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Measurably DaringTMMeasurably DaringTM
Luke Monaghan @ #SearchLeeds
Site Speed: Time to Meet
the Mobile Expectation
20/06/2019
Who am I?
Luke Monaghan
Director, SEO @ Fetch
@LukeTheMono
Covered Today:
1. The importance of site speed
2. Mobile vs. Desktop experience
3. How we can meet the mobile expectation
4. The future of mobile performance
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Site speed is important.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Crawlers Users
@LukeTheMono
It’s a ranking
factor
Source: Using site speed in web search ranking, Google, 2010
Source: Using page speed in mobile search ranking, Google, 2018 @LukeTheMono
Measurably DaringTMMeasurably DaringTM
It’s an
expectation
Source: Find out how you stack up to new industry benchmarks for mobile page speed, Google, 2017 @LukeTheMono
Measurably DaringTMMeasurably DaringTM
An expectation with real-world impact.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
10%The percentage of users lost
for each additional second it
takes for the BBC to load.
Source: How the BBC builds websites that scale, Creative Blog, 2018 @LukeTheMono
$1.6
BillionThe yearly sales cost that a one second page slowdown
could have to Amazon.
Source:: How One Second Could Cost Amazon $1.6 Billion In Sales, Fast Company, 2012 @LukeTheMono
Measurably DaringTMMeasurably DaringTM
So, all this considered…
@LukeTheMono
…why are we still seeing
this?
Source: WebPagetest.org @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Source: User Centric Performance Metrics, Google
28.9s0.5s 5.8s 10.1s 22.7s
First Contentful
Paint
First Meaningful
Paint
Time to
Interactive
Fully LoadedTime to First Byte
Is it happening? Is it useful? Is it usable?
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Especially
when we’re
now here?
Source: Desktop vs. Mobile Market Share Worldwide, statcounter @LukeTheMono
Measurably DaringTMMeasurably DaringTM
We are not yet truly mobile-first
@LukeTheMono
Recognise
this?
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Main Mobile vs. Desktop Variables
@LukeTheMono
CPU Network
Measurably DaringTMMeasurably DaringTM
We shouldn’t settle for this disparity.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Meeting the Mobile
Site Speed Expectation
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“There are multiple moments during the load experience that
can affect whether a user perceives it as "fast" or "slow"”.
Source: Time to Interactive, Google @LukeTheMono
Measurably DaringTMMeasurably DaringTM
“The only thing which matters is the perception of speed.”
Source: https://youtu.be/-WTI3w-wYyw @LukeTheMono
Measurably DaringTMMeasurably DaringTM
It’s not about reaching 100/100 in
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Or a Grade A in
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
It’s about making your site feel fast to the user
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
“Research has shown that any delay longer than a second will
cause the user to interrupt their flow of thought”
Source: Mobile Analysis in PageSpeed Insights, Google @LukeTheMono
Measurably DaringTMMeasurably DaringTM
The Aim: Deliver above the fold content in under one second.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Deliver the perception of speed.
@LukeTheMono
Perception vs. Reality
Perceived Load: 4.0s
@LukeTheMono
Of 900,000 mobile landing pages
analysed, 70% took more than 5
seconds to display visual content above
the fold.
Source: Find out how you stack up to new industry benchmarks for mobile page speed, Google, 2018. @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Achieving the Perception
Measurably DaringTMMeasurably DaringTM
TEST OPTIMISE MONITOR
REPEAT
PROFILE
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Profile
Measurably DaringTMMeasurably DaringTM
Make users the centre of all performance optimisation efforts
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Build out a profile of the typical mobile user on-site to
accurately uncover their pain points.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Google
Analytics
• Device model
• Browser (type and version)
• Operating system
• Geolocation
@LukeTheMono
NetInfo API
Uncover data around mobile connection type and performance within
Google Analytics.
Source: GA Mobile Connection Type, Antoinebr @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Establish key testing profiles and associated conditions.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Each user will be browsing with different variables.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
TProfile. 1
iPhone 7
4G
Chrome
TProfile. 2
@LukeTheMono
Galaxy S5
3G
IE
Experiences
will vary
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Test
Measurably DaringTMMeasurably DaringTM
Start testing user-experience, not technology.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Focus on metrics that matter.
@LukeTheMono
First Contentful Paint
Is it happening?
@LukeTheMono
First Meaningful Paint
Is it useful?
@LukeTheMono
Time to Interactive
Is it usable?
@LukeTheMono
Testing tools aplenty
There are many tools we can access when testing, some including:
• Lighthouse
• PageSpeed Insights
• ChromeDevTools
• WebPageTest
• GTmetrix
• SpeedCurve
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
One URL at a time?
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Test at scale
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Crawl Data
Collection Scalable Tool
Analytics Data
Performance Data
@LukeTheMono
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Output
• Visibility on speed performance at
URL-level, sitewide.
• Visibility on speed performance at
template level – averaged user-
metrics.
• Insight into current state of
revenue and/or visibility driving
pages from a speed perspective.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Lab Data vs. Field Data
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Controlled Performance True-World Performance
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
“These tools don't run on your user's devices, so they don't
reflect the actual performance experience of your users.”
Source: User-centric Performance Metrics, Google @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Performance aware Browser APIs
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
First Contentful Paint
First Meaningful Paint
Time to Interactive
Source: User-centric Performance Metrics, Google
PerformanceObserver API
UserTiming API
tti-polyfill
Metric How to Measure
@LukeTheMono
PerformanceObserver
Enables collection of accurate real user-measurement data.
PerformanceObserver API collects performance data at runtime,
something that can be pulled into Google Analytics for greater mobile
performance testing and reporting.
Source:
First Contentful Paint
@LukeTheMono
UserTiming API
Allows you to track how long it takes for specific content to display.
Source: User Timing and Custom Metrics, SpeedCurve
First Meaningful Paint
@LukeTheMono
tti-polyfill
Understand when a site can be interacted with through the tracking of
long tasks and quiet windows.
Image Source: How to Implement Time to Interactive (TTI) using Google Analytics, Thomas
Watson
Time to Interactive
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Google
I/O ‘17
Source: Web Performance: Leveraging the Metrics that Most Affect User Experience (Google I/O '17)
Measurably DaringTMMeasurably DaringTM
User
Timings
Report
Image Source: How to Implement Time to Interactive (TTI) using Google Analytics, Thomas Watson @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Optimise
Measurably DaringTMMeasurably DaringTM
Deliver the perception of speed.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Streamline
Critical
Path
Prioritise critical content – the content
that is visible within the initial view.
• Minification of all critical assets
(both html and CSS)
• Inline critical CSS (typically that
needed for the header and main
above the fold module)
• Load non-critical CSS
asynchronously
Image Source: The need for Speed: Advanced, Bastian Grimm @LukeTheMono
Lazy Loading
Defer all non-critical resource when a page is initially loaded, loading them when
needed.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Images
Optimise your images! They’re a big
part of most mobile webpages.
@LukeTheMono
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The average mobile website is around 50% images.
Source: State of the Web: Top Image Optimization Strategies, HTTP Archive @LukeTheMono
Choose the right image format
Compress images
Measurably DaringTMMeasurably DaringTM
Compression
Two main compression types:
• Lossy
• Lossless
@LukeTheMono
110.39 KB
72.48 KB
Choose the right image format
Compress images
Responsive images
Images
That’s not all, there are many other ways to drive performance
efficiencies with images:
Source: Automating image optimization, Google @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Code
Splitting
Reduce the size of your pages by
identifying unexecuted code.
Splitting out resources based on what
is and isn’t needed can have a huge
impact on page load.
@LukeTheMono
Resource Hints
Resource hints help to indicate to browsers crucial resources for an
optimal user-experience.
Source: Resource prioritization, Google @LukeTheMono
<link rel="preload" as="script" href="super-important.js">
<link rel="preload" as="style" href="critical.css">
<link rel="preconnect" href="https://example.com">
Preload
Preconnect
<link rel="prefetch" href="page-2.html">
Prefetch
Measurably DaringTMMeasurably DaringTM
Chrome DevTools is your best-friend.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Polly @
Delete
Even more recommendations on how
to optimise performance.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Monitor
Measurably DaringTMMeasurably DaringTM
Many solutions available that
provide real-time performance
monitoring capabilities.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
User
Timings
Report
Image Source: How to Implement Time to Interactive (TTI) using Google Analytics, Thomas Watson @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Search
Console
Speed Report
• Provides an aggregated view of a
site’s field metrics.
• Will help to identify issues with
speed performance.
Image Source: Search Engine Land, 2019 @LukeTheMono
Impact Calculator
Highlight potential impact of changes based on initial observations
from monitoring.
Source: Impact Calculator, Google @LukeTheMono
Measurably DaringTMMeasurably DaringTM
TEST OPTIMISE MONITOR
REPEAT
PROFILE
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
The Future
Measurably DaringTMMeasurably DaringTM
Users will expect quicker, more seamless browsing
experiences.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
This being said, it’s not all doom and gloom,
we’re getting better.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
“We observed improvements across the whole web
ecosystem. On a per country basis, more than 95% of
countries had improved speeds”.
Source: User experience improvements with page speed in mobile search, Google, 2019. @LukeTheMono
Measurably DaringTMMeasurably DaringTM
And enhancements are continually being developed.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
5G
Image Source: 5G: The new network arrives, Deloitte @LukeTheMono
Measurably DaringTMMeasurably DaringTM
5G brings higher speeds, lower
latency and greater capacity.
Source: The Race to 5G, Deloitte @LukeTheMono
Measurably DaringTMMeasurably DaringTM
Source: Speed & Performance Optimisation: How to Meet Users’ High Expectations, Rachel Costello @LukeTheMono
Rachell @
Deepcrawl
Exciting developments in website
performance, including personalising
performance via the Network
Information API.
Measurably DaringTMMeasurably DaringTM
Key Takeaways
Measurably DaringTMMeasurably DaringTM
1. Design a fast web experience, across all devices.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
2. Deliver the perception of speed.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
3. Measure metrics that matter to the user.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
4. Continually refine the performance experience.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
5. Take your developers for a drink, you’re doing to
need them on your side.
@LukeTheMono
Measurably DaringTMMeasurably DaringTM
Resources
Useful Resources
• https://www.deepcrawl.com/wp-content/uploads/2018/06/deepcrawl-
ultimate-guide-to-site-speed-performance.pdf
• https://developers.google.com/web/fundamentals/performance/why-
performance-matters/
• https://developers.google.com/web/fundamentals/performance/user-
centric-performance-metrics
• https://www.searchlaboratory.com/2018/10/how-to-implement-time-to-
interactive-tti-using-google-analytics/
• https://www.youtube.com/watch?v=hwExNydg0j0
• https://www.slideshare.net/bastiangrimm/the-need-for-speed-
advanced-webperf-seoday-2018
• https://www.slideshare.net/PollyPospelova/how-to-get-a-100-
lighthouse-performance-score
• https://codelabs.developers.google.com/codelabs/performance-
analytics/index.html#0
• https://github.com/Antoinebr/Ga-mobile-connection-type
Thank you!
Measurably DaringTM
Luke Monaghan
Questions? Drop me a tweet:
@LukeTheMono
#SearchLeeds

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