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Pagespeed SEO 2018: Google Mobile Index Optimization

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This presentation shows you how we brought https://smyln.com/ to a constant 90+% on all major speed tools. It shows you the CDNs and tricks we used, how to read the Google Webmaster Console and dives into the plugins installed for a fast Wordpress and a solidly optimized setup in the light of speed requirements.

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Pagespeed SEO 2018: Google Mobile Index Optimization

  1. 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. 2. Why the fixation on speed? Google, naturally and ... 13:26 2
  3. 3. Why the fixation on speed? ... ultimately money! 13:26 Traffic Conversion Ads $$$ 3
  4. 4. 13:26 4
  5. 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. 6. But why, we have broadband now... 13:26 6
  7. 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
  8. 8. Provider 13:26 8
  9. 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. 10. Provider choice: Basic check: Google rankings & network tools to find your flavour! 13:26 10
  11. 11. Why start at that level? 13:26 11
  12. 12. 13:26 12
  13. 13. Provider choice: the traffic snob approach 13:26 13
  14. 14. Provider choice: the traffic snob approach 13:26 https://portal.linx.net/members/list-ip-asn => looked for random entry 14
  15. 15. The cloud „problem“... 13:26 15
  16. 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
  17. 17. Hardware (if dedicated) 13:26 17
  18. 18. Picking hardware... • There is never enough RAM • SSD + RAM + CPU + OS => a choice of money and task 13:26 18
  19. 19. The cloud vs. dedicated servers 13:26 19
  20. 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
  21. 21. System Layer 13:26 21
  22. 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. 23. System Layer For example: persistent connections make a huge difference! 13:26 23
  24. 24. System Layer For example: persistent connections make a huge difference! 13:26 24
  25. 25. System Layer: the lazy approach 13:26 https://developers.google.com/speed/pagespeed/module/ 25
  26. 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. 27. System: dynamic pages with JS 13:26 27
  28. 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
  29. 29. Application Level 13:26 29
  30. 30. Application Layer Out of the box systems are never 100% optimized! 13:26 totally normal 30
  31. 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
  32. 32. Application Layer 13:26 32
  33. 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. 34. Application Layer: CDN 13:26 There are some and a lot are good! 34
  35. 35. Application Layer: CDN 13:26 35
  36. 36. Amazon Cloudfront at its best @5Mbit/s 13:26 36
  37. 37. Application Layer: CDN 13:26 37
  38. 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. 39. HTML = the result 13:26 39
  40. 40. Now let us go “green“ in the tests! 13:26 40
  41. 41. Lighthouse Audit 13:26 41
  42. 42. Lighthouse Audit 13:26 42
  43. 43. Pagespeed Insights 13:26 43
  44. 44. Pagespeed Insights: Plain Vanilla MaterializeCSS 13:26 Free download on https://static.smyln.com/ 44
  45. 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
  46. 46. The Javascript thing... 13:26 46
  47. 47. 13:26 47
  48. 48. The render blocking thing... 13:26 48
  49. 49. The Wordpress thing 13:26 49
  50. 50. 13:26 50
  51. 51. The Smartphone thing 13:26 51
  52. 52. The Google Analytics thing 13:26 Better, if you do not need everything - https://github.com/jehna/ga-lite 52
  53. 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. 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

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