@jennyhalasz#pubcon
Real World Site SpeedImprovements
Presented by:Jenny HalaszJLH Marketing
@jennyhalasz#pubcon
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”
@jennyhalasz#pubcon
@jennyhalasz#pubcon
@jennyhalasz#pubcon
Not good…Added a lot of new pages…
No crawl increase…
@jennyhalasz#pubcon
Identify the Problem
@jennyhalasz#pubcon
@jennyhalasz#pubcon
Identify the Problem
@jennyhalasz#pubcon
Identify the Problem
@jennyhalasz#pubcon
@jennyhalasz#pubcon
@jennyhalasz#pubcon
@jennyhalasz#pubcon
I Seek Support…
@jennyhalasz#pubcon
In Reality…DOM=13.2 seconds!!!
DOM=Document Object Model (don’t look up “define dom”)
@jennyhalasz#pubcon
A Few Days Later…Actual Download Speeds = ~23.4s
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Prerenderhttps://www.v2.com/eliquids/marketplace/xeo?_escaped_fragment=
@jennyhalasz#pubcon
Better, but…
23.4 seconds 15.2 seconds
@jennyhalasz#pubcon
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
@jennyhalasz#pubcon
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
@jennyhalasz#pubcon
Compression Tactics
DNS-Prefetch
Minify CSS/JS
Enable response compression using Gzip
@jennyhalasz#pubcon
Can’t Fix (Much) Now
Remove unused scripts
Enforce contracts
Change policy
@jennyhalasz#pubcon
Small Cost, Big Gains!
@jennyhalasz#pubcon
Big Improvement
23.4 seconds 15.2 seconds 6.3 seconds
@jennyhalasz#pubcon
Yay!
Added a lot of new pages…
Crawling!
*Decrease after is normal
@jennyhalasz#pubcon
#happydance!
@jennyhalasz#pubcon
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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@jennyhalasz#pubcon
@jennyhalasz#pubcon
@jennyhalasz#pubcon
@jennyhalasz#pubcon
Jenny Halasz@jennyhalasz
jlh-marketing.com
Thank You!
