Media
Media
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Web Performance Testing vs Search Engine Optimisation (SEO)

Director: Specialised Services

Bruce has over 17 years of consulting experience in performance and non-functional testing. The technical and analytical ability of the teams he’s built allows him to architect technical testing solutions for clients across a variety of industries, including retail, legal, banking, insurance, pharma and mining. Bruce has built strong partnerships with industry vendors, and worked with various international clients in structuring and implementing testing solutions within multi-supplier programme environments. He holds a B.Sc. Honours in Financial Mathematics and various other certifications.


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Increasing the number and quality clicks on your company’s website is generally done through a process known as Search Engine Optimisation, or SEO. More specifically, the increased quantity and quality of traffic should mostly be organic – in other words, web traffic that you don’t have to pay for. This is achieved in a variety of ways, but most commonly by optimising the content of your website to make it more attractive to search engines like Google and Bing.


Why is SEO important?

One of the most credible ways of improving the credibility of your business is by creating a website that’s easily discovered through search engines, and the way to make your website more appealing to search engines is through SEO. The reason for this appeal is that you’re building a presence based on genuine content, since search engines aggregate and rank websites based on the quality of their content. Yes, you can pay to be included in search engine listings, but paid sponsorship is far less appealing – and credible – to potential customers than organic listings.


What are the benefits of SEO?

The idea behind improving your SEO strategy is simple: getting more quality hits on your website. Customers that visit your site without being prompted to do so by ads are more likely to be genuinely interested in your products and services, and therefore to engage your business. This is a powerful tool not only for marketers and PR professionals, but also sales teams that gain insight into credible leads from website visitors.


How is SEO linked to Core Web Vitals?

While Google’s Core Web Vitals are not technically needed for SEO, by optimising Core Web Vitals you naturally improve the user experience of your website, which in turn has a measurable positive impact on SEO. Since search engines like Google group website URLs based on similarity, and only consider Field data (actual user traffic, as opposed to Lab or computer-generated traffic), Core Web Vitals are an important link between SEO and the technical metrics we use to measure the efficacy and performance of websites in isolation from real-world usage.


As such, SEO and Core Web Vitals should be seen as two halves of the same coin. While the impact of one may not be directly reflected in the other, combined they give us a number of different ways to keep websites optimised, relevant and most importantly, attractive to your customers.


Bruce Zaayman
About Bruce

Bruce has over 17 years of consulting experience in performance and non-functional testing. The technical and analytical ability of the teams he’s built allows him to architect technical testing solutions for clients across a variety of industries, including retail, legal, banking, insurance, pharma and mining. Bruce has built strong partnerships with industry vendors, and worked with various international clients in structuring and implementing testing solutions within multi-supplier programme environments. He holds a B.Sc. Honours in Financial Mathematics and various other certifications.