Real World Speed Improvements

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Real World Site SpeedImprovements

Presented by:Jenny HalaszJLH Marketing

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The Beginning of the End

23.4 seconds 15.2 seconds 6.3 seconds

@jennyhalasz#pubcon

Jenny Halasz• In SEO since 2000 – 16 years!• Speaker at Pubcon, SMX, SES, StateofSearch,

InternetSummit, Conversion Conference…• Writer for Search Engine Land & Search Engine

Journal• Contributing Author “SEO Now” and “SEO Like

I’m 5”

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Not good…Added a lot of new pages…

No crawl increase…

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Identify the Problem

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Identify the Problem

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Identify the Problem

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I Seek Support…

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In Reality…DOM=13.2 seconds!!!

DOM=Document Object Model (don’t look up “define dom”)

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A Few Days Later…Actual Download Speeds = ~23.4s

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Prerenderhttps://www.v2.com/eliquids/marketplace/xeo?_escaped_fragment=

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Better, but…

23.4 seconds 15.2 seconds

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Classify the Problem

Legacy infrastructur

e

Improve back end

Can’t dump cache

Akamai

Only supports jpg

Best practices

Image size Compression

Less than 50K

3rd parties

Tagging Contracts

Enforcement

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Baby Steps

Use CDN

Implemented minor code changes

Fix cache problem, cache what we can

Progressive enhancement strategy

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Optimize Images

Implement AIC (Adaptive Image Compression)

Fix hero images and sliders to be less than 70K

Change process

Fix largest legacy images

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Compression Tactics

DNS-Prefetch

Minify CSS/JS

Enable response compression using Gzip

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Can’t Fix (Much) Now

Remove unused scripts

Enforce contracts

Change policy

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Small Cost, Big Gains!

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Big Improvement

23.4 seconds 15.2 seconds 6.3 seconds

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Yay!

Added a lot of new pages…

Crawling!

*Decrease after is normal

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#happydance!

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Scale imagesJS/CSS enhancementsCachingHSTSHTTP/2Progressive enhancementDefer JS loadMake fewer requestsAdd expires headersReduce DNS lookupsAvoid redirectsControl 3rd party tags

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More to Do…

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MeDev Team

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Jenny Halasz@jennyhalasz

jlh-marketing.com

Thank You!