SEO Tune Up: Technical and Performance
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Carolyn Shelby, SEO Director at Tronc, emphasizes the importance of speed and efficient delivery in technical SEO, highlighting that a 1-second delay in page load can significantly impact user engagement and conversions. She advocates for simplicity by reducing unnecessary code and third-party calls, minimizing file sizes, and optimizing website performance. Tools like Google PageSpeed Insights and YSlow are recommended for assessing page speed and load times.
SEO Tune Up: Technical and Performance
- 1. Technical and Performance SEO Tune Up Carolyn Shelby, SEO Director, tronc #SEJSummit @cshel
- 2. Carolyn Shelby Director, SEO at tronc,Inc. Organic, technical, enterprise, and news 20+ years experience #SEJSummit @cshel
- 3. #SEJSummit @cshel Speed is the goal. Remember Power to Weight Ratio Efficient delivery is the key to speed. Keep things simple. Defined, refined goals. Elegant code.
- 4. A 1-second delay in page load time yields: – 11% fewer page views – 16% decrease in customer satisfaction – 7% loss in conversions (source: Aberdeen Group)
- 6. How Much is Too Much? • How many audiences? • How many tasks? • How much reporting? • What are you tracking? • How many images? • How many social icons? • How many ads to serve? – From where?
- 7. Complexity has costs • More data to push • More time to retrieve data from 3rd party • Increased load times • Increased dev time • Greater chance of conflicts • Greater difficulty maintaining and repairing
- 8. SEO Improvements through Simplifying • Get rid of code that no longer serves a useful purpose • Reduce the number of 3rd party sources (calls) • (this includes tracking pixels) • Reduce the bloat in your code, in your CSS, in your scripts. • DO NOT CALL or LOAD THINGS THAT AREN’T NEEDED
- 9. It’s okay to say no!
- 11. Speed through Efficient Delivery • Minimize latency • Minimize file sizes • Only deliver those things necessary for the user experience. • Prioritize above-the-fold content.
- 12. Speed Traps • DNS response time • Latency between the DB and the file server • Failure or lag in loading a tracking pixel or some other 3rd party service • Not optimizing your image file sizes • Not optimizing your CSS delivery • Too many plugins • Too many http redirects
- 13. MAKE IT FAST
- 15. Conversations to have… • Fonts based on ease/speed of load vs what the designer used in the photoshopped mock up? • Content to suppress on the mobile site? (Using detection to deliver only the pieces necessary to the UX) • How many different tracking tools do you need? How many customer analytics/behavior monitoring beacons?
- 16. Tools for Page Speed and Load Times • Google PageSpeed Insights – Follow guidance for both mobile and desktop • Yslow (yslow.org) • Many SEO tools pull in PageSpeed and Yslow into their auditing tools.
- 19. #SEJSummit @cshel Twitter @cshel Linkedin linkedin.com/in/cshel Google+ +CarolynShelby
- 20. #SEJSummit @cshel Speed is the goal. Remember Power to Weight Ratio Efficient delivery is the key to speed. Keep things simple. Defined, refined goals. Elegant code.