SlideShare a Scribd company logo
Why page speed matters…
WITHOUT mentioning
conversions once
Slideshare.net/NickVines/
@Telescopnic
Nick Vines (he/him)
Torchbox
About me:
nick.vines@torchbox.com @telescopnic
www.linkedin.com/in/nick-vines
Who are Torchbox?
How is SEO in the charity
sector different?
@ torchbox @telescopnic #BrightonSEO
Carbon footprint
News flash: Using the internet uses energy
(a lot of it!)
@ torchbox @telescopnic #BrightonSEO
The hidden cost
of the internet:
4% of global
greenhouse gas
emissions
Frédéric Bordage, GreenIT.fr
@ torchbox @telescopnic #BrightonSEO
The internet would
be the 5th most
polluting country in
the world!
Country
CO2 Emissions
(Tonnes)
China 10,432,751,400
USA 5,011,686,600
India 2,533,638,100
Russia 1,661,899,300
The Internet 1,434,294,400
Japan 1,239,592,060
Germany 775,752,190
@ torchbox @telescopnic #BrightonSEO
So what has this got to
do with page speed?
@ torchbox @telescopnic #BrightonSEO
Action For Children:
CWV score: 71 /100
TTFB: 0.6 sec
FCP: 1.1 sec
Another Children’s Charity:
CWV score: 55 /100
TTFB: 0.5 sec
FCP: 5.1 sec
@ torchbox @telescopnic #BrightonSEO
Action For Children:
Another Children’s Charity:
https://www.websitecarbon.com
@ torchbox @telescopnic #BrightonSEO
Yearly output of CO2 for each site:
Action For Children: 350kg of CO2
e
Another Children’s Charity: 2,200kg of CO2
e
@ torchbox @telescopnic #BrightonSEO
Yearly output of CO2 for each site:
Action For Children: 350kg of CO2
e
…equivalent to boiling water for 47,000 cups of tea
Another Children’s Charity: 2,200kg of CO2
e
…equivalent to boiling water for 296,000 cups of tea
@ torchbox @telescopnic #BrightonSEO
So what can SEOs do?
@ torchbox @telescopnic #BrightonSEO
You could…
Use a green hosting
provider
Test using Green Web Foundation
@ torchbox @telescopnic #BrightonSEO
You could…
Offset your carbon cost
We use: https://treesforlife.org.uk
@ torchbox @telescopnic #BrightonSEO
You could…
Make your website FASTER!
@ torchbox @telescopnic #BrightonSEO
Making your website
work for everyone
Not everyone is accessing your site on a
high spec device over a fast connection.
@ torchbox @telescopnic #BrightonSEO
@ torchbox @telescopnic #BrightonSEO
@ torchbox @telescopnic #BrightonSEO
92% internet
connectivity rate
95% coverage
by 4g network
@ torchbox @telescopnic #BrightonSEO
92% internet
connectivity rate
95% coverage
by 4g network
8%
@ torchbox @telescopnic #BrightonSEO
Who falls into the 8%?
@ torchbox @telescopnic #BrightonSEO
You could be:
Experiencing homelessness
@ torchbox @telescopnic #BrightonSEO
You could be:
Experiencing homelessness
Recently bereaved
@ torchbox @telescopnic #BrightonSEO
You could be:
Experiencing homelessness
Recently bereaved
Experiencing a mental health crisis
@ torchbox @telescopnic #BrightonSEO
(Compared to 25Mbps in
the UK on 4g connection)
78% of internet
users are on
mobile device
Average
download speed
of 8Mbps
Statistics for Sub-Saharan Africa:
@ torchbox @telescopnic #BrightonSEO
@ torchbox @telescopnic #BrightonSEO
Slow sites suck...
@ torchbox @telescopnic #BrightonSEO
Reducing the load time of your site
= Happy users on ALL connections
@ torchbox @telescopnic #BrightonSEO
Cost
Data might be cheap in the UK,
but that isn’t always the case
@ torchbox @telescopnic #BrightonSEO
UK:
$0.79
Average cost per Gb:
Kenya:
$0.84
South Africa:
$2.04
@ torchbox @telescopnic #BrightonSEO
(but it is all relative)
UK:
$0.79
Average cost per Gb:
Kenya:
$0.84
South Africa:
$2.04
@ torchbox @telescopnic #BrightonSEO
Imagine this:
You are a person in Madagascar wanting
to learn about 'loss and damage’
@ torchbox @telescopnic #BrightonSEO
You make a Google search:
@ torchbox @telescopnic #BrightonSEO
You click on the first link:
1.9Mb
$0.04
@ torchbox @telescopnic #BrightonSEO
You click through to 2 more pages:
1.7Mb
$0.04
2.3Mb
$0.05
@ torchbox @telescopnic #BrightonSEO
How much does that cost?
5.9Mb
$0.13
1.9Mb
$0.04
2.3Mb
$0.05
1.7Mb
$0.04
@ torchbox @telescopnic #BrightonSEO
Cost is
relative…
Daily Income: $4.30
@ torchbox @telescopnic #BrightonSEO
Cost is
relative…
Daily Income: $4.30
Cost to visit WRI site: $0.13
@ torchbox @telescopnic #BrightonSEO
Cost is
relative…
Daily Income: $4.30
Cost to visit WRI site: $0.13
Percentage of Daily Income: 3%
@ torchbox @telescopnic #BrightonSEO
So what can SEOs do?
https://whatdoesmysitecost.com
@ torchbox @telescopnic #BrightonSEO
8 actions to reduce
page load speed
Easy right…
Just improve your Core Web Vitals score?
@ torchbox @telescopnic #BrightonSEO
So what else can
you do?
@ torchbox @telescopnic #BrightonSEO
Step 1:
Reduce the amount
of stuff users need
to download.
@ torchbox @telescopnic #BrightonSEO
Step 2:
Reconsider image
and video use.
@ torchbox @telescopnic #BrightonSEO
Step 3:
Use standard fonts.
@ torchbox @telescopnic #BrightonSEO
Step 4:
Use less Javascript.
@ torchbox @telescopnic #BrightonSEO
Step 5:
Use static pages.
@ torchbox @telescopnic #BrightonSEO
Step 6:
Use server caching.
@ torchbox @telescopnic #BrightonSEO
Step 7:
Use clean code.
@ torchbox @telescopnic #BrightonSEO
Step 8:
Use a data centre
close to your users.
(or a CDN)
@ torchbox @telescopnic #BrightonSEO
(Did I mention we’re hiring???)
nick.vines@torchbox.com
linkedin.com/in/nick-vines

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