In the technical realm of SEO (Search Engine Optimization), many theories and practices are always floating around, with various SEO practitioners passionately advocating for or against them. One of these theories that has been catching waves particularly on the internet lately is the idea of compression as a Google SEO myth. Though it sounds intriguing, is it factual? Or is it simply another of the many SEO myths that constantly circulate the industry? In this blog post, we take a closer look at this discussion.
Compression, in the world of SEO, refers to the process in which data is compressed to reduce the overall file size. This is usually done with the aim of increasing the speed of a website, in terms of both page loading times and website navigation. With the global internet population developing a steadily decreasing patience for slow-loading websites, page speed plays a huge role in achieving a lower bounce rate, an increased dwell time, and as a result, better SEO performance. Google openly acknowledges that speed is a ranking factor. So, given these facts, where is the myth in the equation?
The myth lies not in the essence of compression itself but in its perceived importance in the eyes of Google. While Google does consider page speed, it’s essential to distinguish that it is merely one factor among hundreds in Google’s complex algorithms. Assigning undue weight to the compression devalues other elements that Google might consider more important such as quality content, security, mobile-friendliness, or user experience.
Moreover, despite what some SEO enthusiasts might have you believe there’s a plateau to the benefits compression can provide. While faster page loading times can indeed improve user experience and potentially increase rankings, there certainly exists a point of diminishing returns. A website page that loads in one second compared to a page that loads in one-and-a-half seconds probably won’t have noticeably different SEO performance results, despite the 50% speed difference.
It’s also worth noting that different websites have different needs and audiences. For certain websites that rely heavily on image or video content, larger file sizes might not be avoidable, and focusing on other strategies might bring more effective SEO results. Customization based on a website’s needs and objectives should always be a priority in an effective SEO strategy.
In conclusion, is compression a Google SEO myth? Yes and no. Yes, if we are talking about it being a ‘silver bullet’ for SEO, promising top rankings from compression alone. And no, if we acknowledge it as a valuable but not overwhelmingly paramount part of a holistic SEO strategy.
As with anything in digital marketing, balance is essential. Avoid getting caught up in an all-consuming focus on any one aspect. Instead, take a holistic approach that incorporates a range of factors, including, but not limited to, compression. Your website’s SEO strategy should be a well-rounded game plan that fortifies all major elements onto your site, resulting in organic traffic and higher conversion rates.
