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Web Server SEO:
Make your TTFB faster!
Ash New
Senior SEO Manager @ Virgin Media O2
slideshare.net/AshNew1
@AshNewSEO
WEB SERVER SEO
Fast
#brightonSEO | @AshNewSEO
Fast
Reliable
#brightonSEO | @AshNewSEO
Fast
Reliable Crawlable
#brightonSEO | @AshNewSEO
Fast
Reliable Crawlable
#brightonSEO | @AshNewSEO
Fast
#brightonSEO | @AshNewSEO
Why am I here?
#brightonSEO | @AshNewSEO
+
#brightonSEO | @AshNewSEO
Functional
Teams
Cross-Functional
Teams
Marketers Developers
Product Managers
Delivery Team
#brightonSEO | @AshNewSEO
What an SEO needs to
know / not everything
an SEO could know
How do we make it fast?
The metric to measure the time between a request for a
resource and when the first byte of a response arrives.
TTFB
Time To First Byte
GOOD
NEEDS
IMPROVEMENT
POOR
800 ms 1800 ms
#brightonSEO | @AshNewSEO
LCP
TTFB
Resource
Load Delay
Resource
Load Time
Element
Render Delay
HTML Document
LCP Resource
Document Stylesheet Image Script
Time
TTFB precedes every other meaningful
user experience metric
#brightonSEO | @AshNewSEO
Redirects Cache DNS TCP Request Response Processing Load
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
MINIMISE
REDIRECTS
Redirects Cache DNS TCP Request Response Processing Load
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
Each redirect can add up to 80ms to TTFB
Source: Matthew Edgar 2019 Case Study
https://www.matthewedgar.net/do-redirects-add-to-website-speed/ #brightonSEO | @AshNewSEO
Good Redirects
No Redirects
Request
for Page A
Loads
Page A
Server
response
for page A
#brightonSEO | @AshNewSEO
Good Redirects
One Server-side Redirect
Server
redirects
to page B
Request
for Page A
Loads
Page B
Server
response
for page B
#brightonSEO | @AshNewSEO
Bad Redirects
Redirect Chains
Server
redirects
to
page B
Request
for Page A
Loads
Page C
Server
response
for
page C
Server
redirects
to
page C
#brightonSEO | @AshNewSEO
Bad Redirects
Client-side Redirects
Request
for Page A
Loads
Page B
Server
response
for
page B
Server
response
for
page A
Loads
Page A
then
redirects
to page B
#brightonSEO | @AshNewSEO
UTILISE
CACHING
Redirects Cache DNS TCP Request Response Processing Load
Cache
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
Caching stores copies
of resources in a
temporary storage
location, called a
cache, for faster access
Caching
Cache
#brightonSEO | @AshNewSEO
Cache Levels
Browser Level
Caching
CDN/Proxy
(Intermediate Level) Caching
Server Level
Caching
#brightonSEO | @AshNewSEO
Cache Levels
Requests: page.html
Response: page.html
Requests: img.jpg
Browser cache
serves previously
stored img.jpg
CDN serves
page.html
Response: img.jpg
Requests: app.js
Origin server
serves original
app.js file
Browser Cache CDN Origin Server
Response: app.js
Distance from user
app.js not found on
CDN
CDN stores app.js for
faster retrieval
Key caching concepts to understand
TTLs
(Time-to-live)
“Purging” /
Cache-busting
Cache-hit
ratio
Use a CDN!
Improves
performance
Improves
reliability
Improves
security
SPEED UP DNS
Redirects Cache DNS TCP Request Response Processing Load
DNS
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
DNS = Domain
Name System
What is DNS?
“www.o2.co.uk”
www.o2.co.uk =
13.107.237.67
13.107.237.67
1
2
Use a premium
DNS provider
Optimising DNS
Custom DNS
configuration
#brightonSEO | @AshNewSEO
Enable DNS
caching
UPGRADE
TRANSPORT
PROTOCOLS
Redirects Cache DNS TCP Request Response Processing Load
TCP Request Response
TCP
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
Transmission Control Protocol (TCP)
Establishes the
connection
#brightonSEO | @AshNewSEO
Transmission Control Protocol (TCP)
Establishes the
connection
Ensures data is
transferred
correctly
#brightonSEO | @AshNewSEO
Ensures data is secure.
Required for HTTPS
Transport Layer Security (TLS) / SSL
#brightonSEO | @AshNewSEO
HyperText Transfer Protocol (HTTP)
Transfers text with links
to other documents
(HyperText)
#brightonSEO | @AshNewSEO
Key
Key
Hello
Upgrade to TLS 1.3
TCP + TLS 1.2 TCP + TLS 1.3
Hello
Hello + Key
Hello + Key
200ms
300ms
RESPONSE
GET
page.html
GET
page.html
RESPONSE
Time
#brightonSEO | @AshNewSEO
Upgrade to HTTP/2
Time
HTTP/1.1 HTTP/2
GET
page.html
GET
main.css
GET
app.js
GET
page.html
GET main.css
GET app.js
RESPONSE
RESPONSE
RESPONSE
RESPONSE
RESPONSE
RESPONSE
#brightonSEO | @AshNewSEO
What about QUIC + HTTP/3?
TCP + TLS 1.3 UDP + QUIC
200ms
100ms
GET
page.html
RESPONSE
GET
page.html
RESPONSE
Time
#brightonSEO | @AshNewSEO
Browser/Client Support
Global
Support
HTTP/2 Since 2015 97%
TLS/1.3 Since 2020 95%
QUIC +
HTTP/3
2020
Requires
enabling
2020 2021 75%
caniuse.com https://http2.pro/check
REDUCE THE
LOAD
Redirects Cache DNS TCP Request Response Processing Load
Request Response
TTFB
Back-end Front-end
Browser starts
processing first
byte
#brightonSEO | @AshNewSEO
Minify Code
Use Compression Optimise Images
Reduce the load
Refactor & Stream
Code
Optimise Fonts
Optimise Third-Party
Scripts
Most Impactful Least Impactful
Harder
Easier
Use Compression
VS
Brotli (BR) GZIP
Compresses
More
Compresses
Faster
#brightonSEO | @AshNewSEO
Code refactoring Code streaming
#brightonSEO | @AshNewSEO
UPGRADE YOUR
INFRASTRUCTURE
Redirects Cache DNS TCP Request Response Processing Load
Back-end Front-end
Browser starts
processing first
byte
Request Response
TTFB
#brightonSEO | @AshNewSEO
Users connection
speed & quality
Severs connection
speed & quality
Server software &
hardware
Users browser &
hardware
Limiting Factors
Distance from user
USER / CRAWLER ORIGIN SERVER
DATA TRANSFER
Data packet size
Request handling
Severs connection
speed & quality
Server software &
hardware
Users connection
speed & quality
Users browser &
hardware
Limiting Factors
Distance from user
USER / CRAWLER ORIGIN SERVER
DATA TRANSFER
Data packet size
Request handling
Server connection
speed & quality
Server software &
hardware
Users connection
speed & quality
Users browser &
hardware
Limiting Factors
Distance from user
USER / CRAWLER ORIGIN SERVER
DATA TRANSFER
Data packet size
Request handling
Maximise Specs
Dedicated vs
Shared Hosting
Maximised
Memory
Better CPUs
(with more cores)
https://ismyhostfastyet.com/
#brightonSEO | @AshNewSEO
Most Common Web Server Software
Source: W3Techs
https://w3techs.com/technologies/overview/web_server
#brightonSEO | @AshNewSEO
Reverse Proxy /
Load Balancing
Load
Balancer
o2.co.uk/shop
priority.o2.co.uk
o2.co.uk/shop
How do we make it fast?
Minimise redirects
#brightonSEO | @AshNewSEO
How do we make it fast?
Utilise caching
+ Use a CDN!
#brightonSEO | @AshNewSEO
How do we make it fast?
Use a premium DNS
service
#brightonSEO | @AshNewSEO
How do we make it fast?
Upgrade your
transfer protocols
#brightonSEO | @AshNewSEO
How do we make it fast?
Reduce the load
#brightonSEO | @AshNewSEO
How do we make it fast?
Upgrade infrastructure /
Use a premium
hosting service
#brightonSEO | @AshNewSEO
CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, and infographics & images by Freepik
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