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Advanced Technical SEO SMX Advanced London 2011
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Advanced Technical SEO SMX Advanced London 2011

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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.

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.

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  • 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
  • Transcript

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

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