Voices of Search Podcast: Measuring How Speed Impacts SEO & UX

Episode Release Date: February 13, 2025
Host: Jordan Cooney, Pre Visible
Guest: Matthew Edgar, Partner and Technical SEO Consultant at Elementive

Introduction

In this insightful episode of the Voices of Search podcast, host Jordan Cooney delves deep into the intricate relationship between website speed, Search Engine Optimization (SEO), and User Experience (UX) with guest Matthew Edgar. As a partner and technical SEO consultant at Elementive, Matthew brings a wealth of knowledge, especially from his recently published book, Speed Metrics Guide.

Understanding the Importance of Website Speed

Jordan opens the conversation by emphasizing the critical role of website speed in SEO and UX. He reflects on their previous discussion about Core Web Vitals, setting the stage for today's focus: "measuring how speed impacts SEO and UX."

Jordan Cooney highlights, “It's not just about SEO; it's about the connection of why these metrics matter and what it ultimately does for your website” [03:02].

Insights from Speed Metrics Guide

Matthew introduces his book, Speed Metrics Guide, describing it as a comprehensive resource that explores various metrics essential for measuring website speed beyond just Core Web Vitals. He explains, "each chapter focuses on an individual metric and the book follows the process of how a website is loading from the initial connection to the website all the way through to the end" [02:14].

Key takeaways from the book include:

• Comprehensive Metric Analysis: The book doesn't limit itself to technical aspects but also ties metrics back to user experience, making it accessible for marketers, designers, and non-technical professionals.

• Collaborative Improvement: Matthew stresses the importance of every team member's role in enhancing website speed, not just developers. He states, “so many people have a role to play in improving website speed. It's not just for developers” [04:17].

Breaking Down Website Speed: Detailed Metrics

The discussion transitions to dissecting website speed into specific, measurable components. Matthew emphasizes the complexity of the question, "how fast is my website?" and advocates for breaking it down into more precise metrics.

Matthew Edgar explains, “A website is really just a process, right? There are lots of different things that have to happen during that process” [05:36]. He categorizes the loading process into:

1. Initial Connection: Time taken for the browser to connect to the website.

2. Content Painting: How quickly content begins to display on the page.

3. Interactivity: The time it takes for users to interact with the page elements effectively.

By dissecting these stages, Matthew advises focusing on specific metrics rather than a broad question, enabling a more targeted approach to optimization.

Interpreting Metrics for SEO and UX Improvement

Jordan likens the multifaceted nature of website speed to a track and field event, emphasizing the need to assess various "skills" or metrics to enhance overall performance.

Matthew Edgar expands on this by discussing how different metrics impact user experience. For instance, he introduces Interaction to Next Paint (INP), a metric that measures the responsiveness of user interactions. He advises against evaluating metrics in isolation, stating, “don’t just look at it in Isolation” [11:12]. Instead, he recommends a holistic view:

• Contextual Analysis: Combine metrics from different loading stages to understand the broader picture.

• Prioritization: Identify which metrics have the most significant impact on user experience and focus improvements accordingly.

By doing so, teams can pinpoint exact issues and address them more effectively, enhancing both SEO performance and user satisfaction.

Practical Considerations During Site Migrations

The conversation shifts to practical applications, particularly during major site migrations or redesigns. Matthew advises that while speed optimization is crucial, it should not overshadow other critical aspects of the migration.

He emphasizes, “you want to get to a good enough point on each of these metrics. That doesn't necessarily mean you need to hit Google's ideal threshold” [16:27]. The focus should be on ensuring that:

• Performance is Adequate: Metrics should be optimized enough to prevent hindering user experience and SEO but not at the expense of other site functionalities.

• Balanced Optimization: Prioritize improvements that offer significant user experience benefits without overburdening the migration process.

Conclusion and Final Thoughts

Jordan and Matthew conclude the episode by underscoring the ongoing nature of website optimization. It’s not a one-time effort but a continuous process of evaluating and improving based on evolving metrics and user expectations.

Jordan Cooney summarizes, “this is a constant evolution. It's not just a single effort to reach an ending, but it's a process of continuing to improve and execute on just not only your performance and speed, but the whole experience that you provide your users” [17:28].

Matthew agrees, reinforcing the importance of understanding and utilizing a spectrum of metrics to foster a better user experience and superior SEO performance.

Notable Quotes

• Jordan Cooney [03:02]: “It's not just about SEO; it's about the connection of why these metrics matter and what it ultimately does for your website.”

• Matthew Edgar [05:36]: “A website is really just a process, right? There are lots of different things that have to happen during that process.”

• Jordan Cooney [07:35]: “You gotta take all those different types of skill sets and body types and capabilities to have a whole track meet.”

• Matthew Edgar [11:12]: “Don’t ever just share one metric. Make sure that you share context and have that entire story presented in the metrics you share.”

• Matthew Edgar [16:27]: “You want to get to a good enough point on each of these metrics. That doesn't necessarily mean you need to hit Google's ideal threshold.”

Further Resources

• Matthew Edgar's LinkedIn: [Show Notes Link]
• Matthew Edgar's Book - Speed Metrics Guide: [Show Notes Link]
• Jordan Cooney's LinkedIn: [Show Notes Link]
• Pre Visible Website: previsible.io
• Voices of Search Website: voicesofsearch.com

For those eager to enhance their website’s performance, SEO, and user experience, this episode offers a treasure trove of actionable insights and expert advice. Dive into the detailed metrics, embrace a holistic optimization strategy, and continuously evolve to meet user expectations.