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Web Server SEO: Making your TTFB faster!
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In this talk I deliver the 1st part of a 3 part talk on web server SEO. Learn how to make your web servers fast and improve your TTFB
Ash NewSeguir
Senior SEO ManagerPublicidad
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Web Server SEO: Making your TTFB faster!
- Web Server SEO: Making your TTFB faster! Ash New Senior SEO Manager @ Virgin Media O2 Deck: shorturl.at/cluQU @AshNewSEO
- WEB SERVER SEO
- Fast #brightonSEO | @AshNewSEO
- Fast Reliable #brightonSEO | @AshNewSEO
- Fast Reliable Crawlable #brightonSEO | @AshNewSEO
- Fast Reliable Crawlable #brightonSEO | @AshNewSEO
- Fast #brightonSEO | @AshNewSEO
- Why am I here? #brightonSEO | @AshNewSEO
- + #brightonSEO | @AshNewSEO
- Functional Teams Cross-Functional Teams Marketers Developers Product Managers Delivery Team #brightonSEO | @AshNewSEO
- What an SEO needs to know / not everything an SEO could know
- How do we make it fast?
- The metric to measure the time between a request for a resource and when the first byte of a response arrives. TTFB Time To First Byte GOOD NEEDS IMPROVEMENT POOR 800 ms 1800 ms #brightonSEO | @AshNewSEO
- LCP TTFB Resource Load Delay Resource Load Time Element Render Delay HTML Document LCP Resource Document Stylesheet Image Script Time #brightonSEO | @AshNewSEO TTFB precedes every other meaningful user experience metric
- Redirects Cache DNS TCP Request Response Processing Load #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- MINIMISE REDIRECTS
- Redirects Cache DNS TCP Request Response Processing Load #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- Each redirect can add up to 80ms to TTFB Source: Matthew Edgar 2019 Case Study https://www.matthewedgar.net/do-redirects-add-to- website-speed/ #brightonSEO | @AshNewSEO
- Good Redirects No Redirects Request for Page A Loads Page B Server response for page B #brightonSEO | @AshNewSEO
- Good Redirects One Server-side Redirect Server redirects to page B Request for Page A Loads Page B Server response for page B #brightonSEO | @AshNewSEO
- Bad Redirects Redirect Chains Server redirects to page B Request for Page A Loads Page C Server response for page C #brightonSEO | @AshNewSEO Server redirects to page B
- Bad Redirects Client-side Redirects Request for Page A Loads Page B Server response for page B #brightonSEO | @AshNewSEO Server response for page A Loads Page A then redirects to page B
- UTILISE CACHING
- Redirects Cache DNS TCP Request Response Processing Load Cache #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- Caching stores copies of resources in a temporary storage location, called a cache, for faster access Caching Cache #brightonSEO | @AshNewSEO
- Cache Levels Browser Level Caching CDN/Proxy (Intermediate Level) Caching Server Level Caching #brightonSEO | @AshNewSEO
- Cache Levels Requests: page.html Response: page.html Requests: img.jpg Browser cache serves previously stored img.jpg CDN serves page.html Response: img.jpg Requests: app.js Origin server serves original app.js file Browser Cache CDN Origin Server Response: app.js Distance from user app.js not found on CDN CDN stores app.js for faster retrieval #brightonSEO | @AshNewSEO
- Key caching concepts to understand TTLs (Time- to-live) “Purging” / Cache-busting Cache-hit ratio #brightonSEO | @AshNewSEO
- Use a CDN! Improves performance Improves reliability Improves security #brightonSEO | @AshNewSEO
- SPEED UP DNS
- Redirects Cache DNS TCP Request Response Processing Load DNS #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- DNS = Domain Name System
- What is DNS? “www.o2.co.uk” www.o2.co.uk = 13.107.237.67 13.107.237.67 1 2 #brightonSEO | @AshNewSEO
- Use a premium DNS provider Optimising DNS Custom DNS configuration #brightonSEO | @AshNewSEO
- UPGRADE TRANSPORT PROTOCOLS
- Redirects Cache DNS TCP Request Response Processing Load TCP Request Response TCP #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- Transmission Control Protocol (TCP) Establishes the connection
- Transmission Control Protocol (TCP) Establishes the connection Ensures data is transferred correctly
- #brightonSEO | @AshNewSEO Ensures data is secure. Required for HTTPS Transport Layer Security (TLS) / SSL
- #brightonSEO | @AshNewSEO HyperText Transfer Protocol (HTTP) Transfers text with links to other documents (HyperText)
- Upgrade to TLS 1.3 #brightonSEO | @AshNewSEO TCP + TLS 1.2 TCP + TLS 1.3 200ms 300ms Time
- Upgrade to HTTP/2 #brightonSEO | @AshNewSEO Time HTTP/1.1 HTTP/2
- What about QUIC + HTTP/3? #brightonSEO | @AshNewSEO TCP + TLS 1.3 UDP + QUIC 200ms 100ms Time
- Browser/Client Support #brightonSEO | @AshNewSEO Global Support HTTP/2 Since 2015 97% TLS/1.3 Since 2020 95% QUIC + HTTP/3 2020 Requires enabling 2020 2021 75% caniuse.com https://http2.pro/check
- REDUCE THE LOAD
- Redirects Cache DNS TCP Request Response Processing Load Request Response #brightonSEO | @AshNewSEO TTFB Back-end Front-end Browser starts processing first byte
- Minify Code Use Compression Optimise Images Reduce the load Refactor & Stream Code Optimise Fonts Optimise Third-Party Scripts Most Impactful Least Impactful Harder Easier
- Use Compression VS Brotli (BR) GZIP Compresses More Compresses Faster #brightonSEO | @AshNewSEO
- Code refactoring Code streaming #brightonSEO | @AshNewSEO
- UPGRADE YOUR INFRASTRUCTURE
- Redirects Cache DNS TCP Request Response Processing Load Back-end Front-end Browser starts processing first byte Request Response #brightonSEO | @AshNewSEO TTFB
- Users connection speed & quality Severs connection speed & quality Server software & hardware Users browser & hardware Limiting Factors Distance from user USER / CRAWLER ORIGIN SERVER DATA TRANSFER Data packet size Request handling
- Severs connection speed & quality Server software & hardware Users connection speed & quality Users browser & hardware Limiting Factors Distance from user USER / CRAWLER ORIGIN SERVER DATA TRANSFER Data packet size Request handling
- Severs connection speed & quality Server software & hardware Users connection speed & quality Users browser & hardware Limiting Factors Distance from user USER / CRAWLER ORIGIN SERVER DATA TRANSFER Data packet size Request handling
- Maximise Specs Dedicated vs Shared Hosting Maximised Memory Better CPUs (with more cores) https://ismyhostfastyet.com/ #brightonSEO | @AshNewSEO
- Most Common Web Server Software Source: W3Techs https://w3techs.com/technologies/overview/web_server
- Reverse Proxy / Load Balancing Load Balancer o2.co.uk/shop priority.o2.co.uk o2.co.uk/shop
- How do we make it fast? Minimise redirects #brightonSEO | @AshNewSEO
- How do we make it fast? #brightonSEO | @AshNewSEO Utilise caching + Use a CDN!
- How do we make it fast? #brightonSEO | @AshNewSEO Use a premium DNS service
- How do we make it fast? #brightonSEO | @AshNewSEO Upgrade your transfer protocols
- How do we make it fast? #brightonSEO | @AshNewSEO Reduce the load
- How do we make it fast? #brightonSEO | @AshNewSEO Upgrade infrastructure / Use a premium hosting service
- CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik Thank You
Notas del editor
- Key points Web server SEO is the process of helping us meet those goals by ensuring our servers are: Fast & Reliable In this talk we will break down the key elements of web server set ups 2 topics into understandable con the key elements of web server set ups thay
- Key points Web server SEO is the process of helping us meet those goals by ensuring our servers are: Fast & Reliable In this talk we will break down the key elements of web server set ups 2 topics into understandable con the key elements of web server set ups thay
- Key points Web server SEO is the process of helping us meet those goals by ensuring our servers are: Fast & Reliable In this talk we will break down the key elements of web server set ups 2 topics into understandable con the key elements of web server set ups thay
- Key points Web server SEO is the process of helping us meet those goals by ensuring our servers are: Fast & Reliable In this talk we will break down the key elements of web server set ups 2 topics into understandable con the key elements of web server set ups thay
- Key points Web server SEO is the process of helping us meet those goals by ensuring our servers are: Fast & Reliable In this talk we will break down the key elements of web server set ups 2 topics into understandable con the key elements of web server set ups thay
- Key points
- Time to First Byte (TTFB) is a foundational metric for measuring connection setup time and web server responsiveness
- Redirects are naturally hard to avoid in our industry, but if they are necessary then they should be limited to 1
- Redirects are naturally hard to avoid in our industry, but if they are necessary then they should be limited to 1
- Redirects are naturally hard to avoid in our industry, but if they are necessary then they should be limited to 1
- Redirects are naturally hard to avoid in our industry, but if they are necessary then they should be limited to 1
- Service workers
- Improves performance by reducing the need to retrieve data over networks or from storage mediums
- There are several levels at which caching can occur: Browser caching: This type of caching occurs in the client's web browser and stores copies of resources locally on the client's computer. When a client makes a request for a resource that is already stored in the browser cache, the browser can serve the cached copy instead of sending a new request to the server. Intermediate caching: This type of caching occurs at the network level, typically in a proxy server or content delivery network (CDN). Intermediate caching stores copies of resources that are shared among multiple clients, so that subsequent requests for the same resource can be served more quickly. Varnish is an example of an intermediate cache. Server caching: This type of caching occurs on the origin server, and stores copies of resources that are specific to a particular client or session. Server-side caching can reduce the load on the server by serving repeated requests more quickly, but it does not reduce the network traffic between the client and the server.
- A cache hit ratio is a measurement of how many content requests a cache is able to fill successfully - aim for a high cache hit ratio. TTL stands for Time to live, it is the amount of time you can set for data to remain valid before it is discarded. Beware of stale content.
- Key points For the majority of you simply making sure we use a premium DNS provider will be enough to make a difference to your TTFB. However there are ways you can optimise your DNS configurations but it’s best to work with someone who knows what they are doing to execute this.
- TLS was released in 2018 but has been more widely used by browsers since 2020
- HTTP/2 uses multiplexing which allows it to have multiple TCP connections open at once. This results in the ability for the server to receive and send multiple requests at once. Saving valuable page load time.
- QUIC (pronounced "quick") is a general-purpose[2] transport layer[3] network protocol initially designed by Jim Roskind at Google. User Datagram Protocol (UDP) is a simpler, connectionless Internet protocol wherein error-checking and recovery services are not required. With UDP, there is no overhead for opening a connection, maintaining a connection, or terminating a connection; data is continuously sent to the recipient, whether or not they receive it. QUIC (Quick UDP Internet Connections): QUIC is a transport layer protocol developed by Google to improve the performance of web applications by reducing latency and providing better congestion control compared to traditional TCP. QUIC is built on top of User Datagram Protocol (UDP) instead of TCP, which helps eliminate some of the delays associated with TCP's connection establishment and congestion control mechanisms.
- https://www.catchpoint.com/blog/brotli-compression https://kinsta.com/blog/brotli-compression/
- Key points: User Limiting factors start with the speed and bandwidth of the users connection to a server. They will most likely be connecting via a broadband or mobile network. Let’s hope they are with Virgin Media to benefit from the UK’s fastest network. Another minor limiting factor can be the users browser choice, thats why its so important to consider the experience of users who may still be using browsers with poor rendering engines such as internet explorer. A users hardware these days is not much of consideration but we can’t discount that some people may still use a very old phone or computer. We can’t influence those parts but we can ensure that our code and server set up is as optimised as possible to best serve users with slow networks and old software & hardware. Server The areas we can influence however are the basis for this talk and
- Key points: User Limiting factors start with the speed and bandwidth of the users connection to a server. They will most likely be connecting via a broadband or mobile network. Let’s hope they are with Virgin Media to benefit from the UK’s fastest network. Another minor limiting factor can be the users browser choice, thats why its so important to consider the experience of users who may still be using browsers with poor rendering engines such as internet explorer. A users hardware these days is not much of consideration but we can’t discount that some people may still use a very old phone or computer. We can’t influence those parts but we can ensure that our code and server set up is as optimised as possible to best serve users with slow networks and old software & hardware. Server The areas we can influence however are the basis for this talk and
- Key points: User Limiting factors start with the speed and bandwidth of the users connection to a server. They will most likely be connecting via a broadband or mobile network. Let’s hope they are with Virgin Media to benefit from the UK’s fastest network. Another minor limiting factor can be the users browser choice, thats why its so important to consider the experience of users who may still be using browsers with poor rendering engines such as internet explorer. A users hardware these days is not much of consideration but we can’t discount that some people may still use a very old phone or computer. We can’t influence those parts but we can ensure that our code and server set up is as optimised as possible to best serve users with slow networks and old software & hardware. Server The areas we can influence however are the basis for this talk and
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