Google has long been known for a simple, streamlined approach; the company’s flagship search engine put an early and enduring premium on an uncluttered approach and plenty of white space.

The increasing diversity and complexity of Google’s integrated products has forced the company to make some compromises in that area. This is especially true with the Google+ social network and its various components -- all of which include an increased attention to design, and some of which actually include animated graphics, a feature that would have seemed almost anathema in Google’s earlier days.

So it seems almost like a conscious compensation or reaction that Google’s latest announcement is all about the classic goal of speedier page loading. “Page Speed Service” promises improvements of up to 60%, which Google accomplishes by optimizing the nuts and bolts of the web page.

Ram Ramani, Google Engineering Manager on the Make the Web Faster Team, describes the details on the official Google Code blog. “To use the service, you need to sign up and point your site’s DNS entry to Google. Page Speed Service fetches content from your servers, rewrites your pages by applying web performance best practices, and serves them to end users via Google's servers across the globe. Your users will continue to access your site just as they did before, only with faster load times. Now you don’t have to worry about concatenating CSS, compressing images, caching, gzipping resources or other web performance best practices.”

While the service will eventually cost money (to be determined at a later date), Page Speed Service is currently being offered for signup to “a limited set of webmasters free of charge”. There’s no other choice but to have Google host the optimized page, however; if that’s not an option, Google is happy to remind users of their earlier projects geared toward optimizing speed: the two-year-old Page Speed browser extension for Chrome and (for now) Firefox, or the much newer Page Speed Online API, which most likely has many of the tweaks that the new service will apply (and if you’re among the many using an Apache 2 HTTP server, there’s also mod_pagespeed, which also applies many of the same ‘best practices’ for speed’s sake).


James Lee Phillips is a Senior Writer & Research Analyst for With offices in Dallas, Las Vegas, and New York, & London, IBG is quickly becoming the leading expert in Internet Marketing, Local Search, SEO, Website Development and Reputation Management. More information can be found at Gillece Heating and Plumbing Provides Plumbing Services to Pittsburgh, PA. Gillece Services prides themselves on impeccable customer service and high success rates.