Site Speed for Google's Mobile First Index - SMX London 2017

#SMX #11A @PeteCampbell

Pete Campbell, Managing Director, Kaizen

Site Speed for Google’s Mobile First Index


PETE CAMPBELL

/ KAIZEN

• Founder / Managing Director of Kaizen

• Content-led visibility powered by in-house tech

• Specialist team of Coders/Designers/Marketeers

• 2 award wins, 5 nominations in 2016/17

• Pete built his first website at 11, first grey hair at 28

• Running his 1st marathon this weekend (#brag)

• Proud owner of an Amazon Echo Dot


kaizensearch.co.uk/smx-sitespeed/

DOWNLOAD THE SLIDES


47% OF CONSUMERS EXPECT

WEB PAGES TO LOAD IN 2 SECONDS

Credit: https://blog.kissmetrics.com/loading-time/

https://blog.kissmetrics.com/loading-time/


THE AVERAGE RETAIL SITE

LOADS IN 10 SECONDS

Credit: Strangeloop Study of Top 2,000 Alexa Rankings for US


MOBILE USAGE OVERTOOK DESKTOP IN 2014

Credit: Morgan Stanley Research


UK RETAILERS SPEED OPTIMISATION

ON MOBILE IS WORSE THAN DESKTOP

Credit: Kaizen eCommerce Site Speed Study (Jan 2017)


IT’S NOT ALL BAD NEWS


24mbps

40mbps

18% Y.O.Y. CHANGE 38% Y.O.Y. CHANGE

DESKTOP MOBILE

Credit: http://www.speedtest.net/reports/united-kingdom/

http://www.speedtest.net/reports/united-kingdom/


NEW DEVELOPMENTS IN SPEED TECH

HTTP/2 AMP PROJECT INSTANT APPS


Using a CDN Tag ‘Bloat’Image

Optimisation

Minification In-Line Code UsageInternal & External Script

Handling

TONS OF WAYS TO IMPROVE SITE SPEED


WHY IT ALL MATTERS


SLOW LOADING WEBSITES COST

RETAILERS £1.73BN IN LOST SALES PER

YEAR




79% OF SHOPPERS WHO DISLIKE YOUR SITE’S

PERFORMANCE WOULDN’T BUY AGAIN




PAGES THAT ARE 1 SECOND FASTER EXPERIENCE

27% INCREASE IN CONVERSION RATE

Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/


A FASTER FULL-SITE LOAD LEADS TO A

34% LOWER BOUNCE RATE

Credit: https://www.thinkwithgoogle.com/articles/mobile-page-speed-load-time.html

https://www.thinkwithgoogle.com/articles/mobile-page-speed-load-time.html


INTRODUCING OUR STUDY


HOW FAST ARE THE TOP 700

ECOMMERCE SITES IN THE UK?


PageSpeed Insights Score

Homepage Size (MB)

HTTP/2 or Nope?

20POINTS

5POINTS

1POINT

Homepage Loading Time 5POINTS


# WebsiteDesktop Page

Speed (/100)

Mobile Page

Speed

(/100)

H.P. Size

(MB)

H.P. Loading Time

(Per MB)HTTP/2 Final Score

1 tmlewin.co.uk 97 96 2.8 0.9 No 9.77

2 jackwills.com 96 95 2.9 1.7 No 9.65

3 tritoncycles.co.uk 98 98 3.5 0.67 No 9.53

4 findmeagift.co.uk 95 94 0.9 1.74 No 9.40

5 americangolf.co.uk 97 95 2.7 1.17 No 9.40

6 shopstyle.co.uk 87 95 2.6 1.29 Yes 9.11

7 coop.co.uk 89 88 0.7 1.62 Yes 9.07

8 thorntons.co.uk 93 90 5.2 0.83 No 9.05

9 uk.puma.com 82 94 2.7 0.47 No 8.99

10 mulberry.com 88 86 1.1 0.77 No 8.98

11 console-deals.com 77 98 1.4 1.44 Yes 8.96

12 bedroomworld.co.uk 90 86 0.9 4.2 No 8.96

13 gear4music.com 88 86 1.8 0.83 No 8.94

14 sofasworld.co.uk 89 86 0.8 4.33 No 8.93

15 gymshark.com 91 88 6.5 0.5 No 8.93

16 etsy.com 94 79 1.5 1.2 Yes 8.91

17 deichmann.com 87 83 0.1 6.2 No 8.90

18 forbiddenplanet.com 89 85 2 1.41 Yes 8.90

19 boohoo.com 90 83 3.4 0.76 No 8.84

20 createandcraft.com 81 89 1.6 0.99 No 8.83

Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro

VIEW FULL STUDY - KAIZENSEARCH.CO.UK/SITE-SPEED/

http://kaizensearch.co.uk/site-speed/


Recommendation Occurrences (Out of 697 Sites) % Sites Not Optimising

Leverage Browser Caching 665 95%

Optimize Images 651 93%

Minimize Render Blocking Resources 637 91%

Minify JavaScript 427 61%

Enable Gzip Compression 374 54%

Minify HTML 371 53%

Minify Css 242 35%

Main Resource Server Response Time 241 35%

Prioritize Visible Content 177 25%

Avoid Landing Page Redirects 47 7%

THE TOP 10 RECURRING PAGESPEED INSIGHT ISSUES

Data accurate at 24th April 2017 via PageSpeed API (excluding 3rd party resources), Pingdom & HTTP2.Pro


55/100

60/100

8.5% SLOWER

DESKTOP MOBILE

Credit: https://developers.google.com/speed/pagespeed/insights/

AVERAGE SCORES


DEBENHAMS RANKED WORST FOR MOBILE PAGE SPEED

64% OF THEIR WEB TRAFFIC IS MOBILE #HIREUS

Credit: SimilarWeb Jan 13th 2017

* 50 sites only based on IMRG Ranking


100% OF RETAILERS HAVE MOBILE SITES BUT ONLY

80% ARE RESPONSIVE (IMO BEST PRACTICE)*

20%

80%

Mobile Site

Responsive


UK RETAILERS HOMEPAGES ARE 35% LARGER (3.1MB)

THAN THE AVERAGE WEB PAGE (2.3MB)

Credit: HTTPArchive Dec 2nd 2016


14.5% OF TOP UK RETAILERS USE HTTP/2

HIGHER THAN THE WEB AVERAGE (13.5%)

Credit: W3 Techs April 2017


LATEST VERSION

OF HTTP PROTOCOL

DECREASED LOAD TIME BY 52%

FOR CLOUDFLARE CUSTOMERS

UTILISED BY 13.5% OF THE WEB

WHY YOU NEED TO SWITCH TO HTTP/2


STEPS TO IMPLEMENTING HTTP/2

Check % of Visits via HTTP/2 Browsers Google

Analytics > Audience > Technology > Browser & OS report.

Check Your Server’s Operating SystemUse BuiltWith to identify Apache 2.4..17+ or NGINX 1.9.5 OS

Do You Have an SSL Certificate?Most browsers will ignore HTTP/2 requests on non-secure sites

Read Our In-Depth Guide:http://www.stateofdigital.com/every-brand-needs-migrate-http2/

Credit: Kaizen May 2016


HOW FAST ARE THE TOP 700

ECOMMERCE SITES IN THE UK? READ THE FULL STUDY

KAIZENSEARCH.CO.UK/SITE-SPEED/

http://kaizensearch.co.uk/site-speed/


SITE SPEED TACTICS


Google PageInsights Toolhttps://developers.google.com/speed/pagespeed/insights/


WARNING: THESE TOOLS ARE PRONE

TO GIVING DUMB ADVICE


Using a CDN Tag ‘Bloat’Image

Optimisation


Handling

RECURRING SITE SPEED SUGGESTIONS


COMBINE / REDUCE JS & CSS FILES

CSS 3

PRESENTATION

JAVASCRIPT

LOGIC & DATA

JS & CSS Libraries jQuery, D3, Bootstrap, Web Fonts

Files to Avoid

Files Generated via CMS PluginsSign-Up Forms, A/B Testing

Analytics Tracking


MINIFICATION

HTML5

PAGE STRUCTURE

JAVASCRIPT

LOGIC & DATA

Google JS Closure Compilerhttps://developers.google.com/closure/compiler/

Scaling It Up

HTML Minifierhttp://kangax.github.io/html-minifier/

Minify.org for CSS & JShttp://www.minifier.org/


DEALING WITH TAG ‘BLOAT’

Build List of All ‘Firing’ TagsUse Google Tag Assistant http://bit.ly/1fhsls5

Identify Duplicate/Redundant Tags e.g.

Classic Google Analytics

Remove Useless Tags = Profit


INLINE CODE – JUST DON’T DO IT!


INLINE CODE – JUST DON’T DO IT!

Hard to Maintain

Results in Unused Code

Overwrites Default Styles


IMAGE COMPRESSION

Google’s Open-Source

Lossless .WebP Image Format

<26% Smaller than PNG

<25-34% Smaller than JPEG

Credit: http://www.webmproject.org/

Alternative PNG/JPG Compression

https://compressor.io/


HTTP/2 ELIMINATES THE NEED FOR SOME

TYPICAL SITE SPEED HACKS

Image Sprites

Switch to Smart Domain Sharding

‘Master’ CSS / JavaScript Files


CDNFinderhttps://www.cdnfinder.com/content-delivery-network-comparison/


GOOGLE AMP


AMP SUPPORT HAS EXPANDED

Articles & News Content

Recipe Cards

eCommerce Products

Property Listings


EBAY IS NOW SERVING 8 MILLION URLS IN AMP

Credit: http://searchengineland.com/ebay-goes-amp-sign-might-break-past-news-253254


NORMAL


AMP VERSION


NORMAL

AMP VERSION

71% FASTER


INTRODUCING ACCELARATED MOBILE LINKS

Credit: https://amphtml.wordpress.com/

LOADS THE NEXT PAGE

IN ‘AMP’ MODE IF AVAILABLE

https://amphtml.wordpress.com/2017/01/12/introducing-accelerated-mobile-links-making-the-mobile-web-app-quick/


HOW TO IMPLEMENT GOOGLE AMP

https://wordpress.org/plugins/glue-for-yoast-seo-amp/

https://wordpress.org/plugins/amp/


HOW TO IMPLEMENT GOOGLE AMP

https://www.ampproject.org/docs/get_started/create_page.html


INSTALL FREE GOOGLE PAGESPEED MODULE

Credit: Kaizen May 2016

Google PageSpeed Modulehttps://developers.google.com/speed/pagespeed/module/

Combine & Minify CSS/JS

Optimise Images

Extend Browser Cache


Pingdom Tools (Free Account)https://tools.pingdom.com/


View How a Website Actually Loads, Scripts,

Renders & Paints Right Click in Chrome > Inspect > Timeline & Hit Refresh


Check Your Page Speed VS Competitors

http://kaizensearch.co.uk/speed-tool/


POST-WEBSITE ERA


MOBILE USERS PREFER APPS OVER BROWSERS


OPENS PAGE

IN THE APP

‘Install App’Button Fallback

APP INDEXING & DEEP-LINKING


Access Apps from Anywhere

Run Android Apps without Installation

INSTANT APPS WILL DOMINATE (ONE DAY)


NEW DEVELOPMENTS IN SPEED TECH

HTTP/2 AMP PROJECT INSTANT APPS


Using a CDN Tag ‘Bloat’ Image Handling


Handling

TONS OF WAYS TO IMPROVE SITE SPEED


SLOW LOADING WEBSITES COST

RETAILERS £1.73BN IN LOST SALES PER YEAR




PAGES THAT ARE 1 SECOND FASTER EXPERIENCE

27% INCREASE IN CONVERSION RATE

Credit: https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

https://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/


DOWNLOAD THE SLIDES: KAIZENSEARCH.CO.UK/SMX-

SITESPEED/

THANK YOU! SEE YOU AT THE NEXT #SMX

Site Speed for Google's Mobile First Index - SMX London 2017

Marketing

Transcript of Site Speed for Google's Mobile First Index - SMX London 2017