vandapokecz-brightonseo-presentation-April 2023

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

https Security and privacy #brightonSEO @vanda_lilla

Mobile Usability Easy interaction across devices #brightonSEO @vanda_lilla

Intrusive Interstitials No elements obstructing the view #brightonSEO @vanda_lilla

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

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

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

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

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

Good URLs development at Ladenzeile

Mobile good URLs % (CWV) #brightonSEO @vanda_lilla

#brightonSEO

Platform Reskin Stability Issues #brightonSEO

Focus on CWVs Optimization #brightonSEO

Blocking call Non-blocking call

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

Main sources of CWV issues Server, CMP, Reskin leftovers

Lighthouse

DevTools (Performance Insights)

Improvement opportunities #brightonSEO @vanda_lilla

Third-party resources #brightonSEO @vanda_lilla

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

Layout shifts #brightonSEO @vanda_lilla

LCP on desktop #brightonSEO

CMP banner loading extra font files #brightonSEO @vanda_lilla

Step 2 - Prioritization #brightonSEO @vanda_lilla

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

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

Step 3 - Optimization #brightonSEO @vanda_lilla

CMP fine tuning #brightonSEO @vanda_lilla

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

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

<head>, JS & Styling, Images, Icons & Fonts optimization #brightonSEO
Desktop

<head> #brightonSEO @vanda_lilla

Unnecessary properties removed Only 180x180 & 144x144 apple icons kept
#brightonSEO <link rel="apple-touch-icon" sizes="144x144" href="https://www.ladenzeile.de/reskin-mobile-icon-144x144.png"/><link rel="apple-touch-icon" sizes="180x180" href="https://www.ladenzeile.de/reskin-mobile-icon-180x180.png">

Preconnects and dns- prefetch moved to top #brightonSEO <html lang="de"
><head><title>Kleider mit WOW - Effekt zum besten Preis online kaufen | Ladenzeile.de</title><meta name="description" content="Du suchst ein neues Kleid? Bei Ladenzeile.de findest Du für jeden Anlass das perfekte Kleid: Top Marken zu reduzierten Preisen!"/><meta name="robots" content="index,follow"/><link rel="alternate" hreflang="de-AT" href="https://www.ladenzeile.at/mode/kleider/"/><link rel="alternate" hreflang="de-DE" href="https://www.ladenzeile.de/mode/kleider/"/><meta name="msvalidate.01" content="B49A06912A14F93B14B17DF4E3CDD567"/><meta name="viewport" content="width=device- width,initial-scale=1.0,minimum-scale=1.0"/><meta name="theme-color" content="#0e2b5e"><meta name="format-detection" content="telephone=no"/><meta http-equiv="Content-Type" content="text/html; charset=utf-8"/><meta http-equiv="X-UA-Compatible" content="IE=edge"/><link rel="dns-prefetch" href="//pagead2.googlesyndication.com"/>

OG and meta icons moved to bottom #brightonSEO @vanda_lilla

Javascript #brightonSEO @vanda_lilla

Scripts bundled together #brightonSEO @vanda_lilla

Old JS loader script optimized #brightonSEO @vanda_lilla

Unused JS removed #brightonSEO @vanda_lilla

Styling #brightonSEO @vanda_lilla

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

Lazy loading of secondary css improved #brightonSEO @vanda_lilla

Site-wide banner animation moved to page css #brightonSEO

Fonts & Icons #brightonSEO @vanda_lilla

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

Icomoon loading deferred #brightonSEO @vanda_lilla

Above the fold icons replaced with svg #brightonSEO

Images #brightonSEO @vanda_lilla

Full width banner background img removed & loading prioritized

1st - 2nd grid items prioritized

3rd - 18th grid items native lazy loaded

Header Logo download prioritized & Background image optimized

Summary of actions #brightonSEO @vanda_lilla

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

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

The work never stops

Mainy LCP and CLS issues #brightonSEO

#brightonSEO

HTTP caching of static frontend resources improved

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

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

#brightonSEO @vanda_lilla

Final question

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

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

vandapokecz-brightonseo-presentation-April 2023

vandapokecz-brightonseo-presentation-April 2023

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