Google Should Seriously think for Poor Performing Ad Serving Cloud Servers and Content Delivery Network before they can judge others’ websites’ performance. Very hard and true critic. We are using the best possible Cloud Server with Load balancers (The Rackspace Cloud) and the best Content Delivery Network possible (Akamai), our bottleneck for performance becoming Google Ads – sadly and sarcastically its Google who asks to make a webpage loading faster!
Number of Ads is not a factor, factor is poor quality infrastructure
Google Double Click Ad server (and CDN) fails at every points – its delivery is very slow when compared to two giants in Content Delivery Network world. Asynchronous loading through Double Click (i.e. not using Adsense codes directly) thankfully makes the page loading a bit faster, but there is no credit of Google itself – its asynchronous itself making it a bit faster. Browser caching of static assets fails due to no max-age or expires head (the main js will not change, its the call that varies, there is no point not to optimize it), static CSS and JS are not combined, CDN is not detected for ad.doubleclick.net CDN by Google’s beloved (and standard) Webpagetest.org, there is no cookie usage.
Number of Ads will not matter if they are served from faster CDN and unless the website has over 10 big Ads.
Let us verify our statement
It is of a random post page (not homepage) tested on webpagetest.org. Cache static content is F is not due to Akamai, Rackspace or our fault – its clearly due to Google’s Double Click :
Running a business today needs more outsourcing
Google’s only good point is the power of search engine. No search engine can even come closer. This is their the best point, but it is becoming the negative point – simply because – Google, Microsoft and Apple – all of them believes on home production to maximize the revenue.
It is never possible for one company to create all products excellent. Its not fault, its the rule of nature. Monopoly can not change the rule of nature. Google, right now is an Advertisement company. That is not bad, the bad is, for their major business, they are lagging 5 years behind in Global Content Delivery when compared to Globally recognized CDN giants.
Failure to deliver Ads from Optimized server means Failure of Leadership on Cloud
This horrible test is of plus.google.com. Only a 15 KB PNG file takes 1652 milliseconds to load. This is the image sprite of their branding. Its horrible – even with SSL, Akamai takes 258 ms for the same file to load.
The corollary is more bad if you think deeper – a small blog or website may be ranked lower for page speed and web performance, but if its a bigger one, it will not matter (performance of Microsoft and many giants are also bad) much! Do not think about us, think about a good informative small blog who can not afford a high performance server or CDN.
From SEO point, it clear that only Backlinking that matters !
So, our example good informative small blog has no value as – it loads slower, has less backlinks (backlinks means investment of money!).