Uses Long Cache TTL

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Uses Long Cache TTL checks whether static assets (scripts, stylesheets, images, fonts) are served with a long browser cache lifetime. Short or missing cache headers force repeat visitors to re-download assets they already have, wasting bandwidth and slowing page loads.

Uses Long Cache TTL

When a browser downloads a file, the server can tell it how long to keep a cached copy via the Cache-Control header. If max-age is set to one year, the browser skips the network request entirely on the next visit and loads the file from disk cache — instant. If max-age is short (minutes/hours) or missing, the browser must re-validate or re-download the file every visit. For static assets that rarely change, a long TTL is one of the most effective performance optimizations available.

Why It Matters

Returning visitors load pages significantly faster when static assets are served from cache.
Even a 304 (Not Modified) response requires a full round-trip — a long cache TTL skips the network entirely.
Lighthouse flags resources with a cache TTL under 30 days and calculates the total wasted bytes.
Good caching reduces server load and bandwidth costs in addition to improving user experience.

How to Fix It

Set Cache-Control: max-age=31536000 (1 year) on static assets like JS, CSS, images, and fonts.
Use content hashing in filenames (e.g., app.3f8a9c1.js) so browsers fetch a new file when content changes while keeping long TTLs.
Set short TTLs only on HTML pages that need to reflect updates quickly. Static assets should always be long-cached.
Use immutable in addition to max-age for hashed filenames: Cache-Control: max-age=31536000, immutable.
Audit third-party resources. CDN-hosted libraries usually have good caching, but verify your own CDN or server configuration.

Common Mistakes

Setting short TTLs on JS/CSS files "just in case" — use filename hashing instead to enable cache busting without short TTLs.
Forgetting to set cache headers at the server/CDN level — many default configurations serve no Cache-Control header at all.
Caching HTML pages for too long — users won't see content updates until the cache expires.
Mixing versioning strategies — some files hashed, some not — leading to inconsistent cache behavior.

Bottom Line: Set long cache TTLs on static assets and use filename hashing for cache busting. Your repeat visitors will load pages almost instantly, and your server will handle fewer requests.

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Synonyms: Browser Caching, Cache TTL, Cache-Control Max-Age

What Does "Liquid Purple" mean?

noun | / LIK-wid PUR-pul /

(biochemistry) Also known as visual purple or rhodopsin — a light-sensitive receptor protein found in the rods of the retina. It enables vision in dim light by transforming invisible darkness into visible form. Derived from the Greek rhódon (rose) and ópsis (sight), its name reflects its delicate pink hue and vital role in perception.
(modern usage) Liquid Purple — a digital marketing agency specializing in uncovering unseen opportunities and illuminating brands hidden in the digital dark. Much like its biological namesake, Liquid Purple transforms faint signals into clear visibility — revealing what others overlook and bringing businesses into the light.

Origin: From the scientific term rhodopsin, discovered by Franz Christian Boll in 1876; adopted metaphorically by a marketing firm dedicated to visual clarity in the age of algorithms.

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Uses Long Cache TTL