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Technical and Performance
SEO Tune UpCarolyn Shelby, SEO Director, tronc
#SEJSummit@cshel
Carolyn ShelbyDirector, SEO at tronc,Inc.
Organic, technical, enterprise, and news20+ years experience
#SEJSummit@cshel
#SEJSummit@cshel
3 Takeaways
Speed is the goal.Remember Power to
Weight Ratio
Efficient delivery is the key to speed.
Keep things simple.Defined, refined
goals. Elegant code.
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)
KEEP IT SIMPLE
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?
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
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
It’s okay to say no!
KEEP IT EFFICIENT
Speed through Efficient Delivery• Minimize latency
• Minimize file sizes
• Only deliver those things necessary for the user experience.
• Prioritize above-the-fold content.
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
MAKE IT FAST
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?
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.
#SEJSummit@cshel
Twitter @cshelLinkedinlinkedin.com/in/cshelGoogle++CarolynShelby
THANK YOU!
#SEJSummit@cshel
3 Takeaways
Speed is the goal.Remember Power to
Weight Ratio
Efficient delivery is the key to speed.
Keep things simple.Defined, refined
goals. Elegant code.