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Site Speed: The Ultimate
  UX Feature… for SEO
Site Speed:
The Ultimate UX
Feature… 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 organic
search 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 of
both 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.

    That feeling… translates
                          “
    to happiness.
                         — Matt Mullenweg
                           Co-founder of Wordpress
                           Source: Improving Performance in Mature Web Apps
                           2009 Velocity Conference
• Leverage browser caching
       • Leverage proxy caching
       • Cache non-changing files:
           • JavaScript
           • CSS
           • Banner images




Step #1: Optimize Caching
                                  Source: Google Code – Web Performance Best Practices
       Photo © Flickr user Purplemattfish: flickr.com/photos/purplemattfish/3020016417/
•   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 #2: Minimize Round-Trip Times
                                     Source: Google Code – Web Performance Best Practices
                      Photo © Flickr user Batigolix: flickr.com/photos/batigolix/3551295473/
•    Enable compression
            •    Remove unused CSS
            •    Minify JavaScript, CSS
            •    Minify HTML
            •    Defer loading of JavaScript
            •    Optimize images
            •    Serve scaled images




Step #3: Minimize Payload Size
                                      Source: Google Code – Web Performance Best Practices
                Photo © Flickr user Remi Longva: flickr.com/photos/remilongva/4387118403/
•     Use efficient CSS selectors
                      •     Avoid CSS expressions
                      •     Put CSS in the document head
                      •     Specify image dimensions
                      •     Specify a character set




Step #4: Optimize Browser Rendering
                                                 Source: Google Code – Web Performance Best Practices
               Screenshot taken by Wikipedia user Korodzik: en.wikipedia.org/wiki/File:NCSA_Mosaic.PNG
The Results: Crawl Time/Page




A      50%decrease in the time it took
for Google to crawl an average page.
Source: Google Webmaster Tools – Crawl stats report
The Results: Page Crawl Volume




A      100% increase in the amount of
total pages Google crawled per day.
Source: Google Webmaster Tools – Crawl stats report
The Results: Site Performance




An          0.5 second savings in page load time.
Source: Google Webmaster Tools – Site performance report [data formatted off-line in Excel]
The Results: Conversion Rate




                                           Correlating, significant increases
                                             in our average conversion rate
Source: In-house web analytics reporting                   Photo © Flickr user Largeprime: flickr.com/photos/largeprimenumber
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 Colman
             In-House SEO for REI

             Home: about.me/jcolman
             Twitter: @jcolman
             E-mail: jcolman@rei.com

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Site Speed: The Ultimate UX Feature for SEO

  • 1. Site Speed: The Ultimate UX Feature… for SEO
  • 2. Site Speed: The Ultimate UX Feature… for SEO A case study on how to increase search engine crawling and online conversion Jonathon Colman In-House SEO at REI Twitter @jcolman
  • 3.
  • 4. 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]
  • 5. 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
  • 6. Why Speed Matters to You [ 3|4 ] Google uses speed as an organic search ranking factor for the top 1% of competitive queries. Sources: Google, Matt Cutts [via Search Engine Land]
  • 7. Why Speed Matters to You [ 4|4 ] A faster site reduces the costs of both infrastructure and releases by 50% or more. Source: Shopzilla [via O’Reilly]
  • 8. 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. That feeling… translates “ to happiness. — Matt Mullenweg Co-founder of Wordpress Source: Improving Performance in Mature Web Apps 2009 Velocity Conference
  • 9. • Leverage browser caching • Leverage proxy caching • Cache non-changing files: • JavaScript • CSS • Banner images Step #1: Optimize Caching Source: Google Code – Web Performance Best Practices Photo © Flickr user Purplemattfish: flickr.com/photos/purplemattfish/3020016417/
  • 10. 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 #2: Minimize Round-Trip Times Source: Google Code – Web Performance Best Practices Photo © Flickr user Batigolix: flickr.com/photos/batigolix/3551295473/
  • 11. Enable compression • Remove unused CSS • Minify JavaScript, CSS • Minify HTML • Defer loading of JavaScript • Optimize images • Serve scaled images Step #3: Minimize Payload Size Source: Google Code – Web Performance Best Practices Photo © Flickr user Remi Longva: flickr.com/photos/remilongva/4387118403/
  • 12. Use efficient CSS selectors • Avoid CSS expressions • Put CSS in the document head • Specify image dimensions • Specify a character set Step #4: Optimize Browser Rendering Source: Google Code – Web Performance Best Practices Screenshot taken by Wikipedia user Korodzik: en.wikipedia.org/wiki/File:NCSA_Mosaic.PNG
  • 13. The Results: Crawl Time/Page A 50%decrease in the time it took for Google to crawl an average page. Source: Google Webmaster Tools – Crawl stats report
  • 14. The Results: Page Crawl Volume A 100% increase in the amount of total pages Google crawled per day. Source: Google Webmaster Tools – Crawl stats report
  • 15. The Results: Site Performance An 0.5 second savings in page load time. Source: Google Webmaster Tools – Site performance report [data formatted off-line in Excel]
  • 16. The Results: Conversion Rate Correlating, significant increases in our average conversion rate Source: In-house web analytics reporting Photo © Flickr user Largeprime: flickr.com/photos/largeprimenumber
  • 17. 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
  • 18. Thank You! Jonathon Colman In-House SEO for REI Home: about.me/jcolman Twitter: @jcolman E-mail: jcolman@rei.com