Why Is Your Website Slow? How to Repair It?
If a website is loading slowly, it’s probably because some ads are hampering its speed. No one has time to sit and wait for a site to load up and that’s why users prefer faster websites. Of course, there are many other factors that can be blamed for reducing the speed, but ad networks always will be the greatest of them all.
Ad networks are one of the most annoying things on the internet. Since Google realized this, they started to penalize websites which are using too many ads. Not to mention those which are trying to trick you into downloading certain programs you don’t even need.
Nowadays, ads can cause serious issues regarding the performance of the site. Although you can make money by inserting them to your website, the problem is that the ads are poorly designed most of the time and this comes at a high price. Always choose ads which were successfully examined by quality control. This is recommended for those who really want to keep up the number of the visitors on their website.
There is an important principle to should follow when you piece together your website: Give your readers the opportunity to enjoy the content without interfering with their experience. This means that you should use ads that can be noticed and also aren’t too distracting. Maximizing the revenue isn’t the same as adding dozens of ads to a site.
It’s time to talk about how it actually works and what to do if you find yourself in a situation like this.
So, Why Exactly is Your Website Loading Slowly?
At this part, we will discuss the core issues which can cause a website to load slower. We will explain how ads are contributing to your load speed and try to sort of analyze them in general.
Let’s assume that you have a site with a lot of articles. When somebody wants to visit your website to read your most recent content, your computer directly sends back a lot of stuff to the client. Images, files and things like that are all necessary to put together the whole picture. It’s quite simple, until you add ads to the equation. Many times, nasty things could happen when ads are being validated and once they go through quality checks.
If the client wants to read your article, the initial request forces the server to reach out to the ad servers and this can be terrible. This is where the flash, animated images and all other data come from. We are talking about different servers from all over the world. Now, depending on certain technical factors (synchronization, for example) the requested ad won’t be received.
Why is that? It’s probably because the server hasn’t been upgraded for at least a decade. So the ad can’t be sent. Also if the ad is not optimized, it has the capability to hold up all of the remaining ads. Many famous websites have a huge amount of them. Just consider how horrible it would be for them if most of their ads were blocked.
All you need is a more rigorous quality control for your ad providers and networks. With this selection, you can make sure that you don’t request an outdated server in some guy’s basement day by day.
Test the Ad Impact with the Right Tool
There are many options available for testing your website’s front end performance. These tools are all freeware and it’s usually very easy to use them. Enter the URL of your site, wait a few minutes and it will suddenly display all the useful data you need. Some of the best tools you can find on the Internet are:
- Pingdom Tools: http://tools.pingdom.com
- WebPageTest: http://www.webpagetest.org
- GTMetrix: https://gtmetrix.com/
- Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/
Now, let’s see how ad networks are related to the performance of your website.
How Many HTTP Requests do You Have?
A typical WordPress based website has 30 to 150 HTTP requests altogether. Just for example, if you have around 90 of them, then you have optimized your web page pretty well. Speeding up your website is really easy if you know how to manipulate this particular number.
The so called HTTP request simply means that your computer requests new information each time, from certain servers. The processing time always increases proportionally to the number of requests. You may receive the data with great speed, but there is still going to be some latency.
Consider what happens if hundreds of requests are made in a short period of time and the servers are actually from all around the world. That’s a lot of stuff to do. But keeping them low can ensure a great performance for your site.
If we take a look at a website with the ads completely disabled, the page load time will be definitely under 3 seconds, which is considered a fast loading time. The other thing to take into account is the size of your site, but the page size can be around 2MB among image rich websites.
You can use hundreds of ads at the same time but if you turn them on, it can make a huge impact on the performance. The page load time can go up to even 10 seconds and your clients won’t be satisfied for sure. This also means that the size of your website is expanding due to the massive amount of data received.
Just take a look around on the Internet and it’s very easy to find a few extreme examples. Some of them can reach a thousand of HTTP requests when the ads are enabled.
Why is it Important to Vary the Physical Locations?
Ad networks can make a huge amount of HTTP requests, not to mention that you probably don’t even know where their servers are located. There are lots of them, and they can be literally anywhere in the World. If long distances are involved, that just makes the page load time even slower.
Let’s assume that the data comes from hundreds of servers from all across the world. It’s no doubt that your website needs some time to gather all that information. Therefore it’s recommended to cut that number down by using 10-20 different servers instead of a few hundred really bad ones.
Keeping ads From Slowing Down Your Website
I suggest you to change your strategy a little bit, because ads are not the only source of revenue. There are many business models out there that can be less distracting for your readers. If you generate your income only through ads, then it may be quite tough for you to change that, but it’s definitely worth a shot.
Choose Your Ad Provider Wisely
Ad providers with great reputation, generous client guidelines and well-optimized servers can be found all across the Internet. The problem is that you constantly stumble onto the truly bad ones which are not interested in your website at all. They just want their stuff to be on your website. These usually don’t need asynchronous ad loading to operate.
Moreover, you don’t want silly codes like those to be on your website. These guys will surely blame other factors for the longer loading times. However, if you investigate the data correctly, it will turn out that it’s their fault.
These providers will always defend their methods, so they can keep their businesses running smoothly.
Be Very Picky About Your Ads
If you are the one who manages the ads, choose them wisely. Take your time to research the Internet because there are a couple of decent ad networks out there. We have collected a few popular and trusted websites for you:
- Doubleclick for Publishers (https://www.google.com/intl/en/doubleclick/publishers/welcome/): A Google product, which also has some minimum requirements. I suggest you to hire someone who can set this up and also manage it for you. It’s definitely worth the money. DFP is also trustworthy when it comes to performance.
- WordAds (https://wordads.co/): This one runs its ads through the WordPress.com platform. It’s good for WordPress sites which are self-hosted.
- RevenueHits (http://www.revenuehits.com/): Guarantees an outstanding performance. They don’t demand a minimum traffic.
- net (http://www.media.net/): A very large scale of ads, mainly from the Yahoo/Bing network. There is also a minimum traffic requirement to apply.
- Google AdSense (https://www.google.com/adsense): Probably the most popular one. They have a few restrictions, but it’s easy to opt in and implement.
What are Your Income Streams?
In fact, you can make money in a lot of ways, not just by putting ads to your website. You should consider how to start moving away from ads while discovering new revenue streams. Changing your business model is always a good idea, since there are lots of other models which you can check out on the Internet.
Enough is Enough, No More Slow Websites
Try using some of the tools mentioned in this article and say no to slow websites. Put a plan together and take control over the page load time of your site. What do you think? Is it working? Manage your website in a way that keeps your readers satisfied. It’s a lot of hard work, but it’s certainly worth the effort.