Make Your WebsiteReally Really Fast

#itbcon17

SearchBrothers.com Former Google Search Quality for Your SEO

Speed Matters!

The Why!

SearchBrothers.com Former Google Search Quality for Your SEO

Ranking Factor

http://sbr.link/fmp

Crawl Speed

User Experience

"Speed is the most important factor, after site attractiveness, to increasing flow in users. People who are more engaged

while browsing your site will learn faster and show an improved attitude and behavior toward your site." – Andy King

http://sbr.link/ict

User Experience

image credits:http://sbr.link/jnq

Reputation

"The damage of poor performance is

lasting." – Joshua Bixby

http://sbr.link/fqj

Profit

"Every 0.1 second increase in load time decreases sales by 1%"

http://sbr.link/sra

Profit

"Increasing page load time from 0.4 seconds to 0.9 seconds decreased traffic

and ad revenues by 20%."http://sbr.link/sra

Take Away

For profit, user experience, reputation and SEO:

Speed matters!

The How!Front-End

SearchBrothers.com Former Google Search Quality for Your SEO

Perfect Scores?

http://sbr.link/jjjhttp://sbr.link/tvr

http://sbr.link/mzh http://sbr.link/cld

Content First

http://sbr.link/xkw http://sbr.link/sih

Critical Path Rendering

http://sbr.link/qur

Mobile Friendliness

http://sbr.link/ygm

Page Load

http://sbr.link/wfw

Optimize CSS

● Minify CSS

● Avoid CSS conflicts (multiple IDs, overriding rules, etc)

● Don't use CSS inline of HTML tags

● Load CSS using deferred and async Javascript

● Load critical CSS in the HTML HEAD

● Reduce CSS libraries to only what is actually neededhttp://sbr.link/puq

Optimize JS

● Minify Javascript

● Implement Unobtrusive Javascript approach

● Load Javascript using deferred and async attributes

● Load Critical Javascript in the HTML

● Reduce Javascript libraries to only what is actually

neededhttp://sbr.link/eachttp://sbr.link/fyz

Optimize Images

● Choose the right format (e.g. JPG vs PNG-8 vs PNG-24)

● Compress

● Use Sprites (http/1.x only)

● Defer Loading (lazy loading)

● Use width and height attributes

● Use lightweight faviconhttp://sbr.link/ile

Cutting The Mustard

Avoid Loading 404's

Avoid Loading Redirects

Resource Hints

http://sbr.link/rh

Take Away

Focus on making the primary content as quickly as

possible available to users.

Next Steps?

The How!HTTPS

SearchBrothers.com Former Google Search Quality for Your SEO

SSL

HTTP Archive Top 100

Mozilla Firefox

Password Fields

Everything HTTP

Challenges: Certificates

Challenges: Certificates

Challenges: TLSim

age credits: http://sbr.link/ehdhttp://sbr.link/tls

Challenges: OCSP Stapling

http://sbr.link/cli

Challenges: HSTS

http://sbr.link/hsts

Challenges: HSTS

Advantages: AMP

http://sbr.link/amp

Advantages: Progressive Web Apps

http://sbr.link/pwa

Advantages: HTTP/2im

age credits: http://sbr.link/jrz

Advantages: HTTP/2im

age credits: http://sbr.link/ihh

Advantages: HTTP/2 Server Push

http://sbr.link/preload

Advantages: HTTP/2 Server Push

image credits: http://sbr.link/hgc

Advantages: HTTP/2 Server Push

http://sbr.link/lbd

Advantages: HTTP/2 Header Compression

http://sbr.link/hpack

Ultimate Resource on Moving to HTTPS

online.marketing/guide/https

Take Away

Take full advantage of HTTPS to speed up your website.

The How!Back-End

SearchBrothers.com Former Google Search Quality for Your SEO

Compression

http://sbr.link/gzip

Server Response

Server Response

image credits:http://sbr.link/jnq

Server Response

Server Location

Server Resources

Profiling

http://sbr.link/weo http://sbr.link/eka

Database/Query Optimization

image credits: http://sbr.link/uxl

Runtime Choices

● Operating System (Windows, Linux, etc)● Server Software (Apache, Nginx, IIS, etc)● Database Choice (MySQL, PostgreSQL, NoSQL, etc)● Scripting Language (Python, PHP, Ruby, Javascript,

ASP, Java, etc)● Profile custom code (e.g. loops, DB lookups, etc)

Memory Caching

http://sbr.link/sbd

Disk Caching

http://sbr.link/sbd

Example

Regional Caching (CDN)

Edge Caching

image credits: http://sbr.link/mny

http://sbr.link/ccdhttp://sbr.link/vdx

Browser Caching

http://sbr.link/olchttp://sbr.link/cng

Take Away

Lots of speed gains possible in back-end optimization (and is often neglected).

Measure Success

Consider This!

"Given the choice between making something my problem, and making something the user’s problem, I’ll

choose to make it my problem every time." – Jeremy Keith

Fili Wiese

SEO Consultant

Penalty Recovery Expert

Former Senior Google Support Engineer

Former Senior Google Search Quality Analyst

SearchBrothers.com Former Google Search Quality for Your SEO

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