SEO Web Design Case Study For HTTP2 Performance Enhancements

Geoffresh Inc HTTP2 Case Study

The new HTTP2 protocol allows for much faster data transmission which results in a performance boost for websites.  We used our own website to see if this holds true and if we could bring this new technology to our customers. We investigated primarily page load performance with SEO as a secondary benchmark. 

Why use HTTP2?

HTTP2 is the next upgrade in the HTTP protocol. Since around 1999, we have been sitting at HTTP 1.1, and with this new protocol, we could see a boost in performance which in turn would allow for a better user experience and an improvement in SEO.

 HTTP2 Testing Process

We used our own website's homepage to conduct these tests. The first test was a standard benchmark against HTTP1.1 performance. The following tests were with HTTP2 enabled. The tests were completed using four different trial methods: Pingdom (USA performance) , GT Metrix (Global Performance), Desktop with a human watching and counting, and Mobile with a human watching and counting. 

HTTP2 Testing Data Charts and Results

All time is measured in seconds. The Pingdom and GT Metrix Averages are the average of 8 trials. Requests are the number of items the server is requesting. The page size is measured in MB (mega bytes) and the percent difference is always measured against the base of the HTTP 1.1 test. Visual and Mobile tests were a human counting approximately how many seconds it took for the page to render on a desktop (Visual) and an iPhone not connected to a WiFi network (Mobile). GT Metrix tests from various locations around the world, while Pingdom tests from various locations inside the USA where our server is located.

  HTTP1.1 Test  HTTP2 Test 1 HTTP2 Test 2  HTTP2 Test 3 
Pingdom Average  2.32  1.49 1.73   1.72
GT Metrix Average  3.95 3.74  2.56   2.65


2.5   2
Mobile 3.0 
Requests 51  51  51  54 
Page Size 1.5  1.5  1.5  1.5 
Pingdom % Difference    -35.85% -25.11%  -25.59% 
GT Metrix % Difference   -5.38%   -35.13%  -32.91%


Between HTTP2 Test 1 and 2, there is a slight difference in the averages. This can be accounted for in the individual trials as there most likely was an increase in network traffic for Pingdom and a decrease for GT Metrix. The first test was completed in the afternoon while the second was completed in the early morning hours. 

The third test has an increase in requests and a very slight decrease in performance. It was noticed that the deferral of javascripts that we were using caused an issue with the site analytics. When we stopped deferring the javascript, we noticed that more javascript was loaded and analytics returned to normal under HTTP2.  

HTTP2 and TTFB (Time To First Byte) Results.

With the change from HTTP1.1 to HTTP2, we noticed a massive difference of a 92% decrease in the Time To First Byte (TTFB). This is the amount of time that a server takes from the getting the request for data, to the first byte of data to be sent and received by the requesting computer. Having a lower value means that the data is delayed less - meaning faster connection times to the server to start getting the data to render the page. 

TTFB 789 MS 60 MS

HTTP2 Page Speed and YSlow Scores

While completing this test, GT Metrix would also use Google's Page Speed scoring and Yahoo/ Bing's YSlow score. At the end of this test, the Page Speed score was 90% and the YSlow score was at 82%. These numbers could go higher at 95% for pagespeed and 83% for YSlow if we enabled deferral of javascript, but the trade off would be losing accurate analytics for the website.  

SEO Improvement

It was very important that the tests at the end had page load times less than 3 seconds total. This is the threshold that the search engines use to start penalties on slow websites and start sending their pages down the search results.

For the Organic search results, we had compared the 22 days we had this running to the 22 days previous and noticed since starting the test a 99.67% increase in new sessions, 70% new users, a decrease of 23.41 % of bounce rate, and a 75.99% increase in pages per session. One of the most important parts was our conversion rate increase by 400%.

We also noticed a slight improvement in our rankings. On the monitored keyphrases that we are optimizing for, we saw on average a 1 position increase in overall position at the time of this writing. 

Final Thoughts,

HTTP2 has shown that it gives a great improvement to site speed, resulting in better user satisfaction with a website. In addition this can improve the conversion rate of a website as for every 1 second it takes for a page to load, that can cause a loss of 7% of conversions. This is due to the frustration of users not willing to wait for slow webpages. 

Your visitors want a fast website. If you want to improve your visitor's online experience, contact us today for a quote on our Data Driven SEO Web Design

Wednesday, May 22, 2019 Geoffrey Pyrzynski Case Studies 280
SEO Web Design Case Study - SEO Blog For A Specialty Medical Practice Brings In More Qualifed Visitors While performing the SEO and content creation for one of our clients, we were able to bring them more qualified traffic to their website through our new initiative: an SEO blog. Our client uses our SEO Web Design and Internet Marketing Consulting Packages to achieve their success. Blogs can be seen as a chore for businesses, but they do hold hidden potential. It allows the business to have a more conversational voice with their readers and potential clients, patients, or customers. It allows the business to show that they really are constantly moving forward and not just working in a vacuum. In addition, by applying our SEO to their blog, we were able to get additional traffic to land deeper into their website and not just the homepage.
Wednesday, July 19, 2017 Stephanie Pyrzynski Case Studies 1672
Case Study: SEO Website Design For A Dental Practice Geoffresh Inc. July 2017 Read about how we helped a dental practice generate more patient visits to their brick-and-mortar business through a redesign of their practice website. We were able to fully redesign the client's website with an SEO-first approach to attract people who were searching for their services in a very competitive location.
Wednesday, June 21, 2017 Stephanie Pyrzynski Case Studies 1003
Case Study: Building a Brand Roadmap for Successful Social Media Reputation Management and Programs for a Healthcare Organization Geoffresh Inc. June 2017 SEO is the corner stone of an effective website, but social media is the corner stone of a successful online brand image. We were able to help a healthcare organization turn the boat around for their online image by developing a brand roadmap for online reputation management and helping them set up and manage all aspects of their social media profiles. This case study covers the first year (2015) of our ongoing work with our client on their social media reputation and programs.
Monday, October 10, 2016 Stephanie Pyrzynski Case Studies 2315
Case Study: Improving the Health of a Healthcare Institution’s Website Geoffresh Inc. October 2016 Enhancing your online presence starts with having a healthy website.
Tuesday, August 23, 2016 Geoffrey Pyrzynski Case Studies 1301
Google Expanded Text Ads SEM Case Study In August of 2016, google had released an update to its standard text ads. These took the ads from a single headline of 25 characters, and two description lines of 35 characters to two headlines at 30 characters and a single description line at 80 characters. This was a major change that came with the claim that CTR could increase dramatically. We decided to test it out to see if there is a massive performance increase with these ads. We approached some of our exisiting clients to try out the nw format to see if there was an increase in performance.
Tuesday, June 07, 2016 Geoffrey Pyrzynski Case Studies 2415
Case Study: Search Engine Marketing (SEM) Advertising Case Study For Local Entertainment Business
Sunday, February 14, 2016 Geoffrey Pyrzynski Case Studies 3258
SEO Web Design Case Study For HTTP2 Performance Enhancements
Tuesday, November 24, 2015 Stephanie Pyrzynski Case Studies 2736
Case Study: The Value of Search Engine Optimization for a Specialty Steel Manufacturer Geoffresh Inc. December 2015 Search Engine Optimization (SEO) is the corner stone of an effective website. We were able to help a specialty steel manufacturer gain new business through search optimizing their website. This case study involves the data from the first 4 months of our continued service to the client.
Tuesday, November 10, 2015 Stephanie Pyrzynski Case Studies 1629
Case Study: The Value of Search Engine Optimization for an Industrial Supplier Geoffresh Inc. December 2015 Search Engine Optimization (SEO) is imperative in ensuring the success of a business website. Online ads are seen as obtrusive and annoying, people quickly learn how to close them and avoid them.
Tuesday, January 07, 2014 Stephanie Pyrzynski Case Studies 3738
Case Study: The Value of Social Media Marketing for a Product Firm Geoffresh Inc. January 2014 Since July of 2013, we began offering our social media marketing service for our clients. At the onset of this new service offering, we were able to manage the Facebook and Twitter profiles of a product firm. This case study involves the data from 6 months of our continued service to the client.

Sign Up For Our Newsletter