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Peter Nikolow
MobilioDevelopment
Quick and Dirty Server-side
tweaks to improve your SEO
@peternikolow
http://www.slideshar...
Hello!
Peter Nikolow
twitter.com/peternikolow
facebook.com/peter.nikolow
linkedin.com/in/peternikolow
plus.google.com/+pet...
Can you handle traffic spikes?
@peternikolow #BrightonSEO
Site Architecture
Web
Server
Lang
CMS
core
Plugins
DB
server
Themes
Static
files
DB
@peternikolow #BrightonSEO
1.
Database
Good optimization starts with database optimization
Databases
Know “Less is more!”
@peternikolow #BrightonSEO
Databases
Be aware of the EAV model
○ Entity, Attribute, Value
@peternikolow #BrightonSEO
Databases
Remove all useless data
○ DB 1.1Gb -> 215 Mb
@peternikolow #BrightonSEO
Databases
Use a test server
@peternikolow #BrightonSEO
Databases
Use tools for fine-tuning
○ mysqltuner
@peternikolow #BrightonSEO
@peternikolow #BrightonSEO
Databases Speed Fixes
Memcached
Redis
@peternikolow #BrightonSEO
2.
Web Server Optimization
Great optimization is about web server optimization
Web Server
.htaccess is slow
@peternikolow #BrightonSEO
Web Server
.htaccess in subfolders with
AllowOverride - terribly slow
@peternikolow #BrightonSEO
Web Server
use static rules httpd.conf
@peternikolow #BrightonSEO
Web Server
On-the-fly compression
deflate or gzip
@peternikolow #BrightonSEO
Web Server
compress static files
static.example.com
@peternikolow #BrightonSEO
Web Server
Redirects
@peternikolow #BrightonSEO
Web Server
Use redirect map file
@peternikolow #BrightonSEO
Web Server
Optimized servers - C10k
○ nginx
○ LiteSpeed
○ lighthttpd
@peternikolow #BrightonSEO
Web Server
Reverse proxy servers or web
accelerators
○ Varnish (HTTP) + Hitch (HTTPS)
○ nginx reverse proxy
○ nginx microc...
Reverse Proxy Benchmarks
O
@peternikolow #BrightonSEO
Web Server - TLS
Elliptic curves
○ TLS handshakes 3k h/s -> 13k h/s
@peternikolow #BrightonSEO
Web Server - TLS
Disable SSL v2, v3
○ vunerlable
@peternikolow #BrightonSEO
Web Server - TLS
AES-NI instructions
○ AES speed 90 MB/s -> 550
MB/s
@peternikolow #BrightonSEO
Web Server - TLS
AVX/SHA instructions
○ SHA speed 100 MB/s -> 300
MB/s (AVX) -> 600 MB/s (SHA)
@peternikolow #BrightonSEO
3.
Networking Optimization
Grand optimization you do with network layer optimization
TCP
40 years old
Bandwidth adaptive
@peternikolow #BrightonSEO
TCP
TCP slow start
○ IW 3 -> IW 10
@peternikolow #BrightonSEO
TCP
@peternikolow #BrightonSEO
TCP
TCP congestion control
○ tcp_tahoe (original)
○ tcp_reno
○ tcp_prr (Google)
○ tcp_nv (Facebook)
○ tcp_bbr (Google)
@pe...
TCP congestion control
@peternikolow #BrightonSEO
TCP
TCP handshake
○ 3-way handshake
client server
SYN
ACK
Request
SYN-ACK
Response
@peternikolow #BrightonSEO
TCP
New TCP handshake
○ TCP fast open
client server
SYN +
TFO
cookie
request
ACK
SYN-ACK
+
TFO
cookie
SYN +
TFO +
Request ...
QUIC
Quick UDP Internet Connections
QUIC
@peternikolow #BrightonSEO
QUIC
@peternikolow #BrightonSEO
2018
Coming soon
Future
QUIC
@peternikolow #BrightonSEO
Future
TLS 1.3 final draft
○ Deprecating TLS 1.0 and 1.1
@peternikolow #BrightonSEO
Future
Brotli
○ 30% less data than deflate
@peternikolow #BrightonSEO
Future
Static sites
○ SSG - static sites generators
@peternikolow #BrightonSEO
Future
Serverless hosting
○ Firebase
○ Cloud Functions
○ Lambda
@peternikolow #BrightonSEO
DevOps
True SEO Heroes
Thanks!
Any questions?
You can find me at:
@peternikolow
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Quick and Dirty Server-side tweaks to improve your SEO [Brighton SEO September 2017]

Learn how a messy server can sabotage all your SEO efforts, how to check current server configuration and how to improve and get maximum from them.

Quick and Dirty Server-side tweaks to improve your SEO [Brighton SEO September 2017]

  1. 1. Peter Nikolow MobilioDevelopment Quick and Dirty Server-side tweaks to improve your SEO @peternikolow http://www.slideshare.net/mobilio
  2. 2. Hello! Peter Nikolow twitter.com/peternikolow facebook.com/peter.nikolow linkedin.com/in/peternikolow plus.google.com/+peternikolow
  3. 3. Can you handle traffic spikes? @peternikolow #BrightonSEO
  4. 4. Site Architecture Web Server Lang CMS core Plugins DB server Themes Static files DB @peternikolow #BrightonSEO
  5. 5. 1. Database Good optimization starts with database optimization
  6. 6. Databases Know “Less is more!” @peternikolow #BrightonSEO
  7. 7. Databases Be aware of the EAV model ○ Entity, Attribute, Value @peternikolow #BrightonSEO
  8. 8. Databases Remove all useless data ○ DB 1.1Gb -> 215 Mb @peternikolow #BrightonSEO
  9. 9. Databases Use a test server @peternikolow #BrightonSEO
  10. 10. Databases Use tools for fine-tuning ○ mysqltuner @peternikolow #BrightonSEO
  11. 11. @peternikolow #BrightonSEO
  12. 12. Databases Speed Fixes Memcached Redis @peternikolow #BrightonSEO
  13. 13. 2. Web Server Optimization Great optimization is about web server optimization
  14. 14. Web Server .htaccess is slow @peternikolow #BrightonSEO
  15. 15. Web Server .htaccess in subfolders with AllowOverride - terribly slow @peternikolow #BrightonSEO
  16. 16. Web Server use static rules httpd.conf @peternikolow #BrightonSEO
  17. 17. Web Server On-the-fly compression deflate or gzip @peternikolow #BrightonSEO
  18. 18. Web Server compress static files static.example.com @peternikolow #BrightonSEO
  19. 19. Web Server Redirects @peternikolow #BrightonSEO
  20. 20. Web Server Use redirect map file @peternikolow #BrightonSEO
  21. 21. Web Server Optimized servers - C10k ○ nginx ○ LiteSpeed ○ lighthttpd @peternikolow #BrightonSEO
  22. 22. Web Server Reverse proxy servers or web accelerators ○ Varnish (HTTP) + Hitch (HTTPS) ○ nginx reverse proxy ○ nginx microcache @peternikolow #BrightonSEO
  23. 23. Reverse Proxy Benchmarks O @peternikolow #BrightonSEO
  24. 24. Web Server - TLS Elliptic curves ○ TLS handshakes 3k h/s -> 13k h/s @peternikolow #BrightonSEO
  25. 25. Web Server - TLS Disable SSL v2, v3 ○ vunerlable @peternikolow #BrightonSEO
  26. 26. Web Server - TLS AES-NI instructions ○ AES speed 90 MB/s -> 550 MB/s @peternikolow #BrightonSEO
  27. 27. Web Server - TLS AVX/SHA instructions ○ SHA speed 100 MB/s -> 300 MB/s (AVX) -> 600 MB/s (SHA) @peternikolow #BrightonSEO
  28. 28. 3. Networking Optimization Grand optimization you do with network layer optimization
  29. 29. TCP 40 years old Bandwidth adaptive @peternikolow #BrightonSEO
  30. 30. TCP TCP slow start ○ IW 3 -> IW 10 @peternikolow #BrightonSEO
  31. 31. TCP @peternikolow #BrightonSEO
  32. 32. TCP TCP congestion control ○ tcp_tahoe (original) ○ tcp_reno ○ tcp_prr (Google) ○ tcp_nv (Facebook) ○ tcp_bbr (Google) @peternikolow #BrightonSEO
  33. 33. TCP congestion control @peternikolow #BrightonSEO
  34. 34. TCP TCP handshake ○ 3-way handshake client server SYN ACK Request SYN-ACK Response @peternikolow #BrightonSEO
  35. 35. TCP New TCP handshake ○ TCP fast open client server SYN + TFO cookie request ACK SYN-ACK + TFO cookie SYN + TFO + Request SYN-ACK Request sent to app ACK Response ... @peternikolow #BrightonSEO
  36. 36. QUIC Quick UDP Internet Connections
  37. 37. QUIC @peternikolow #BrightonSEO
  38. 38. QUIC @peternikolow #BrightonSEO
  39. 39. 2018 Coming soon
  40. 40. Future QUIC @peternikolow #BrightonSEO
  41. 41. Future TLS 1.3 final draft ○ Deprecating TLS 1.0 and 1.1 @peternikolow #BrightonSEO
  42. 42. Future Brotli ○ 30% less data than deflate @peternikolow #BrightonSEO
  43. 43. Future Static sites ○ SSG - static sites generators @peternikolow #BrightonSEO
  44. 44. Future Serverless hosting ○ Firebase ○ Cloud Functions ○ Lambda @peternikolow #BrightonSEO
  45. 45. DevOps True SEO Heroes
  46. 46. Thanks! Any questions? You can find me at: @peternikolow

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