SEO and Performance

Core Web Vitals

Three measurements, taken from real visits rather than a laboratory test. How quickly the main content appears. How quickly the page responds when someone interacts with it. And whether the layout moves about while loading, which is the one that makes people tap the wrong thing.

They are worth taking seriously precisely because they reflect what your customers experience rather than what a test bench reports.

Where the time goes

Nearly always the same handful of causes. Images far larger than the space they occupy. Third party scripts, each adding another connection before anything appears. Stylesheets where a fraction is actually used. Fonts that block rendering. And hosting chosen on price.

What we do about it

Serve images at display size in modern formats. Send only the code a page needs. Defer anything not required immediately. Remove third party scripts that are not earning their place. Configure caching and compression properly. And measure before and after, so the improvement is demonstrable rather than claimed.

Our own site scores 100 across all four Lighthouse categories on mobile and desktop, with a largest contentful paint under a second. We are happy to be judged by it.

Technical SEO

Speed is one part. The rest is making sure search engines can reach and understand your pages: a valid sitemap, correct robots directives, canonical tags pointing where they should, structured data, and no chains of redirects wasting crawl budget.

Measured, not guessed

Every change is measured. If something does not improve the numbers, we say so rather than adding it to a list of work performed.