seo tune up: technical and performance
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Technical and Performance
SEO Tune Up
Carolyn Shelby, SEO Director, tronc
#SEJSummit
@cshel
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Carolyn Shelby
Director, SEO at tronc,Inc.
Organic, technical, enterprise, and news
20+ years experience
#SEJSummit
@cshel
![Page 3: SEO Tune Up: Technical and Performance](https://reader033.vdocument.in/reader033/viewer/2022052418/5a64a3cf7f8b9a76568b4e83/html5/thumbnails/3.jpg)
#SEJSummit
@cshel
Speed is the goal.Remember Power to
Weight Ratio
Efficient delivery is the key to speed.
Keep things simple.Defined, refined
goals. Elegant code.
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A 1-second delay in page load time yields:
– 11% fewer page views
– 16% decrease in customer satisfaction
– 7% loss in conversions
(source: Aberdeen Group)
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KEEP IT SIMPLE
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How Much is Too Much?
• How many audiences?
• How many tasks?
• How much reporting?
• What are you tracking?
• How many images?
• How many social icons?
• How many ads to serve?
– From where?
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Complexity has costs
• More data to push• More time to retrieve data
from 3rd party• Increased load times• Increased dev time• Greater chance of conflicts• Greater difficulty
maintaining and repairing
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SEO Improvements through Simplifying
• Get rid of code that no longer serves a useful purpose
• Reduce the number of 3rd party sources (calls)
• (this includes tracking pixels)
• Reduce the bloat in your code, in your CSS, in your scripts.
• DO NOT CALL or LOAD THINGS THAT AREN’T NEEDED
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It’s okay to say no!
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KEEP IT EFFICIENT
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Speed through Efficient Delivery• Minimize latency
• Minimize file sizes
• Only deliver those things necessary for the user experience.
• Prioritize above-the-fold content.
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Speed Traps
• DNS response time
• Latency between the DB and the file server
• Failure or lag in loading a tracking pixel or some other 3rd party service
• Not optimizing your image file sizes
• Not optimizing your CSS delivery
• Too many plugins
• Too many http redirects
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MAKE IT FAST
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Conversations to have…
• Fonts based on ease/speed of load vs what the designer used in the photoshopped mock up?
• Content to suppress on the mobile site? (Using detection to deliver only the pieces necessary to the UX)
• How many different tracking tools do you need? How many customer analytics/behavior monitoring beacons?
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Tools for Page Speed and Load Times
• Google PageSpeed Insights
– Follow guidance for both mobile and desktop
• Yslow (yslow.org)
• Many SEO tools pull in PageSpeed and Yslow into their auditing tools.
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#SEJSummit
@cshel
Twitter @cshel
Linkedin linkedin.com/in/cshel
Google+ +CarolynShelby
![Page 20: SEO Tune Up: Technical and Performance](https://reader033.vdocument.in/reader033/viewer/2022052418/5a64a3cf7f8b9a76568b4e83/html5/thumbnails/20.jpg)
#SEJSummit
@cshel
Speed is the goal.Remember Power to
Weight Ratio
Efficient delivery is the key to speed.
Keep things simple.Defined, refined
goals. Elegant code.