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SEO Tune Up: Technical and Performance

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The speed of your website can make or break your rankings and traffic. Here are tips on things you can do to test the speed of your site, slim down the technical baggage, and increase your overall performance to improve SEO.

Publicada em: Marketing
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SEO Tune Up: Technical and Performance

  1. 1. Technical and Performance SEO Tune Up Carolyn Shelby, SEO Director, tronc #SEJSummit @cshel
  2. 2. Carolyn Shelby Director, SEO at tronc,Inc. Organic, technical, enterprise, and news 20+ years experience #SEJSummit @cshel
  3. 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. 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. 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. 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. 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. 9. It’s okay to say no!
  11. 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. 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. 13. MAKE IT FAST
  14. 14. 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?
  15. 15. 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.
  16. 16. #SEJSummit @cshel Twitter @cshel Linkedin linkedin.com/in/cshel Google+ +CarolynShelby
  17. 17. #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.