Speed
Where the milliseconds actually are
We don't chase a score — we chase what the visitor feels. Those are different things.
Images
Almost always the biggest weight on the page. Modern formats and correct sizing solve half the problem.
Excess code
Plugins and scripts that load on every page to serve just one.
Server & caching
Correctly configured caching moves the needle more than any code trick.
Visual stability
Pages that jump while loading cost you misclicks and patience.
Web fonts
Badly loaded fonts block reading for whole seconds.
Real-world measurement
We use Google's own field data, not just a lab test.
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