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#SMX #SMXLondon @ab80
How mobile page speed influences your UX, revenue and SEO.
Satisfying
the Need for
Speed
#SMX #SMXLondon @ab80
Satisfying the Need for Speed
Aleh
SEO Expert, Author, Speaker, 15 years of experience.
Barysevich
Founder:
As seen on:
#SMX #SMXLondon @ab80
How mobile page speed influences your UX, revenue and SEO.
Satisfying
the Need for
Speed
#SMX #SMXLondon @ab80
Speed is Important for Business
User
Experience Revenue
SEO
#SMX #SMXLondon @ab80
Speed is Important for User Experience
Average mobile page takes
15.3seconds to load
#SMX #SMXLondon @ab80
Speed is Important for User Experience
of visits are abandoned if the page
doesn’t load within
53%
3 seconds
#SMX #SMXLondon @ab80
Speed is Important for User Experience
of people want a page to load
In less than
50%
2 seconds
More than
#SMX #SMXLondon @ab80
All conversion
Speed is Important for Revenue
in page load time can reduce
mobile conversions by up to
20%
1 second delay
After 1s delay
After 2s
After 3s
After 4s
#SMX #SMXLondon @ab80
Speed is Important for Revenue
People with negative
experience are
62%less likely to buy again Will hardly
buy again
Will come
back28%
62%
#SMX #SMXLondon @ab80
Speed-related Case Studies
Mozilla
-2.2s
+60 mln downloads
BBC
+1s
-10% users
AliExpress
-36% load time +10.5%
orders
Obama
campaign
-60% load time
+14% donation
conversion
Walmart,
Amazon
-0.1s
+1% revenue
#SMX #SMXLondon @ab80
Impact Calculator
from improving page speed by
$515k
1.1 second
/year
#SMX #SMXLondon @ab80
Why Page Speed
IS Important
for SEO
#SMX #SMXLondon @ab80
Speed is Important for SEO
Goes live: July, 2018
Page Speed Update
for Mobile Search
Announced: 17th,Jan, 2018
#SMX #SMXLondon @ab80
Speed is Important for SEO
Goes live: July, 2018
Page Speed Update
for Mobile Search
Announced: 17th,Jan, 2018
#SMX #SMXLondon @ab80
Speed is Important for SEO
Live Already
Mobile-first indexing
Mobile pages get into the Google index instead of
desktop pages.
#SMX #SMXLondon @ab80
Speed is Important for Business
User
Experience Revenue
SEO
Speed is Google’s
new focus
#SMX #SMXLondon @ab80
Tools and Technologies: AMP & PWA
#SMX #SMXLondon @ab80
Tools: PageSpeed Modules for Apache/Nginx
#SMX #SMXLondon @ab80
Tools: Single-page Speed Tools
#SMX #SMXLondon @ab80
Tools: Google Analytics and Search Console
#SMX #SMXLondon @ab80
Tools: Chrome Developer Tools
Chrome
DevTools
#SMX #SMXLondon @ab80
New Tools From Google
Lighthouse
Speed
Scorecard
Impact
Calculator
#SMX #SMXLondon @ab80
New PageSpeed Insights
#SMX #SMXLondon @ab80
New PageSpeed Insights
#SMX #SMXLondon @ab80
PageSpeed Insights: Speed and Optimization
#SMX #SMXLondon @ab80
FCP & DCL
First Contentful Paint
first visual response from the page
DOM Content Loaded
document has been loaded and parsed
#SMX #SMXLondon @ab80
FCP & DCL
First Paint
First Contentful Paint (FCP)
First Meaningful Paint (FMP)
DOM Content Loaded (DCL)
Time to Interactive (TTI)
#SMX #SMXLondon @ab80
Real User Monitoring
0.4s DCL
0.3s DCL
0.8s DCL
2.4s DCL
1.4s DCL
4.5s DCL
2.8s DCL
1.1s DCL
#SMX #SMXLondon @ab80
Real User Monitoring
8 s | DOMContentLoaded: 1.13 s | Lo
2.6s > 1.13s
#SMX #SMXLondon @ab80
Real User Monitoring
Lab Data Field Data
Real User Monitoring
Good for debugging
Deep visibility into the UX
Reproducible environment
No real-world bottlenecks
Can’t correlate against real-world KPIs
True real-world user experience
Correlation to business KPIs
Restricted set of metrics
Limited debugging capabilities
#SMX #SMXLondon @ab80
Chrome User Experience Report
CrUX
0.4s DCL
0.3s DCL
0.8s DCL
2.4s DCL
1.4s DCL
4.5s DCL
2.8s DCL
1.1s DCL
#SMX #SMXLondon @ab80
CrUX + Google BigQuery Platform
CrUXReal Users
#SMX #SMXLondon @ab80
CrUX + Google BigQuery Platform
#SMX #SMXLondon @ab80
CrUX + Google BigQuery Platform
#SMX #SMXLondon @ab80
CrUX + Google BigQuery Platform
#SMX #SMXLondon @ab80
CrUX + Google BigQuery Platform
#SMX #SMXLondon @ab80
Chrome User Experience Report
#SMX #SMXLondon @ab80
2018 Best Practices For Loading
Compress diligently (Gzip, Brotli)
Cache effectively (HTTP, ServiceWorkers)
Minify & optimize everything
Preresolve DNS for critical origins
Preload critical resources
Respect data plans
Stream HTML responses
Make fewer HTTP requests
Have a Front loading strategy
Send less JavaScript (code-splitting)
Lazy-load non-critical resources
Route-based chunking
Library sharding
PRPL pattern
Three-shaking (Webpack, RollUp)
Serve modern browsers ES2015 (babel-preset-env)
Scope hoisting (Webpack)
Don’t ship DEV code to PROD
#SMX #SMXLondon @ab80
Google PageSpeed Insights Rules
Improve server response time
Avoid landing page redirects
Enable compression
Leverage browser caching
Minify resources
Optimize images
Optimize CSS Delivery
Remove render-blocking JavaScript
Prioritize visible content
#SMX #SMXLondon @ab80
Performance Culture
First Contentful Paint (FCP)
ChooseThe Right Metrics
DOM Content Loaded (DCL)
Time to Interactive (TTI)
Use Chrome User Experience Report
Set Realistic Goals
Be 20% faster than your fastest competitor
#SMX #SMXLondon @ab80
Server Response Time
Response time < 200ms
Required
100ms response time
Best Practice
Time to Interactive (TTI) < 5s on slow 3G, < 2s for repeat visits
#SMX #SMXLondon @ab80
Avoid Redirects
1 redirect max
Required
Ideally eliminate redirects entirely
Best Practice
Speed up delivery with faster dns-lookup, preconnect, prefetch and preload
#SMX #SMXLondon @ab80
Enable Compression
Gzip all compressible content
Required
Enable Brotli compression on the server (and CDN)
Best Practice
Pre-compress static assets with Brotli+Gzip (max level)
Compress dynamic HTML on the fly with Brotli (level 1–4)
If HTTP/2 is available, enable HPACK compression
#SMX #SMXLondon @ab80
Leverage Browser Caching
Include HTTP caching headers
• Cache-Control
• ETag
Required
Cache resources indefinitely if they are static (won’t be changed)
Best Practice
Use Cache-Control:immutable to avoid revalidation
Have your Cache-Control policy
#SMX #SMXLondon @ab80
Minify Resources (HTML, CSS, and JavaScript)
No redundant data
Required
HTMLMinifier (https://github.com/kangax/html-minifier)
Best Practice
CSSNano (https://github.com/ben-eb/cssnano) + csso (https://github.com/css/csso)
UglifyJS (https://github.com/mishoo/UglifyJS2)
#SMX #SMXLondon @ab80
Optimize Images
Use vector formats
Minify/compress SVG assets
Pick best raster formats
Experiment with optimal quality settings
Remove metadata
Resize on the server & serve scaled images
Automate, automate, automate!
#SMX #SMXLondon @ab80
Prioritize visible content
Load main content first
Required
Reduce the size of the above-the-fold content < 14kB (compressed)
Avoid render-blocking CSS and JavaScript
(inline bare minimum, defer the rest)
Make JavaScript asynchronous
#SMX #SMXLondon @ab80
Recap: PageSpeed Insights
#SMX #SMXLondon @ab80
Recap: Focus on Mobile Tab
#SMX #SMXLondon @ab80
Recap: Good is Enough
#SMX #SMXLondon @ab80
Recap: New Ranking Factor
Goes live: July, 2018
Page Speed Update
for Mobile Search
Announced: 17th,Jan, 2018
#SMX #SMXLondon @ab80
Mobile Page Speed Experiment
positions for
33,000
Top 30
keywords
1,000,000
analyzed pages
Optimization Score
First Contentful Paint (FCP)
DOM Content Loaded (DCP)
#SMX #SMXLondon @ab80
b/w Average Optimization Score
and Position
0.97Correlation
Mobile Page Speed Experiment
#SMX #SMXLondon @ab80
Mobile Page Speed Experiment
b/w Median FCP/DCL and Position
Nocorrelation
as of April, 2018
#SMX #SMXLondon @ab80
Mobile Page Speed Experiment
Mobile Page Speed
Experiment Data
https://seopwr.st/2KwfVTn
Professional software for full-cycle SEO campaigns
by:
#SMX #SMXLondon @ab80
Thank you!
Aleh
Barysevich
@ab80
www.link-assistant.com
aleh@link-assistant.com

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