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Page speed politics: How to build a business case to actually get stuff done by Victoria Olsina

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Digital Marketing Summit Southampton 2018, Victoria Olsina, Southampton, #Dmsso18, #DMSSO, #DigitalMarketing @vykolsina

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Page speed politics: How to build a business case to actually get stuff done by Victoria Olsina

  1. 1. Page Speed Politics Victoria Olsina (@vykolsina) /// DMSS 2018 How to build a business case to actually get stuff done
  2. 2. Victoria Olsina (@vykolsina) /// DMSS 2018 Hello, I’m Victoria ● Born in a hospital in front of an ice cream shop in the city of Che Guevara: Alta Gracia (Córdoba, Argentina). ● Growth Marketing at Consensys. ● 9 years experience in Search & Online Marketing . ● Markets: UK, Australia, New Zealand and Argentina. ● Convinced parents to get an internet connection in 1997 and saw Spice World, which inspired me to live in the UK. 2
  3. 3. Victoria Olsina (@vykolsina) /// DMSS 2018 Agenda 1. Intro 2. Objective 3. Let’s measure 4. Building a case study 5. Governance and continuous reporting 6. Takeaways 3
  4. 4. Victoria Olsina (@vykolsina) /// DMSS 2018 2018 Year of Page Speed (for SEO people only since nobody else seems to care) ● 2010: Google made site speed a ranking factor for the desktop search results. ● March 2018: New mobile-first index: the mobile version of the website is prioritised. ● July 2018: “Speed Update” - Google started using mobile page speed as a ranking factor in their mobile search results. 4
  5. 5. Victoria Olsina (@vykolsina) /// DMSS 2018 Objective: 5
  6. 6. 6 PAGE SPEED
  7. 7. Victoria Olsina (@vykolsina) /// DMSS 2018 Page Speed is like a neglected child Who is responsible for page speed? Everyone! Who is measuring it? Who is measuring it? ………….. (The SEO team has to do it) 7
  8. 8. Victoria Olsina (@vykolsina) /// DMSS 2018 Let’s measure: 8
  9. 9. Victoria Olsina (@vykolsina) /// DMSS 2018 I’m sure there’s an app for that 9 ● How hard can it be to measure your top 20 pages against your competitors(10)? 200 pages per week ● Standard solution: GT Metrics No bulk upload nor download “I’m sure somebody had the same problem before and has a solution for it so I will Google it.”
  10. 10. Victoria Olsina (@vykolsina) /// DMSS 2018 “You can use the API” #fakenews 10
  11. 11. Victoria Olsina (@vykolsina) /// DMSS 2018 Things that I learned about APIs: ● You can use Google Spreadsheets to connect to one. ● A ready-made script that you found on Reddit might not work. ● Even if it works, the proxy might prevent from the data being sent/received. ● If that’s the case, you need proxy permissions or 3rd party infrastructure to do it. ● All of this it’s quite hard to do without the right technical knowledge. Try to get a dev onboard , otherwise you will die or become smarter. 11
  12. 12. Victoria Olsina (@vykolsina) /// DMSS 2018 12 Script URL: https://cagrisarigoz.com/2015/07/10/create-your-own-google-pagespeed-and-mobile-usability-tracking-googlesheet-in-5-steps/ Google PageSpeed Insights API metrics
  13. 13. Victoria Olsina (@vykolsina) /// DMSS 2018 13 I can connect an API and pull data into a spreadsheet WE HAVE THE BEST API CONNECTION THE DATA IS GREAT
  14. 14. Victoria Olsina (@vykolsina) /// DMSS 2018 Great!!! But not pretty 14 Google PageSpeed Insights API metrics Script URL: https://cagrisarigoz.com/2015/07/10/create-your-own-google-pagespeed-and-mobile-usability-tracking-googlesheet-in-5-steps/
  15. 15. Victoria Olsina (@vykolsina) /// DMSS 2018 Making data look nice: 15
  16. 16. Victoria Olsina (@vykolsina) /// DMSS 2018 I’m so over Excel: 16
  17. 17. Victoria Olsina (@vykolsina) /// DMSS 2018 17 I can connect an API and pull data into a spreadsheet WE HAVE THE BEST TABLEAU VISUALISATION EVERYONE LOVES ITEVERYONE LOVES IT
  18. 18. Victoria Olsina (@vykolsina) /// DMSS 2018 Who are the others who that I have to persuade to get this done? ● Stakeholders ● Project owners ● The Boss 18
  19. 19. Victoria Olsina (@vykolsina) /// DMSS 2018 Questions from the Boss 1. How much is that metric (indexes) in seconds? 2. What’s the commercial benefit of the project? 3. What do we need to make it happen? 19
  20. 20. Victoria Olsina (@vykolsina) /// DMSS 2018 The sad truth: Nobody cares about Google but you. So let’s talk to the stakeholders about metrics they care about: ● Traffic ● Conversions ● Profit 20 Business Case
  21. 21. 21
  22. 22. Victoria Olsina (@vykolsina) /// DMSS 2018 Building a Business Case 22
  23. 23. Victoria Olsina (@vykolsina) /// DMSS 2018 1. How much is that in seconds? ● Seconds is a metric that can be understood easily by non technical stakeholders. ● The pandora box: what should we be measuring? What metrics are important to technical and non technical stakeholders? ● Start small: maybe you don’t need 200 pages to begin with. 23
  24. 24. Victoria Olsina (@vykolsina) /// DMSS 2018 Measure what matters It’s very likely that you are measuring the wrong metrics (or maybe it’s just me). According to Google what you should be measuring is: ● Lighthouse index ● Speed index ● First contentful paint 24
  25. 25. Victoria Olsina (@vykolsina) /// DMSS 2018 Defining “best in class” metrics Only 10% of the websites are >70 25 Source: https://developers.google.com/web/tools/lighthouse/ Important for technical stakeholders Important for non- technical stakeholders: Seconds!
  26. 26. Victoria Olsina (@vykolsina) /// DMSS 2018 26 I can connect an API and pull data into a spreadsheet WE HAVE THE BEST METRICS EVERYONE LOVES IT
  27. 27. Victoria Olsina (@vykolsina) /// DMSS 2018 How are our competitors doing? 27 Source: https://developers.google.com/web/tools/lighthouse/ Brand homepage Lighthous e Index Speed Index First Contentful Paint Rating www.StormyDaniels.com 57 4,960 3,320 ms Average www.KimJonUn.com 46 5,710 4,210 ms Average www.JamesComey.com 34 8,780 5,550 ms Poor www.DonaldTrump.com 10 10,100 6,750 ms Poor
  28. 28. Victoria Olsina (@vykolsina) /// DMSS 2018 If you need this data on frequent basis: “You can use the API” #fakenews 28
  29. 29. Victoria Olsina (@vykolsina) /// DMSS 2018 How much can we improve? 29 Source: https://testmysite.withgoogle.com
  30. 30. Victoria Olsina (@vykolsina) /// DMSS 2018 2. What is the commercial benefit of upgrading from 10 to 4 seconds? 30
  31. 31. Victoria Olsina (@vykolsina) /// DMSS 2018 And now we sell it with a killing title: “Improving Page Speed: A £XX million opportunity” Now this guy loves you: 31 Not yet, I want to know how much it will cost.
  32. 32. Victoria Olsina (@vykolsina) /// DMSS 2018 3. What do we need to make it happen? ● Dev team please help me to: ○ Define resource and materials ○ Define if new people are needed for this project and how much would it cost. ○ Assign measurable values to recommendations. ○ Build a roadmap. ○ Provide timelines. 32
  33. 33. Victoria Olsina (@vykolsina) /// DMSS 2018 Non SEO advice: Be the leader or somebody else will ● “Take the lead - be involved every meeting as early as possible. ● Attend daily, weekly updates/stand-ups 33
  34. 34. Victoria Olsina (@vykolsina) /// DMSS 2018 Making a list of all the things we can improve: 1. Optimise Images 2. Leverage browser caching 3. Eliminate render-blocking JavaScript 4. Eliminate render-blocking CSS 5. Minify JavaScript 6. Enable Compression 7. Avoid landing page redirects 8. Minify CSS 9. Prioritise visible content 10. Reduce server response time 34
  35. 35. Victoria Olsina (@vykolsina) /// DMSS 2018 Issues with recommendations : ● Generic recommendations ● No explanation of why each item matters ● No priorities ● Not linked to our metrics 35
  36. 36. Victoria Olsina (@vykolsina) /// DMSS 2018 What, where and how much? Issue Url Explanation Details Effort required Impact Priority Leverage browser caching XXXX Why this is important. 30 minutes to expiration Medium High 1 Minify JavaScript XXXX Why this is important. Minifying could save 888B (22% reduction) after compression Low Medium 2 Enable Compression XXXX Why this is important. Compressing could save 58.9KiB (64% reduction). Low Medium 4 Optimise Images XXXX Why this is important. Max. 50 KB Low High 1 36
  37. 37. Victoria Olsina (@vykolsina) /// DMSS 2018 How are our competitors doing? 37 Brand homepage Lighthouse Index Speed Index First Contentful Paint Rating www.StormyDaniels.com 57 4,960 ms 3,320 ms Average www.KimJonUn.com 46 5,710 ms 4,210 ms Average www.JamesComey.com 34 8,780 ms 5,550 ms Poor www.DonaldTrump.com 10 10,100 ms 6,750 Poor
  38. 38. Victoria Olsina (@vykolsina) /// DMSS 2018 Roadmap linked to Lighthouse Index 38 Current Lighthouse Index = 10 Rank #4 Estimated Lighthouse Index = 50 Rank #2 +10 pts +15 pts +15 pts Definition of tasks & resource (cost) X weeks / X sprints Batch of recommendations I 1. Optimise Images 2. Leverage browser caching 3. Eliminate render- blocking JavaScript X weeks / X sprints Batch of recommendations II 1. Eliminate render- blocking CSS 2. Minify JavaScript 3. Enable Compression X weeks / X sprints Batch of recommendations III 1. Avoid landing page redirects 2. Minify CSS 3. Prioritise visible content
  39. 39. Victoria Olsina (@vykolsina) /// DMSS 2018 How are our competitors doing? 39 Brand homepage Lighthouse Index Speed Index First Contentful Paint Rating www.StormyDaniels.com 57 4,960 ms 3,320 ms Average www.KimJonUn.com 46 5,710 ms 4,210 ms Average www.JamesComey.com 34 8,780 ms 5,550 ms Poor www.DonaldTrump.com 10 10,100 ms 6,750 Poor
  40. 40. Victoria Olsina (@vykolsina) /// DMSS 2018 Expected Cost = Expected Revenue Now I’m happy! 40 X% ROI
  41. 41. Victoria Olsina (@vykolsina) /// DMSS 2018 Governance & reporting 41
  42. 42. Victoria Olsina (@vykolsina) /// DMSS 2018 Page Speed is never finished: ● A performance team should be accountable to Page Speed and SEO should be part of it. ● Reports to senior management/the Boss should contain Page Speed (once a week). ● All new pages have to be built with the standards that we defined as “best in class” for page speed. ● New pages shouldn’t be signed-off without the standards mentioned before been met. 42
  43. 43. Victoria Olsina (@vykolsina) /// DMSS 2018 Takeaways 43 Takeaways
  44. 44. Victoria Olsina (@vykolsina) /// DMSS 2018 1. Agree on the metrics that matters first and that make sense to commercial and technical stakeholders. 2. Assign a commercial value to Page Speed improvements. 3. Set up a performance team responsible for Page Speed that reports to the senior management on regular basis. 4. Set up governance standards for Page Speed for new pages. 5. Be willing to learn new things like javascript, Tableau, etc. 6. If you want it done, you have to lead! 44
  45. 45. Victoria Olsina (@vykolsina) /// DMSS 2018 45 Thanks! You can follow me on Twitter: @vykolsina

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