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Page speed optimization
Squeezing milliseconds for better rankings from the server level
up to the application layer
by Ralf Schwoebel (@orgaralf)
13:26 1
Why the fixation on speed?
Google, naturally and ...
13:26 2
Why the fixation on speed?
... ultimately money!
13:26
Traffic
Conversion
Ads
$$$
3
13:26 4
How to approach it?
Using only
Pagespeed Insights
is not enough!
13:26
Provider: low latency, never down, never overcrowded
Server: Fast, solid Hardware – either virtualized or real, SSD
drives, there is never enough RAM!
System: Fast services (like nginx, sphinxd, stripped &
memcached Apache, optimized MariaDB, PHP7, etc.)
Application: Cookieless, static content from
cookieless fast CDNs (AWS, Cloudflare, CDN77)
HTML:
Insight, Lighthouse
AND(!) SEO structure
Optimization
5
But why, we have broadband now...
13:26 6
How do we test speed?
• Google Webmaster Console
• Google PageSpeed Insights
• tools.pingdom.com
• Lighthouse Audit
• Firefox/Chrome Dev Tools (network)
• Online Tools (for different locations) for
„traceroute“ or „ping“
13:26 7
Provider
13:26 8
Bottom-up approach: Provider
• If money (=amount of traffic & scalability) is not an issue:
AWS instances or Google Cloud (Compute Engine)
• If you want specific setups (dedicated machines):
Local provider with CDN combination
13:26 9
Provider choice:
Basic check:
Google rankings & network tools to find your flavour!
13:26 10
Why start at that level?
13:26 11
13:26 12
Provider choice: the traffic snob approach
13:26 13
Provider choice: the traffic snob approach
13:26
https://portal.linx.net/members/list-ip-asn => looked for random entry
14
The cloud „problem“...
13:26 15
Summary Provider
• There is no „cloud is better than
dedicated“
• It all depends on your individual
site/offer
• The servers must respond quickly,
the rest is happening in the app layer
above
• Cloud scales better, dedicated servers
are easier to control (they are yours)
13:26 16
Hardware (if dedicated)
13:26 17
Picking hardware...
• There is never enough RAM
• SSD + RAM + CPU + OS => a
choice of money and task
13:26 18
The cloud vs. dedicated servers
13:26 19
Summary Hardware
• Choose along your „knowledge pool“ and budget + provider
choice, but it has to be a decent machine or cloud offer...
13:26 20
System Layer
13:26 21
System Layer
• OS (Linux or Windows – I think, but I am a Linux guy)
• Services
• Webserver (Apache)
• Reverse Proxy / Cache (nginx, varnishd, squid, memcached)
• Database (MariaDB, SphinxSearch, ElasticSearch)
• Filesystem (from NFS to Hadoop)
13:26 22
System Layer
For example: persistent connections make a huge difference!
13:26 23
System Layer
For example: persistent connections make a huge difference!
13:26 24
System Layer: the lazy approach
13:26
https://developers.google.com/speed/pagespeed/module/
25
System: rules of thumb
• Cache in RAM, whatever possible
• Limit requests per second to system by splitting static content
• Writing is more expensive than reading
• The Open Source community has you covered, but you need to know,
what you are doing!
13:26 26
System: dynamic pages with JS
13:26 27
Summary System
• If it shall scale, the choices are limited!
• Progressive web apps with 1+ Mio. daily users and a lot of
files are probably best kept in a cloud environment (coz: add
instances per task)
• Solid WP blogs (we have customers with 120k visits / day) can
be done on a single server system with a CDN
13:26 28
Application Level
13:26 29
Application Layer
Out of the box systems are never 100% optimized!
13:26
totally normal
30
Application Layer
But most of them can be tweaked right!
• add a CDN
• avoid Cookies, if possible
• Combine JS, CSS and minify
• Manage images automatically (resizing)
• Nested Loops, if(file_exists()), tables without index, etc. = evil!
13:26 31
Application Layer
13:26 32
Application Layer: CDN
13:26
A CDN-URL for your assets has 2 advantages!
1. Global caching
2. More simultaneous connections per user
33
Application Layer: CDN
13:26
There are some and a lot are good!
34
Application Layer: CDN
13:26 35
Amazon Cloudfront
at its best @5Mbit/s
13:26 36
Application Layer: CDN
13:26 37
Summary: Application Layer
13:26
• This is the place for 70% of your optimization work
• The other 30% (provider, system) are important to cover first
38
HTML = the result
13:26 39
Now let us go “green“ in the tests!
13:26 40
Lighthouse Audit
13:26 41
Lighthouse Audit
13:26 42
Pagespeed Insights
13:26 43
Pagespeed Insights: Plain Vanilla MaterializeCSS
13:26
Free download on https://static.smyln.com/
44
The cornerstones of „Insights“
13:26
• Server response time
• Caching time for static content >7days
• Render blocking removed (first paint)
• Images optimized
• CSS combined and minimized
• JS combined and minimized (and async‘ed)
45
The Javascript thing...
13:26 46
13:26 47
The render blocking thing...
13:26 48
The Wordpress thing
13:26 49
13:26 50
The Smartphone thing
13:26 51
The Google Analytics thing
13:26
Better, if you do not need everything - https://github.com/jehna/ga-lite
52
13:26
The ultimate SEO/quality checklist starts with speed
• The site responds <100ms on fa(s)t lines
• Pages are green on Insights + Lighthouse...
• ...also for mobile(!)
• Keyword is investigated
• On-Page SEO fits (ryte.com creates an extra ToDo list for you)
• Links are coming in (off-page SEO)
• Users stay (want to see more pages, do not use the back button)
• Visitors convert to customers
53
Thank you!
Thank you for your time and attention...
Have a great time in London!
Ralf Schwoebel, CEO
orga.zone AG
rs@orga.zone
https://orga.zone/
13:26 54

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