Website Compression – SEO Impact

What is website compression?

This can be thought of as simply reducing image and script file sizes to lower the amount of data transferred between web server and user browser. Website compressors including GZIP reduce the size of data on one end and the browser un-compresses the data on the other. This makes for a more efficient transfer and a faster loading webpage. Site speed and performance play a major role in creating a high quality user experience with active engagements. Compression can also be used to improve a websites position in the search results, along side the many other SEO techniques that are explained on WEB SWIFT SEO.

How to apply GZIP compression

Gzip compression is an industry standard that is pretty easy to implement. On an Apache Server simply add the following lines of code to a websites htaccess file like so.

Htaccess example:

<IfModule mod_deflate.c>
#The following line is enough for .js and .css
AddOutputFilter DEFLATE js css
AddOutputFilterByType DEFLATE text/plain text/xml application/xhtml xml text/css application/xml application/rss xml application/atom_xml application/x-javascript application/x-httpd-php application/x-httpd-fastphp text/html
#The following lines are to avoid bugs with some browsers
BrowserMatch ^Mozilla/4 gzip-only-text/html
BrowserMatch ^Mozilla/4.0[678] no-gzip
BrowserMatch bMSIE !no-gzip !gzip-only-text/html

The example above is simply a command to deflate the websites various codes. Reduced data usage will save the user many bytes on their data plan and this can also help to improve the users experience.

What is the affect of compression for SEO?

We are living in the digital era and a modern website should really load in under 3 seconds or at-least not to much longer than 5 seconds. Research shows that up to forty percent of web traffic may leave a site if it takes longer. Website compression is a great way to improve page loading speed across an entire site. When producing a site that loads fast on various devices there are quite a few SEO techniques that are explained in the speed and performance section of this website. Website compression can really assist all the other factors to ensure that the site loading times are the best they possible can. Fast loading websites correlate with successful traffic to sale conversions and can also be attributed to higher site placement in the search results.