Site Speed: The Ultimate UX Feature for SEO


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Speed matters. Customers expect your web site to load in 2 seconds or less. 40% of them will abandon a site that takes longer than 3 seconds.

In this presentation, you'll find out why speed makes a difference for SEO and how it impacts the user experience. Included are business case data, links to free tools, and everything you need to get started on improving your site speed/performance today to drive better results in organic search engine optimization.

Find out how REI cut their Google crawl time in half while producing a 100% increase in the amount of pages crawled by Google.

PLEASE DOWNLOAD the slide deck to see detailed speakers notes containing much more information!

You can learn more about Jonathon Colman at

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Site Speed: The Ultimate UX Feature for SEO

  1. 1. Site Speed: The Ultimate UX Feature… for SEO
  2. 2. Site Speed:The Ultimate UXFeature… for SEOA case study on how to increase searchengine crawling and online conversionJonathon ColmanIn-House SEO at REITwitter @jcolman
  3. 3. Why Speed Matters to You [ 1|4 ]Customers expect your web site toload in 2 seconds or less.40% of them will abandon a sitethat takes longer than 3 seconds.Source: Forrester/Akamai [via GetElastic]
  4. 4. Why Speed Matters to You [ 2|4 ]For every 1 second of load time,online conversion drops by 7%and overall customer satisfactiondrops by 16%.Source: Strangeloop
  5. 5. Why Speed Matters to You [ 3|4 ]Google uses speed as an organicsearch ranking factor for the top1% of competitive queries.Sources: Google, Matt Cutts [via Search Engine Land]
  6. 6. Why Speed Matters to You [ 4|4 ]A faster site reduces the costs ofboth infrastructure and releasesby 50% or more.Source: Shopzilla [via O’Reilly]
  7. 7. Why Speed Matters to Your Users“ When [web sites] are fast, you feel good. What that ultimately comes down to is that you feel in control. That feeling… translates “ to happiness. — Matt Mullenweg Co-founder of Wordpress Source: Improving Performance in Mature Web Apps 2009 Velocity Conference
  8. 8. • Leverage browser caching • Leverage proxy caching • Cache non-changing files: • JavaScript • CSS • Banner imagesStep #1: Optimize Caching Source: Google Code – Web Performance Best Practices Photo © Flickr user Purplemattfish:
  9. 9. • Minimize DNS lookups • Minimize redirects • Avoid bad requests • Combine external JavaScript • Combine external CSS • Combine images w/ CSS sprites • Optimize order of styles, scripts • Avoid document.write • Avoid CSS @importStep #2: Minimize Round-Trip Times Source: Google Code – Web Performance Best Practices Photo © Flickr user Batigolix:
  10. 10. • Enable compression • Remove unused CSS • Minify JavaScript, CSS • Minify HTML • Defer loading of JavaScript • Optimize images • Serve scaled imagesStep #3: Minimize Payload Size Source: Google Code – Web Performance Best Practices Photo © Flickr user Remi Longva:
  11. 11. • Use efficient CSS selectors • Avoid CSS expressions • Put CSS in the document head • Specify image dimensions • Specify a character setStep #4: Optimize Browser Rendering Source: Google Code – Web Performance Best Practices Screenshot taken by Wikipedia user Korodzik:
  12. 12. The Results: Crawl Time/PageA 50%decrease in the time it tookfor Google to crawl an average page.Source: Google Webmaster Tools – Crawl stats report
  13. 13. The Results: Page Crawl VolumeA 100% increase in the amount oftotal pages Google crawled per day.Source: Google Webmaster Tools – Crawl stats report
  14. 14. The Results: Site PerformanceAn 0.5 second savings in page load time.Source: Google Webmaster Tools – Site performance report [data formatted off-line in Excel]
  15. 15. The Results: Conversion Rate Correlating, significant increases in our average conversion rateSource: In-house web analytics reporting Photo © Flickr user Largeprime:
  16. 16. Get Started Now with Free Tools Review site speed best practices by Yahoo and Google See the Google Webmaster Tools site performance report Learn how to get your site speed data in Google Analytics Use Google’s Page Speed Online tool, Chrome extension Use the YSlow extension for Firefox, Chrome Try out the WebPageTest or Pingdom test suites
  17. 17. Thank You! Jonathon Colman In-House SEO for REI Home: Twitter: @jcolman E-mail:
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