Website Optimization

What is Website Optimization

Website optimization is the process of using modern tools, advanced strategies, and development techniques to meet and exceed business goals. For example, you may use a CDN or a platform such as Layer0, to serve your website’s assets as quickly as possible.

There are a few critical aspects of website optimization, including search engine optimization, page performance, testing, and monitoring. Individually these elements might seem insignificant, but when combined with other optimizations, they could have a noticeable impact resulting in double-digit increases in conversions and revenue.

Ensure end-to-end customer satisfaction from visibility to user experience, all the way through bottom-line growth.  

How to Optimize Your Website

Search Engine Optimization

According to a study conducted by BrightEdge, over 50% of website traffic and 40% of revenue comes from organic search. But users cannot purchase what they cannot find.

Search engine optimization (SEO) is the process of making your site better for search engines. This will not only increase organic traffic but will establish trust and credibility for your site as well. With the current state of the web, a higher search rank equates to relevant and quality content, security, usability, and the most recent accolade – a great user experience.

Here are only a few steps that MoovForge takes to boost your search engine optimization:

Ensure that Google Can Find and Understand Your Website

MoovForge develops websites using the latest JS frameworks and specializes in building headless websites that decouple your frontend from your backend. Breakaway from your monolithic or legacy platform and gain the scalability, performance, and optimization that comes with going headless.

Concerned about speed? Speed is our specialty. Our team has been focused for years on delivering extremely fast experiences. While the definition of website speed has varied over the years, we have been working with customers on the metrics that matter to them, no matter what they are. Not only will we commit to bring your Core Web Vitals to the highest thresholds defined by Google for a majority of your pages in the Google Search Console, but we will also optimize your Lighthouse score, and in most cases will be able to get it to 85+.

Optimize Your Content

Leveraging UX design is a great way to keep both search engines and users happy. Below are a few techniques: 

  • Make content easy to read – Organized headers, short and digestible blocks of copy, and graphics can help with usability and SEO, such as using bulleted or numbered lists to result in featured snippets in Google. 
  • Utilize header tags – Correctly using header tags that define what the page is about and include the page’s primary keyword. Subheaders should be organized with Header 2 and Header 3 tags. This way search engines know what the page’s relevant content is. 
  • Bring the page to life with images or videos – Graphics not only break up the page and illustrate key points but properly naming and sizing these elements can also boost SEO. Our full-service team includes a design studio that can handle all graphical needs.

Make Your Site Mobile Friendly

In 2015, mobile traffic became just as prevalent as desktop traffic. Now, more than half of all online purchases come from a mobile device. The mobile version of your sites is predominantly used by Google for indexing and ranking. To ignore mobile responsiveness is to ignore SEO, and more importantly – the majority of your potential users. 

Having a responsive web design is the best practice. This means that the same HTML code is sent to all devices and CSS is used to alter the rendering of the page on the device. This is ideal for SEO because Google’s algorithms can automatically detect the CSS, JavaScript, and images in this setup.

Improve the User Experience

Website speed has been a ranking factor since 2010, and each year there is increasingly more granularity on what constitutes a high-performing site. In the past few years, Google has rolled out dozens of initiatives to make the web faster. Just a few initiatives that impact SEO include:

  • 2018 Speed Update: Mobile page speed officially became a ranking factor 
  • May 2020 LCP Update: Google announces that the Largest Contentful Paint metric would be included in the search algorithm
  • Nov 2020 Visual Indicator: A plan was announced to test a visual indicator in the search results, highlighting pages that have great page experience 
  • Jul 2021: Page Experience Update is launched, making Core Web Vitals a ranking factor

The search giant’s latest initiative has been a major milestone and sent shockwaves across the digital world. The inclusion of Core Web vitals means both business leaders and developers need to put focus on improving website performance to boost SEO.

Website Performance & Core Web Vitals

Optimizing your website for performance leads to a better user experience and increased conversions and revenue. Deloitte Digital found that just a 100-millisecond improvement in website speed leads to an 8.4% increase in conversions, 9.2% lift in average order value, 5.7% drop in bounce rate, and 5.2% improvement in customer engagement. Simply put: website speed equates to bottom-line growth.

Starting to focus on performance optimization is daunting. Where do you start? What’s important to focus on? Fortunately, the Chrome Team just made things a little easier by providing the digital community with three performance-based metrics called Core Web Vitals that, if optimized, will bring great page experiences and enable people to engage more deeply.

Core Web Vitals

In July 2021, Google began incorporating Core Web Vitals into the search ranking algorithm. Core Web Vitals is a set of performance-based metrics that have a major impact on a web page’s speed, stability, and responsiveness – and therefore have a substantial impact on the user experience. When a page passes these metrics, a user is 24% less likely to abandon, or bounce from, your site. The individual metrics of the Core Web Vitals are as follows:

Largest Contentful Paint

Our Product Managers are agile delivery specialists, who work with our clients to translate a vision into requirements, and lead our talented, multidisciplinary teams to achieve the desired outcomes for every project.

First Input Delay

We design beautiful, user friendly experiences that drive measurable results. We aim to strike a balance between aesthetics and functionality, while keeping a constant focus on success metrics and optimization.

Cumulative Layout Shift

Our architects have experience with integrations of all kinds, and will ensure the application is setup in a sustainable and efficient manner, while our engineers deliver custom, high quality, performant code in an agile fashion.

Speed Is Our Speciality

We Build The Fastest Websites on the Internet.


How to Optimize for Core Web Vitals

Let’s break down each of the Core Web Vitals, one by one, along with useful techniques and tools to optimize your experiences with these metrics in mind. 

Speeding up Largest Contentful Paint

Four factors primarily affect LCP score, including slow server response times, render-blocking JavaScript and CSS, resource load times, and client-side rendering. Here are a few solutions to improve these issues:  

  • Route users to a nearby CDN
  • Cache assets
  • Establish third-party connections early
  • Remove unnecessary CSS, deferring non-critical CSS and inline critical CSS
  • Optimize and compressing image, text, and JavaScript files
  • Use server-side rendering or pre-rendering

Improving First Input Delay 

Heavy JavaScript execution is the main cause of poor FID scores. Optimizing how JavaScript parses, compiles, and executes on your web page will directly reduce FID. The following solutions can help reduce the blowback:

  • Identify slow third-party scripts (250 ms or longer)
  • Reduce and compressing code and removing unused code
  • Keep network request counts low and transfer sizes small

Reducing Cumulative Layout Shifts

Poor Cumulative Layout Shift scores are generally due to dynamically injected content, web fonts, or lack of dimensions on images, ads, and iframes. The following suggestions help you minimize these errors: 

  • Including exact dimensions on your images, video elements, ads, and iframes
  • Avoiding popup ads or banners
  • Use font-di

Going Beyond Web Vitals for Superior Performance

If your team can go beyond optimizing for Core Web Vitals and adopt website technology that is fool-proof when it comes to delivering speed, reliability, and flexibility – then you need to assess your tech stack.  

Delivering a highly performant website calls for modern, composable infrastructure. The foundations of a best-of-breed tech stack consist of these four key elements:

Headless Architecture

To take your site headless means to separate the frontend logic from the backend via APIs. The benefit of this approach is that it allows teams to curate a tech stack with the best tools, platforms, and systems for their unique business needs.

Going headless alleviates many of the pain points developers often face, including handling high traffic, improving site speed, and pushing updates quickly through frequent deployments. It also enables you to use and build on top of a modern JavaScript library, leverage new tools, and accommodate future technology and use cases.

Server-Side Rendering

If your team can go beyond optimizing for Core Web Vitals and adopt website technology that is fool-proof when it comes to delivering speed, reliability, and flexibility – then you need to assess your tech stack.   Delivering a highly performant website calls for modern, composable infrastructure. The foundations of a best-of-breed tech stack consist of these four key elements:

Predictive Prefretching

Predictive prefetching utilizes machine learning and data analytics to improve the perceived performance of a website. By consuming data from an analytics source, such as Google Analytics, your app can prefetch resources most likely to be chosen, considering the user’s behavior.

CDN With Edge Computing Capabilities

CDN networks have grown and improved, making cache retention a key contributor to website performance. However, as the internet evolves, an increasing portion of each website content has become dynamic and personalized to each user. Unfortunately, most CDNs won’t cache this type of data, offering little to no improvement in speed. You must have a CDN that can cache dynamic content at the edge. Edge-computing CDNs, such as Layer0, see unheard levels of cache hit ratios, averaging in the 95%-99% range. As a result, these sites stay 5 seconds ahead of a user’s Tap.

A/B Test, monitor, and analyze

Performance has to be measured, monitored, and refined continually. For example, once a new page is live you still may notice dropoff. You would then go on to Google Analytics or another monitoring tool to help you understand the root of the issue. If it’s not obvious, you’ll need to incorporate A/B testing to play with page design, look and feel. 

There are a few tools that can help you understand how users perceive your performance. Google Search Console will help you with search analytics. Chrome UX Report (CrUX) is a database of performance metric results from real-user data and can be used to understand your performance against your competitor. RUM monitoring tool provides Core Web Vitals analytics by the minute, instead of waiting for 28-days to a month with CrUX. PageSpeed Insights (PSI) analyzes the content of a web page, then generates suggestions to make that page faster. Keep in mind that PSI has both lab and field data on the page. 

  • Lab data: Synthetic testing tools collect data in a reproducible environment with a predefined device and network settings. This is best used for development, as it will help you identify, isolate and fix performance issues. 
  • Field Data: Data from real user interactions from the web. It’s important to optimize for field data, as this is what search engines are basing rank from

Fast-paced testing, analyzing, and monitoring culture is essential to consistently improve your conversion rates and UX over the long term and can lead to new insights into your customers. 

Bottom Line

Optimizing your website for users and performance will have enormous benefits to your customer retention, team velocity, conversions, and revenue and MoovForge makes it easy. 

While navigating best practices for website optimization or performance gains, there’s a lot to get through. We focus on four things: 

  1. Optimizing your SEO
  2. Passing Core Web Vitals
  3. Testing and monitoring your website
  4. Upgrading your tech stack for modern and flexible tooling

Succeeding in a single area above can have a massive impact on your bottom line. If you continue experimenting and testing over time, you can use your credibility, customer longevity, modern technology, and ROI to transform your business.