Learn how a messy server can sabotage all your SEO efforts, how to check current server configuration and how to improve and get maximum from them.

1. Peter Nikolow
MobilioDevelopment
Quick and Dirty Server-side
tweaks to improve your SEO
@peternikolow
http://www.slideshare.net/mobilio

2. Hello!
Peter Nikolow
twitter.com/peternikolow
facebook.com/peter.nikolow
linkedin.com/in/peternikolow
plus.google.com/+peternikolow

3. Can you handle traffic spikes?
@peternikolow #BrightonSEO

4. Site Architecture
Web
Server
Lang
CMS
core
Plugins
DB
server
Themes
Static
files
DB
@peternikolow #BrightonSEO

5. 1.
Database
Good optimization starts with database optimization

6. Databases
Know “Less is more!”
@peternikolow #BrightonSEO

7. Databases
Be aware of the EAV model
○ Entity, Attribute, Value
@peternikolow #BrightonSEO

8. Databases
Remove all useless data
○ DB 1.1Gb -> 215 Mb
@peternikolow #BrightonSEO

9. Databases
Use a test server
@peternikolow #BrightonSEO

10. Databases
Use tools for fine-tuning
○ mysqltuner
@peternikolow #BrightonSEO

11. @peternikolow #BrightonSEO

12. Databases Speed Fixes
Memcached
Redis
@peternikolow #BrightonSEO

13. 2.
Web Server Optimization
Great optimization is about web server optimization

14. Web Server
.htaccess is slow
@peternikolow #BrightonSEO

15. Web Server
.htaccess in subfolders with
AllowOverride - terribly slow
@peternikolow #BrightonSEO

16. Web Server
use static rules httpd.conf
@peternikolow #BrightonSEO

17. Web Server
On-the-fly compression
deflate or gzip
@peternikolow #BrightonSEO

18. Web Server
compress static files
static.example.com
@peternikolow #BrightonSEO

19. Web Server
Redirects
@peternikolow #BrightonSEO

20. Web Server
Use redirect map file
@peternikolow #BrightonSEO

21. Web Server
Optimized servers - C10k
○ nginx
○ LiteSpeed
○ lighthttpd
@peternikolow #BrightonSEO

22. Web Server
Reverse proxy servers or web
accelerators
○ Varnish (HTTP) + Hitch (HTTPS)
○ nginx reverse proxy
○ nginx microcache
@peternikolow #BrightonSEO

23. Reverse Proxy Benchmarks
O
@peternikolow #BrightonSEO

24. Web Server - TLS
Elliptic curves
○ TLS handshakes 3k h/s -> 13k h/s
@peternikolow #BrightonSEO

25. Web Server - TLS
Disable SSL v2, v3
○ vunerlable
@peternikolow #BrightonSEO

26. Web Server - TLS
AES-NI instructions
○ AES speed 90 MB/s -> 550
MB/s
@peternikolow #BrightonSEO

27. Web Server - TLS
AVX/SHA instructions
○ SHA speed 100 MB/s -> 300
MB/s (AVX) -> 600 MB/s (SHA)
@peternikolow #BrightonSEO

28. 3.
Networking Optimization
Grand optimization you do with network layer optimization

29. TCP
40 years old
Bandwidth adaptive
@peternikolow #BrightonSEO

30. TCP
TCP slow start
○ IW 3 -> IW 10
@peternikolow #BrightonSEO

31. TCP
@peternikolow #BrightonSEO

32. TCP
TCP congestion control
○ tcp_tahoe (original)
○ tcp_reno
○ tcp_prr (Google)
○ tcp_nv (Facebook)
○ tcp_bbr (Google)
@peternikolow #BrightonSEO

33. TCP congestion control
@peternikolow #BrightonSEO

34. TCP
TCP handshake
○ 3-way handshake
client server
SYN
ACK
Request
SYN-ACK
Response
@peternikolow #BrightonSEO

35. TCP
New TCP handshake
○ TCP fast open
client server
SYN +
TFO
cookie
request
ACK
SYN-ACK
+
TFO
cookie
SYN +
TFO +
Request SYN-ACK
Request
sent to
app
ACK
Response
...
@peternikolow #BrightonSEO

36. QUIC
Quick UDP Internet Connections

37. QUIC
@peternikolow #BrightonSEO

38. QUIC
@peternikolow #BrightonSEO

39. 2018
Coming soon

40. Future
QUIC
@peternikolow #BrightonSEO

41. Future
TLS 1.3 final draft
○ Deprecating TLS 1.0 and 1.1
@peternikolow #BrightonSEO

42. Future
Brotli
○ 30% less data than deflate
@peternikolow #BrightonSEO

43. Future
Static sites
○ SSG - static sites generators
@peternikolow #BrightonSEO

44. Future
Serverless hosting
○ Firebase
○ Cloud Functions
○ Lambda
@peternikolow #BrightonSEO

45. DevOps
True SEO Heroes

46. Thanks!
Any questions?
You can find me at:
@peternikolow