Brighton SEO - Site Speed for Content Marketers
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Slide deck from my Brighton SEO presentation on 22nd April 2016.
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Brighton SEO - Site Speed for Content Marketers
- 1. Site Speed for Content Marketers Tom Bennet. Senior SEO Consultant. tom@builtvisible.com tomcbennet
- 2. Why does site speed matter?
- 3. Just ask your users…
- 4. Every 1 second of improvement = Up to a 2% conversion increase. Source: https://blog.mozilla.org/metrics/2010/04/05/firefox-page-load-speed-%E2%80%93-part-ii/ Source: https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html Reduced page load time by 2.2 seconds = Downloads increased by 15.4% (10 million+ downloads per year)
- 5. Today we're including a new signal in our search ranking algorithms: site speed. Like us, our users place a lot of value in speed. We use a variety of sources to determine the speed of a site relative to other sites. (April 2010) Source: https://webmasters.googleblog.com/2010/04/using-site-speed-in-web-search-ranking.html
- 6. What can I do about it?
- 7. “80-90% of the end-user response time is spent on the frontend. Start there.” - Steve Souders
- 12. Yahoo YSlow + Google PageSpeed rulesets
- 14. Images
- 18. 1) Format & Compression– JPEG for photos, PNG for images with fewer colours / transparency. Balance file size & aesthetics. 2) Dimensions – What is the maximum width and height at which the image will be displayed? 3) Replacements – “The fastest HTTP request is the one not made.” Aim to use fonts for text, vector graphics for logos and shapes, and CSS effects (shadows, gradients, etc.) wherever possible. Images: Things to Consider Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-optimization
- 19. Fonts
- 23. Icon Font (93kb – 166kb) Inline SVG (~1kb)
- 26. Fonts: Things to Consider Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/webfont-optimization 1) Typefaces, Weights, Styles – How many are necessary? Weigh aesthetics against added requests. 2) Hosting – By using externally hosted fonts (such as Google Fonts or Typekit), there is a greater chance your visitor will already have the file cached.
- 29. jQuery 2.x has the same API as jQuery 1.x, but does not support Internet Explorer 6, 7, or 8. 253kb 84kb
- 32. Scripts: Things to Consider 1) Unnecessary scripts – Clunky social sharing plugins, etc. 2) Minify + concatenate – Make this a part of your build process. Don’t use development versions of scripts on live site. 3) Caching – Calling popular scripts like jQuery from a CDN increases chances of caching. 4) Placement – Investigate your critical rendering path. Read more: https://developers.google.com/web/fundamentals/performance/critical-rendering-path/adding-interactivity-with- javascript
- 33. Gzip
- 34. Read more: https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/optimize- encoding-and-transfer#text-compression-with-gzip Instructions - Apache, Nginx, IIS. bootstrap-3.1.1.min.css 98 KB gzip 17 KB 83% saving
- 39. Read more: https://builtvisible.com/responsive-images-for-busy-people-a-quick-primer/ WordPress: https://make.wordpress.org/core/2015/11/10/responsive-images-in-wordpress-4-4/ Responsive images with srcset
- 41. Challenges
- 42. “Performance more often comes down to a cultural challenge, rather than simply a technical one.” - Lara Hogan On culture: http://designingforperformance.com/changing-culture/
- 43. Prefetch / prerender – Do your users follow predictable navigation paths?
- 44. Tip of the iceberg…
- 45. Thank you. Tom Bennet. Senior SEO Consultant. tom@builtvisible.com tomcbennet