Just Mortgage Brokers, SEO Success
Achieving a PageSpeed score of 100/100: Optimising PageSpeed for SEO Growth.
Overview
PageSpeed is a key ranking factor for Google. We’re often told that content is king in SEO, and that to a certain extent is true. However, for a truly holistic SEO campaign to be able to get off to the best start, it’s important to have a great technical foundation to work with.
The Brief
As the mortgage market declined in 2023, we assessed pain points for our client’s website, and whilst working alongside cleaning up and refreshing old content, we also looked at their technical SEO. The site was “passing” Core Web Vitals; however, the performance scores were in the poor range of 36–40 on mobile.
The Execution
Alongside the client’s main SEO strategy, we executed a full PageSpeed Audit on the website, investigating each issue outlined in the PageSpeed report.
The issues were prioritised by urgency, then broken down into achievable steps to be tackled by our development or SEO teams.
The Results
It goes without saying that we increased the client’s performance scores to 100/100.
We also increased their Speed Index score from 5.2s to 1.1s, a 78.84% increase in site speed. This means that when testing using tools like Pingdom, we are seeing a loading time of 0.23 seconds.
All of this technical work was completed alongside refreshing 4 to 5 pieces of old content per month over the course of 2023.
But, what does this translate to in terms of actual return on investment for the client?
- A 46.18% increase in clicks when comparing the first quarter of 2024 to the same period in 2023.
- An 83.33% increase in click-through rate
- A 19.8% increase in the average position of the website.
These statistics from Search Console led to:
- A 45.23% increase in organic users on the website
- A 12.45% increase in engagement rate
- And, most importantly, a 17% increase in leads.
Does this mean that we’re finished with technical SEO? No, absolutely not. Technical SEO should be monitored on an ongoing basis to ensure that web updates don’t negatively impact performance.
For a free technical SEO audit contact our digital team today.
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