik Wöber Head of Web & App Solutions, Google

In addition, Pagespeed has a major impact on important online KPIs such as the number of visitors, length of stay and conversion rates. Investing in Pagespeed optimization pays off threefold, because short loading times also have positive effects on

  1.      Search engine rankings
  2.      Marketing metrics and
  3.      the user experience

"Only" PageSpeed improvements? Not at all: Everything is getting better!

Users of web offerings today expect, quite rightly, high speed, clear information and a pleasant user experience. It must also be taken into account that web users have become measurably more demanding and also more impatient. Instead of seconds as in the past, every millisecond will count in the future. An excellent value at Pagespeed shows the user that his legitimate expectations are taken seriously and fulfilled. A high loading time and poor page speed, on the other hand, say: the user, his needs, his aspirations, but also his technical requirements (e.g. region with a slower internet connection or contract with less data volume) are not really important to the operator of the website. A better attitude is: to secure the user's acceptance through excellent usability and minimal loading times! Incidentally, the positive reactions of users to fast, understandable and user-friendly websites can be measured:

  1.     Massively falling bounce rates in Google Analytics
  2.     Significantly increasing number of users and user interactions on mobile devices in all regions
  3.     100 ms savings in the PageSpeed may ​​bring about 1% improved conversion rates
  4.     The "slow" marking of a website in the browser that discourages the user is removed after a page has been made faster
  5.     Google and other search engines ensure that quick, clear and quickly crawlable pages are easier for users to find

Optimization of TYPO3, outdated TYPO3 versions, migrations to TYPO3..

In order to find the optimal solution, we proceed individually with every request and every project. We analyze the status quo of loading time (Pagespeed) and search engine optimization (SEO) in TYPO3 as well as in other CMS. We optimize code, content and technology and advise you when you switch to TYPO3 or upgrade the TYPO3 version. Even if TYPO3 is a good solution for many applications, we recommend other CMS for certain tasks. Below are some typical scenarios in which we successfully support customers:

  1.     Problems around the SEO extension of TYPO3 you use
  2.     Sustainable acceleration of your existing TYPO3 application
  3.     Speed ​​optimization for another CMS (e.g. Neos, Contao)
  4.     The TYPO3 version you are using no longer receives support
  5.     Competent support for a complex migration
  6.     Actions after the end of regular support for TYPO3 version v9 in April 2020
  7.     Switch from Wordpress or another CMS to TYPO3
  8.     Procedure after the release of the TYPO3 version v10 LTS
  9.     Optimization of SEO and loading time of online shops or other E-Commerce solutions in order to achieve the extremely good performance required there

Progressive web apps and optimized code audit

In software development for web applications, we consistently rely on intelligent solutions such as progressive web apps. These combine the best of native apps, mobile-friendly websites and classic desktop display and offer decisive advantages:

  •     Thanks to service workers, offline functions are available
  •     Load balancing improves performance while increasing security
  •     In a responsive framework, progressive apps offer numerous features and functions that are otherwise only known from Android or iOS apps

In addition, we achieve significant performance improvements through modern compression and caching solutions. We put a special focus on the correct caching of static content.

Quality assurance is ensured by a testing workflow that has been developed over and over again over the years. In this way, the code audit itself becomes an efficient process that saves time and other resources. Clear diagrams, extensive connection as well as content and SEO evaluations create a meaningful overall picture, which allows very precise adjustments to performance and page speed and serves as a solid foundation for ongoing code optimization.

TYPO3 v10 LTS is announced for April 2020

Another good news: Users of the open source software TYPO3 benefit from the continuous development with regular upgrades without costs for license fees. In conjunction with the ongoing optimization of code, content and content management, loading times are becoming shorter and shorter, which supports good rankings on Google and other search engines. The current TYPO3 versions from v9 already meet the high search engine requirements with regard to crawlability, usability, loading times and semantic structure - without any fee-based TYPO3 extension or manual programming.

The next major TYPO3 update, which is coming soon, will bring a further improvement at a high level: the release of TYPO3 v10 LTS will take place in April 2020. We will of course be happy to advise you on this important topic!

Perspectives and sustainable strategies

When optimizing websites with topics such as SEO, loading time, selection, change and relaunch of a Content Management System, many still tend to expect to solve all problems in one big step - and with a correspondingly large investment - as quickly as possible and for as long as possible. However, after about five years or ten years at the latest, an extensive relaunch is usually necessary.

Because: Digitalization is progressing rapidly, web offers are being used more and more on a mobile basis, SEO expertise among companies and agencies is increasing and content management systems such as TYPO3 are being continuously developed and optimized. The rapid online changes complicate the problem. The consequence: Large, one-off projects investements in TYPO3 or in another CMS require a look into the crystal ball: With reliable forecasts for the development of AI and algorithms, future user requests, new end devices and changing markets - and for many years in advance. In practice, this task mostly turns out to be unsolvable due to the wide range of variables.

So the question is: How is it still possible to keep up with competitors, market changes and technological developments without straining budgets? You can find answers at zdrei.com:

How we work

Continuous development

- About the author -

Altan Tosun

Altan Tosun ist Head of Software Development der zdreicom AG und beschäftigt sich seit über 6 Jahren mit TYPO3 CMS, Webseiten, Suchmaschinen-Optimierung und Entwicklung von digitalen Lösungen.

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