Site Performance = Page Speed Insights Score

Is your website fast? I mean objectively fast.

There are several tools to measure the performance of your site, and GTMetrix is my personal favorite. However, when it comes to SEO what matters is how fast Google thinks your site is, and the measure of this is the Page Speed Insights score. This is a tool provided by Google for website developers, and is based on something called Lighthouse, Google’s internal performance measurement technology.

So while GTMetrix or might tell you that your site is fast, and maybe subjectively it is for your visitors, when Google is factoring your site’s performance into quality score for search ranking what really matters is Page Speed Insights score.

Is this you?

Enter your website URL to check your site performance in a new tab, go ahead and do it now:

Anything other than a score above 90 means that your ranking in organic search results is impacted negatively. Page speed is a factor in the quality score for paid search too, so you could be paying more for advertising clicks from Google unless your landing pages have a high performance score.

Currently, page speed performance is weighted heaviest for mobile browsers, but Google plans to increase the importance of Core Web Vitals in the coming months across all device types. For better or worse, Google is shaping the future of the web, and the fastest websites (in their opinion) will be the winners.

Improving Page Speed Insights score can be very technical, but it doesn’t need to be a large investment. Typically, there are a handful of surgical improvements that can dramatically increase your score, and for an experienced performance analyst will take only 4 or 5 hours of effort.

Would you like to get your site into the green? Fill out our contact form for a free consultation, or just email us directly at

Consumer Conversion Core Concepts

Online marketing is dominated by anecdotes. This worked in my last job, so let’s do it. Or I read about this technique on LinkedIn from someone I admire.

There’s nothing necessarily wrong with this; in online marketing and especially consumer marketing, testing, learning, and failing fast is essential. However, for any marketing initiative it’s important to understand context – what needle, specifically, is this initiative trying to move? Conversion Rate is the obvious one, but can be misleading. Not all conversions are “good” and, in fact, you can often improve marketing performance with a reduction in conversion rate. Let’s try to break down consumer conversion to understand what is going on; I’ll be focusing on website conversion for now, not apps. Here are some core concepts:

  • Site Traffic: visitors coming to your website and being exposed to your attempts to convert them into a customer
  • Conversion Rate: of all unique site visitors, the percentage that turn into paying customers.
  • Lifetime Value (LTV): your expected total revenue from a customer; easy to calculate for one-time purchases, but more nuanced for SaaS.
  • Channel: how the customer originally came to your site, e.g. direct, paid or organic search, referral, etc.
  • Pay-Per-Click (PPC) Cost: paid marketing where you pay for each click on your ads.
  • Cost-Per-Action (CPA) Cost: paid marketing where you typically pay only for converted customers; common with affiliate marketing.
  • Cost to Acquire a Customer (CAC): often thought of as only paid marketing costs (e.g. Google, Facebook, affiliates), but there is more…
  • Cost to Onboard a Customer (COB): this cost is usually in employee time, often hidden in the Customer Success or Integration departments.
  • Sales Costs: if you have a sales team, their salaries and commissions are indirectly part of your CAC.
Continue reading this article… “Consumer Conversion Core Concepts”