The Impact of Website Speed on Search Ranking - 2013

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Zoompf

Zoompf analyzes over 100,000 URLs to discover any correlation between website performance and search ranking position.

Technologie Design

How Website Speed Actually Impacts
Search Ranking
Mark Isham
CEO, Zoompf

Announcements from SMX Advanced
June 11, 2013

• Document Complete?
• Visually Complete?
• Time to Render Start?

• Time to First Byte?
• Google Analytics?
• What’s “good enough”?

2000 Random :
• HDTV
• Durable power of
attorney
• Sporting goods stores
• …

X

Top 50 Results for Each:
• http://atg.sd.gov/Seniors/EstatePlanning
/PowerofAttorney.aspx
• https://en.wikipedia.org/wiki/Power_of
_attorney
• http://www.nolo.com/legalencyclopedia/durable-power-ofattorney-health-finances-29579.html
• …

=

100,000 Test Pages
Search Term

Rank

URL

HDTV

1

url1

HDTV

2

url2

…

50

…

Sporting Goods Stores

1

Sporting Goods Stores

2

…

50

http://zoompf.com/search-ranking-factors

url1

url1

5.1

…

url2

url2

3.2

…

…

…

2.5

…

30 “Private” WebpageTest Instances on EC2

Metrics Captured

•
•
•
•
•

Document Complete Time
Fully Loaded Time
Time to First Byte
Time to Fully Rendered
Bytes Downloaded

•
•
•
•
•

Requests Made
Total Image Size
Gzip Savings
Minify Amount
More…

What Does this Mean?
• TTFB is easiest to measure
• Top performers invest in infrastructure
• Data is correlative only!
– Relevancy remains king

Our Recommendation:
TTFB of 500 ms or less!

What About the Long Tail?
(Searches with 4 or more keywords)

What is Time to First Byte?

TTFB = Latency + Server Response Time

Measuring Latency

1. Use PING
2. Goal: 100 ms or less

Latency: Use a CDN

Akamai, Cloudfront, CloudFlare, …

Server Response Time
TTFB = Latency + Server Response Time
So…
Server Response Time = TTFB - LATENCY

Tips
• Use WebPageTest for TTFB
• Use PING for Latency

Goal

Get Under Here!
TTFB = Latency + Server Response Time
(TTFB) 500 ms = (Ping) 100 ms + (Server Time) 400 ms

Optimizing Server Components
•
•
•
•
•

Big Topic, out of scope
Fast Webservers
Responsive Databases
Optimized code
Use caching!
– (Expires or cache-control: max-age)

Other Interesting Data
(Average across all 100k results)
Metric

Value

Document Complete

8.5 s

Fully Rendered

12.0 s

Time to First Byte

874 ms

Page Size

1.42 MB

Server Requests

104

Total Image Size

492 kb

References
• Moz Study: http://moz.com/blog/how-website-speedactually-impacts-search-ranking
• Time to First Byte: http://moz.com/blog/improvingsearch-rank-by-optimizing-your-time-to-first-byte
• Study Data: http://zoompf.com/search-ranking-factors
• Zoompf Free Tool: http://zoompf.com/free

CONTACT INFO:
Mark Isham
mark@zoompf.com
Twitter: @Zoompf

plus.google.com/+Zoompf

http://zoompf.com

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The Impact of Website Speed on Search Ranking - 2013

1. How Website Speed Actually Impacts Search Ranking Mark Isham CEO, Zoompf

2. Google Webmaster Blog April 9, 2010

3. Announcements from SMX Advanced June 11, 2013

5. • Document Complete? • Visually Complete? • Time to Render Start? • Time to First Byte? • Google Analytics? • What’s “good enough”?

6. 2000 Random : • HDTV • Durable power of attorney • Sporting goods stores • … X Top 50 Results for Each: • http://atg.sd.gov/Seniors/EstatePlanning /PowerofAttorney.aspx • https://en.wikipedia.org/wiki/Power_of _attorney • http://www.nolo.com/legalencyclopedia/durable-power-ofattorney-health-finances-29579.html • … =

7. 100,000 Test Pages Search Term Rank URL HDTV 1 url1 HDTV 2 url2 … 50 … Sporting Goods Stores 1 Sporting Goods Stores 2 … 50 http://zoompf.com/search-ranking-factors

8. url1 url1 5.1 … url2 url2 3.2 … … … 2.5 … 30 “Private” WebpageTest Instances on EC2

9. Metrics Captured • • • • • Document Complete Time Fully Loaded Time Time to First Byte Time to Fully Rendered Bytes Downloaded • • • • • Requests Made Total Image Size Gzip Savings Minify Amount More…

10.

11.

12.

13.

14.

15. What Does this Mean? • TTFB is easiest to measure • Top performers invest in infrastructure • Data is correlative only! – Relevancy remains king Our Recommendation: TTFB of 500 ms or less!

16. What About the Long Tail? (Searches with 4 or more keywords)

17. What is Time to First Byte? TTFB = Latency + Server Response Time

18. Measuring Latency 1. Use PING 2. Goal: 100 ms or less

19. Latency: Use a CDN Akamai, Cloudfront, CloudFlare, …

20. Server Response Time TTFB = Latency + Server Response Time So… Server Response Time = TTFB - LATENCY Tips • Use WebPageTest for TTFB • Use PING for Latency

21. Goal Get Under Here! TTFB = Latency + Server Response Time (TTFB) 500 ms = (Ping) 100 ms + (Server Time) 400 ms

22. Optimizing Server Components • • • • • Big Topic, out of scope Fast Webservers Responsive Databases Optimized code Use caching! – (Expires or cache-control: max-age)

23. Other Interesting Data (Average across all 100k results) Metric Value Document Complete 8.5 s Fully Rendered 12.0 s Time to First Byte 874 ms Page Size 1.42 MB Server Requests 104 Total Image Size 492 kb

24. References • Moz Study: http://moz.com/blog/how-website-speedactually-impacts-search-ranking • Time to First Byte: http://moz.com/blog/improvingsearch-rank-by-optimizing-your-time-to-first-byte • Study Data: http://zoompf.com/search-ranking-factors • Zoompf Free Tool: http://zoompf.com/free

25. CONTACT INFO: Mark Isham mark@zoompf.com Twitter: @Zoompf plus.google.com/+Zoompf http://zoompf.com

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The Impact of Website Speed on Search Ranking - 2013