Brighton SEO Notes – Part 2

23 Apr 2019

SEO Team Director

Brighton SEO Notes – Part 2

Site Speed

 

Speed & Performance Optimisation: How to Meet Users High Expectations – Rachel Costello

Slides here

Talk based on her blog post

Notes:

  • Consider the worst/slowest devices your users access the site via – get insight via GA devices to know % on terrible phones
  • People are more likely to blame their internet connection than the website for slow load times
  • Prioritise above-the-fold content for best ‘perception’ of speed – even if the rest loads super slow
  • org do a cool speed map
  • Look at the number of unused scripts per page
  • GT metrix is good for testing whether a CDN or different server location could help
  • Implement “progressive enhancement”:
    • Load HTML
    • Load CSS
    • Load JS
  • Or implement “graceful degradation” (BBC):
    • Load everything
    • Pull JS back
    • Pull CSS back
    • Just have HTML loaded
  • Use cool things:
    • Preload pages
    • Prefetch links
    • Preconnect server
    • JS will use AI and GA data to determine most likely next click
  • Use ‘Network information API’ to sent the best weight page to the use:
    • Will also check if connection changes during the session
    • Slow connection; get a nice image. Fast connection; get a great video

 

How to get a 100% Lighthouse performance score – Polly Pospelova

(my favourite talk of the day)

Slides here

  • Notes
    • Lighthouse can be 100%!
    • HTTP v HTTP2 is the equivalent of a relay race v 100m race – which ends first?
    • Use next gen formats: WebP images
    • Use adaptive image sizes
      • code will contain loads of image link variations but only one will load
      • create a placeholder that is filled dynamically
      • makes for really bloated HTML – but still quicker
    • Use lazy load
    • Critical metrics:
      • All JS and CSS converted to HTML and put in the head
      • DOM gets loads bigger but that’s okay
      • Everything then gets cached
      • Cookies used to decide whether this is sent inline or not
    • Load only what you need
      • Break up all css & js into tiny individual files (only works with HTTP2!)
    • ModernJS is 300% faster
    • Speed in an ongoing task, like all optimisation

 

How to Trim JS, CSS and External Stuff to Slim Down and Speed up your Site – Chris Simmance 

Slides here

  • Notes:
    • Progressive Jpeg has a fade in effect that means an image loads instantly and then gets better quality
      • By the time their eye is drawn to the image it should be fully loaded
    • Stop using trackers – they are the worst
      • They also still work in the footer
      • Use GTM
      • Never use plugins always hardcode
    • Fake minimalism is the worst (pages with nothing on them but are thousands of lines of code in the back-end)
      • See coke example
    • What PHP version are you using? 7.2/7.3 is the best – easy to update
    • Apache Gzip code is really easy to implement
    • When caching – use “varnish cache” not folder cache

 

 

Making SEO life super easy

 

Living on the Edge: Elevating your SEO toolkit to the CDN – Nils de Moor

Slides here

  • Notes
    • Use CDNs when your client has one and probably doesn’t have a CMS
    • Can edit:
      • txt
      • Redirects
      • Security header
      • Retrieve access logs
      • Deliver AB testing
    • Edge SEO < sounds cooler than it is
      • Lamda@edge
      • Cloudflare

 

How To Use Chrome Puppeteer to Fake Googlebot & Monitor Your Site – Tom Pool 

Slides here

  • Notes
    • Chrome Puppeteer AKA Headless Chrome
    • Use it to scrape
    • Run from command line
    • Need to install NPM & Node.JS
    • Can screenshot a webpage or bulk list of webpages as if you were Googlebot – maybe replace ‘fetch as google’
      • Install puppeteer on your server, display as googlebot view
    • Content King tells you when clients change:
      • Title
      • Meta
      • Canonical
      • Content
      • Etc
        • Puppeteer can do it for free
      • Differences get saved as a ‘differences’ txt file
      • Need a Raspberry Pi (CronJob)
      • Can get it to email you when there are difference with the txt file

 

CLI Automation – Using the Command Line to Automate Repetitive Tasks – Mike Osolinski

Slides here

  • Notes
    • Basically a load of command line shortcuts for things that take ages:
      • Bulk CSV merging < we do this
      • Bulk file renaming
      • Bulk lighthouse audit < we do this
      • Bulk image optimisation
      • SF crawls and extractions
      • Software Powershell helps

Other things

  • If you don’t have a .ru site you’ll never rank in Russia (Yandex)
  • Every. Single. Client. Needs to be tracking Brand & Generic split of traffic – minimum

 

 

SEO Team Director

Paige Hobart – We Are Roast: SEO Team Director

As Team Director of the SEO department at ROAST, Paige plays a crucial role in the development and expansion of the ever-growing SEO team.
Whilst studying Marketing at Bournemouth University Paige got her first job in SEO. With over six years’ experience, Paige has had the pleasure of working within a variety of industries and with such brands as Harvey Nichols, Clarks, Experian & The National Lottery. As well as having the invaluable historic experience of the not-so-white-hat SEO practices of the past. Having joined ROAST in the summer of 2015, Paige has been at the core of the company and the SEO department since its inception, and in September 2019 had the pleasure of speaking on the main stage of Brighton SEO about her passion; SERP features.