1. Peter Nikolow
MobilioDevelopment
Quick and Dirty Server-side
tweaks to improve your SEO
@peternikolow
http://www.slideshare.net/mobilio

2. Hello!
Peter Nikolow
twitter.com/peternikolow
facebook.com/peter.nikolow
linkedin.com/in/peternikolow
plus.google.com/+peternikolow

3. Can you handle traffic spikes?
@peternikolow #BrightonSEO

4. Site Architecture
Web
Server
Lang
CMS
core
Plugins
DB
server
Themes
Static
files
DB
@peternikolow #BrightonSEO

5. 1.
Database
Good optimization starts with database optimization

6. Databases
Know “Less is more!”
@peternikolow #BrightonSEO

7. Databases
Be aware of the EAV model
○ Entity, Attribute, Value
@peternikolow #BrightonSEO

8. Databases
Remove all useless data
○ DB 1.1Gb -> 215 Mb
@peternikolow #BrightonSEO

9. Databases
Use a test server
@peternikolow #BrightonSEO

10. Databases
Use tools for fine-tuning
○ mysqltuner
@peternikolow #BrightonSEO

11. @peternikolow #BrightonSEO

12. Databases Speed Fixes
Memcached
Redis
@peternikolow #BrightonSEO

13. 2.
Web Server Optimization
Great optimization is about web server optimization

14. Web Server
.htaccess is slow
@peternikolow #BrightonSEO

15. Web Server
.htaccess in subfolders with
AllowOverride - terribly slow
@peternikolow #BrightonSEO

16. Web Server
use static rules httpd.conf
@peternikolow #BrightonSEO

17. Web Server
On-the-fly compression
deflate or gzip
@peternikolow #BrightonSEO

18. Web Server
compress static files
static.example.com
@peternikolow #BrightonSEO

19. Web Server
Redirects
@peternikolow #BrightonSEO

20. Web Server
Use redirect map file
@peternikolow #BrightonSEO

21. Web Server
Optimized servers - C10k
○ nginx
○ LiteSpeed
○ lighthttpd
@peternikolow #BrightonSEO

22. Web Server
Reverse proxy servers or web
accelerators
○ Varnish (HTTP) + Hitch (HTTPS)
○ nginx reverse proxy
○ nginx microcache
@peternikolow #BrightonSEO

23. Reverse Proxy Benchmarks
O
@peternikolow #BrightonSEO

24. Web Server - TLS
Elliptic curves
○ TLS handshakes 3k h/s -> 13k h/s
@peternikolow #BrightonSEO

25. Web Server - TLS
Disable SSL v2, v3
○ vunerlable
@peternikolow #BrightonSEO

26. Web Server - TLS
AES-NI instructions
○ AES speed 90 MB/s -> 550
MB/s
@peternikolow #BrightonSEO

27. Web Server - TLS
AVX/SHA instructions
○ SHA speed 100 MB/s -> 300
MB/s (AVX) -> 600 MB/s (SHA)
@peternikolow #BrightonSEO

28. 3.
Networking Optimization
Grand optimization you do with network layer optimization

29. TCP
40 years old
Bandwidth adaptive
@peternikolow #BrightonSEO

30. TCP
TCP slow start
○ IW 3 -> IW 10
@peternikolow #BrightonSEO

31. TCP
@peternikolow #BrightonSEO

32. TCP
TCP congestion control
○ tcp_tahoe (original)
○ tcp_reno
○ tcp_prr (Google)
○ tcp_nv (Facebook)
○ tcp_bbr (Google)
@peternikolow #BrightonSEO

33. TCP congestion control
@peternikolow #BrightonSEO

34. TCP
TCP handshake
○ 3-way handshake
client server
SYN
ACK
Request
SYN-ACK
Response
@peternikolow #BrightonSEO

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. QUIC
Quick UDP Internet Connections

37. QUIC
@peternikolow #BrightonSEO

38. QUIC
@peternikolow #BrightonSEO

39. 2018
Coming soon

40. Future
QUIC
@peternikolow #BrightonSEO

41. Future
TLS 1.3 final draft
○ Deprecating TLS 1.0 and 1.1
@peternikolow #BrightonSEO

42. Future
Brotli
○ 30% less data than deflate
@peternikolow #BrightonSEO

43. Future
Static sites
○ SSG - static sites generators
@peternikolow #BrightonSEO

44. Future
Serverless hosting
○ Firebase
○ Cloud Functions
○ Lambda
@peternikolow #BrightonSEO

45. DevOps
True SEO Heroes

46. Thanks!
Any questions?
You can find me at:
@peternikolow