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E R U D I T E
Guide to actionable
speed audits;
getting your developer
to work with you.
#SEARCHLOVE
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
E R U D I T E
I wanted to be a
documentary filmmaker
#SEARCHLOVE @MIRA_INAM
E R U D I T E
Like most people I fell into
SEO by accident
#SEARCHLOVE @MIRA_INAM
I didn’t know anything
about code
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
Keyword research
Link audits
Blogger outreach
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
TheEruditeFocus
Deliver growth through…
SEO CRO
Web
Analytics
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
WHY
SHOULD
YOU CARE?
65%
35%
53% of visits are abandoned
if a mobile site takes more
than 3 seconds to loadSource: Think with Google
#SEARCHLOVE @MIRA_INAM
Slow sites stress people out
Source: Ericsson
#SEARCHLOVE @MIRA_INAM
lost 10% of users
for every
additional second
their site took to
load. #SEARCHLOVE @MIRA_INAM
Halved
page load
time on
mobile
#SEARCHLOVE @MIRA_INAM
42%
increase
in mobile
revenue
#SEARCHLOVE @MIRA_INAM
SPEED
UPDATE
JULY 9
Source: Googleblog
#SEARCHLOVE @MIRA_INAM
Speed impact calculator
SPEED
IMPACT
CALCULATOR
#SEARCHLOVE @MIRA_INAM
Speed impact calculator
SPEED
SCORECARD
#SEARCHLOVE @MIRA_INAM
Improves
conversion rates
for all channels
#SEARCHLOVE @MIRA_INAM
1Learn how to communicate with
developers
Present your information
concisely
#SEARCHLOVE @MIRA_INAM
1. COMMUNICATION
#SEARCHLOVE @MIRA_INAM
Who is in the room?
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
HEAD OF DIGITAL ACQUISITION
#SEARCHLOVE @MIRA_INAM
MARKETING
EXECUTIVE
INTERN
DIGITAL PRODUCER
TRANSFORMATION
DIRECTOR
#SEARCHLOVE @MIRA_INAM
Web Development Roles
#SEARCHLOVE @MIRA_INAM
Lost in translation
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
Learn the lingo
#SEARCHLOVE @MIRA_INAM
What is your sites stack?
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
Do some research to
understand its limitations
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
https://webmasters.stackexchange.com
2. PRESENTING YOUR
INFORMATION
#SEARCHLOVE @MIRA_INAM
There is always somebody who
uses Lighthouse and demands a
100 score on everything… on a
rich application website.. ”
I ITOIZ DEVELOPER
“
Focus on trends not
numbers
#SEARCHLOVE @MIRA_INAM
For every x second shaved off speed revenue has increased by x%
Use a combination of
tools
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
Make your problem
interesting
#SEARCHLOVE @MIRA_INAM
Developers don’t care
about your rankings
#SEARCHLOVE @MIRA_INAM
Sometimes SEOs recommend a
solution. Developers that are
used to coding like robots follow
this solution even if is not the
right one!”
A KATSAROS DEVELOPER
“
Avoid Solutionising
#SEARCHLOVE @MIRA_INAM
Developers might not
understand SEO, but they
understand performance”
S YOUNG DEVELOPER
“
Please convert all our images to
WebP. Just use this picture code
to swap the images out
#SEARCHLOVE @MIRA_INAM
Hypothesis
Framework
q We know that; heavy images slow sites down
q We believe that; converting all images on the
homepage to WebP will reduce the sizes by X%
q and will result in X seconds improvement in speed
q and Improve overall conversion rate by X% leading
to a revenue increase of X%
#SEARCHLOVE @MIRA_INAM
This is an example of
the code you need.
Do you think this is
the best solution?
#SEARCHLOVE @MIRA_INAM
Percentage of iPhone vs
chrome users?
#SEARCHLOVE @MIRA_INAM
Location of your users
#SEARCHLOVE @MIRA_INAM
What CDN & cost of
overheads on server
#SEARCHLOVE @MIRA_INAM
Maintenance issues
#SEARCHLOVE @MIRA_INAM
This would have cost loads of money
Example
#SEARCHLOVE @MIRA_INAM
We don’t have time to read lots
of things when a simple “put this
tag, with this info, add this
picture attribute, etc…” will do.
A. KATSAR DEVELOPER
“
Developers are busy
people they have other
priorities
#SEARCHLOVE @MIRA_INAM
Issue Impact
Page
Template
Current
Speed
TTFI
Organic
Traffic
Organic
Conversion
Rate
Overall
Conversion
Rate
URL
URL
URL
Prioritise
your
request
#SEARCHLOVE @MIRA_INAM
Don’t send me a link to the
Google’s latest recommendation
unless you are happy for my
client to pay for me to become
an expert in SEO”
I ITOIZ DEVELOPER
“
Don’t expect developers to
understand SEO
#SEARCHLOVE @MIRA_INAM
Give clear and detailed
request
#SEARCHLOVE @MIRA_INAM
Request Log
Feature &
Change
Description
Recommend
Solutions
Who is
Benefiting
Revenue
Impact
Developer
Feedback
Issue 1
Issue 2
Issue 3
Clear
request
structure
#SEARCHLOVE @MIRA_INAM
Identifying unused CSS
& JavaScript with Google
chrome dev tools
#SEARCHLOVE @MIRA_INAM
ChromeDeveloperTools-coveragereport
61% of the code loaded is not
used
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
https://developers.google.com/web/updates/2017/04/devtools-release-notes#coverage #SEARCHLOVE @MIRA_INAM
Use different templates for
different types of pages
#SEARCHLOVE @MIRA_INAM
Detailed list of
unused code and
the reasons
https://github.com/mikeosolinski/powershell/blob/maste
r/site-speed-data
#SEARCHLOVE @MIRA_INAM
3rd
party
scripts/
pixels
Leverage browser caching
#SEARCHLOVE @MIRA_INAM
1How much of the content is dynamic?
How easy is it to clear the cache
if content changes?
#SEARCHLOVE @MIRA_INAM
jQuery
1Ask to make jQuery library global
Ensure it’s the latest version
#SEARCHLOVE @MIRA_INAM
I am sure it’s easy,
Netflix does it! ”
I ITOIZ DEVELOPER
“
Your examples should be
relevant, realistic &
obtainable
#SEARCHLOVE @MIRA_INAM
Test device?
#SEARCHLOVE @MIRA_INAM
How many users visit
your site with
simulated device?
#SEARCHLOVE @MIRA_INAM
What is the cut off
point for support?
#SEARCHLOVE @MIRA_INAM
Old devices support
=
More code
#SEARCHLOVE @MIRA_INAM
Old prefixes
What rich application
are you going
to sacrifice
#SEARCHLOVE @MIRA_INAM
For 1 millisecond
#SEARCHLOVE @MIRA_INAM
The purpose of the speed
audit report
#SEARCHLOVE @MIRA_INAM
Isn’t to show how
intelligent you are
#SEARCHLOVE @MIRA_INAM
It is to help your client
get the best results
#SEARCHLOVE @MIRA_INAM
#SEARCHLOVE @MIRA_INAM
It’s not in
learning to code
#SEARCHLOVE @MIRA_INAM
Yes that will help you
diagnose better
#SEARCHLOVE @MIRA_INAM
Collaborating
#SEARCHLOVE @MIRA_INAM
Giving feedback when
something hasn't
worked
#SEARCHLOVE @MIRA_INAM
Giving praise &
sharing results when it
has worked
#SEARCHLOVE @MIRA_INAM
Thank you
View my full
slides here
http://bit.ly/miraclesearchlove
ERUDITE
miracle.inameti@erudite.agency
+44 (0) 1256 384890
https://erudite.agency
@mirainam
M I R A C L E I N A M E T I - A R C H I B O N G
Ready to
talk to us?

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SearchLove London 2019 - Miracle Inameti-Archibong - The Complete Guide to Actionable Speed Audits