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: