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SearchLove London 2019 - Miracle Inameti-Archibong - The Complete Guide to Actionable Speed Audits

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In a recent Twitter poll, search professional stated that getting developers to implement recommendations is one of the most difficult part of their jobs. We have all been there, taking the pains to audit a site and provide best practice recommendations only to hit a stone wall.

In this talk, Miracle will cover practical steps to getting developers to take your recommendations seriously.

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SearchLove London 2019 - Miracle Inameti-Archibong - The Complete Guide to Actionable Speed Audits

  1. 1. E R U D I T E
  2. 2. Guide to actionable speed audits; getting your developer to work with you. #SEARCHLOVE
  3. 3. #SEARCHLOVE @MIRA_INAM
  4. 4. #SEARCHLOVE @MIRA_INAM
  5. 5. #SEARCHLOVE @MIRA_INAM
  6. 6. #SEARCHLOVE @MIRA_INAM
  7. 7. #SEARCHLOVE @MIRA_INAM
  8. 8. #SEARCHLOVE @MIRA_INAM
  9. 9. #SEARCHLOVE @MIRA_INAM
  10. 10. #SEARCHLOVE @MIRA_INAM
  11. 11. E R U D I T E I wanted to be a documentary filmmaker #SEARCHLOVE @MIRA_INAM
  12. 12. E R U D I T E Like most people I fell into SEO by accident #SEARCHLOVE @MIRA_INAM
  13. 13. I didn’t know anything about code #SEARCHLOVE @MIRA_INAM
  14. 14. #SEARCHLOVE @MIRA_INAM
  15. 15. Keyword research Link audits Blogger outreach #SEARCHLOVE @MIRA_INAM
  16. 16. #SEARCHLOVE @MIRA_INAM
  17. 17. #SEARCHLOVE @MIRA_INAM
  18. 18. TheEruditeFocus Deliver growth through… SEO CRO Web Analytics #SEARCHLOVE @MIRA_INAM
  19. 19. #SEARCHLOVE @MIRA_INAM
  20. 20. #SEARCHLOVE @MIRA_INAM
  21. 21. WHY SHOULD YOU CARE?
  22. 22. 65%
  23. 23. 35%
  24. 24. 53% of visits are abandoned if a mobile site takes more than 3 seconds to loadSource: Think with Google #SEARCHLOVE @MIRA_INAM
  25. 25. Slow sites stress people out Source: Ericsson #SEARCHLOVE @MIRA_INAM
  26. 26. lost 10% of users for every additional second their site took to load. #SEARCHLOVE @MIRA_INAM
  27. 27. Halved page load time on mobile #SEARCHLOVE @MIRA_INAM
  28. 28. 42% increase in mobile revenue #SEARCHLOVE @MIRA_INAM
  29. 29. SPEED UPDATE JULY 9 Source: Googleblog #SEARCHLOVE @MIRA_INAM
  30. 30. Speed impact calculator SPEED IMPACT CALCULATOR #SEARCHLOVE @MIRA_INAM
  31. 31. Speed impact calculator SPEED SCORECARD #SEARCHLOVE @MIRA_INAM
  32. 32. Improves conversion rates for all channels #SEARCHLOVE @MIRA_INAM
  33. 33. 1Learn how to communicate with developers Present your information concisely #SEARCHLOVE @MIRA_INAM
  34. 34. 1. COMMUNICATION #SEARCHLOVE @MIRA_INAM
  35. 35. Who is in the room? #SEARCHLOVE @MIRA_INAM
  36. 36. #SEARCHLOVE @MIRA_INAM
  37. 37. HEAD OF DIGITAL ACQUISITION #SEARCHLOVE @MIRA_INAM MARKETING EXECUTIVE INTERN DIGITAL PRODUCER TRANSFORMATION DIRECTOR
  38. 38. #SEARCHLOVE @MIRA_INAM
  39. 39. Web Development Roles #SEARCHLOVE @MIRA_INAM
  40. 40. Lost in translation #SEARCHLOVE @MIRA_INAM
  41. 41. #SEARCHLOVE @MIRA_INAM
  42. 42. #SEARCHLOVE @MIRA_INAM
  43. 43. #SEARCHLOVE @MIRA_INAM
  44. 44. Learn the lingo #SEARCHLOVE @MIRA_INAM
  45. 45. What is your sites stack? #SEARCHLOVE @MIRA_INAM
  46. 46. #SEARCHLOVE @MIRA_INAM
  47. 47. #SEARCHLOVE @MIRA_INAM
  48. 48. Do some research to understand its limitations #SEARCHLOVE @MIRA_INAM
  49. 49. #SEARCHLOVE @MIRA_INAM https://webmasters.stackexchange.com
  50. 50. 2. PRESENTING YOUR INFORMATION #SEARCHLOVE @MIRA_INAM
  51. 51. There is always somebody who uses Lighthouse and demands a 100 score on everything… on a rich application website.. ” I ITOIZ DEVELOPER “
  52. 52. Focus on trends not numbers #SEARCHLOVE @MIRA_INAM
  53. 53. For every x second shaved off speed revenue has increased by x%
  54. 54. Use a combination of tools #SEARCHLOVE @MIRA_INAM
  55. 55. #SEARCHLOVE @MIRA_INAM
  56. 56. Make your problem interesting #SEARCHLOVE @MIRA_INAM
  57. 57. Developers don’t care about your rankings #SEARCHLOVE @MIRA_INAM
  58. 58. Sometimes SEOs recommend a solution. Developers that are used to coding like robots follow this solution even if is not the right one!” A KATSAROS DEVELOPER “
  59. 59. Avoid Solutionising #SEARCHLOVE @MIRA_INAM
  60. 60. Developers might not understand SEO, but they understand performance” S YOUNG DEVELOPER “
  61. 61. Please convert all our images to WebP. Just use this picture code to swap the images out #SEARCHLOVE @MIRA_INAM
  62. 62. Hypothesis Framework q We know that; heavy images slow sites down q We believe that; converting all images on the homepage to WebP will reduce the sizes by X% q and will result in X seconds improvement in speed q and Improve overall conversion rate by X% leading to a revenue increase of X% #SEARCHLOVE @MIRA_INAM
  63. 63. This is an example of the code you need. Do you think this is the best solution? #SEARCHLOVE @MIRA_INAM
  64. 64. Percentage of iPhone vs chrome users? #SEARCHLOVE @MIRA_INAM
  65. 65. Location of your users #SEARCHLOVE @MIRA_INAM
  66. 66. What CDN & cost of overheads on server #SEARCHLOVE @MIRA_INAM
  67. 67. Maintenance issues #SEARCHLOVE @MIRA_INAM
  68. 68. This would have cost loads of money Example #SEARCHLOVE @MIRA_INAM
  69. 69. We don’t have time to read lots of things when a simple “put this tag, with this info, add this picture attribute, etc…” will do. A. KATSAR DEVELOPER “
  70. 70. Developers are busy people they have other priorities #SEARCHLOVE @MIRA_INAM
  71. 71. Issue Impact Page Template Current Speed TTFI Organic Traffic Organic Conversion Rate Overall Conversion Rate URL URL URL Prioritise your request #SEARCHLOVE @MIRA_INAM
  72. 72. Don’t send me a link to the Google’s latest recommendation unless you are happy for my client to pay for me to become an expert in SEO” I ITOIZ DEVELOPER “
  73. 73. Don’t expect developers to understand SEO #SEARCHLOVE @MIRA_INAM
  74. 74. Give clear and detailed request #SEARCHLOVE @MIRA_INAM
  75. 75. Request Log Feature & Change Description Recommend Solutions Who is Benefiting Revenue Impact Developer Feedback Issue 1 Issue 2 Issue 3 Clear request structure #SEARCHLOVE @MIRA_INAM
  76. 76. Identifying unused CSS & JavaScript with Google chrome dev tools #SEARCHLOVE @MIRA_INAM
  77. 77. ChromeDeveloperTools-coveragereport 61% of the code loaded is not used #SEARCHLOVE @MIRA_INAM
  78. 78. #SEARCHLOVE @MIRA_INAM
  79. 79. https://developers.google.com/web/updates/2017/04/devtools-release-notes#coverage #SEARCHLOVE @MIRA_INAM
  80. 80. Use different templates for different types of pages #SEARCHLOVE @MIRA_INAM
  81. 81. Detailed list of unused code and the reasons https://github.com/mikeosolinski/powershell/blob/maste r/site-speed-data #SEARCHLOVE @MIRA_INAM
  82. 82. 3rd party scripts/ pixels
  83. 83. Leverage browser caching #SEARCHLOVE @MIRA_INAM
  84. 84. 1How much of the content is dynamic? How easy is it to clear the cache if content changes? #SEARCHLOVE @MIRA_INAM
  85. 85. jQuery
  86. 86. 1Ask to make jQuery library global Ensure it’s the latest version #SEARCHLOVE @MIRA_INAM
  87. 87. I am sure it’s easy, Netflix does it! ” I ITOIZ DEVELOPER “
  88. 88. Your examples should be relevant, realistic & obtainable #SEARCHLOVE @MIRA_INAM
  89. 89. Test device? #SEARCHLOVE @MIRA_INAM
  90. 90. How many users visit your site with simulated device? #SEARCHLOVE @MIRA_INAM
  91. 91. What is the cut off point for support? #SEARCHLOVE @MIRA_INAM
  92. 92. Old devices support = More code #SEARCHLOVE @MIRA_INAM
  93. 93. Old prefixes
  94. 94. What rich application are you going to sacrifice #SEARCHLOVE @MIRA_INAM
  95. 95. For 1 millisecond #SEARCHLOVE @MIRA_INAM
  96. 96. The purpose of the speed audit report #SEARCHLOVE @MIRA_INAM
  97. 97. Isn’t to show how intelligent you are #SEARCHLOVE @MIRA_INAM
  98. 98. It is to help your client get the best results #SEARCHLOVE @MIRA_INAM
  99. 99. #SEARCHLOVE @MIRA_INAM
  100. 100. It’s not in learning to code #SEARCHLOVE @MIRA_INAM
  101. 101. Yes that will help you diagnose better #SEARCHLOVE @MIRA_INAM
  102. 102. Collaborating #SEARCHLOVE @MIRA_INAM
  103. 103. Giving feedback when something hasn't worked #SEARCHLOVE @MIRA_INAM
  104. 104. Giving praise & sharing results when it has worked #SEARCHLOVE @MIRA_INAM
  105. 105. Thank you
  106. 106. View my full slides here http://bit.ly/miraclesearchlove
  107. 107. ERUDITE miracle.inameti@erudite.agency +44 (0) 1256 384890 https://erudite.agency @mirainam M I R A C L E I N A M E T I - A R C H I B O N G Ready to talk to us?

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