Pagespeed SEO 2018: Google Mobile Index Optimization
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The document emphasizes the importance of page speed optimization for improved rankings and conversion rates. It outlines a comprehensive approach, starting from server selection to application layer enhancements, and highlights tools for speed testing. The document also discusses the trade-offs between cloud and dedicated servers, as well as best practices for optimizing website performance.
Pagespeed SEO 2018: Google Mobile Index Optimization
- 1. Page speed optimization Squeezing milliseconds for better rankings from the server level up to the application layer by Ralf Schwoebel (@orgaralf) 13:26 1
- 2. Why the fixation on speed? Google, naturally and ... 13:26 2
- 3. Why the fixation on speed? ... ultimately money! 13:26 Traffic Conversion Ads $$$ 3
- 4. 13:26 4
- 5. How to approach it? Using only Pagespeed Insights is not enough! 13:26 Provider: low latency, never down, never overcrowded Server: Fast, solid Hardware – either virtualized or real, SSD drives, there is never enough RAM! System: Fast services (like nginx, sphinxd, stripped & memcached Apache, optimized MariaDB, PHP7, etc.) Application: Cookieless, static content from cookieless fast CDNs (AWS, Cloudflare, CDN77) HTML: Insight, Lighthouse AND(!) SEO structure Optimization 5
- 6. But why, we have broadband now... 13:26 6
- 7. How do we test speed? • Google Webmaster Console • Google PageSpeed Insights • tools.pingdom.com • Lighthouse Audit • Firefox/Chrome Dev Tools (network) • Online Tools (for different locations) for „traceroute“ or „ping“ 13:26 7
- 9. Bottom-up approach: Provider • If money (=amount of traffic & scalability) is not an issue: AWS instances or Google Cloud (Compute Engine) • If you want specific setups (dedicated machines): Local provider with CDN combination 13:26 9
- 10. Provider choice: Basic check: Google rankings & network tools to find your flavour! 13:26 10
- 11. Why start at that level? 13:26 11
- 12. 13:26 12
- 13. Provider choice: the traffic snob approach 13:26 13
- 14. Provider choice: the traffic snob approach 13:26 https://portal.linx.net/members/list-ip-asn => looked for random entry 14
- 15. The cloud „problem“... 13:26 15
- 16. Summary Provider • There is no „cloud is better than dedicated“ • It all depends on your individual site/offer • The servers must respond quickly, the rest is happening in the app layer above • Cloud scales better, dedicated servers are easier to control (they are yours) 13:26 16
- 18. Picking hardware... • There is never enough RAM • SSD + RAM + CPU + OS => a choice of money and task 13:26 18
- 19. The cloud vs. dedicated servers 13:26 19
- 20. Summary Hardware • Choose along your „knowledge pool“ and budget + provider choice, but it has to be a decent machine or cloud offer... 13:26 20
- 22. System Layer • OS (Linux or Windows – I think, but I am a Linux guy) • Services • Webserver (Apache) • Reverse Proxy / Cache (nginx, varnishd, squid, memcached) • Database (MariaDB, SphinxSearch, ElasticSearch) • Filesystem (from NFS to Hadoop) 13:26 22
- 23. System Layer For example: persistent connections make a huge difference! 13:26 23
- 24. System Layer For example: persistent connections make a huge difference! 13:26 24
- 25. System Layer: the lazy approach 13:26 https://developers.google.com/speed/pagespeed/module/ 25
- 26. System: rules of thumb • Cache in RAM, whatever possible • Limit requests per second to system by splitting static content • Writing is more expensive than reading • The Open Source community has you covered, but you need to know, what you are doing! 13:26 26
- 27. System: dynamic pages with JS 13:26 27
- 28. Summary System • If it shall scale, the choices are limited! • Progressive web apps with 1+ Mio. daily users and a lot of files are probably best kept in a cloud environment (coz: add instances per task) • Solid WP blogs (we have customers with 120k visits / day) can be done on a single server system with a CDN 13:26 28
- 30. Application Layer Out of the box systems are never 100% optimized! 13:26 totally normal 30
- 31. Application Layer But most of them can be tweaked right! • add a CDN • avoid Cookies, if possible • Combine JS, CSS and minify • Manage images automatically (resizing) • Nested Loops, if(file_exists()), tables without index, etc. = evil! 13:26 31
- 33. Application Layer: CDN 13:26 A CDN-URL for your assets has 2 advantages! 1. Global caching 2. More simultaneous connections per user 33
- 34. Application Layer: CDN 13:26 There are some and a lot are good! 34
- 35. Application Layer: CDN 13:26 35
- 36. Amazon Cloudfront at its best @5Mbit/s 13:26 36
- 37. Application Layer: CDN 13:26 37
- 38. Summary: Application Layer 13:26 • This is the place for 70% of your optimization work • The other 30% (provider, system) are important to cover first 38
- 39. HTML = the result 13:26 39
- 40. Now let us go “green“ in the tests! 13:26 40
- 44. Pagespeed Insights: Plain Vanilla MaterializeCSS 13:26 Free download on https://static.smyln.com/ 44
- 45. The cornerstones of „Insights“ 13:26 • Server response time • Caching time for static content >7days • Render blocking removed (first paint) • Images optimized • CSS combined and minimized • JS combined and minimized (and async‘ed) 45
- 47. 13:26 47
- 48. The render blocking thing... 13:26 48
- 49. The Wordpress thing 13:26 49
- 50. 13:26 50
- 51. The Smartphone thing 13:26 51
- 52. The Google Analytics thing 13:26 Better, if you do not need everything - https://github.com/jehna/ga-lite 52
- 53. 13:26 The ultimate SEO/quality checklist starts with speed • The site responds <100ms on fa(s)t lines • Pages are green on Insights + Lighthouse... • ...also for mobile(!) • Keyword is investigated • On-Page SEO fits (ryte.com creates an extra ToDo list for you) • Links are coming in (off-page SEO) • Users stay (want to see more pages, do not use the back button) • Visitors convert to customers 53
- 54. Thank you! Thank you for your time and attention... Have a great time in London! Ralf Schwoebel, CEO orga.zone AG rs@orga.zone https://orga.zone/ 13:26 54