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Web performance optimization (WPO)

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A presentation from SEO Campixx Barcamp 2011 in Berlin. Web Performance Optimization is about making websites faster. Here i discussed different measures and show the impact on competitive advantage and possibly rankings on Google. Undeniably you can say that better performance leads to more sales and better usability in terms of bouncing rates. View image slides here: http://b0i.de/wpopresentation

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Web performance optimization (WPO)

  1. Website Performance Optimization<br />Mariusz Kaczmarek<br />
  2. “If it is fast and ugly, they will use it and curse you; if it is slow, they will not use it.”<br />David Cheriton<br />Source: http://blogs.msdn.com/b/edglas/archive/2009/01/02/make-your-performance-work-count-the-20-rule.aspx<br />https://secure.wikimedia.org/wikipedia/en/wiki/David_Cheriton<br />2<br />
  3. Categorization<br />3<br />
  4. Optimize performance?<br /> More sales <br /> Less bandwidth & server peaks <br /> Customer satisfaction <br /> Might influence rankings <br />Competitive advantage<br />Source: http://googlewebmastercentral.blogspot.com/2010/04/using-site-speed-in-web-search-ranking.html<br />4<br />
  5. “…optimize front-end performance first, that's where 80% or more of the end-user response time is spent” <br />Prof. Steve Souders<br />Source: http://developer.yahoo.com/blogs/ydn/posts/2007/03/high_performanc/<br />http://www.flickr.com/photos/seanosh/2782339349/<br />5<br />
  6. Effective measures?<br /> Website performance optimization should be aligned with the <br /> service / website / target audience you work with.<br /> Focus areas could be:<br /> Image optimization & compression<br /> JS performance (asynchronous, cached)<br /> Reduction of DOM elements <br /> Teaching customers and employees!<br />6<br />
  7. Combined Scripts<br />  Server-sided combination<br />  Avoid @import for combining<br />  JS tool: HEADjshttp://headjs.com/<br />7<br />
  8. CSS Performance<br />  Reuse of round corners and <br /> shadow classes  font-faces instead of pictures<br />  CSS-Sprites<br /> Universal > tags > classes > IDs<br />Source: http://www.alsacreations.com/xmedia/doc/full/sprites-big-sites.png<br />https://developer.mozilla.org/en/Writing_Efficient_CSS<br />8<br />
  9. Postponed Loading<br /> Use of GET with AJAX<br /> Google Instant takessnapshots 5-10s after onLoadevent? http://b0i.de/seomofo<br />Tools: <br />ContolJShttp://stevesouders.com/controljs/<br />ImageLoaderhttp://developer.yahoo.com/yui/imageloader/<br />LazyLoadhttp://plugins.jquery.com/project/lazyload/<br />Source: http://developer.yahoo.com/performance/rules.html<br />9<br />
  10. Event handlers, components,XHRs<br />User interaction, XHRs<br />backend<br />components<br />request<br />Site loaded<br />HTML sent<br />request<br />onload<br />5-10s<br />Google Instant Snapshot<br />Modifiedimage from High Performance Web Pages | Stoyan Stefanov | Yahoo! Exceptional Performance | PHP Quebec, March 13, 2008<br />Source: http://b0i.de/seomofo<br />10<br />
  11. DNS Lookups & Redirections<br /> Avoid 301 redirections (e.g. in HTML)<br /> http://www.bonoseo.com/ != http://www.bonoseo.com<br /> usage of not morethan2-5 different<br />domains on average<br /> better: domain-aliases for parallel downloadshttp://images.bonoseo.com || http://www.bonoseo.com<br /> cookielessdomainsforstaticcontent<br />Source: http://yuiblog.com/blog/2007/04/11/performance-research-part-4/<br />11<br />
  12. Content Delivery Network<br />Geographical distribution<br /> Minimizes DNS-Lookups <br /> Optimized caching und uptime<br /> (by dynamic DNS resolving)<br />Source: http://www.flickr.com/photos/andybeatty/5247263940/<br />12<br />
  13. Image Compression<br /> UseSmush.it<br /> Progressive JPEG<br />baseline<br /> progressive<br />Source: http://www.yuiblog.com/blog/2008/12/05/imageopt-4/<br />13<br />
  14. Vector Graphics<br /> Canvas Elemente with HTML5<br />Ai->Canvashttp://visitmix.com/labs/ai2canvas/<br />Progressive JPEG 13,3 kB -> HTML5 2,38 kB<br />Saved: 82%<br />14<br />
  15. Shape the DOM Tree<br /> <h1><em>Heading</em></h1> - useCSS‘sitalicsinstead<br />  Tool: DOM-Monsterhttp://mir.aculo.us/dom-monster/<br />  Avoid iFrames<br />15<br />
  16. Chunking<br /> flushfunction<br />Source: http://www.phpied.com/progressive-rendering-via-multiple-flushes/<br />http://stevesouders.com/docs/velocity-20090622.ppt<br />16<br />
  17. Performance Test Tools<br />Loads.inwww.loads.in<br />Slow Copwww.slowcop.com<br />Show Slowwww.showslow.com<br />Webpagetest www.webpagetest.org<br /> Browser based<br />Speedtracerhttp://b0i.de/speedtracer<br />YslowFireBughttp://b0i.de/yslow<br />More tools: http://code.google.com/speed/tools.html<br />17<br />
  18. Competition Analysis<br /> Possible performance profiles (by Souders & students)<br />http://b0i.de/profile<br /> Simple linear regression analysis<br />Wolfram Alpha: linear fit {1, 87},{2, 77},{3, 95},{4, 68}<br />http://b0i.de/wolfreg<br />18<br />
  19. Pareto Rule 80/20<br />Optimizationneeds time!<br />Lessons learned: Concentrate on biggestchunks<br />Source: JavaScript: The Good Parts - Part Six: Ajax Performance | Douglas Crockford<br />19<br />
  20. Questions? Discuss!<br />Let’s be friends <br />Twitter: BONOSEO<br />Facebook: kaczmarek.mariusz<br />Ssssshh… SouderSlides from Stanford: http://b0i.de/souderslides<br />20<br />
  21. Statistics 2010<br />Additional<br /> Average website size: 320 kB<br /> Compression is possible for 2/3 of overall data<br /> 80% of content is loaded from one host<br />Source: Statisticnumbers from 4.2 billionsiteshttp://code.google.com/speed/articles/web-metrics.html<br />21<br />
  22. Inline Images<br /> Base 64 encoding<br /> Great forsmallstaticimages<br />Additional<br />Works until IE7<br /> Browser switch!<br />22<br />Source: http://9gag.com/gag/76585<br />
  23. JavaScript Performance<br />Additional<br /> Tools: <br />http://dean.edwards.name/packer/<br />http://developer.yahoo.com/yui/compressor/<br /> DRY and OO approach<br />Seconds per 10 million operations<br />Source: Besser PHP Programmieren – Professionelle PHP-Techniken | Carsten Möhrke<br />23<br />

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