Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
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A few of the recent findings we discovered whilst working on an SEO beast which cover crawling, server log file analysis, site speed optimization and database optimizations. Technical SEO insights
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Digital Olympus Technical SEO Findings Whilst Taming An SEO Beast
- 2. Default Ecommerce Site Crawl Settings
- 3. Default High Quality SEO Blog Crawl Settings
- 4. Oliver’s Experiment And Increased Clicks
- 5. SITE DEFAULT SETTINGS IN CRAWL GSC SITE TYPE SITE DEFAULT SECONDS BETWEEN REQUESTS SITE DEFAULT REQUESTS PER SECOND CMS TYPE CDN USED? SHARED HOSTING / DEDICATED SERVER Business Directory – Data driven 10 0.1 NONE -‐ CUSTOM BUILT APPLICATION NO DEDICATED SERVER Gambling – data driven 10 0.1 NONE – CUSTOM BUILT APPLICATION NO DEDICATED SERVER Travel / Auto 5 0.2 CUSTOM BUILD / WORDPRESS HYBRID CLOUDFLARE DEDICATED SERVER Distribution Service (Database Driven Site) 0.003 333.333 NONE – CUSTOM BUILT APPLICATION NO SHARED HOSTING Ecommerce fashion 0.001 100 SHOPIFY SHOPIFY SHOPIFY PLATFORM Business Blog 0.008 125 WORDPRESS NO SHARED HOSTING Ecommerce Fashion 0.003 333.333 SHOPIFY SHOPIFY SHOPIFY PLATFORM
- 6. SITE DEFAULT SETTINGS IN CRAWL GSC SITE TYPE SITE DEFAULT SECONDS BETWEEN REQUESTS SITE DEFAULT REQUESTS PER SECOND CMS TYPE CDN USED? SHARED HOSTING / DEDICATED SERVER Ecommerce – Home & Garden 0.016 MAGENTO NO DEDICATED SERVER Jobs board – Dynamic data 333.333 0.003 UMBRACO NO DEDICATED SERVER Ecommerce -‐ Gifts 125 0.008 WORDPRESS CLOUDFLARE SHARED HOSTING Business Consultancy – Brochure Site 333.333 0.003 WORDPRESS NO DEDICATED SERVER Jobs Board 100 0.01 UMBRACO CLOUDFLARE DEDICATED SERVER
- 7. Popular CMS ’Rule Patterns’ (URL Parameters) ALL WILL HAVE SOME COMMON PATTERNS WHICH CAN BE LEARNED FOR EFFICIENCY BUILDS ‘HINTS’ ON WHAT NOT TO CRAWL
- 8. Custom Build PHP Site “DEFAULT” SETTING”
- 9. I slid the slider up to ‘high’ crawl request too
- 10. What happened?
- 11. 1 week later -‐ -‐ No difference at all to crawl
- 12. NADA ZILCH… ZERO
- 13. Putting in a crawl request via Google Search Console
- 14. What happened?
- 15. NADA ZILCH… ZERO
- 16. 1 week later -‐ -‐ No difference at all to crawl
- 17. Can you handle it?... NO, YOU CAN’T
- 18. No? …Do Nothing
- 20. NO CDN
- 21. CLOUDFLARE WILL NOT INCREASE YOUR GOOGLE PAGE SPEED SCORES
- 22. Finding 4 – PageSpeed Module Conflicts
- 23. Conflicts with AJAX & JSON • CONFLICTS WITH JSON AND AJAX FORM FILLS WHICH PULL ELEMENTS AND INDIVIDUAL DATA RATHER THAN A FULL PAGE LOAD
- 24. Savings from Gzip Compression Varvy’s Gzip Compression Testing Tool -‐> https://varvy.com/tools/gzip/
- 25. USING GZIP COMPRESSION HAS A COST
- 26. IT CAN INCREASE TTFB Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐first-‐byte-‐considered-‐meaningles/
- 27. TTFB is Often Increased With Gzip Compression Compression has a cost because it increases TTFB but the web page loads quicker. So, it’s better for users but TTFB is negatively impacted whist the page is unzipped Gzip Compression Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐ first-‐byte-‐considered-‐meaningles/ Gzip Compression effects TTFB negatively. But the page loads faster in the end
- 28. IS TTFB REALLY ALL THAT ?? Source: https://blog.cloudflare.com/ttfb-‐time-‐to-‐first-‐byte-‐considered-‐meaningles/ H
- 29. You should reduce your server response time under 200ms (Google Developers)
- 30. OPTIMIZE FOR USERS FIRST CRITICAL INTERACTION PATH
- 31. CSS TOO LARGE == 8k+ Lines
- 32. Remove 7.5k lines of unnecessary css code? What do you think happened?
- 33. NOTHING BAD
- 34. Getting There
- 35. MERGE & MINIFY JS & CSS BUT YOU MUST KEEP THEM IN THE SAME ORDER AS THEY WERE IN ORIGINALLY IN THE ONE COMBINED CODE
- 36. THIRD PARTY ANALYTICS REDIRECT CHAINS
- 38. <link rel="dns-‐prefetch"> <!-‐-‐ Prefetch DNS for external assets -‐-‐> <link rel="dns-‐prefetch" href="//fonts.googleapis.com"> <link rel="dns-‐prefetch" href="//www.google-‐ analytics.com"> <link rel="dns-‐prefetch" href="//opensource.keycdn.com"> <link rel="dns-‐prefetch" href="//cdn.domain.com">
- 39. APPLICATION LOGIC IS A NIGHTMARE
- 41. RE-‐OPTIMIZE YOUR DATABASE APPLICATION LOGIC IS A KILLER & MULTIPLE DB CALLS
- 42. Optimize & Minimize SQL Queries Application Logic Problems (Google Developers) %LIKE% & ^PREGEX$ in SQL
- 43. OPTIMIZE YOUR WORDPRESS DATABASE MANY PLUGINS LEAVE ‘THINGS’ BEHIND WHEN DELETED
- 45. Messy Crawl with Builder Cache Included Files (DEPENDENT FILES ARE GIVEN PRIORITY)
- 46. Cache Control in .htaccess # One year for image files <filesMatch ".(jpg|jpeg|png|gif|ico)$"> Header set Cache-‐Control "max-‐age=31536000, public" </filesMatch> # One month for css and js <filesMatch ".(css|js)$"> Header set Cache-‐Control "max-‐age=2628000, public" </filesMatch>
- 47. Content fingerprinting & CSS / JS Files https://www.yourdomain.com/css/exa mple-‐styles.css?cache=1711101236 https://www.yourdomain.com/js/exa mple-‐js.js?cache=19683983
- 48. 7 JS files reduced To ONE
- 49. 1.75 seconds to fully load now
- 50. DEFER LOADING OF JAVASCRIPT Varvy.com
- 51. 1.77 seconds now to fully load Defer javascript till after full load
- 52. Yslow score is improved after defer javascript
- 53. Base 64 Encoding BINARY TO TEXT ASCII ENCODING
- 54. BASE 64 ENCODER ONLY SUITABLE FOR SMALL IMAGES SUCH AS LOGO
- 55. 1.69 seconds with no CDN & still improvements available
- 56. WILL WE ADD A CDN?
- 57. THE SOUNDEX & METAPHONE ALGORITHMS https://en.wikipedia. org/wiki/Soundex SPELLING MISTAKES
- 58. SQL, SOUNDEX & SEMANTIC POSSIBILITIES
- 61. Thank you
- 62. Sources & References • http://ohgm.co.uk/crawl-‐rate-‐defaults/ • https://developers.google.com/speed/docs/insights/Server • https://varvy.com/pagespeed/defer-‐loading-‐javascript.html • https://www.red-‐gate.com/simple-‐talk/sql/t-‐sql-‐programming/fuzzy-‐ searches-‐sql-‐server/ • Bar-‐Yossef, Z., Keidar, I. and Schonfeld, U., 2009. Do not crawl in the dust: different urls with similar text. ACM Transactions on the Web (TWEB), 3(1), p.3. • https://www.seroundtable.com/google-‐grammar-‐seo-‐24571.html
- 63. Sources & References • https://www.seroundtable.com/google-‐measure-‐page-‐speed-‐ 24821.html • https://www.w3resource.com/mysql/string-‐functions/mysql-‐ soundex-‐function.php • https://www.base64encode.org/ • https://en.wikipedia.org/wiki/Metaphone