Uploaded byDawn Anderson MSc DigM
Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
The document outlines various settings and strategies for optimizing website crawl efficiency and SEO performance, including crawl request intervals and server configurations. It discusses the effects of gzip compression on page speed and metrics like Time to First Byte (TTFB), offering practical recommendations for improving server response times and minimizing database queries. Additionally, it emphasizes the importance of optimizing code and server settings while providing external resources for further information.
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Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
- 2. Default Ecommerce Site Crawl Settings
- 3. Default High Quality SEO Blog Crawl Settings
- 4. Oliver’s Experiment And Increased Clicks
- 5. SITE DEFAULT SETTINGS IN CRAWL GSC SITE TYPE SITE DEFAULT SECONDS BETWEEN REQUESTS SITE DEFAULT REQUESTS PER SECOND CMS TYPE CDN USED? SHARED HOSTING / DEDICATED SERVER Business Directory – Data driven 10 0.1 NONE -‐ CUSTOM BUILT APPLICATION NO DEDICATED SERVER Gambling – data driven 10 0.1 NONE – CUSTOM BUILT APPLICATION NO DEDICATED SERVER Travel / Auto 5 0.2 CUSTOM BUILD / WORDPRESS HYBRID CLOUDFLARE DEDICATED SERVER Distribution Service (Database Driven Site) 0.003 333.333 NONE – CUSTOM BUILT APPLICATION NO SHARED HOSTING Ecommerce fashion 0.001 100 SHOPIFY SHOPIFY SHOPIFY PLATFORM Business Blog 0.008 125 WORDPRESS NO SHARED HOSTING Ecommerce Fashion 0.003 333.333 SHOPIFY SHOPIFY SHOPIFY PLATFORM
- 6. SITE DEFAULT SETTINGS IN CRAWL GSC SITE TYPE SITE DEFAULT SECONDS BETWEEN REQUESTS SITE DEFAULT REQUESTS PER SECOND CMS TYPE CDN USED? SHARED HOSTING / DEDICATED SERVER Ecommerce – Home & Garden 0.016 MAGENTO NO DEDICATED SERVER Jobs board – Dynamic data 333.333 0.003 UMBRACO NO DEDICATED SERVER Ecommerce -‐ Gifts 125 0.008 WORDPRESS CLOUDFLARE SHARED HOSTING Business Consultancy – Brochure Site 333.333 0.003 WORDPRESS NO DEDICATED SERVER Jobs Board 100 0.01 UMBRACO CLOUDFLARE DEDICATED SERVER
- 7. Popular CMS ’Rule Patterns’ (URL Parameters) ALL WILL HAVE SOME COMMON PATTERNS WHICH CAN BE LEARNED FOR EFFICIENCY BUILDS ‘HINTS’ ON WHAT NOT TO CRAWL
- 8. Custom Build PHP Site “DEFAULT” SETTING”
- 9. I slid the slider up to ‘high’ crawl request too
- 10.
- 11. 1 week later -‐ -‐ No difference at all to crawl
- 12.
- 13. Putting in a crawl request via Google Search Console
- 14.
- 15.
- 16. 1 week later -‐ -‐ No difference at all to crawl
- 17. Can you handle it?... NO, YOU CAN’T
- 18. No? …Do Nothing
- 19.
- 20.
- 21. CLOUDFLARE WILL NOT INCREASE YOUR GOOGLE PAGE SPEED SCORES
- 22. Finding 4 – PageSpeed Module Conflicts
- 23. Conflicts with AJAX & JSON • CONFLICTS WITH JSON AND AJAX FORM FILLS WHICH PULL ELEMENTS AND INDIVIDUAL DATA RATHER THAN A FULL PAGE LOAD
- 24. Savings from GzipCompression Varvy’s Gzip Compression Testing Tool -‐> https://varvy.com/tools/gzip/
- 25. USING GZIP COMPRESSION HAS A COST
- 26. IT CAN INCREASE TTFB Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐first-‐byte-‐considered-‐meaningles/
- 27. TTFB is Often Increased With Gzip Compression Compression has a cost because it increases TTFB but the web page loads quicker. So, it’s better for users but TTFB is negatively impacted whist the page is unzipped Gzip Compression Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐ first-‐byte-‐considered-‐meaningles/ Gzip Compression effects TTFB negatively. But the page loads faster in the end
- 28. IS TTFB REALLY ALL THAT ?? Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐first-‐byte-‐considered-‐meaningles/ H
- 29. You should reduce your server response time under 200ms (Google Developers)
- 30. OPTIMIZE FOR USERS FIRST CRITICAL INTERACTION PATH
- 31. CSS TOO LARGE == 8k+ Lines
- 32. Remove 7.5k lines of unnecessary css code? What do you think happened?
- 33.
- 34.
- 35. MERGE & MINIFY JS & CSS BUT YOU MUST KEEP THEM IN THE SAME ORDER AS THEY WERE IN ORIGINALLY IN THE ONE COMBINED CODE
- 36. THIRD PARTY ANALYTICS REDIRECT CHAINS
- 38. <link rel="dns-‐prefetch"> <!-‐-‐ PrefetchDNS for external assets -‐-‐> <link rel="dns-‐prefetch" href="//fonts.googleapis.com"> <link rel="dns-‐prefetch" href="//www.google-‐ analytics.com"> <link rel="dns-‐prefetch" href="//opensource.keycdn.com"> <link rel="dns-‐prefetch" href="//cdn.domain.com">
- 39. APPLICATION LOGIC IS A NIGHTMARE
- 40.
- 41. RE-‐OPTIMIZE YOUR DATABASE APPLICATION LOGIC IS A KILLER & MULTIPLE DB CALLS
- 42. Optimize & Minimize SQL Queries Application Logic Problems (Google Developers) %LIKE% & ^PREGEX$ in SQL
- 43. OPTIMIZE YOUR WORDPRESS DATABASE MANY PLUGINS LEAVE ‘THINGS’ BEHIND WHEN DELETED
- 44.
- 45. Messy Crawl with Builder Cache Included Files (DEPENDENT FILES ARE GIVEN PRIORITY)
- 46. Cache Control in .htaccess # One year for image files <filesMatch ".(jpg|jpeg|png|gif|ico)$"> Header set Cache-‐Control "max-‐age=31536000, public" </filesMatch> # One month for css and js <filesMatch ".(css|js)$"> Header set Cache-‐Control "max-‐age=2628000, public" </filesMatch>
- 47. Content fingerprinting & CSS / JS Files https://www.yourdomain.com/css/exa mple-‐styles.css?cache=1711101236 https://www.yourdomain.com/js/exa mple-‐js.js?cache=19683983
- 48. 7 JS filesreduced To ONE
- 49. 1.75 seconds to fully load now
- 50. DEFER LOADING OF JAVASCRIPT Varvy.com
- 51. 1.77 seconds now to fully load Defer javascript till after full load
- 52. Yslow score is improved after defer javascript
- 53. Base 64 Encoding BINARY TO TEXT ASCII ENCODING
- 54. BASE 64 ENCODER ONLY SUITABLE FOR SMALL IMAGES SUCH AS LOGO
- 55. 1.69 seconds with no CDN & still improvements available
- 56. WILL WE ADD A CDN?
- 57. THE SOUNDEX & METAPHONE ALGORITHMS https://en.wikipedia. org/wiki/Soundex SPELLING MISTAKES
- 58. SQL, SOUNDEX & SEMANTIC POSSIBILITIES
- 59.
- 61.
- 62. Sources & References •http://ohgm.co.uk/crawl-‐rate-‐defaults/ • https://developers.google.com/speed/docs/insights/Server • https://varvy.com/pagespeed/defer-‐loading-‐javascript.html • https://www.red-‐gate.com/simple-‐talk/sql/t-‐sql-‐programming/fuzzy-‐ searches-‐sql-‐server/ • Bar-‐Yossef, Z., Keidar, I. and Schonfeld, U., 2009. Do not crawl in the dust: different urls with similar text. ACM Transactions on the Web (TWEB), 3(1), p.3. • https://www.seroundtable.com/google-‐grammar-‐seo-‐24571.html
- 63. Sources & References •https://www.seroundtable.com/google-‐measure-‐page-‐speed-‐ 24821.html • https://www.w3resource.com/mysql/string-‐functions/mysql-‐ soundex-‐function.php • https://www.base64encode.org/ • https://en.wikipedia.org/wiki/Metaphone