Advanced Technical SEO SMX Advanced London 2011

Speed & Performance What’s really important in technical SEO? Presented by @martijnbeijk

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.

What, where?
Why speed matters
Database optimisation
Webservers explained
Why investigate alternatives?

Starting a successful campaign Why speed matters placeholder Speed

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”

Page Speed API & Analytics

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

Starting a successful campaign Database Optimisation Database Optimization

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

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!

Starting a successful campaign Webservers explained placeholder Webservers explained

Starting a successful campaign Market share for top servers across all domains August 1995 – March 2011 Source: Netcraft, webserver survey march 2011

Starting a successful campaign Market Share across million busiest sites September 2008 – March 2011 Source: Netcraft, webserver survey march 2011

Starting a successful campaign Server Hamster

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

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

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 : - )

Starting a successful campaign Varnish Cache / Proxy Varnish Not in cache Cached results

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

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

Martijn Beijk SEO & Web Analytics consultant m.beijk@onetomarket.nl T witter: @martijnbeijk

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:

http://www.stateofsearch.com	71
http://paper.li	6
http://www.linkedin.com	4
http://seduvaq.uvaq.edu.mx	1
http://a0.twimg.com	1
https://www.google.nl	1

Advanced Technical SEO SMX Advanced London 2011

by Martijn Beijk

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