Hey guys. This is Stephen. I'd like to welcome you to another training in the "On page factors section." This is actually going to be a really important one today, guys. This is going to be a money site training, although you could apply this to PBNs, but this is primarily a money site training video. What we're going to talk about today is page's speed on your money sites.
You guys know that there are over 200 factors that Google uses in order to rank a website. What we do is, we try to maximize the most that we can, obviously doing the ones that are most cost-effective for us. Out of all the things that I've taught you on "on page" so far up to this point, I consider them pretty much 100% you need to do them. This is no different. The only reason why this was not included earlier in the training is that this actual tool that I'm going to show you has gone through a couple of changes recently. I wanted for those to settle before I went ahead and did the training.
As usual, there are lots of different tools that you can use to do what I'm about to show you. What I'm going to show you is one that's free and one that's easy. Why is page speed so important? There's many reasons why page speed is important, but the reason why it's important to help you rank is because Google knows that pages that take longer to load than their average competitor are going to provide a poor experience for their user. When someone goes to Google, and they type in a key word, and they click on a website from the search engine results, if it takes too long to load that page, then what happens is a bunch of people don't have patience, so they just hit that "Back" button.
What happens is the user metrics, the on site metrics for that site are very poor, and as a result, its rankings are going to suffer, because when someone searches for something, and they click on your website, and they get to you, if they stay a while and look around, then that tells Google that you were relevant. That means that Google likes you more, because that's what it wants to do. It wants to serve up the most relevant content to its users, so it can then sell its ad words. That's how Google makes its living. It sells advertising. If it provides poor results in its search engine, then less people will use it, and it will make less money. I hope that makes sense.
This is one of those things guys. You pretty much have to do this. This isn't one of those things that you can kind of do or not do or it's [worth important 00:02:57]. You've got to do this. If you don't want to do this for your money sites, you can hire people on outsourcer sites like Source Market or Fiver to do this for you. Some of you, depending on what is actually found by this tool, some of the things are not things that you're going to understand or be able to fix. In that case, you're going to be going back to your webmaster or developer or a lot of these things are very simply fixed by hiring an outsourcer for pretty cheap.
What are we going to do first? The first thing that we're going to do is we are going to test to see where we stand, and to see if there's actually an issue. As usual, what am I going to do? I'm going to use my handy-dandy Lindemann Marketing site that I have used over and over again. I'm going to come here to the Google Developers PageSpeed Insights test. You can simply type in "Google PageSpeed test," and you're going to get this page. Just type in "Google PageSpeed test," and this will be the first link.
Once I'm here, I'm going to simply type in my URL, and I'm going to hit "Analyze." There's other tools that do similar, but this is one of those times where using Google's own tool is actually going to be preferable. I suggest that you use Google's tool first. There's other ones like Gtmetrix that are actually pretty good too that maybe you can use to find some different information, but I highly suggest you start here. What you're going to see is once you put this in, you're going to be given two scores. First is going to be the "Mobile" tab. We have a red 60 out of 100. Think of this like school. What is 60? 60 is a D, so that's pretty bad.
What you're going to notice here is that below each of these things, it tells you what's wrong. These are the red items. These are the items it's saying you've got to fix. Then when you click on each of these individual items, it actually tells you how to fix them. A lot of these are things that you can very comfortably fix yourself. We're going to go over a couple of the others here in just a minute. You want to make sure that your mobile and your desktop are both optimized. If your mobile is slow, it's going to kill it. Your mobile has to be lightning-fast. If your mobile is not lightning-fast, Google will absolutely crucify you in the mobile's apps.
You want to do both, but since a lot of you are more concerned with desktop results, I'm going to start there first. On the desktop, you'll see that we scored a 70 out of 100. This gives us a C ... Border line of a C and D, which is not great. As you scroll down, it's going to show you all the things to do to fix this. What we're going to do is we are just going to go through and we are going to do all these things. It's as simple as that. I'm not going to go through all of these. A simple warning; anytime you change things on your site, you want to make sure that you have it backed at first, which I think is common sense.
In many places, all you're going to do is you're going to replace these. Let's go ahead and go back up. The first one is "Optimize images." Show how to fix. Here it says, "Properly formatting and compressing images can save many bytes of data. Optimize the following images." It's showing you exactly what files to optimize. You could do this by hand with lots of different tools like WP Smush.it and things like that or you could go back to this file. The first one here is marketing sales graph. I'm going to go over here to the contents, and I'm going to go to the images. There is marketing sales graph already optimized. All I have to do for this is simply replace that image on the site with this image.
Doing that obviously is fairly simple, but what you're going to do basically is just go through each of these things. I'm not trying to teach you how to do a web development, so I'm not going to go through each one of these. If you go through each one of these and fix it, then when you come back, your score is going to be higher, and you're going to be able to do what you need to do. Let me show you one. Let's see. Marketing sales graph. I'm going to go here, and I'm going to go to Media Library. I'm logging [up to there 00:08:43]. I am going to find the one that's called "Media sales graph." [Sorry 00:08:53]. I'm pretty sure it's that one ... [Nope 00:08:58], hold on. Let me go back. [inaudible 00:09:04], all right. I'm sure it's going to be the last one I choose. Let me do another one.
I'm on this image [that's 00:09:12] called "Marketing objectives bn." It's brilliant. What I'm going to do is, I see that file here, already [smushed 00:09:23], so that's 114k. This one's 127, so it's not a huge difference, but some of these, it's going to be a huge difference. All you need to do for this is you can come here, and you can click "Edit image," and you can adjust ... I'm sorry guys. Wrong one. My bad, I'm sorry. What you're going to do is you're going to upload. I'm sorry. I apologize, guys. Please forgive me. You're going to go here to under the "Library" and you're going to go to "Add new." You're going to select files, and you are going to choose the download that you just got, and the actual file, and you're going to upload it.
Once you've uploaded it, then it's going to be in this library. Then all you're going to do is just replace that picture with the other picture. I hope that was clear. Sorry if that semi-unclear. The point of this is not for me to teach you how to fix this one error, it's for me to show you that optimizing your site speed for the most part is as simple as going here, and doing what it tells you to do here. If we were to go through and do some of these, we would expect a better score. That's number 1. A couple of other things that you can do. Now I'm logged in to cPanel. There's different versions of cPanel. You may or may not be looking at exactly what I'm looking at. You may have some different buttons than I do. You may not have some buttons.
One of the buttons that you probably have though is going to be "Optimize website." You can find it down here under Software and Services. When you click on this button, what you're going to do is, right here where it says, "Compress all content" ... You see that? I'm going to click "Update setting," and then I'm going to go back. If we remember, I had a 70 out of 100 and a 60 out of 100. Let's go back and see if just pushing that button made any difference. You already see that we raised that by 10 points on the mobile. Look, we went up 8 points on the desktop. All we did was push this one little button. Your site may not have that. Your cPanel may not support that feature. If it doesn't, then that's fine. It's not a big deal. If you're going to go through and do all the things here like I showed you, then you're still going to be able to get scores that are very high.
What are we looking for? We're looking for 90 or better. That's what we really want, is 90% or better. The next thing I want to show you ... Let's say that we've done all of these, and it's still slow, then one of the things that we can do is we can look at some caching programs. We can look at using a content delivery network. Let me explain some of the caching programs first. I'm going to [go to the 00:12:58] popular on air plug-ins, because I know this is one of the most popular. There it is, number 2. Number 2 is a program called "W3 Total Cache." W3 Total Cache, if you install this program, there is basically a one-click optimize button which is going to basically do a whole lot of things to make your site faster. It's going to do a lot of these things here for you.
One thing I want to make sure that you understand, it absolutely has a conflict with Jetpack. Jetpack has its own caching built into it, so if you're using Jetpack on a site, do not use W3 Total Cache. Let me repeat that. If you're using this Jetpack, do not use W3 Total Cache. If you do, you're going to screw your site, and you're going to have to pay someone to fix it probably. For this ... Let me go in here real quickly. I'm going to deactivate Jetpack just for right now. I'm going to go here. You see I already had W3 Total Cache installed. I'm going to activate it. I apologize, someone is blowing up my phone. This is the window that you are going to get. After it's installed, you're going to go to this tab here called "Performance," and then I'm going to go to "Dashboard." Performance and then Dashboard.
What this has is a whole bunch of settings, and once it's enabled, there are some things that are out of the box that are already turned on. The first thing you're going to want to do is perform [a cadic 00:14:55] compatibility check by clicking here. What it's going to do, it's going to go through, and it's going to look and see if there's anything it finds that are incompatible. If you see anything that's incompatible, then you want to make sure you address that before you activate this or don't activate it. To be clear, if you install this on here, and there's a conflicting plug-in, it can mess things up. It doesn't normally. The reason it conflicts with Jetpack is because Jetpack has its own caching built in. That's why. If any of these things are not met, then you don't want to install it.
I'm going to press "Close." Let me see here. You know what, I was going to show you the next thing. I mentioned CDN before. CDN is a content delivery network. I could do a whole video just about that, but instead, I'm just going to do a real quick version of it here. What a content delivery network is ... You may have noticed when you go to lots of big sites: Amazon, eBay, Walmart ... Any of these huge sites, what you're going to see in the URL a lot of times is the letters "CDN" somewhere in the URL. What a content delivery network is this. I'm going to explain this as simply and as straight forward as I can. If it doesn't make sense, feel free to ask in the webinar or in the Facebook group. What a content delivery network does is this.
Right now, this site, Lindemann Marketing, is sitting on a server that's hosted in Dallas, Texas. Anyone in the world who accesses content, that content is being served up from a server in Dallas, Texas. Someone who is in New York, let's say, for them to get that content, it has to pass through a number of other servers on the internet. It's not going to go from my server in Dallas directly to a server New York. It's going to go through multipoints to get there. All that means is that it takes time. It means that the page is going to take longer to load. What a content delivery network does is it is a service ... There are free ones, and there are subscription services, that it takes your content, and it loads it on its machines, and then it will serve it up from servers that are local to the person searching.
If I was using a content delivery network for this Lindemann Marketing site, and someone from New York were to go to my page, they would be getting served up content from a server in New York, not from a server in Dallas. So, obviously it's much faster. I hope that makes sense. What happens is these content delivery networks, basically they have an API connection with your site. They crawl it fairly frequently. Whenever there is new information on your site, it will back it up to their site or push it out to their sites. That's what all the big sites in the world do, because of course, they want to be fast.
You can sign up for those individually, and use those alone. They're very easy to set up. I may even do a video to show you how to do that in the future, but for now, I want to show you that this plug-in, W3 Total Cache, is integrated with a couple of them. The one that's probably the one that everyone uses ... There's two. There's Cloudflare and there's MaxCDN. MaxCDN, I really like this one. I use it most of the time, but this does have a cost to it. If you're going to do that, you are going to log in, and you are going to sign up, and you are going to put some settings in here. Then it's going to feed your blog directly out through its servers.
Step 1 for your site is, you're going to go through, and do the PageSpeed Insights, and fix all of these. If that still doesn't work, step 2, you're going to look at a caching plug-in like W3 Total Cache. If step 2 doesn't work, then you're still going to go to step 3, which is using a content delivery network. I can tell you that for most sites, the cheapest plan like a MaxCDN is enough. That one is going to be like two different domains for like 20 bucks a month or 30 bucks a month, and it goes by bandwidth. The more bandwidth you use, the more it's going to cost the plan. For your local clients, most of them aren't going to be using a whole lot of bandwidth. This is another thing that you can do. You see there is a nice savings thing for MaxCDN in here. It's nice and integrated.
What did we get last time? Last time we got a 78 and a 70. Let me see. I am going to go to "Performance" up here, and I'm going to click on "Empty all caches." I'm going to give that a minute. Now I'm going to go back here. Let's do it again, and see if that made a difference. It may or it may have not made a difference. That, 66 ... Wow, it looks like it went down 2 points. 74, okay. What does that tell us, that it went down? What it tells us is that W3 has actually conflicted with something else on the site, and that's why it's actually moving slower now. On this particular site, if I were to get a response like that, I would look for what is causing the conflict. Obviously, I definitely would not use this.
Remember that too. As you go through, there's lots of more options to configure. There's other things, but in general, if we went through, and we got a worse score, then we would have installed this. Let me go back here, and go back to plug-ins. I am going to turn this off. It is a caching deal, so it may take a few minutes. Let me look. It may take a few minutes before that goes into effect. It's not there yet, but it will. It will go back to what it was before without that. Again, stage 1, you're going to get a page speed, you're going to go through these, or you can consider hiring an outsourcer to do some of these for you if you're not familiar with it.
Step 2, you can look for some various caching plug-ins, and in step 3, you're going to want to look for a CDN. Like this one ... You can use Cloudflare. Let me look here. I think your Cloudflare is still going to be free if you do a smaller plan. Hold on a second. I think your free one ... It's still going to be free. You can use Cloudflare for free. Before you do it, you want to make sure that you understand what you're doing, but basically, what you're doing is you are going to be feeding your content to other servers, which will then serve it up from a more local local location. So, it's going to be faster. If you're using a CDN like this, 100% chance that your speeds are going to go better.
I think that's it for this training, guys. This is one of those things that I would probably just go ahead and do for your clients. If you run through and you check these, and they are already looking good, they are in their 80s or in their 90s, then I'd say that's fine. If you have any, especially, that are in the 60s or lower, I would definitely consider that a priority and get that done. Page speed is one of the things that we know for sure is a ranking factor. Google has admitted it. This isn't one of those things where we're guessing, and we think this may help or whatever. We know that this helps. Again, I apologize. I should have put this in the course earlier, but because of these changes, I decided to wait. As usual guys, I hope you found some good value in this. If you have questions, feel free to ask in the Facebook group or in our next webinar. Thanks guys. I'll see you on the next video.