Site Speed: The Ultimate UX Feature for SEO
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Site Speed: The Ultimate UX Feature… for SEO
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21-Oct-2014 -
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Speed matters. Customers expect your web site to load in 2 seconds or less. 40% of them will abandon a site that takes longer than 3 seconds. In this presentation, you'll find out why speed makes a difference for SEO and how it impacts the user experience. Included are business case data, links to free tools, and everything you need to get started on improving your site speed/performance today to drive better results in organic search engine optimization. Find out how REI cut their Google crawl time in half while producing a 100% increase in the amount of pages crawled by Google. PLEASE DOWNLOAD the slide deck to see detailed speakers notes containing much more information! You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
Transcript of Site Speed: The Ultimate UX Feature for SEO
Site Speed: The UltimateUX Feature… for SEO
Site Speed:The Ultimate UXFeature… for SEO
A case study on how to increase search engine crawling and online conversion
Jonathon Colman
In-House SEO at REI
Twitter @jcolman
Why Speed Matters to You [ 1|4 ]
Customers expect your web site to
load in 2 seconds or less.
40% of them will abandon a site
that takes longer than 3 seconds.
Source: Forrester/Akamai [via GetElastic]
Why Speed Matters to You [ 2|4 ]
For every 1 second of load time,
online conversion drops by 7%and overall customer satisfaction
drops by 16%.
Source: Strangeloop
Why Speed Matters to You [ 3|4 ]
Google uses speed as an organicsearch ranking factor for the top
1% of competitive queries.
Sources: Google, Matt Cutts [via Search Engine Land]
Why Speed Matters to You [ 4|4 ]
A faster site reduces the costs ofboth infrastructure and releases
by 50% or more.
Source: Shopzilla [via O’Reilly]
Why Speed Matters to Your Users
When [web sites] are fast, you feel good. What that ultimately comes down to is that you feel in control.
— Matt MullenwegCo-founder of WordpressSource: Improving Performance in Mature Web Apps2009 Velocity Conference
““That feeling… translates
to happiness.
Step #1: Optimize CachingSource: Google Code – Web Performance Best Practices
Photo © Flickr user Purplemattfish: flickr.com/photos/purplemattfish/3020016417/
• Leverage browser caching• Leverage proxy caching• Cache non-changing files:
• JavaScript• CSS• Banner images
Step #2: Minimize Round-Trip TimesSource: Google Code – Web Performance Best Practices
Photo © Flickr user Batigolix: flickr.com/photos/batigolix/3551295473/
• Minimize DNS lookups• Minimize redirects• Avoid bad requests• Combine external JavaScript• Combine external CSS• Combine images w/ CSS sprites• Optimize order of styles, scripts• Avoid document.write• Avoid CSS @import
Step #3: Minimize Payload SizeSource: Google Code – Web Performance Best Practices
Photo © Flickr user Remi Longva: flickr.com/photos/remilongva/4387118403/
• Enable compression• Remove unused CSS• Minify JavaScript, CSS• Minify HTML• Defer loading of JavaScript• Optimize images• Serve scaled images
Step #4: Optimize Browser RenderingSource: Google Code – Web Performance Best Practices
Screenshot taken by Wikipedia user Korodzik: en.wikipedia.org/wiki/File:NCSA_Mosaic.PNG
• Use efficient CSS selectors• Avoid CSS expressions• Put CSS in the document head• Specify image dimensions• Specify a character set
The Results: Crawl Time/Page
Source: Google Webmaster Tools – Crawl stats report
A 50% decrease in the time it took for Google to crawl an average page.
The Results: Page Crawl Volume
Source: Google Webmaster Tools – Crawl stats report
A 100% increase in the amount of total pages Google crawled per day.
The Results: Site Performance
Source: Google Webmaster Tools – Site performance report [data formatted off-line in Excel]
An 0.5 second savings in page load time.
The Results: Conversion Rate
Source: In-house web analytics reporting Photo © Flickr user Largeprime: flickr.com/photos/largeprimenumber
Correlating, significant increasesin our average conversion rate
Get Started Now with Free Tools
Review site speed best practices by Yahoo and Google
See the Google Webmaster Tools site performance report
Learn how to get your site speed data in Google Analytics
Use Google’s Page Speed Online tool, Chrome extension
Use the YSlow extension for Firefox, Chrome
Try out the WebPageTest or Pingdom test suites
Thank You!
Jonathon ColmanIn-House SEO for REI
Home: about.me/jcolman
Twitter: @jcolman
E-mail: [email protected]
