vandapokecz-brightonseo-presentation-April 2023

Slide 1

Slide 1 text

How to get from 2% to 99% Good URLs - a Core Web Vitals success story Vanda Pókecz Ladenzeile GmbH @vanda_lilla

Slide 2

Slide 2 text

No content

Slide 3

Slide 3 text

https Security and privacy #brightonSEO @vanda_lilla

Slide 4

Slide 4 text

Mobile Usability Easy interaction across devices #brightonSEO @vanda_lilla

Slide 5

Slide 5 text

Intrusive Interstitials No elements obstructing the view #brightonSEO @vanda_lilla

Slide 6

Slide 6 text

Core Web Vitals LCP, FID, CLS #brightonSEO @vanda_lilla

Slide 7

Slide 7 text

LCP Measure of loading performance Good < 2.5 sec #brightonSEO @vanda_lilla

Slide 8

Slide 8 text

No content

Slide 9

Slide 9 text

FID Measure of interactivity Good < 100 ms #brightonSEO @vanda_lilla

Slide 10

Slide 10 text

No content

Slide 11

Slide 11 text

CLS Measure of visual stability Good < 0.1 #brightonSEO @vanda_lilla

Slide 12

Slide 12 text

Other Metrics FCP, TTI, TTFB, TBT, INP #brightonSEO @vanda_lilla

Slide 13

Slide 13 text

Good URLs development at Ladenzeile

Slide 14

Slide 14 text

Mobile good URLs % (CWV) #brightonSEO @vanda_lilla

Slide 15

Slide 15 text

#brightonSEO

Slide 16

Slide 16 text

Platform Reskin Stability Issues #brightonSEO

Slide 17

Slide 17 text

Focus on CWVs Optimization #brightonSEO

Slide 18

Slide 18 text

Blocking call Non-blocking call

Slide 19

Slide 19 text

Step 1 - Research by Tech SEO and Devs #brightonSEO @vanda_lilla

Slide 20

Slide 20 text

Main sources of CWV issues Server, CMP, Reskin leftovers

Slide 21

Slide 21 text

Lighthouse

Slide 22

Slide 22 text

DevTools (Performance Insights)

Slide 23

Slide 23 text

Improvement opportunities #brightonSEO @vanda_lilla

Slide 24

Slide 24 text

Third-party resources #brightonSEO @vanda_lilla

Slide 25

Slide 25 text

Asset loading #brightonSEO JS ,fonts, images, icons… #brightonSEO @vanda_lilla

Slide 26

Slide 26 text

Layout shifts #brightonSEO @vanda_lilla

Slide 27

Slide 27 text

LCP on desktop #brightonSEO

Slide 28

Slide 28 text

CMP banner loading extra font files #brightonSEO @vanda_lilla

Slide 29

Slide 29 text

Step 2 - Prioritization #brightonSEO @vanda_lilla

Slide 30

Slide 30 text

Possible actions grouped CMP fine tuning Javascript Styling Fonts & Icons Images

Slide 31

Slide 31 text

Benefit Effort Low Medium High Low Remove Inline style Cleanup the head Add search placeholder in jsp Remove unnecessary header properties Remove unused JS Bundle FSP JS Bundle GDPR Scripts Optimize header background image Move preconnects and preloads to top of head Move open graph to end of head Optimize banner images Remove banner background image Prioritize above the fold image download Add browser lazy load for below fold imgs Medium Remove inline JS and load it async Cleanup CSS SVG icons above the fold High Remove Jquery Convert to JS modules to leverage free shaking Improve script loading and init system

Slide 32

Slide 32 text

Step 3 - Optimization #brightonSEO @vanda_lilla

Slide 33

Slide 33 text

CMP fine tuning #brightonSEO @vanda_lilla

Slide 34

Slide 34 text

CMP recommendations tested & implemented in May Largest impact on LCP 30% uplift in good URLs (CrUX) #brightonSEO

Slide 35

Slide 35 text

Recommendations implemented and tested in May 1 , JS & Styling, Images, Icons & Fonts optimization #brightonSEO

Slide 36

Slide 36 text

, JS & Styling, Images, Icons & Fonts optimization #brightonSEO Desktop

Slide 37

Slide 37 text

#brightonSEO @vanda_lilla

Slide 38

Slide 38 text

Unnecessary properties removed Only 180x180 & 144x144 apple icons kept #brightonSEO

Slide 39

Slide 39 text

Preconnects and dns- prefetch moved to top #brightonSEO Kleider mit WOW - Effekt zum besten Preis online kaufen | Ladenzeile.de

Slide 40

Slide 40 text

OG and meta icons moved to bottom #brightonSEO @vanda_lilla

Slide 41

Slide 41 text

Javascript #brightonSEO @vanda_lilla

Slide 42

Slide 42 text

Scripts bundled together #brightonSEO @vanda_lilla

Slide 43

Slide 43 text

Old JS loader script optimized #brightonSEO @vanda_lilla

Slide 44

Slide 44 text

Unused JS removed #brightonSEO @vanda_lilla

Slide 45

Slide 45 text

Styling #brightonSEO @vanda_lilla

Slide 46

Slide 46 text

Inline style removed and added back to sass files #brightonSEO @vanda_lilla

Slide 47

Slide 47 text

Lazy loading of secondary css improved #brightonSEO @vanda_lilla

Slide 48

Slide 48 text

Site-wide banner animation moved to page css #brightonSEO

Slide 49

Slide 49 text

Fonts & Icons #brightonSEO @vanda_lilla

Slide 50

Slide 50 text

Canela Deck and Centra n1 Medium fonts preloaded #brightonSEO @vanda_lilla

Slide 51

Slide 51 text

Icomoon loading deferred #brightonSEO @vanda_lilla

Slide 52

Slide 52 text

Above the fold icons replaced with svg #brightonSEO

Slide 53

Slide 53 text

Images #brightonSEO @vanda_lilla

Slide 54

Slide 54 text

Full width banner background img removed & loading prioritized

Slide 55

Slide 55 text

1st - 2nd grid items prioritized

Slide 56

Slide 56 text

3rd - 18th grid items native lazy loaded

Slide 57

Slide 57 text

Header Logo download prioritized & Background image optimized

Slide 58

Slide 58 text

Summary of actions #brightonSEO @vanda_lilla

Slide 59

Slide 59 text

CMP banner optimized Unnecessary properties and assets including unused JS removed CSS moved from inline to external files #brightonSEO @vanda_lilla

Slide 60

Slide 60 text

JS files bundled, including gdpr scripts Loading prioritized Lazy loading improved #brightonSEO @vanda_lilla

Slide 61

Slide 61 text

The work never stops

Slide 62

Slide 62 text

Mainy LCP and CLS issues #brightonSEO

Slide 63

Slide 63 text

#brightonSEO

Slide 64

Slide 64 text

HTTP caching of static frontend resources improved

Slide 65

Slide 65 text

Fixed width and height placeholder for CMP banner #brightonSEO @vanda_lilla

Slide 66

Slide 66 text

Core Web Vitals as KPI - issues treated as bug #brightonSEO @vanda_lilla

Slide 67

Slide 67 text

#brightonSEO @vanda_lilla

Slide 68

Slide 68 text

Final question

Slide 69

Slide 69 text

Shouldn’t building a strong relationship with customers be one of our main focus? #brightonSEO @vanda_lilla

Slide 70

Slide 70 text

Thank you! Vanda Pókecz Ladenzeile GmbH www.linkedin.com/in/vanda-pokecz @vanda_lilla