Making Web Sites Fast - Greg Keith

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How do you make your Web site blazingly fast? This presentation describes what Google and end-users mean by "fast", and lists some tools to help you get better server response and page load times for …

How do you make your Web site blazingly fast? This presentation describes what Google and end-users mean by "fast", and lists some tools to help you get better server response and page load times for your Web site.

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  • 1. Making Web Sites Fast Greg Keith www.seoservicesboulder.com
  • 2. Why Should Web Sites Load Quickly? ● Home page with new visitor, best brand impression ● Image-rich sites, keep users engaged ● Web sites using full-page background images ● E-commerce sites, fast-loading pages increase sales
  • 3. Does “Fast” Help? Damn straight! Users bounce less, come back more, view more pages, buy more products, share more links from faster sites. Data (Moz study Nov 2013) says: ● Intuit (Velocity 2013) reduced page load times and saw: – +3% conversions for every second reduced from 15 seconds to 7 seconds – +2% conversions for every second reduced from seconds 7 to 5 – +1% conversions for every second reduced from seconds 4 to 2 ● Obama for America campaign site (2011) Kyle Rush showed through A/B testing that a 3-second page time reduction (from 5 seconds to 2 seconds) improved onsite donations by 14%, resulting in an increase of over $34 million in election contributions
  • 4. What is “Fast”? Google vs End-User ● Matt Cutts in Aug 2010: now we count speed, though page speed is just one of 200+ Google ranking factors ● Moz study (Aug 2013): – Is it overall page load time (TTLB)? No, surprisingly page load time in seconds does not correlate with rankings – Is it total size? No, search rankings do not correlate with total page size – Only correlate with rankings is time to first byte (TTFB), meaning server response time is most important Take-away: For Google search rankings, improve server response
  • 5. General Approach ● 80/20 rule – use the quickest, cheapest methods to get a significant improvement ● Most importantly, aim for quick server response and reduce the amount of data sent between the client and the server ● Ensure that you don't reduce data so much that image quality and richness of site experience is lost
  • 6. Front-End vs Back-End Front-end pieces the Web site owner can control: CMS software (WordPress, Drupal, Joomla), Web technologies (CSS, JavaScript, Flash) Back-end elements are on the server (typically a Linux Apache MySQL PHP stack): - software versions - Web server modules (mod_gzip, mod_deflate, mod_SPDY, etc.)
  • 7. (Front-End) Golden Rule Almost all (80-90%) of the end-user response time is spent downloading page components: images, stylesheets, scripts, Flash, etc.
  • 8. Get Your Feet Wet! ● Images – Ensure your images are compressed with tools like Smush.It or Kraken Image Optimizer plug-ins ● Make CSS and JS small and tidy – ensure CSS and JavaScript files are concatenated and minified. ● Compression - Ensure compression is being used by the server, either gzip or deflate (mod_gzip or mod_deflate, httpd -l if you have SSH access). ● Caching - Ensure you have a full-featured caching plug-in like W3 Total Cache, and configure it fully (including adding code to your .htaccess file if necessary). ● Content Delivery Network – If you want to spend a little, you'll likely see massive gains in speed by implementing a Content Delivery Network (CDN) to serve your content from multiple servers, so pages are served from the closest server to the end-user.
  • 9. Best Tools for Improvement ● Browser add-ons like: – Yahoo's Yslow – Google PageSpeed Insights ● Many SaaS site speed tools now available like: – pingdom.com – zoompf.com – gtmetrix.com (combines Yslow & PageSpeed)
  • 10. Yahoo YSlow
  • 11. PageSpeed Insights: Mobile
  • 12. PageSpeed Insights: Desktop
  • 13. Using Pingdom: Grade
  • 14. Using Pingdom: Waterfall
  • 15. Using Pingdom: Page Analysis s
  • 16. Using Zoompf: Grade
  • 17. Using GTMetrix: Grade
  • 18. Better Way to Optimize? ● Better way than just individual optimizing is installing Google's mod_pagespeed into Apache, providing speed enhancements automagically. ● Is available from many hosting providers now, but only available for VPS and dedicated hosting, not for shared hosting servers. ● May be superseded by mod_SPDY.
  • 19. Is Apache Still the Top Web Server? ● Overall of all Web sites:Apache still serves 60.5%, Nginx 20.6%, IIS 13.9% (W3Techs). ● As of July 2013, top 1000 Internet sites were running Nginx (34.9%), Apache (34.5%) and Microsoft IIS (~16%), . ● WPEngine service runs Nginx, EverCache, NetDNA CDN (monthly plans $30/100/250 for 1/10/25 WP installs)
  • 20. Questions/Comments/Rants? Greg Keith www.seoservicesboulder.com