implementation of area efficient high speed eddr architecture
How Technical Decisions, Speed and Architecture can Impact ... · How Technical Decisions, Speed...
Transcript of How Technical Decisions, Speed and Architecture can Impact ... · How Technical Decisions, Speed...
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How Technical Decisions, Speed and Architecture can Impact the Business Bottom Line and why
Medic changed my view of SEO.
May 16th 2019
See what we do at visitdigital.com
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Background
Domain Name Trader → Coder → Digital Marketer → Coder → Data Geek
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Typical Product Development Lifecycle
The remit of Digital Marketers has moved further back into the product development lifecycle as their role becomes mission critical.
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Setup in 2014
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Expertise in understanding the business data layer.
We translate it into actionable insights for stakeholders.
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Astrophysicist
I was brought in to build a Data Science function from the ground up and unlock the value in the data of a portfolio
- Our users enjoy an algorithm-driven personalised experience which is subject to ongoing iterative improvement.
- We make our decisions based on what our users tell us works for them in multivariate tests.
- We understand what it is about a piece of content that will give it a high viral trajectory through the social media space, and make
pre-publication adjustments accordingly.
- We make the most of our unique position to aggregate the opinions of our colossal following on any given topic via NLP and
sentiment analysis, and use this as a jumping-off point for further innovation.
- This is just the beginning.
Who does Sean Durkin work for?
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Are the Stakeholders Digital Natives?
Quality Insights?
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We need to help Owners, Stakeholders and Marketers regain position in a very technical world.Background
● Visit Digital to Client: Your website is really slow.● Client: We have flagged this before but we were told it was our PC and
believed them.● Technical Audit Delivered detailing technical issues including speed.● Agency Owner: “Just wish to add that it’s loading perfectly fine and quick [on]
our mobiles. 5 of us have just tried separately.”
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What do you think of my website?
#context
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Far less people understand the technical aspects
The knowledge gap has increased not decreased.
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Even the biggest Platforms...
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You’re business is not alone in struggling with technical performance. Improve to gain advantage over competitors.
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Channels● These channels are not
going away anytime soon.● Technical consideration for these
channels is essential.
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Think hard about the Structure/Taxonomy of your website. This should be a data driven decision.Take the BBC as an example and their Teams Taxonomy:
BBCBBC → SportBBC → Sport → Football → Premier LeagueBBC → Sport → Football → Premier League → Manchester UnitedBBC → Sport → Football → Premier League → Manchester United → FixturesBBC → Sport → Football → Premier League → Manchester United → ResultsBBC → Sport → Football → Premier League → Manchester United → PlayersBBC → Sport → Football → Premier League → Manchester United → News
Flat Structure
Deep Structure
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The data tells us users search this way.
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Traditional Magazine Publishing...how does it translate online?
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Fiat 500 Review~2011
Source: Archive.org
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Fast Forward to 2014
They got to know their audience… exceptionally well and learned their Search habits and had a business need for a specific web traffic profile.Users searching for Car Reviews and supporting information.
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Carbuyer.co.ukStructureEach tab has its own URL going to dedicated content topics. The choice to include these tabs is a data driven decision based on keyword research and market insight.
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Car Buyer Data-Driven Product Development
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99% of Carbuyer’s Search traffic is on NON Brand.
● Ford Fiesta Review● Best Family Cars● BMW 1 Series MPG● Compare Cars● Kia Sportage● ford fiesta boot capacity● Citroen Car Reviews
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Auto Express is a good example of what a difference a data driven approach can make to growth. They reshaped their website to align with their audience.
Traditional Publishing Vs. Data Driven Publishing
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Expert Reviews
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Better.org.uk
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Travel Brand
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Vitaejobs.co.uk - Swansea Startup
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Vitaejobs.co.uk - From Zero to Influential in 10 months
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Technical Considerations
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What happened in July 2017?
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Common SaaS Decisions - Domain Vs. Sub Domain
http://celtic-manor.enjovia.net &
https://www.google.co.uk/search?q=gift+vouchers+celtic+manor&oq=gift+vouchers+cel
tic+mano&aqs=chrome.0.0j69i60j69i57j69i60.3581j0j7&sourceid=chrome&ie=UTF-8
http://gifts.hakkasan.com/ &
https://www.google.co.uk/search?num=100&ei=t6guW4CGNuKMgAad7ovoDg&q=hak
kasan+gift+vouchers&oq=hakkasan+gift+vouchers&gs_l=psy-ab.3..0j0i22i30k1l3.606644
64.60667292.0.60667412.22.20.0.2.2.0.133.1822.12j7.19.0....0...1c.1.64.psy-ab..1.21.1825...0i67k1
j0i131k1j0i10k1j0i131i67k1j0i22i10i30k1.0.sX6IfTDB--8
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Application Speed is CriticalSPEED IMPACTS EVERYTHING. 55% more Google traffic on Mobile by simply optimising application performance.30% Gain across the board on average.
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Website Speed Cont.
Speed Optimisation to make website significantly faster. From 15-20 second load times to sub 10 second.
Organic Traffic Improves.
Self inflicted technology change which slows website significantly.
Organic Traffic starts to drops
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Speed is a Quality Score MetricQuality Score Vs. CPA
As Quality Score increases, cost per conversion decreases significantly.
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Page SizeDeveloper Insights http://www.sportbible.com/football/funny-sterling-brilliantly-trolls-man-city-teammates-sane-and-stones-20170302
https://www.visitdigital.com
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ToolsWhen you get your website built include Page Speed as a Sign off requirement. Talk about speed and show them the tools below from the outset.
GT Metrix - Deeper level of insight - https://gtmetrix.com/
Page Speed Insights - User friendly - https://developers.google.com/speed/pagespeed/insights/
Pingdom - https://tools.pingdom.com/
Web Page Test - https://www.webpagetest.org/
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What’s the most important thing on the page?
https://www.sanctuarycriminaljustice.com/
Vs.
https://www.sanctuaryhealth.com/
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Site Search - Technical Requirements● Auto Complete● Automatic Redirects (“Antique Furniture” query)
https://www.loveantiques.com/● Handle Misspellings● Natural Language Search (Questions are frequent)● Use Query Parameter for Internal Search.
○ We did but never setup Google Analytics to track it...See the hack later
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How important is Site Search?
What improvements from Site Search?
Client 1 Client 2 Client 3
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Site Search! Visits with Site Search converted twice as much as visits without.
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Site Search Hack
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Site Search ToolsWe’ve developed our own - Un-develop it.
Algolia - From $29/month. Integrates with most platforms
Elasticsearch - Varying Pricing
Google Site Search - Shelved
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Structured Markup - Take SERP Real-estatehttps://developers.google.com/search/docs/data-types/event
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Vitaejobs.co.uk - Google For Jobs Markuphttps://developers.google.com/search/docs/data-types/job-posting
https://wordpress.org/plugins/job-postings/
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Use Google Search Console
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Google’s July 2018 Core Update - Medic
Expertise - Authority - Trust
SEO used to be linear...
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What just happened?
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What just happened?
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How does a User decide if they trust you? How do you convey Expertise - Authority - Trust?Google gives raters insights how they should do it:
http://static.googleusercontent.com/media/www.google.dk/da/da/insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
● Returns● Payment● For a YMYL website, a mixed reputation is cause for a Low rating. ← that
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The Beginning
See what we do at visitdigital.com