Special Offer: FREE website speed test for Google ranking

Google PageSpeed

Google uses page loading speed as a ranking factor.

Your report will show you your page's overall speed score (1 to 100), comprehensive speed metrics, actions to take to reduce loading time.

Click to get your free test

New Explore Minnesota website is accessible, mobile-friendly and optimized for search but needs speeding up

13 February 2020 (Edited 13 February 2020)

Faster-loading images should fix the speed problem

As the result of a digital marketing audit conducted in 2018, Minnesota state DMO Explore Minnesota Tourism this week launched a new version of its website ExploreMinnesota.com.

Objectives of the redesign were to improve accessibility and mobile-friendliness.

How did the developers do? Here are results we got from tests of the home page:


Evaluating against WCAG 2.0 (Level AA), open-source AChecker developed at the University of Toronto finds Distinguishability errors related to the use of italic text. That's not a bad result coming from this analyzer, and the fix is easy.

Mobile Friendliness

The Google Mobile-Friendly Test rates the home page Mobile Friendly but notes that some resources - including an XHR request by Googlebot that was blocked by robots.txt - couldn't be loaded. Not bad.


To speed up launch, new sites often go live without a lot of attention to SEO. But this one is in good shape from Day 1, getting a score of 93/100 from SEO SIte Checkup. Complaints include empty IMG ALT attributes (AChecker saw this also) and use of inline CSS styles. Very good for a new site.

Loading speed

Now, the bad news. Google PageSpeed Insights scores the home page 11/100 or (really) SLOW (where SLOW is below 50/100). Lab Data show a Time to Interactive of 20.1 seconds.

Opportunities this test finds include:

  • Properly size images, potentially saving 6.75 seconds
  • Serve images in next-gen formats (JPEG 2000, JPEG XR, WebP), potentially saving another 6.15 seconds
  • Other recommendations include avoiding multiple page redirects, avoiding enormous network payloads, speeding up JavaScript, avoiding excessive DOM size.

Bottom line

Good for a new site, just needs some tweaks.

If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.

David Boggs    - David
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Share This Article

Visit Website
4/5 based on 1 vote.
Show Individual Votes
Tags , , , , , , ,
Related Listings
External Article: https://www.exploreminnesota.com/

Sorry, you don't have permission . Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread:

Previous Article | Next Article