Advanced Technical SEO SMX Advanced London 2011

5,870 views
5,575 views

Published on

Presentation on day 1 of SMX Advanced London 2011 in the session: What Really Matters in Technical SEO; presentation deck on speed and performance by Martijn Beijk.

Published in: Technology, Travel
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,870
On SlideShare
0
From Embeds
0
Number of Embeds
101
Actions
Shares
0
Downloads
43
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • SEO Consultant Barcelona, Arnhem, The Netherlands Deck with most text ever...
  • If you are on a shared webhosting you are not taking business seriously (you need to be in control!)
  • PageSpeed plugin / YSlow! / Pagespeed API / Webmaster Tools
  • Page Speed
  • Pagespeed API available in W3 Total Cache Pagespeed snippet for Google Analytics available in Yoast Wordpress plugin
  • Pagespeed API available in W3 Total Cache Pagespeed snippet for Google Analytics available in Yoast Wordpress plugin
  • What happens when you optimize Speed ( VX.nl voorbeeld van snelheid webmaster tools) Wat gebeurde in crawlrate -> enorm omhoog bijkomstig nadeel was -> geïndexeerde filters -> canonical tag 'loste' dat probleem op gevolg -> toename verkeer Canonical tag = Strong hint - quote john muller SMX Stockholm 2009 ?
  • Expensive Queries should have indexes. (specifically watch your JOIN clauses ). Engine? MyISAM or InnoDB? http://tag1consulting.com/MySQL_Engines_MyISAM_vs_InnoDB MySQL Memory Table (Engine) Search for how many queries are being indexed and served from memory and work from there. show status like 'key%' Use Indexes ! MySQL EXPLAIN
  • Common Webserver Apache / IIS / Lighttpd / Nginx / other. Application Servers (gunicorn, Tomcat, JBoss, Weblogic, Websphere ) VirtualHost vs .htaccess
  • Market share across million busiest sites
  • What we would like to avoid at all cost (unless you like cute hamsters or fail whales)
  • Common Webserver Apache / IIS / Lighttpd / Nginx / other. Application Servers (gunicorn, Tomcat, JBoss, Weblogic, Websphere ) VirtualHost vs .htaccess Cache PHP, Cache DB Queries, Memcached,
  • VirtualHost vs .htaccess
  • Varnish Cache hit example
  • Lessons Learned
  • Martijn Beijk SEO & Web Analytics Consultant
  • Lessons Learned
  • Advanced Technical SEO SMX Advanced London 2011

    1. Speed & Performance What’s really important in technical SEO? Presented by @martijnbeijk
    2. <ul><li>Martijn Beijk </li></ul><ul><li>SEO & Web Analytics Consultant </li></ul><ul><li>5 years of international experience in online marketing </li></ul><ul><li>International speaker, blogger, writer, lecturer at universities in the Netherlands. </li></ul><ul><li>Maximizing traffic and conversions a.o. </li></ul>
    3. What, where? <ul><ul><li>Why speed matters </li></ul></ul><ul><ul><li>Database optimisation </li></ul></ul><ul><ul><li>Webservers explained </li></ul></ul><ul><ul><li>Why investigate alternatives? </li></ul></ul>
    4. Starting a successful campaign Why speed matters placeholder Speed
    5. Starting a successful campaign Why Speed Matters <ul><li>Google announced: “Let’s make the web faster” </li></ul><ul><ul><li>Google Public DNS </li></ul></ul><ul><ul><li>Page speed webmaster tools </li></ul></ul><ul><ul><li>Page speed for Chrome </li></ul></ul><ul><ul><li>Page speed online </li></ul></ul><ul><ul><li>V8, WebP </li></ul></ul><ul><ul><li>Mod_pagespeed for Apache </li></ul></ul><ul><ul><li>Page speed API </li></ul></ul><ul><ul><li>Page speed load times in Google Analytics </li></ul></ul><ul><ul><li>OH: “Page speed is a ranking factor” </li></ul></ul>
    6. Page Speed API & Analytics
    7. Google Analytics Page speed report <ul><li>If you are using Wordpress </li></ul><ul><ul><li>Already in W3 Total Cache Wordpress Plugin </li></ul></ul><ul><ul><li>Snippet included in Yoast’s Google Analytics Wordpress plugin </li></ul></ul><ul><li>Available in new Google Analytics interface </li></ul><ul><li>Dive into most critical pages (highest load time) </li></ul><ul><li>Conversion rate? </li></ul><ul><li>Correct problems </li></ul>
    8. Google Analytics Page speed report <ul><li>If you are using Wordpress </li></ul><ul><ul><li>Already in W3 Total Cache Wordpress Plugin </li></ul></ul><ul><ul><li>Snippet included in Yoast’s Google Analytics Wordpress plugin </li></ul></ul><ul><li>Available in new Google Analytics interface </li></ul><ul><li>Dive into most critical pages (highest load time) </li></ul><ul><li>Conversion rate? </li></ul><ul><li>Correct problems </li></ul>
    9. Starting a successful campaign Database Optimisation Database Optimization
    10. Starting a successful campaign Database Optimisation (business case) <ul><li>Expensive queries kill load time (5 sec and up) </li></ul><ul><li>Optimisation reduced load time < 3 sec </li></ul><ul><li>Webmaster Tools detected large number of new URLs </li></ul><ul><li>Filters were getting indexed; use robots=noindex or canonical </li></ul>
    11. Starting a successful campaign Database Optimisation <ul><li>Expensive Queries should have indexes </li></ul><ul><ul><li>Log slow queries </li></ul></ul><ul><ul><li>Watch your JOIN clauses </li></ul></ul><ul><ul><li>“ Lazy Programmers Syndrome” </li></ul></ul><ul><ul><li>MySQL EXPLAIN query </li></ul></ul><ul><li>MySQL: MyISAM or InnoDB </li></ul><ul><ul><li>http://bit.ly/mysql_engine </li></ul></ul><ul><li>Use MySQL Memory Tables! </li></ul>
    12. Starting a successful campaign Webservers explained placeholder Webservers explained
    13. Starting a successful campaign Market share for top servers across all domains August 1995 – March 2011 Source: Netcraft, webserver survey march 2011
    14. Starting a successful campaign Market Share across million busiest sites September 2008 – March 2011 Source: Netcraft, webserver survey march 2011
    15. Starting a successful campaign Server Hamster
    16. Starting a successful campaign Best practices <ul><li>Do not forget your application servers </li></ul><ul><ul><li>(e.g. Gunicorn, Tomcat, JBoss) </li></ul></ul><ul><li>Prefer memory caching over disk caching (I/O is slow) </li></ul><ul><li>Use Load Balancing or Proxy Pass to other server </li></ul><ul><li>Set HTTP headers for different types of content </li></ul><ul><li>Expires header, Etag, strip cookies </li></ul><ul><li>Look into alternative webservers </li></ul>
    17. Starting a successful campaign Virtual Host vs .htaccess <ul><li>Using .htaccess should be avoided at all costs </li></ul><ul><ul><li>Virtual Hosts run from memory </li></ul></ul><ul><ul><li>.htaccess is I/O request per folder </li></ul></ul>VS
    18. Starting a successful campaign Benchmark <ul><li>Use software like ApacheBench, Siege (available on any *nix machine) </li></ul><ul><li>See how different types of content are performing </li></ul><ul><li>Do not run on a production server : - ) </li></ul>
    19. Starting a successful campaign Varnish Cache / Proxy Varnish Not in cache Cached results
    20. Starting a successful campaign Why investigate alternatives <ul><li>Super fast & solid alternative solutions </li></ul><ul><ul><li>Wordpress, Twitter, Facebook use them! </li></ul></ul><ul><li>Make your scalable VPS perform even better </li></ul><ul><li>CDN not always necessary </li></ul>
    21. Take aways <ul><li>If you are on a shared webhosting package you are not taking your business seriously </li></ul><ul><li>Quality of programming code (speed!) </li></ul><ul><li>Speed of DB Queries </li></ul><ul><li>Use caching in memory whenever available </li></ul><ul><li>Leverage existing tools for your platform </li></ul><ul><li>Running Wordpress? http://bit.ly/speedupwordpress </li></ul>Lessons learned & takeaways
    22. Martijn Beijk SEO & Web Analytics consultant m.beijk@onetomarket.nl T witter: @martijnbeijk
    23. Take aways The Stig (opening slide): http://www.flickr.com/photos/dreamcreator/5688900923 Oracle HQ: http://www.flickr.com/photos/dahlstroms/4140459965/ Datacenter http://www.flickr.com/photos/arthur-caranta/2925352521/ Image credits:

    ×