Site Performance and Optimization

Site speed, loading times, and performance scores are elements that contribute to SEO in a couple of ways. While these factors are a small fragment that search engines consider, their impact on site visitors is potentially more significant. Faster websites tend to reduce bounce rates and increase engagement, which are key factors in SEO. Therefore, although search engines like Google may not rank sites based on these optimizations, the improved visitor interaction they facilitate can positively impact search engine rankings.

Testing for Optimization

Testing for optimization can be challenging. Most testing tools use a simulated environment. While these tools can give an idea of what visitors might experience, they don't provide real-world data. It's important to understand that the results from these tools are approximations and may not fully reflect actual user experiences. Therefore, scores from these tools may not accurately predict how SEO is being affected.

For the most accurate assessment, complement simulated testing with real-world performance monitoring using tools like Google Search Console.

The most accurate testing tools using simulated environments are Google’s Lighthouse and PageSpeed Insights. Both tools leverage Lighthouse technology to provide detailed performance insights.

Note

Google's WebPage Test tool is no longer an industry recommended tool.

Google's PageSpeed Insights and Lighthouse

While not the primary focus, we prioritize real-world performance, our sites can score highly on Google's PageSpeed Insights and Lighthouse if best practices are followed. This is partly because these tools test some of the same metrics as Google's Core Web Vitals.

These tools examine many technical details of how webpages are built and check to see if they adhere to best practices that enable quick loading. The most important aspect these tools evaluate is how the website code is structured. Google ensures that the code is organized in a way that allows the browser to load the content as quickly as possible.

How Optimization is Monitored

If there isn't a tool that tests in a real-world environment, how is optimization monitored? This is where Google's Core Web Vitals come into play. Once a site has around 2,000 unique visitors in a month, a set of metrics are tracked to evaluate performance.

Because it uses real-world data, Core Web Vitals is the most accurate method for monitoring optimization. This approach provides insights based on actual user experiences, making it a reliable indicator of site performance.

Website Builder focuses on these metrics not just for scoring purposes, but because they best reflect what site visitors are experiencing.

Built-In Optimization

Out-of-the-box, Website Builder sites are developed for optimization, focusing on real-world interactions and, ultimately, Google's Core Web Vitals.

While Website Builder sites can score well with tools that test in a simulated environment, these simulations are not the primary focus of our optimization efforts. Although these tools can provide useful information, they may not accurately reflect the built-in optimization.

The out-of-the-box optimizations serve as the building blocks for Website Builder sites. While we provide a solid foundation, the way sites are designed and built can significantly impact their optimization. For instance, placing a video at the top of a page or adding scripts in the head HTML can affect site performance.

Optimizing is an ongoing practice at Website Builder. We will continue to stay up to date and implement changes to ensure continuous improvements.

How do I Increase Google's PageSpeed Insights or Lighthouse?

While Website Builder wishes every website we run would always rank high, it’s not something we can promise. This is because our customers can add their own code, content and designs to the website, so we don’t have full control over what they can or can’t add. For this reason, there are some scenarios in which Website Builder websites will not score in the high 90s.

Below is a list of errors/issues we see Google PageSpeed reporting to us and solutions for fixing them.

Note

There are issues reported by Google that cannot be fixed:

Leverage browser caching
Minify HTML / CSS / JS
Optimize CSS delivery

Render-Blocking JavaScript and CSS in Above-the-fold Content

If you place a map element at the top of your website, a store front above the fold, custom code/script in the header, or embed a custom iframe into a Website Builder website above the fold.

Solution:

Move the map element to the bottom of the page.
Move the store element lower on the page.
Tip
Add an image and helpful text above the store element, so that the store itself is not in the "above the fold" area of the website.
Place the code in the body-end.html file or make sure the script is loaded asynchronously (see Note below).
Tip
To enable async on scripts, alter it as follows:
Old Code: <script src=”https://example.com/script.js”></scrip>
New Async Code: <script src=”https://example.com/script.js” async defer</script>
Please note, while we can offer suggestions, we are not able to assist with custom code.
Move embedded iframe lower down the page or remove it completely.

Images not Optimized

Images may not be optimized due to size or file type, which can negatively impact page speed.

Solution:

Website Builder’s image optimization works only on JPG and PNG images. If you are uploading a TIFF, GIF, or other image formats, Website Builder might not be able to optimize it. If this is the case, we recommend running the image through an image optimization tool. These tools can typically be found doing a quick search for "image compression tool".
Resize large images by downloading, resizing in photo editing software, and re-uploading

Warning

While Website Builder optimizes images to make sure they're compressed at a smaller size, Website Builder doesn't actually resize your image for you in the desktop version of your site. In these cases, you will need to resize in photo editing software and re-upload.

Third Party Website Not Leveraging Browser Cashing

If you include custom code in your website, it will often load from a 3rd party website. If this website does not enable caching, then Google will find this and recommend enabling browser caching.

Solution: Contact the third-party service to request that they implement this change on their server.

Page Too Large

If you have a lot of content on one page, it can load slowly even after we run the optimization tool on your site.

Solution: Consider using less images or dividing up your content and moving to other pages.

Why is Content I have Hidden Showing in Audits?

Website Builder is moving our websites to fully responsive design technology that uses CSS media queries to change the layout, hide content or display different elements based on screen size. This is standard across the web of how content is hidden for smaller or larger screen sizes.

When you hide a widget, section, or any content in the Website Builder editor on a specific device, we hide it using CSS Media Queries. What this means is that the HTML (although hidden on the website) still exists within the web page when a viewer looks at the content.

This can sometimes cause a problem where an audit tool that scans the website will identify this hidden content.

Why Hidden Content isn't an issue with search engines)

Google (and other popular search engines) are able to identify if certain content is hidden and not index it. Google uses a mobile-first index, where they crawl the website using a mobile device. So, you should make sure that the mobile layout has all of the content you expect Google to be able to index and discover.

When Hidden Content is an Issue

If a deceptive tactic is used to hide content, it can be detrimental to SEO. An example of a deceptive tactic is placing repeated keywords on a site for the benefit of ranking and hiding them by setting the font size to 0 or camouflaging the text (making it the same color as the background) to make it not visible to the site visitor. Search engine algorithms are smart enough to recognize this and potentially penalize sites that use it.

This is a deliberate act carried out by a person, Website Builder technology would not do this and is not capable of it.

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30 Day Go Live Plan

February 19, 2026

This 30-day plan is designed to fit into a busy schedule. We aren't rebuilding the internet here; we are just making sure your travel business is seen and heard in all the right places. Think of this as a "Couch to 5K" for your website. By the end of the month, you’ll have a site that Google recognises and customers trust. Your 30-Day "Get Seen" Calendar Week 1: Setting the Foundations (The "Check-In") Focus: Telling the search engines you are open for business. Day 1: Set up Google Search Console. Submit your sitemap so Google can start "reading" your pages. Day 2: Set up Google Analytics 4. Check that it’s tracking your own visits so you know it's working. Day 3: Claim your Google Business Profile. Fill in every detail—don’t skip the phone number or the bio! Day 4: Upload 5 high-quality travel photos to your Google Business Profile. These are your "shop window" images. Day 5: Review: Look at Search Console. Has Google found any errors? If not, great—you’re officially on the map. Week 2: Solving Problems (The "Scratch the Itch") Focus: Finding out what travellers want and giving it to them. Day 8: Go to AnswerThePublic. Search for your top destination (e.g., "Skiing in France"). Pick the 3 most common questions people ask. Day 9: Write a short, helpful 300-word "Quick Guide" on your site answering one of those questions. Day 10: Use Canva to create a stunning graphic for that guide. Post it on your social media with a link back to your site. Day 11: Answer the second question from your list as a new blog post or "Expert Tip" page. Day 12: Review your Google Business Profile. Has anyone left a review? If so, reply with a friendly "Thank you!" Week 3: Building Buzz (The "Digital Recommendations") Focus: Getting the word out and looking like the expert you are. Day 15: Use Canva to create a "Top 5 Tips" checklist for a specific holiday type you sell. Day 16: Share that checklist on LinkedIn or Facebook. Ask people to tag a friend who needs a holiday. Day 17: Reach out to a local partner (maybe a luggage shop or a local cafe) and ask if they’d share your "Top 5 Tips" link on their page. Day 18: Write your third "Answer" post from your Week 2 research. Day 19: Check Google Analytics. Which of your three posts got the most clicks? This is your "winner"—write more like this! Week 4: Refining & Repeating (The "Consistency Loop") Focus: Checking the data and planning for next month. Day 22: Go back to Google Search Console. See if any new "search terms" have appeared. Are people finding you for things you didn't expect? Day 23: Update your Google Business Profile with a "Weekly Update" post about a current travel trend or a new solution you offer. Day 24: Use Canva to refresh your website’s main banner or "Hero" image. Keep it seasonal! Day 25: Look at Google Analytics. Identify the page where people "drop off" (leave the site). Read through it—is it too technical? Make it simpler and more engaging. Day 26: Plan your next 3 "Answer" topics for next month using AnswerThePublic. The "Golden Rule" for Success Don't try to do this all in one day. 20 minutes a day is far better for your business than a 10-hour sprint once a month. Google loves consistency; it shows them you are a reliable, active solution provider.

Go Live - Step By Step Guide

February 18, 2026

Building a successful travel website isn’t a "set and forget" project—it’s more like tending a garden. If you water it regularly, it blooms; if you leave it, the weeds take over. Here is your step-by-step guide to using those five essential tools to keep your business growing. 1. Google Search Console: Your Direct Line to Google Purpose: To make sure Google can see your pages and tell you if anything is broken. Step-by-Step: Verify Your Site: Go to Search Console and add your website URL. You’ll need to prove you own it by adding a small bit of code to your site (most website builders have a simple box for this). Submit a Sitemap: This is essentially a "map" of your site that helps Google find every page. Most sites create one automatically at yourwebsite.com/sitemap.xml. Paste that link into the "Sitemaps" section. Check for "Crawl Errors": Once a month, look at the "Indexing" report. If Google says a page can’t be found, it’s like having a broken link in your shop window. Fix it! The Result: You'll see which search terms people are using to find you. Timeline: It takes 1–4 weeks for Google to start showing your data. Ongoing Effort: Check this once a month. As you add new tours or blog posts, check here to ensure Google has "seen" them. 2. Google Analytics 4 (GA4): Your Business X-Ray Purpose: To see where your visitors come from and what they do before they book. Step-by-Step: Set Up a Property: Sign up at Google Analytics. Follow the prompts to create a "Data Stream" for your website. Install the Tag: Copy the "Measurement ID" (it starts with G-) and paste it into your website builder's analytics settings. Watch the "Acquisition" Report: Go to Reports > Acquisition > Traffic acquisition. This tells you if people are coming from Google, Facebook, or clicking links in your emails. The Result: You’ll stop guessing what works. If your Instagram posts aren't bringing visitors, you’ll know. Timeline: Data starts appearing within 24 hours. Ongoing Effort: Review this weekly. Look for which pages people stay on the longest—that’s the content they find most helpful! 3. Google Business Profile: Your Local Megaphone Purpose: To show up on Google Maps and in local search results. Step-by-Step: Claim Your Business: Go to Google Business and search for your company name. If it’s not there, create it. Fill Every Box: Add your phone number, website, and opening hours. Crucial: Add high-quality photos of your tours or your happy team. Verify: Google will usually send a postcard or ask for a quick video to prove you’re real. The Result: You’ll appear when someone nearby searches for "Travel Agent" or "Tour Operator." Timeline: You can show up within days of verification. Ongoing Effort: Post an "Update" (like a mini-blog post) once a week and reply to every single review. Active profiles rank higher! 4. Canva: Your Visual Hook Purpose: To create professional-looking images that stop people from scrolling past your brand. Step-by-Step: Pick a Template: Search Canva for "Travel Instagram" or "Travel Brochure." Customise with Your Photos : Drag and drop your own holiday photos into the template. Use your brand colours so people recognise you. Download and Share: Use the "Share" button to download high-res versions for your site or social media. The Result: Your business looks like a global powerhouse, even if you’re a team of one. Timeline: Instant. You’ll have a professional design in 10 minutes. Ongoing Effort: Use this daily or weekly. Visuals go out of date fast; keep your "shop window" fresh with new, seasonal imagery. 5. AnswerThePublic: Your Content Crystal Ball Purpose: To find out exactly what questions travellers are asking so you can provide the answers. Step-by-Step: Search Your Niche: Go to AnswerThePublic and type in a destination or service, like "Luxury Maldives" or "Walking tours London." Download the Data: It will show you a "wheel" of questions people ask (e.g., "Is the Maldives expensive in May?"). Write the Solution : Pick one of those questions and write a short, helpful article on your website answering it. The Result: You become the "expert" that Google loves to recommend. Timeline: Writing an article takes a few hours; seeing it rank on Google takes 3–6 months. Ongoing Effort: Do this once a month. Search trends change with the seasons (winter sun vs. summer city breaks), so always check what people are curious about now. The Reality Check Digital growth is a marathon, not a sprint. You won't see a flood of bookings overnight, but by using these tools consistently, you are building an "asset" that works for you 24/7.

The "Get Found, Get Booked" Guide: How to Turn Your New Website into a Busy Travel Hub

February 16, 2026

So, you’ve launched your new travel site. It looks fantastic, the imagery is dream-worthy, and you’re ready to send people on the trip of a lifetime. The only problem? It’s a bit quiet. If your website feels like a luxury resort with no guests, don't worry. It’s a common itch for new sites, and we’re going to scratch it. Here is how we get you off the back streets and onto the high street of the internet. Why Is Nobody Seeing My Beautiful Site? (The Itch) The biggest frustration for any travel business is knowing you have the perfect solution for a holidaymaker, but they simply aren't finding you. You're competing with the giants, and Google can sometimes feel like a VIP club where you’re not on the list. The secret isn't "better tech"—it's being helpful. People don't search for "websites," they search for "where is the best place for a quiet half-term break?" or "how do I plan a trek in Peru?" When you start answering those questions, the traffic starts flowing. The Visibility Roadmap: Your 3-Step Plan 1. Talk to the Search Engines Think of Google as a giant filing cabinet. If you haven't told them you exist, they can't file you under "Amazing Travel Expert." You need to "check in" so they know your doors are open. 2. Answer the Questions Travellers Are Asking Instead of just listing prices, tell stories. Write about the "top 5 hidden beaches" or "how to pack for a safari." When you provide the answers, Google rewards you by putting you in front of the people asking. 3. Get Digital Recommendations In the travel world, word of mouth is everything. The digital version is getting other reputable websites to mention yours. It’s like a "thumbs up" that tells search engines you’re a trusted expert. The Traffic Toolkit: How to Drive Visitors Google's Front Page (Organic Search): This is the long game. By regularly adding fresh, helpful advice to your site, you’ll naturally climb the rankings. The "Scroll-Stoppers" (Social Media): Don't just post "Book Now." Post a video of a sunset or a tip on how to skip the queues at the Louvre. Give them a reason to click through to your site. The Local Map: If you have an office or a specific region you cover, appearing on the map is a "quick win" for building trust. Your Travel Tech Stack: Simple Tools for Big Results You don't need to be a coder to use these. They are your eyes and ears on the web.

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Site Performance and Optimization