Does A High GTmetrix Score Correlate With A Page One Ranking – Test 1 – 23 Nov 2018

Most SEOs will tell you that web page speed is now a very important ranking factor and we would agree that is important, if for no other reason than for improved user experience. However what evidence do we have to actually support that conclusion. So often in SEO there is little to any testing on the correlation between website speed and ranking. The following test is by no means extensive, but it is a good start and insight into SEO and web page speed testing for improving SEO.

The questions we should ask ourselves are:

  • Why does it seem like so many top ranked website provide such a poor experience in terms of performance yet they still rank so strongly?
  • Does this mean web page speed is not a factor?
  • All top ranked web pages are fast
  • Do I need to be fast to rank

So lets reduce this to something we can sensibly test. The below method of testing for correlation between keyword rank and web page speed is what we will use.

 

Null Hypothesis: H₀: µ = 100% – α=.5 A high score on www.webpagetest.org correlates with a page one ranking for major keywords in your sample.

Method: Test a limited sample of 20 top ranking website pages. We will test the top two non wikipedia type sites website ranked for the top 10 selling niches online with www.webpagetest.org. We will select the top volume keyword from kwfinder.com each niche using the niche as the main keyword.

Note: When a website is listed twice for one keyword. We will take the first url only.

We will use the standard test to Bulles, VA USA on chrome browser, for 3 runs and we will take the best results for our test. Anything under a B average will be a fail and any speed index over 4 seconds will be a fail.

 


Test Data=z:

Our Niche, Keyword and Url List:
Niche: Fitness and Weight Loss

Keyword 1: how to lose belly fat

Url 1: https://www.healthline.com/nutrition/20-tips-to-lose-belly-fat

Url 1 Test: https://www.webpagetest.org/result/181123_4S_e861051e711b763ef2dd02a119545452/

Total Load Time: 12.00

Speed Index: 3.662s  Pass

Rating Avg: 2.6 -C   Fail

Url 2: https://www.rush.edu/health-wellness/discover-health/losing-belly-fat

Url 2 Test: https://www.webpagetest.org/result/181123_ZN_41311c3b9b2a83f1b42ad1f3578e1adc/

Total Load Time: 4.209s Fail

Speed Index: 3.058s  Pass

Rating Avg: 1.4 b+   Pass

Keyword 2: weight loss diet

Url 1: https://www.healthline.com/nutrition/how-to-lose-weight-as-fast-as-possible

Url 1 Test:https://www.webpagetest.org/result/181123_XP_a549432b27c8ed0820c3878fd699466b/

Total Load Time: 14.613s Fail

Speed Index: 4.663s  Fail

Rating Avg: 2 b   Pass

Url 2: https://www.webmd.com/diet/default.htm

Url 2 Test: https://www.webpagetest.org/result/181123_8Q_8300014ffb9ab8d33651e19512546d2d/

Total Load Time: 36.147s Fail

Speed Index: 11.818s  Pass

Rating Avg: 3.4 D+  Pass

Niche: Health

Keyword 1: health

Url 1: https://www.health.com/

Url 2 Test: https://www.webpagetest.org/result/181123_C6_6464f523eb039e786b56773f43d6e635/

Total Load Time: 9.524s Fail

Speed Index: 4.170s  Fail

Rating Avg: 2 b  Pass

Url 2: https://www.psychologytoday.com/us/basics/health

Url 2 Test: https://www.webpagetest.org/result/181123_FS_b84dcdddaa56a1de9fc66698563f9d50/

Total Load Time: 5.138s Fail

Speed Index: 1.668s  Pass

Rating Avg: 1.6 b+  Pass

Keyword 2: health articles

Url 1: https://www.medicalnewstoday.com/popular

Url 2 Test: https://www.webpagetest.org/result/181123_D5_639fe130a8aa2f58fff5e894e7e0a185/

Total Load Time: 10.712s Fail

Speed Index: 4.835s  Fail

Rating Avg: 2.2 b-  Pass

Url 2: https://www.webmd.com/news/articles

Url 2 Test: https://www.webpagetest.org/result/181123_6G_d5d1150a85dd5df27f0b82e3e1ae07c4/

Total Load Time: 12.013s Fail

Speed Index: 10.124s  Fail

Rating Avg: 3 C   Fail

Niche: Dating and Relationships

Keyword 1: dating sites

Url 1: https://mashable.com/roundup/best-dating-sites-for-introverts/

Url 2 Test: https://www.webpagetest.org/result/181123_VX_63a9bb94d6103b55230cbee986b63e9e/

Total Load Time: 15.664s Fail

Speed Index: 8.859s  Fail

Rating Avg: 2.2 b-  Pass

Url 2: https://mashable.com/roundup/best-free-dating-sites-apps-hinge-tinder-okcupid/

Url 2 Test: https://www.webpagetest.org/result/181123_1W_d37e3fb8282aafbc43cb57379eef5c5e/

Total Load Time: 21.463 Fail

Speed Index: 7.422s  Fail

Rating Avg: 2 b  Pass

Keyword 2: dating

Url 1: https://www.dating.com/

Url 2 Test: https://www.webpagetest.org/result/181123_DH_df7a09718e39915b805f380990f16824/

Total Load Time: 1.495s Pass

Speed Index: 1.958s  Pass

Rating Avg: 1.8 b+  Pass

Url 2: https://www.elitedaily.com/dating

Url 2 Test: https://www.webpagetest.org/result/181123_23_50a2ccdabe19b894576bde4cb14eaf61/

Total Load Time: 5.858s Fail

Speed Index: 1.561s  Pass

Rating Avg: 2 b  Pass

Niche: Pets

Keyword 1: pets

Url 1: https://www.petsmart.com/

Url 2 Test: https://www.webpagetest.org/result/181123_G0_43c88dfde03851db4a8447eac77ec239/

Total Load Time: 9.682s Fail

Speed Index: 4.383s  Fail

Rating Avg: 3.6 D+   Fail

Url 2: https://www.petslowcostspayandneuter.org/

Url 2 Test: https://www.webpagetest.org/result/181123_GJ_7647678f90f4d0e7257e042206394679/

Total Load Time: 11.544s Fail

Speed Index: 7.691s  Fail

Rating Avg: 2.4 b-  Pass

Keyword 2: adopt a pet

Url 1: https://www.adoptapet.com/

Url 2 Test: https://www.webpagetest.org/result/181123_MB_1b77efc5731b34caac15e3af929a8285/

Total Load Time: 7.706s Fail

Speed Index: 5.399s  Fail

Rating Avg: 2.2 b-  Pass

Url 2: http://www.adoptapetfenton.com/

Url 2 Test: https://www.webpagetest.org/result/181123_1E_778b25dae2685c8b63402b2f188ce993/

Total Load Time: 1.831s Pass

Speed Index: 6.086s  Fail

Rating Avg: 5 A  Pass

Niche: Self-Improvement 

Keyword 1: personality development

Url 1: http://www.healthofchildren.com/P/Personality-Development.html

Url 2 Test: https://www.webpagetest.org/result/181123_GD_0b3d6341f919f648c048c8860a216dea/

Total Load Time: 3.990s Pass

Speed Index: 1.255s  Pass

Rating Avg: 2 b  Pass

Url 2: https://www.artofliving.org/personality-development

Url 2 Test: https://www.webpagetest.org/result/181123_BN_e43bc09a3d818c4bb2527fdd9ad64ee6/

Total Load Time: 4.094s Pass

Speed Index: 2.430s  Pass

Rating Avg: 1.4 b+  Pass

Keyword 2: self confidence

Url 1: https://www.mindtools.com/selfconf.html

Url 2 Test: https://www.webpagetest.org/result/181123_9V_30d159449f084545b59029caafe94499/

Total Load Time: 5.275s Fail

Speed Index: 2.732s  Pass

Rating Avg: 1.4 A-  Pass

Url 2: https://positivepsychologyprogram.com/self-confidence/

Url 2 Test: https://www.webpagetest.org/result/181123_ME_c0d268085f4ee4d1984600e7cf47f8ae/

Total Load Time: 5.274s Fail

Speed Index: 1.861s  Pass

Rating Avg: 2.2 b-  Pass

Niche: Wealth Building Through Investing

Keyword 1: wealth creation

Url 1: http://waytowealthpro.com/blog/first-law-money-wealth-creation-starts-9-words

Url 2 Test: https://www.webpagetest.org/result/181123_1Y_0703336494c7d848903478d0cddf4434/

Total Load Time: 3.815s Fail

Speed Index: 2.875s  Pass

Rating Avg: 1 A   Fail

Url 2: https://www.forbes.com/sites/investor/2017/05/19/the-secret-sauce-to-wealth-creation/

Url 2 Test: https://www.webpagetest.org/result/181123_R0_a7a7c3c5caf5ca21fc03b66c64530a6f/

Total Load Time: 19.079s Fail

Speed Index: 7.921s  Fail

Rating Avg: 3.6 D+   Fail

Keyword 2: how to become wealthy

Url 1: https://www.inc.com/jayson-demers/the-7-secrets-of-becoming-wealthy-in-your-20s-and-30s.html

Url 2 Test: https://www.webpagetest.org/result/181123_WR_f57fbcf5c746211ba649eec04fb8da3c/

Total Load Time: 9.624s Fail

Speed Index: 2.081s  Pass

Rating Avg: 2 b  Pass

Url 2: https://www.thebalance.com/how-to-become-wealthy-356376

Url 2 Test: https://www.webpagetest.org/result/181123_V3_ee4946fb498fc139a252d465c8adf0be/

Total Load Time: 1.133s Pass

Speed Index: 1.752s  Pass

Rating Avg: 2 b  Pass

Niche: Make Money on the Internet

Keyword 1: earn money

Url 1: https://www.savethestudent.org/make-money/10-quick-cash-injections.html

Url 2 Test: https://www.webpagetest.org/result/181123_09_eec0de9a0cc0b40a8971d3076a9b1dd3/

Total Load Time: 4.170s Fail

Speed Index: 1.858s  Pass

Rating Avg: 1.2 A-  Pass

Url 2: https://www.dollarsprout.com/how-to-make-money-fast-100/

Url 2 Test: https://www.webpagetest.org/result/181123_61_07eba01eddccaf50d07868857d115e3f/

Total Load Time: 5.371s Fail

Speed Index: 2.160s  Pass

Rating Avg: 1.8 b+  Pass

Keyword 2: earn money online

Url 1: https://www.savethestudent.org/make-money/10-quick-cash-injections.html

Url 2 Test: https://www.webpagetest.org/result/181123_1A_1bd02e933847e63686a804d1b8fdce65/

Total Load Time: 3.940s Pass

Speed Index: 1.897s  Pass

Rating Avg: 1.2 A-  Pass

Url 2: https://www.forbes.com/sites/jrose/2018/04/24/make-money-online/

Url 2 Test: https://www.webpagetest.org/result/181123_ZY_1b40c2e15ddc7f8793213d230c9ae76b/

Total Load Time: 18.476s Fail

Speed Index: 7.513s  Fail

Rating Avg: 3 C   Fail

Niche: Beauty Treatments

Keyword 1: makeup

Url 1: https://www.sephora.com/shop/makeup-cosmetics

Url 2 Test: https://www.webpagetest.org/result/181123_JW_0eb906639d7178fc002a0cc30052aafd/

Total Load Time: 5.587s Fail

Speed Index: 3.579s  Pass

Rating Avg: 2.6 C+   Fail

Url 2: https://www.ulta.com/makeup?N=26y1

Url 2 Test: https://www.webpagetest.org/result/181123_P6_3e95b6033108c40f33c0c8d7290d3ed0/

Total Load Time: 4.431s Fail

Speed Index: 2.847s  Pass

Rating Avg: 2 b  Pass

Keyword 2: spa

Url 1: https://www.spafinder.com/

Url 2 Test: https://www.webpagetest.org/result/181123_VW_622bf1f78725f9f9b848ad5a23eb6c94/

Total Load Time: 11.547s Fail

Speed Index: 8.412s  Fail

Rating Avg: 3.6 d+   Fail

Url 2: https://www.spaweek.com/

Url 2 Test: https://www.webpagetest.org/result/181123_30_c51b12cd72c62528c8369c6489c1401a/

Total Load Time: 4.183s Pass

Speed Index: 4.757s  Fail

Rating Avg: 2 b  Pass

Niche: Gadgets and Technology

Keyword 1: gadgets

Url 1: https://www.thinkgeek.com/electronics-gadgets/

Url 2 Test: https://www.webpagetest.org/result/181123_75_06741d2fcf79539e5c0fa0d9a6e5737d/

Total Load Time: 9.146s Fail

Speed Index: 6.468s  Fail

Rating Avg: 3 C   Fail

Url 2: https://www.thegrommet.com/tech-gadgets

Url 2 Test: https://www.webpagetest.org/result/181123_SV_f56302f9fe1b1bca7628d517aad6c872/

Total Load Time: 6.767s Fail

Speed Index: 1.523s  Pass

Rating Avg: 1.2 A-   Fail

Keyword 2: cool gadgets

Url 1: https://awesomestufftobuy.com/gifts/gadgets/

Url 2 Test: https://www.webpagetest.org/result/181123_NE_a9443d002fd9c3b931aabf13c03e1b2c/

Total Load Time: 1.854s Pass

Speed Index: 1.436s  Pass

Rating Avg: 1 A  Pass

Url 2: https://www.coolthings.com/tag/cool-gadgets/

Url 2 Test: https://www.webpagetest.org/result/181123_SZ_0f976c4a98689859d0231a1171d97faa/

Total Load Time: 4.092s Pass

Speed Index: 2.230s  Pass

Rating Avg: 2 b  Pass

Niche: Personal Finance

Keyword 1: loans

Url 1: https://www.eloan.com/

Url 2 Test: https://www.webpagetest.org/result/181123_1N_681eb621382b84408fa679c445efcb0e/

Total Load Time: 4.428s Fail

Speed Index: 2.992s  Pass

Rating Avg: 2.8 C+   Fail

Url 2: https://www.creditkarma.com/shop/personal-loans

Url 2 Test: https://www.webpagetest.org/result/181123_NF_a225bf74f269ec71fbf310e4eea95b10/

Total Load Time: 5.391s Fail

Speed Index: 4.491s  Fail

Rating Avg: 2.4 b-  Pass

Keyword 2: personal loan

Url 1: https://www.rocketloans.com/

Url 2 Test: https://www.webpagetest.org/result/181123_S4_fb9e005a04ef248feb529a53937ee29d/

Total Load Time: 6.633s Fail

Speed Index: 2.816s  Pass

Rating Avg: 2.6 C+   Fail

Url 2: https://www.creditkarma.com/shop/personal-loans

Url 2 Test: https://www.webpagetest.org/result/181123_1V_455b4828eb2fd460646596e72ae13b3a/

Total Load Time: 5.636s Fail

Speed Index: 4.519s  Fail

Rating Avg: 2.4 b-  Pass

 

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time  12  4.209  14.613  36.147
 Speed Index  3.662  3.058  4.663  11.818
 Rating Average  2.6  1.4  2  3.4

Niche: Fitness and Weight Loss

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 9.524  5.138  10.712  12.013
 Speed Index  4.170  1.668  4.835  10.124
 Rating Average  2  1.6  2.2  3

Niche: Health

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 15.664  21.463  1.495  5.858
 Speed Index  8.859  7.422  1.9558 1.561
 Rating Average  2.2  2  1.8  2

Niche: Dating and Relationships

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 9.682 11.544 7.706 1.831
 Speed Index 4.383 7.691 5.399 6.086
 Rating Average 3.6 2.4 2.2  1

Niche: Pets

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 3.990 4.094 5.275 5.274
 Speed Index 1.255 2.430 2.732 1.861
 Rating Average 2 1.4 1.4 2.2

Niche: Self-Improvement

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 3.815 19.079 9.624 1.133
 Speed Index 2.875 7.921 2.081 1.752
 Rating Average 1 3.6 2 2

Niche: Wealth Building Through Investing

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 4.170 5.371 3.940 18.476
 Speed Index 1.858 2.160 1.897 7.513
 Rating Average 1.2 1.8 1.2 3

Niche: Make Money On The Internet

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 5.587 4.431 11.547 4.183
 Speed Index 3.579 2.847 8.412 4.757
 Rating Average 2.6 2 3.6 2

Niche: Beauty Treatments

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 9.146 6.767 1.854 4.092
 Speed Index 6.468 1.523 1.436 2.230
 Rating Average 3 1.2 1 2

Niche: Gadgets and Technology

 Metric  KW1 url 1 #1  KW1 url2 #2 KW2 url 1 #1  KW2 url2 #2  Total Avg
 Total Load Time 4.428 5.391 6.633 5.636
 Speed Index 2.992 4.491 2.816 4.519
 Rating Average 2.8 2.4 2.6 2.4

Niche: Personal Finance

Result z= x̅-µ₀ / σ / √n : The speed insight and/or webpagetest scores of the pages tested did not correlate with their page one ranking with 100% of them failing to score high in speed insight and/or webpagetest

Conclusion: Our Z score was higher than our Alpha level so we can reject H₀. In english, in the sample a high score did not correlate at all with the rank which means the Null Hypothesis is false.

WIX Verses WordPress A Scientific Comparison – Is WIX Bad For SEO

Is WIX really that bad?

Has anyone who can actually rank a website well tested the difference?

Is there any data proving of disproving whether WIX is worse than WordPress?

 

It is extremely difficult to find any information beyond conjecture on the, is WIX bad for SEO debate. From the outside we can see WIX has a lot of users and there is a lot of search volume about SEO and the WIX platform. Additionally, there is debate about whether it is any good for SEO at all. Certainly most Facebook groups for SEO pros and forums absolutely rubbish WIX for SEO whenever a noob brings it up, with comments such as,

“the best thing for WIX SEO is to copy and paste it all into WordPress”

However, is this the right mindset for an evidence based SEO agency to operate its Search Engine Optimisation workflow? We would argue hell no.  An agency who wishes to be consistently successful at ranking should base their workflow on evidence based practices, not old SEO wives tails. Therefore if warranted a proper science based test should be setup where a hypnosis can be either proven or disproved.  Furthermore, SEO is a competitive industry and being the first or one of few search experts working in a niche can quickly translate in to health profits.

So step one is to form a Null hypothesis and we are going to focus on a litmus test result so show it is positive or negative result under our testing conditions. Then we will devise a method of quick deployment for testing