Site Speed: The Ultimate UX Feature for SEO

Site Speed: The Ultimate UX Feature… for SEO

Site Speed:The Ultimate UXFeature… for SEOA case study on how to increase searchengine crawling and online conversionJonathon ColmanIn-House SEO at REITwitter @jcolman

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]

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

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]

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]

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

• 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: flickr.com/photos/purplemattfish/3020016417/

• 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: flickr.com/photos/batigolix/3551295473/

• 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: flickr.com/photos/remilongva/4387118403/

• 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: en.wikipedia.org/wiki/File:NCSA_Mosaic.PNG

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

The Results: Page Crawl VolumeA 100% increase in the amount oftotal pages Google crawled per day.Source: Google Webmaster Tools – Crawl stats report

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]

The Results: Conversion Rate Correlating, significant increases in our average conversion rateSource: In-house web analytics reporting Photo © Flickr user Largeprime: flickr.com/photos/largeprimenumber

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

Thank You! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com

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Site Speed: The Ultimate UX Feature for SEO

by Jonathon Colman @jcolman

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