The Need for Speed - Searchmetrics Summit 2017
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My talk at Searchmetrics Summit 2017 in Berlin covering various Page Speed best practices.
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The Need for Speed - Searchmetrics Summit 2017
- 1. Bastian Grimm, Peak Ace AG | @basgr A Complete Guide To Super-Speed Around The World The Need for Speed!
- 2. 2 pa.ag@peakaceag Revisited: Pagespeed (Load Time) is a ranking factor Source: http://pa.ag/2iAmA4Y & http://pa.ag/2w9mbv3
- 3. 3 @peakaceag pa.ag Google is obsessed with site speed and always pushes for faster sites: Source: http://pa.ag/1cWFCtY
- 4. 4 @peakaceag pa.ag Don‘t get fooled by GSCs „Time spent Downloading“ The data is sh*t and doesn‘t reflect how page load feels at all! Source: http://pa.ag/2xo20YH ▪ Time spent Downloading simply measures the time to complete a HTTP request. ▪ It‘s an average on files such as CSS, JS and others – thus the number is heavily flawed. ▪ The only valid use case seems to be monitoring “the trend”. ▪ The over all numbers does not reflect “PageSpeed”!
- 5. 5 @peakaceag pa.ag Lets get this straight - this is what your users expect: Obviously, slow page loading time is a major factor in page abandonment. According to a Nielsen report, 47 % of people expect a website to load within two seconds, and 40 % will leave a website if it does not load fully within three seconds.” „
- 6. 6 pa.ag@peakaceag Cognitive Load with Stressful Situations Source: Ericsson ConsumerLab, Neurons Inc. 2015 Solving a math problem Experiencing mobile delays Watching a horror movie Standing at the edge of a virtual cliff Watching a melodramatic TV show Waiting in line at retail store Level of stress caused by delays on mobile is comparable to watching a horror movie!
- 7. Fast loading time plays an important role in overall user experience! Performance = User Experience!
- 8. Measuring responsiveness of a web server: The amount of time between creating a connection & downloading the contents of a web page. #1 Time to First Byte (TTFB)
- 9. 9 @peakaceag pa.ag Free, global TTFB testing with keycdn.com DNS, TTFB & TLS times from 14 different locations at-a-glance Source: https://tools.keycdn.com/performance
- 10. 10 @peakaceag pa.ag Should I worry about my TTFB? And what‘s an acceptable result to aim for? More: http://pa.ag/2lKCIRH & http://pa.ag/2mkJTMY
- 11. Number of requests, blocking vs. non-blocking, asynchronous requests etc. #2 Optimise HTTP requests
- 12. 12 @peakaceag pa.ag Strong increase: # of requests & file-size Average: 304 KB of JS code and 6.4 CSS files per page http://pa.ag/18o6WyO
- 13. 13 @peakaceag pa.ag Having to load 23 CSS and JavaScript files sucks! Deichmann (AT) wastes 3 seconds using blocking-resources – Reduce, combine & minify!
- 14. 14 @peakaceag pa.ag For all other images: Put ‘em on a diet! tinyPNG & tinyJPG for smart (lossy) compression & removal of meta-data et al. http://tinypng.com | http://tinyjpg.com
- 15. 15 @peakaceag pa.ag For everything else: asynchronous requests where possible Use HTML 5 async, JavaScript workarounds and/or a loader: Further information: http://pa.ag/18o8War
- 16. Pretty, varied, colourful and ... slow! #3 Custom Webfonts
- 17. 17 @peakaceag pa.ag 68% of all websites use at least one non-standard font! Result: 114 KB additional data and on average 2.9 HTTP requests Source: http://pa.ag/1BRUnbe
- 18. 18 @peakaceag pa.ag Classic scenario: using external CSS Easy to use … but one big disadvantage: CSS is render-blocking!
- 19. 19 @peakaceag pa.ag Load custom fonts with Fontloader Google's asynchronous solution: webfont.js (JavaScript loads first, then CSS)
- 20. 20 @peakaceag pa.ag Not very successful and also problematic: FOUT (Flash of unstyled Text) = super annoying flickering Fighting the FOUT: http://pa.ag/1BRWMmu
- 21. 21 @peakaceag pa.ag How I usually tackle this: Credits: http://pa.ag/1GakitY & http://pa.ag/1NDXCVi
- 22. 22 @peakaceag pa.ag Some new stuff to play with: „font-display“ strategies More: http://pa.ag/2eUwVob
- 23. pre-fetching of specific DNS, resources and whole pages #4 Pre-Fetching & -Rendering
- 24. 24 @peakaceag pa.ag Breakdown of requests for Netdoktor.de (waterfall view) DNS lookup for the asset server (static.netdoktor.de) takes ~300 ms
- 25. 25 @peakaceag pa.ag DNS pre-fetching in <head>: 81 ms = 75 % time saved Very useful for other hosts' resources, that you want to use at a later stage.
- 26. 26 @peakaceag pa.ag One step further: pre-connecting HTTPS Don't just pre-resolve DNS names, also allow for TLS-handshake.
- 27. Shopping basket (Checkout), as soon as an article is placed inside The next page of a multipage article What else could I preload?
- 28. Another (new) element in mobile SERPs #5 Accelerated mobile pages (AMP)
- 29. 29 @peakaceag pa.ag What is not allowed: ▪ external CSS ▪ JavaScript (except async JS) ▪ Flash, Java & Co. AMP: stripped down HTML for maximum performance Google values speed much more than (HTML) features Maximum mobile performance: ▪ less CPU and memory ▪ less bandwidth ▪ less battery usage ▪ Better user experience Keep in mind: ▪ text and images only, everything else is limited ▪ CSS only inline (non-blocking) ▪ CSS with limitation in size ▪ Requires width and height values (i.e. images)
- 30. 30 pa.ag@peakaceag Without a doubt, AMP is extremely fast… But totally different UX and only 3 % of AMP visitors actually transition to non-AMP URL Source: http://pa.ag/2fkyXLJ 6231 929 Regular AMP Mobile page load time 0 2000 4000 6000 8000 (ms) Real-world data: mobile load times 5.7x faster
- 31. 31 pa.ag@peakaceag … And it gained quite a bit of momentum: Source: http://pa.ag/2qoc2bh & http://pa.ag/2qoaOwc & http://pa.ag/2rmWGRN
- 32. 32 @peakaceag pa.ag Multiple publishers said an AMP page view currently generates around half as much revenue as a page view on their full mobile websites.” Via WSJ: publishers still not 100 % happy AMP page views only generate half as much revenue as “real“ mobile sites… Source: http://pa.ag/2fzOWK3 „
- 33. 33 @peakaceag pa.ag But… isn‘t AMP only for publishers? AMP for products will be available very soon in a SERP near you! More: https://ampbyexample.com/samples_templates/product/
- 34. No AMP? Google “helps“:
- 35. 35 pa.ag@peakaceag Google will be automatically converting non-mobile friendly pages for you (again, testing): Quelle: http://pa.ag/2sorYbC
- 36. There is no reason anymore, to not deliver content directly via HTTP/2, which is super fast. #6 Go HTTPS & HTTP/2
- 37. 37 @peakaceag pa.ag Source: Searchmetrics US Ranking Factors 2016 – Download: http://pa.ag/2gO9Qq3
- 38. 38 @peakaceag pa.ag HTTPS ranking “boost“? Well… maybe… maybe not! Source: http://pa.ag/2ekj4Gi & http://pa.ag/2pRq0PS
- 39. 39 @peakaceag pa.ag Soon: HTTPS will be required for AMP?! Source: http://pa.ag/2fuOdYq
- 40. 40 @peakaceag pa.ag This is just the beginning: more warnings from Oct. ‘17! Chrome 62 is flagging every single HTTP URL in incognito mode! Source: http://pa.ag/2rmIAjg
- 41. 41 @peakaceag pa.ag Some tools to get you started with HTTP/2: Download and test: https://tools.keycdn.com/http2-test & http://pa.ag/2cG7R3k & https://www.ssllabs.com/ssltest/
- 42. So yes, you need HTTPS!
- 43. 43 @peakaceag pa.ag Let me make this very, very clear: If you are using HTTPS without HTTP/2 (SPDY) you are doing it all wrong!” „
- 44. A bit of everything, for everyone…! #7 More Tools
- 45. 45 @peakaceag pa.ag Googles‘ PageSpeed Insights I am really not the biggest fan…!
- 46. 46 @peakaceag pa.ag Try webpagetest.org – they have it all: A lot of info at-a-glance: TTFB, Keep-Alive, Compression & Caching, Image Usage, CDN & waterfall diagrams
- 47. 47 @peakaceag pa.ag The new kid in town: Google Lighthouse Try it out: https://developers.google.com/web/tools/lighthouse/
- 48. 48 @peakaceag pa.ag You need to monitor your site continuously over-time! https://www.peterhedenskog.com/blog/2015/04/open-source-performance-dashboard/
- 50. 50 @peakaceag pa.ag Translate experiences to performance metrics: User Experience ▪ Is it happening? › Did the navigation start successfully? Has the server responded? ▪ Is it useful? › Has enough content rendered that users can engage with it? ▪ Is it usable? › Can users interact with the page, or is it still busy loading? ▪ Is it smooth/delightful? › Are the interactions smooth and natural, free of lag and jank? Corresponding Metric First Paint (FP) / First Contentful Paint (FCP) First Meaningful Paint (FMP) -> Hero Element Timing Time to Interactive (TTI) Long Tasks (technically the absence of those long tasks)
- 51. 51 pa.ag@peakaceag Optimizing and measuring for Painting Timings #1 #2 First Paint (FP) Time to first paint - which marks the point when the browser starts to render something, the first bit of content on the screen.
- 52. 52 pa.ag@peakaceag Optimizing and measuring for Painting Timings #1 #2 #3 #4 First Paint (FP) First Contentful Paint (FCP) Time to first paint - which marks the point when the browser starts to render something, the first bit of content on the screen. Time to first contentful paint - which marks the point when the browser renders the first bit of content from the DOM, text, an image, etc.
- 53. 53 pa.ag@peakaceag Optimizing and measuring for Painting Timings #1 #2 #3 #4 #5 #6 First Paint (FP) First Contentful Paint (FCP) First Meaningful Paint (FMP) / Hero! Time to Interactive (TTI) Time to first paint - which marks the point when the browser starts to render something, the first bit of content on the screen. Time to first contentful paint - which marks the point when the browser renders the first bit of content from the DOM, text, an image, etc.
- 54. Care about your hero (element)! Optimize for First Meaningful Paint
- 55. 55 pa.ag@peakaceag Track paint timings with Google Analytics (in theory): Get the tracking code snippets: http://pa.ag/2viHQSz You must ensure your PerformanceObserver is registered in the <head> before any stylesheets, so it runs before FP/FCP happens. (a buffered flag TBD in v.2) „ version 62 and up
- 56. 56 @peakaceag pa.ag This is how it looks like in Google Analytics Behaviour > Events > Pages: Performance Metrics [first-contentful-paint] Source: Google Analytics
- 57. 57 pa.ag@peakaceag The cool kids way of doing this (using GTM): #1 #3 #2 #4
- 58. 58 pa.ag@peakaceag Combine it with Google Data Studio: Test it: https://datastudio.google.com/open/0Bz_TGJRCMMnSWC1HTk4tRDlJU0E
- 59. The code and resources required to render the initial view of a web page. #9 Critical Rendering Path
- 60. 60 pa.ag@peakaceag Critical Rendering Path Optimisation Initial view (Critical) Below the fold (Not critical)
- 61. 61 pa.ag@peakaceag CSSOM: The CSS Object Model body font-size:16px; h1 font-size:22px; p font-size:16px; p font-size:12px; a font-size:12px; img font-size:16px; ▪ The CSSOM is basically a "map" of the CSS styles found on a web page. ▪ It is much like the DOM (Document Object Model), but for the CSS rather than the HTML. ▪ The CSSOM combined with the DOM are used by browsers to display web pages.
- 62. 62 pa.ag@peakaceag Web browsers use the CSSOM to render a page To display your webpage, a web browser must take a few steps. For the moment we will simplify it a little and talk about four main steps that will illustrate the importance of the CSSOM:
- 63. 63 pa.ag@peakaceag Google doesn‘t do a single GET request for their CSS!
- 64. 64 pa.ag@peakaceag How to know what CSS is critically required? Minimum: A snapshot of CSS rules to render a default desktop resolution (e.g. 1280x1024). Better: Various snapshots for mobile phones, pad/s & desktop/s - so lot‘s of work! Source: http://pa.ag/2o4x0uE
- 65. 65 @peakaceag pa.ag My current favourite: „Critical“ (using Node / Phantom JS) Renders a site in multiple resolutions & builds a combined and compressed CRP CSS: Critical & criticalCSS on GitHub: http://pa.ag/2wJTZAu & http://pa.ag/2wT1ST9
- 66. 66 @peakaceag pa.ag If you want to play around & try: criticalcss.com Give it a try: https://criticalcss.com/
- 67. 67 @peakaceag pa.ag <!DOCTYPE html> <html> <head> <meta charset="utf-8"> <meta name="viewport" content="widht=device-width"> <title>CRP loading demo</title> <!-- critical CSS goes here --> <style> h1 { color: green; } </style> <!-- use async preload // no IE, Edge & some other uninportant ones (http://caniuse.com/#search=preload) --> <link rel="preload" href="non-critical.css" as="style" onload="this.rel='stylesheet'" /> <!--noscript for req. without JS --> <noscript><link rel="stylesheet" href="non-critical.css"></noscript> <!-- include polyfill for shitty browsers --> <script> *! loadCSS. [c]2017 Filament Group, Inc. MIT License */ (function(){ ... } ()); /*! loadCSS rel=preload polyfill. [c] 2017 Filament Group, Inc. MIT License */ (function(){ ... } ()); </script> </head> <body> </body> </html> <!-- critical CSS goes here --> <style> h1 { color: green; } </style> <!-- use async preload // no IE, Edge & some other uninportant ones (http://caniuse.com/#search=preload) --> <link rel="preload" href="non-critical.css" as="style" onload="this.rel='stylesheet'" /> <!-- use async preload // no IE, Edge & some other uninportant ones (http://caniuse.com/#search=preload) --> <link rel="preload" href="non-critical.css" as="style" onload="this.rel='stylesheet'" /> <!--noscript for req. without JS --> <noscript><link rel="stylesheet" href="non-critical.css"></noscript> *! loadCSS. [c]2017 Filament Group, Inc. MIT License */ (function(){ ... } ()); /*! loadCSS rel=preload polyfill. [c] 2017 Filament Group, Inc. MIT License */ (function(){ ... } ()); Putting it all together: Fit the HTML, CSS & JS that’s necessary for “Start Render” into that first 14 KB round trip! inline your critical CSS 1 Loading non-critical CSS async using rel=“preload“ 2 Apply the CSS once it has finished loading via “onload“ 3 Fallback for non-JS requests 4 Implement loadCSS script for older browsers 5
- 68. (Let’s have a look at an actual implementation) Is it really worth the effort?
- 69. 69 @peakaceag pa.ag Before vs. after comparison: A fresh WordPress setup #1 HTTP, no HTTP/2, Twenty Seventeen theme (1x CSS, 8x JS, Custom Fonts) No caching & no other performance optimizations
- 70. 70 @peakaceag pa.ag Before vs. after comparison: A fresh WordPress setup #2 HTTP, no HTTP/2, Twenty Seventeen theme (1x CSS, 8x JS, Custom Fonts) W3Total (CSS, JS, HTML minify, caching, compression)
- 71. 71 @peakaceag pa.ag Before vs. after comparison: A fresh WordPress setup #3 HTTP, no HTTP/2, Twenty Seventeen theme (1x CSS, 8x JS, Custom Fonts) W3Total (CSS, JS, HTML minify, caching, compression) + CRP CSS inlined!
- 72. 72 @peakaceag pa.ag Performance metrics comparison at-a-glance Rendering starts significantly earlier; this also allows for faster interaction with the site! KPI / MEASUREMENT Load Time Time to first byte (TTFB) Start Render Time to Interactive (TTI) DEFAULT WP 1.357 sec 0.454 sec 1.000 sec 0.956 sec BASIC PERFORMANCE 0.791 sec 0.159 sec 0.600 sec 0.931 sec FULLY OPTIMIZED 0.789 sec 0.157 sec 0.410 sec 0.563 sec (+32%) (+41%)
- 73. TL;DR
- 74. 74 @peakaceag pa.ag Implement proper tracking, measure “First Meaningful Paint” (hero element delivery) Audit, clean and (afterwards) split CSS into two parts: “initial view” and “below the fold” Use “Critical” to generate and inline your critical path CSS Use rel=“preload“ and “loadCSS” to async-load below the fold / side-wide CSS Off-load all overhead (JS, etc.) to stay within 14KB for faster, initial paint TL;DR
- 75. What, still not enough!? #10 … more?
- 76. 76 pa.ag@peakaceag Really make sure to get the basics right! ▪ Optimise images: Reduce overhead for JPGs & PNGs (metadata, etc.), request proper sized imgs & try new formats ▪ Implement effective caching and compression ▪ Whenever possible, use asynchronous requests ▪ Decrease size of CSS and JavaScript files (minify) ▪ Use a content distribution network (CDN) / an asset server (as well as cookie-less domains) to optimise parallel requests ▪ Lean mark-up (no comments, use inline CSS / JS only where necessary / useful) ▪ Consider (DNS-) Pre-fetching & Pre-Rendering if feasible ▪ Watch (& optimize) for TTFB, don’t forget you back-end architecture / systems (e.g. DB, webserver, etc.) All slides on SlideShare: http://pa.ag/iss17speed Use my checklist on SlideShare to double check:
- 77. 77 @peakaceag pa.ag http://pa.ag/sm17speed Always looking for talent! Check out jobs.pa.ag Bastian Grimm bg@pa.ag twitter.com/peakaceag facebook.com/peakaceag www.pa.ag Liked the deck? Here you go: