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UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO

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At Erudite we like to conduct our own R and D so that we truly understand the competitive landscape. We analysed the Lighthouse speed metrics of 5,000 of the UKs top websites, and categorised them by channel, so that we can better understand mobile site speed in the context of competition.

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UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO

  1. 1. Nichola Stott Erudite Agency LTD The UK Mobile Site Speed Benchmark Logo here @NicholaStott https://www.slideshare.net/NicholaStott
  2. 2. “It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts”. Sir Arthur Conan Doyle
  3. 3. WE BELIEVE THAT… #BRIGHTONSEO @NICHOLASTOTTSOURCE LINK Users hate slow sites
  4. 4. WE BELIEVE THAT… #BRIGHTONSEO @NICHOLASTOTTSOURCE LINK Faster sites convert better
  5. 5. WE BELIEVE THAT… #BRIGHTONSEO @NICHOLASTOTT Speed - More important to mobile ranking
  6. 6. IT IS A COMPETITION
  7. 7. VISIT THE BENCHMARK
  8. 8. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #BRIGHTONSEO @NICHOLASTOTT
  9. 9. RESEARCH & DEVELOPMENT #BRIGHTONSEO @NICHOLASTOTT
  10. 10. Erudite App Manifest & Service Worker Registration Satisfy speed criteria Use HTTPS #BRIGHTONSEO @NICHOLASTOTT √ √ √
  11. 11. 2VISIT THE STUDY Mobile Readiness & Progressive Web Apps in the UK Are Digital Leaders Adapting to Mobile Audiences?
  12. 12. 5 LIGHTHOUSE PWA AUDIT CRITERIA 1. HTTPS – is the site served over HTTPS? 2. Service Worker – does the site register a Service Worker? 3. Speed – <10,000 TTFI/CI 4. Add to Home Screen – user prompt ‘‘Add to Home Screen’’? 5. Content Sized for Mobile Viewport – responsively or adaptively? #BRIGHTONSEO @NICHOLASTOTT
  13. 13. Using Node CLI to Automate at Scale… run: lighthouse <url>
  14. 14. PWA-SPECIFIC FEATURES? #BRIGHTONSEO @NICHOLASTOTT
  15. 15. Hi! Love this analysis! Did you know that httparchive has lighthouse results for all of it's URLs in BigQuery? Oh…
  16. 16. OVER 5,000 WEBSITES WITH SEVEN DISTINCT PERFORMANCE- RELATED COMPARABLE CRITERIA… #BRIGHTONSEO @NICHOLASTOTT
  17. 17. LIGHTHOUSE MOBILE CONFIG User agent: Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/65.0.3325.181 Safari/537.36 Device Emulation Nexus 5X: Enabled Network Throttling 562.5ms RTT, 1.4Mbps down, 0.7Mbps up: Enabled CPU Throttling 4x slowdown: Enabled
  18. 18. STEP 1 #BRIGHTONSEO @NICHOLASTOTT Data Hygiene 5,239 URLS • Checked all still return 200 • Removed couple of counterfeit sites • Removed handful of seriously anomalous outliers
  19. 19. STEP 2 #BRIGHTONSEO @NICHOLASTOTT Classify 5,010 sites
  20. 20. STEP 2… IN NUMBERS #BRIGHTONSEO @NICHOLASTOTT Classify 5,010 sites
  21. 21. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #BRIGHTONSEO @NICHOLASTOTT
  22. 22. #BRIGHTONSEO @NICHOLASTOTT FINDINGS Other, News & Media Fastest TTFB All <2 second
  23. 23. #BRIGHTONSEO @NICHOLASTOTT FINDINGS VC/CI News & Media now slowest The big 3 - slowest
  24. 24. In the UK Mobile Site Speed Benchmark, the most popular consumer website categories offer the slowest mobile experience. #BRIGHTONSEO @NICHOLASTOTT
  25. 25. RETAIL: DEEP-DIVE #BRIGHTONSEO @NICHOLASTOTT renderStart /FMP onContentLoaded visualComplete/CI Speed Index
  26. 26. #BRIGHTONSEO @NICHOLASTOTT FMP: MEDIAN & QUARTILES (S) Top Quartile: 2.06 Median: 2.87 Bottom Quartile: 3.90
  27. 27. #BRIGHTONSEO @NICHOLASTOTT CONTENTLOAD: MEDIAN & QUARTILES (S) Top Quartile: 2.71 Median: 3.75 Bottom Quartile: 5.31
  28. 28. #BRIGHTONSEO @NICHOLASTOTT CI: MEDIAN & QUARTILES (S) Top Quartile: 6.00 Median: 9.40 Bottom Quartile: 14.20
  29. 29. RETAIL SPEED INDEX Top Quartile 3,475 Median 4,862 Bottom Quartile 7,222 #BRIGHTONSEO @NICHOLASTOTT
  30. 30. HOW DID WE DO IT, WHAT DID WE LEARN AND HOW CAN WE USE IT? #BRIGHTONSEO @NICHOLASTOTT
  31. 31. #BRIGHTONSEO @NICHOLASTOTT Ensure 3G CI is consistently below 7 seconds when audited via Lighthouse, by the end of Q1. SET GOALS THAT ARE SMART
  32. 32. #BRIGHTONSEO @NICHOLASTOTT GET BUDGET AND RESOURCE SOURCE LINK
  33. 33. MAKE GOODEST FAST INTERNET THANK YOU

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