search london - the technical factors that every small or local business should be achieving
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@JamesBavington@StrategiQ
Search London10th May 2016
@JamesBavington@StrategiQ
The technical factors that every small or local business should be achieving
@JamesBavington@StrategiQ
Search London10th May 2016
• 10 years agency experience
• Background in design & development
• Specialist in on-page SEO
• Technical Director at StrategiQ
• Specialised in SMBs
• Studio in Ipswich Suffolk
• Team of 13 creatives & marketers
@JamesBavington@StrategiQ
Search London10th May 2016
I ensure StrategiQ’s creative & technical team produce the best possible digital
media for our marketers.
@JamesBavington@StrategiQ
Search London10th May 2016
SMBs can have enterprise level, optimised websites without spending loads of money.
@JamesBavington@StrategiQ
Search London10th May 2016
Achievable technical objectivesthat Google and most importantly
your users want to see.
@JamesBavington@StrategiQ
Search London10th May 2016
before we start…
The Technical Cheatsheet for Small & Local Businesses23-24 June 2016
ungagged.com/londonTickets still available
@JamesBavington@StrategiQ
Search London10th May 2016
The Technical Cheatsheet for Small & Local Businesses
1. The Quick Wins2. Structured Data with JSON-LD3. ‘Mobile Friendly’
4. Site Speed & Hosting5. HTTPS6. Area/Coverage Pages7. Google My Business8. Conversion9. The Technical Cheat Sheet for Local/SMBs
23-24 June 2016ungagged.com/london
Tickets still available
@JamesBavington@StrategiQ
Search London10th May 2016
Site Speed & Hosting
@JamesBavington@StrategiQ
Search London10th May 2016
2010Page Speed is a ranking factor albeit small, mainly targeting slow sites.
bit.ly/SL_speed_algo
Right now..Page Speed is abig usability factor for users, particularly on mobile.
2015Google have been experimenting with SERP Slow Labels.
bit.ly/SL_slow_labels
@JamesBavington@StrategiQ
Search London10th May 2016
where do I start?
The Obvious ?
• Use a good theme with minimal plugins.
• Compress, combine and minify your code.
• Compress your images.
• Use a CDN (Content Delivery Network)
• Reduce DNS lookups
• Compression via .htaccess
The Difference
• Use specialist hosting
• Use 3rd Party performance services
• But perhaps most importantly…
@JamesBavington@StrategiQ
Search London10th May 2016
1. Create a culture that strives for performance.
2. Specify performance as a tech requirement.
3. Document, share and evolve best practice.
get buy-in from your developers
@JamesBavington@StrategiQ
Search London10th May 2016
http://brook.wpengine.com/
@JamesBavington@StrategiQ
Search London10th May 2016
http://brook.wpengine.com/
@JamesBavington@StrategiQ
Search London10th May 2016
https://wpengine.com
Seek specialist hosting
@JamesBavington@StrategiQ
Search London10th May 2016
For the developers:
1. Migration tool
2. Staging environment
3. Git Push & Version Control
4. Automated Daily Back-ups
5. Automatic WP updates
For the SEO / Account Exec
1. Fast EverCache architecture
2. Built-in CDN
3. £34pa SSLs or 3rd party SSL
4. No caching/security plugins needed
5. Built-in Redirect Rules
Example WP Engine Plan
£7 10 installsper month £4 100 installs
per month
@JamesBavington@StrategiQ
Search London10th May 2016
We migrated 25 WordPress clients over 3 days from various hosts.
36%Average decrease in page load speed
(Based on an average of 5 tests taken before and after the migration).
@JamesBavington@StrategiQ
Search London10th May 2016
That’s great, but is there anything quick and easy I can do in the short-term?
@JamesBavington@StrategiQ
Search London10th May 2016
https://www.cloudflare.com/
@JamesBavington@StrategiQ
Search London10th May 2016
CloudflareUser Your Server
Routing your site through CloudFlare
CDN Optimisation Security DNS
Integrated, fast DNS services.
DDoS
Protection from advanced DDoS
attacks
Enterprise-grade Website Application
Firewall.
Fast caching for both mobile and desktop
users.
Distributed content that speeds up your
website.
@JamesBavington@StrategiQ
Search London10th May 2016
CloudFlare’s free CDN & Optimisation example
3 sec
2 sec
1 sec
0 sec
2.71 sec
2.09 sec
1.67 sec
Shared Hosting
(Based on an average of 5 tests taken before and after the migration).
@JamesBavington@StrategiQ
Search London10th May 2016
https:// & Security
@JamesBavington@StrategiQ
Search London10th May 2016
Dec ‘15Google have started prioritisingindexing HTTPS:// over HTTP://
bit.ly/https_indexing
Aug ‘14HTTPs is a ‘slight’ ranking factor and increasing usability and trust factor.
bit.ly/https_signal
Jan ‘16Google are still experimenting by shaming insecure sites in Chrome.
bit.ly/http_shame
Dec ‘15Chrome launches a dedicated security panel.
bit.ly/chrome_security_panel
@JamesBavington@StrategiQ
Search London10th May 2016
“The goal of this proposal is to more clearly display to users that HTTP provides no data
security.”
You can see this Chrome experiment today, navigate here in your Chrome browser:
chrome://flags
@JamesBavington@StrategiQ
Search London10th May 2016
Browsers insist on a SSL/TLSconnection for the HTTP/2 Protocol.
bit.ly/pete_http2
@JamesBavington@StrategiQ
Search London10th May 2016
OK, I’ll do it,how much does it cost?
@JamesBavington@StrategiQ
Search London10th May 2016
@JamesBavington@StrategiQ
Search London10th May 2016
or free at CloudFlare!
@JamesBavington@StrategiQ
Search London10th May 2016
User Cloudflare Server
User Cloudflare Server
User Cloudflare Server
SSL Off
Free Flexible SSL
Full SSL*
* Requires valid SSL on your server
CloudFlare’s free service includes a
Flexible SSL.
Ecommerce still requires an SSL on your server.
@JamesBavington@StrategiQ
Search London10th May 2016
@JamesBavington@StrategiQ
Search London10th May 2016
@JamesBavington@StrategiQ
Search London10th May 2016
converting your site from http to https isn’t as painful as you may think
John Mueller’s migration tips and mythsbit.ly/https_migration
Posted 1st Feb 2016
@JamesBavington@StrategiQ
Search London10th May 2016
cumulative iteration of best practice.Anybody can have a fast, secure site.
1. Engage your developers with page speed.
2. Seek specialised hosting. It’s inexpensive.
3. Route through CloudFlare for free CDN & Security.
4. Secure your site. Free SSLs at CloudFlare.
5. Switching to https isn’t as complicated as you think.
summary
@JamesBavington@StrategiQ
Search London10th May 2016
Thank you.@jamesbavington
The Technical Cheatsheet for Local SMBsungagged.com/london23rd-24th July 2016
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