On April 9, 2010, Google announced on the Webmaster Central blog that page speed would become a ranking factor. Since then, webmasters and search engine optimizers have been interested in getting rid of unnecessary pounds!
Users expect high-quality content that should be quickly accessible. This is important for an optimal user experience. The good news: everything is much easier on the internet than in real life. With a few lines of code and small tricks, websites can be compressed by 40% to 70%, in some cases even more than that. In this article, I will show you how to do that.
Now you can ask yourself the question: Why should I compress the source code of my website? Uncompressed, it’s just a few hundred kilobytes in size. The answer is very simple: because faster loading websites offer a better user experience, which in turn has a positive effect on the conversion rate, time spent on the page, pageviews, and bounce rate. The conversion rate is particularly important, as this has a direct impact on success in e-commerce.
For example, for the e-commerce giant Amazon, a loading time delay of 100 ms costs them about 1% in sales. Projected over a full fiscal year, this would result in costs of approximately $245 million. These numbers show the drastic impact that the loading speed of a website can have.
You should also take into account the proportion of users who surf the internet on mobile devices - this number is also increasing significantly. The coverage of LTE and 3G still has room for improvement here. That means mobile internet is often pretty slow, making faster page speeds even more important.
A significant improvement in the loading time can be achieved, for example, by the compressed delivery of the data using Gzip or Deflate. This saves money and bandwidth.
For compressed data to be transferred, the client's browser must first request the compressed transmission of the data. This is done via an HTTP request with the specification "Accept-Encoding: gzip, deflate". Either just one, or several compression methods can be specified and the example accepts both gzip and deflate compressed data. It is important that this is just a request and not a demand - as a result, the server does not have to reply with compressed data. If the data is not available in compressed form, it will simply be sent uncompressed to the requesting client.
About 90% of all browsers support compression. Influence on the "Accept-Encoding" setting, or the allowed compression methods of the browser, usually does not exist. Either the browser supports data compression or it doesn't.
The server responds to the HTTP request of the client with a so-called HTTP response. If the server supports compression, the data is then transferred compressed to the client. In the header of the HTTP response, the server then reports, for example, "Content-Encoding: gzip". Otherwise, the requested resource is sent uncompressed to the client.
Depending on the server, compression can be activated using an appropriate configuration file.
Figure 1: Diagram of Gzip Compression
On NCSA-compliant web servers (for example, Apache, which is the most widely used web server), Gzip compression can be installed using the .htaccess configuration file. To do this, the following code must be inserted into the .htaccess file:
Theoretically, this filter can also be applied to other data types (for example .jpg, .gif or .png image files). The file matching would have to be adapted as follows:
However, it should be noted here that these formats are usually already compressed and that the recompression often leads to image files losing quality. It is therefore recommended to compress binaries, such as images, before uploading them and to refrain from compressing them using gzip. Tools like, for example, JPEGmini.com can be used to do that.
If you do not have access to the server's .htaccess file or if you only want to transfer individual gzip-compressed files, you have the option of enabling compression by using the following codes:
<?php ob_start("ob_gzhandler"); ?>
If possible, this function should be placed before the first HTML code.
<?php ob_start("ob_gzhandler"); ?>
<p>This should be a compressed page.</p>
Compressing can also cause errors or risks. You should think about the following points:
1. When using Gzip via https, any flaws in security can be made exploitable. This can cause issues for files containing sensitive information. Compressing file types which contain sensitive information with Gzip is therefore not recommended.
2. Compression should only be applied to file types or files that are not already compressed. Image files are usually already scaled down and should therefore not be additionally compressed by gzip. Recompression can even have the opposite effect and you can end up with a larger file size, or the compression process will take up too much memory.
3. Compression should only be applied to files with an appropriate size. For files that are only a few bytes in size, compression can cause the file to become even larger than the original file.
4. During the compression stage, take care not to compress too much. Often, there is little difference in file size between weak, normal and heavily compressed files. Medium or heavy compression, however, requires significantly more computing power.
5. Since the compression process replaces identical or repetitive strings, the use of variables and class names (for example, in CSS and HTML files) results in a higher compression success than if all variables and classes are named differently and therefore has little potential to provide compression.
To keep the source code clear and concise, developers typically work with line breaks, spaces, indents and other characters that make the source code easy to read. In order to better maintain the source code later on, particularly complicated constructs and sections are often documented with the help of comments.
While the original file of the framework in Version 2.1.4 has a size of about 242kb (jQuery 2.1.4.js (uncompressed)), the reduced file size after removing unnecessary characters and comments is only about 82kb (jQuery 2.1.4.min.js (compressed)). Only by minifying - or the reduction of unnecessary characters - can the file size be reduced by about 66%. A remarkable result.
Abbildung 2: Source code before and after the minifying and uglifying
On top of that, the reduced jQuery file can be reduced by a further 65% using Gzip compression. From the original 242kb, there is in the end only an incredible 29.5kb.
Tip: Since the line breaks, spaces and comments used are very important for the developer and for the quick, uncomplicated maintenance, it is recommended to keep both the file in the original state (with the unnecessary characters) and the optimized / reduced state file. Thus the code can be easily maintained, but for crawlers it's also considerably quicker to download.
In addition, the use of subdomains or a Content Delivery Network (CDN) may make sense. Scripts and resources that are not needed immediately can be reloaded with AJAX.
As a result, even with just a few lines of code and small interventions on the website, an optimal streamlining of the code can be achieved. Since the loading time of the website is an important SEO and ranking factor, every webmaster should deal with this issue over time. The compression of the code ensures an improved user experience that has a positive impact on other metrics, such as conversion rate or length of stay. This in turn represents an important aspect for the entire company's success and leads to satisfied users.
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Published on 03/21/2018 by Christoph Baur.
Christoph Baur is founder and managing director of the Munich digital marketing agency Bits & Passion GmbH. He also lectures in Search Engine Marketing at the University of Applied Sciences Augsburg, and is a proud member of the SEMY Award jury. Christoph has been involved in SEO and online marketing since 2003. His focus is on strategy and technical SEO.