Multi-criteria analysis of web page optimization methods and their impact on search engine rankings
Abstract
Introduction: Web page loading speed is one of the critical factors influencing website rankings in search engines. Slow loading negatively impacts user experience; consequently, it may lead to losing potential customers and decreasing conversions. Moreover, in an increasingly competitive environment, speed optimization becomes an essential part of effective website development, directly affecting a site's success online. Purpose: To perform a multi-criteria analysis for identifying the most effective web page speed optimization methods for a specific website. Results: We develop a hierarchical model of criteria to evaluate the effectiveness of various optimization methods, incorporating server-side, network, and client-side indicators for webpage loading speed. In addition, we analyze webpage optimization methods using a specific website as an example. The results demonstrate that implementing deferred media content loading (lazy loading) provides the most significant improvement. Certain optimization methods show no meaningful impact on the server-side and network performance criteria. Based on these findings, we have created a second website employing the most effective webpage optimization techniques. As a result of a comparative experiment, the optimized website demonstrates substantial improvements across all key metrics, such as the number of visits, duration of visits, page views per session, and a decrease in bounce rate. Practical relevance: The benefits of this study and the proposed model enable developers to make informed decisions when selecting the most effective methods to optimize web page loading speed.
