Stay competitive with Connaxis!
Google has activated a system that penalizes Adwords-advertising owners that have slowly loading websites. The company wants to prevent fast visitor drop-outs that cause a decrease in earnings for webmasters and Google itself. Connaxis Creative Outsourcing solutions anticipated on these announcements and accelerated its download times with more than 60%!
In March of this year, Google announced that loading times of landing-pages will be taken into account for its advertisement rates. According to Google, there are two reasons for introducing this penalty system. First, end users that have to wait too long before seeing an advertisement would click away too soon, causing a possible decrease in earnings for webmasters having placed Adsense-advertisings on their website. Second, the ´positive user experience´ of Adwords-advertisings should loose popularity due to slow and sluggish websites. This possibly results in fewer clicks of end-users on Adsense-links.
Google states that they check website loading times of its Adwords-users on a regular basis. Currently, the score for download velocities is calculated based on an average, taking as principle the time that is needed to download the html-code of an entire webpage. In the future, Google also wants to take into account loading times for images, video, flash-objects and java script codes for their calculations. Though, it is not known yet when the search engine giant wants to make this step.
The final ´Quality Score´ can be requested by using the Management Tool in Adwords. Users that receive a low score will have lower advertisement positions, resulting in fewer clicks. In addition, the advertiser will have to pay more.
Connaxis Creative Outsourcing has anticipated quickly on these Google announcements. Connaxis now uses a faster server with more resources, no shared hosting and less server load. A server speed-up was gained by streamlining the server environment (i.e. only enable what you really need, including minor tweaks as disabling Apache .htaccess lookups on each request). Instead of using the slow traditional CGI between our Radiant CMS (Ruby) and the Apache web server, we are now using FastCGI, which has less overhead per HTTP request. An additional decrease in download times was achieved by enabling HTTP compression (GZIP) for HTML, CSS and JavaScript files. This has resulted in an overall 60% improvement in loading times!
Download times
| Connection rate | Download time old server in seconds | Download time new server in seconds | Improvement % |
| 14.4K | 214.02 | 84.97 | 60.3 |
| 28.8K | 111.03 | 43.68 | 60.7 |
| 33.6K | 96.42 | 37.79 | 60.8 |
| 56K | 61.13 | 23.63 | 61.3 |
| ISDN 128K | 24.41 | 8.90 | 63.5 |
| T1 1.44Mbps | 9.61 | 2.96 | 69.2 |
Connaxis would be glad to help your company to become more SEO competitive. Don´t hesitate to contact us for your questions, doubts, or a free price quote!
Best Regards,
Pieter Gussenhoven
Internet marketing specialist @ Connaxis Creative Outsourcing
Mail: pieter.gussenhoven@connaxis.com
Tel: 0031208080017
