Google PageSpeed Insights: Accelerate Your Site for Better SEO

Explore how Google PageSpeed Insights can improve your site's loading speed, a key factor in optimising your SEO and user experience

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When we launched our BeBranded website, our first obsession was to make it visible on search engines. After all, the speed at which a website loads is a key factor in SEO and user experience. So how do you improve your search engine ranking and how do you use (and understand) Google PageSpeed Insights?

Let's take a step-by-step look at how this tool works and how it can radically transform the speed of your site.

Why Site Speed is Essential for SEO

The speed and overall structure of your site is a key factor for your SEO. These metrics will ultimately improve your ranking, as search engines favour fast-loading sites in their results. What's more, a fast, efficient site gives your visitors an optimised experience, reducing the bounce rate and increasing the time spent on the site.

What is Google PageSpeed Insights?

Google PageSpeed Insights is a free tool developed by Google to help website managers analyse and optimise their pages. It analyses the content of a web page, then generates suggestions for making it faster and more effective.

How does it work?

Google PageSpeed Insights is a very easy-to-use tool, so all you have to do is enter the link for the site you want to analyse. For this article, we're going to use our own site, wait a few seconds and your report is ready!

You'll see a detailed report with 4 on-screen scores ranging from 0 to 100, available for both mobile and desktop versions. Let's take a look at these 4 criteria together and understand each key point.

Google PageSpeed Insights Score

Performance Score

This score takes into account 5 main metrics:

  • First Contentful Paint (FCP): Measures the time taken for the page to display the first piece of content.
  • Total Blocking Time (TBT): The total time the main thread was blocked, preventing user interaction.
  • Speed Index: Shows the speed at which a page's content is visually displayed.
  • Largest Contentful Paint (LCP): Records the time it takes for the largest piece of content on the page to load.
  • Cumulative Layout Shift (CLS): Measures visual stability, indicating how often page elements move during loading.
Google PageSpeed Insights Metrics

The aim of this tool is to understand where the problems come from and, above all, how to solve them, which can be found just below.

Google PageSpeed Insights Opportunities

In this section you can easily identify the important points to change. Here we can see that we have 1 opportunity which could save us just under a second (which is not to be underestimated)! By clicking on each item, you can quickly see which elements are blocking the process and how to solve these problems.

There is often an explanatory page shared under each point, which is often a great help in understanding how to solve the problem. You can also directly ask an AI to identify the problem and find a solution, depending on your no-code application.

Accessibility Score

This score assesses the extent to which your page is accessible to users with specific needs, such as those who use screen readers or have navigation difficulties. A high score indicates that your site is well designed to be accessible to all users, including those with disabilities. The accessibility score is based on a number of criteria, such as:

  • Text legibility
  • Keyboard navigation
  • Correct use of ARIAL tags
  • Colour contrast
  • Presence of alternative text for images

Please note that there are manual actions to check, as Google PageSpeed Insights is not able to analyse all elements on its own.

Google PageSpeed Insights Manually Checks


Good Practice Score

This score reflects your site's compliance with best practice standards for web development. A high score means that your site follows generally accepted recommendations for creating a secure, high-performance and reliable site. This score takes into account aspects such as:

  • Page security (e.g. use of HTTPS)
  • Absence of obsolete plugins
  • Good coding practices
  • Performance and efficiency of script loading
Google PageSpeed Insights Best Practices

Search engine optimization (SEO) score

This score assesses the ease with which search engines can understand and index your page. A high score indicates that your site is well optimised to appear in search results. SEO in PageSpeed Insights focuses mainly on the technical aspect of SEO, such as:

  • The presence of meta tags (title, description)
  • The HTML structure (correct use of headings, H1, H2, etc.)
  • Mobile-friendliness
  • The presence of a sitemap file and a robots.txt file
Google Pagespeed Insights SEO Check

What is the benefit?

Google PageSpeed Insights gives everyone detailed information about the loading speed of your website. With just one click, the 4 criteria show you where your site stands and how to improve it. What helps us on a daily basis at BeBranded is that PageSpeed Insights does not just highlight problems, it also provides concrete suggestions for improving your site's performance. Finally, the tool is free and easy to use even for non-experts, making it accessible to a wide range of users looking to improve their website's performance.

At BeBranded, using Google PageSpeed Insights is an integral part of our commitment to providing websites that are not only visually incredible, but also perform well and are optimised for SEO. If you're looking to improve the speed and performance of your website, we're ready to provide you with our expertise and bespoke solutions for maximum impact.

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