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Web performance optimization, WPO, or website optimization is a relatively recent and upcoming field in Web Analytics similar to that of SEO with one major difference in approach: whereas SEO focuses on optimizing content for search engines, WPO emphasizes on optimizing the website’s structure as a whole to decrease loading time and deliver a better end-user experience which can lead to increases in better organic search engine listings and greater user loyalty. WPO is term coined by Steve Souders, a leader in the field. [1]

History

Steve Sounders

Steve Souders started talking about the importance of high performance websites in 2004[cite], which lead him to launching a new industry, web performance optimization[cite]. Souders stressed several points about what this emerging industry will bring to the web. Some of them include: websites being fast by default, consolidation, web standards in performance, environmental impacts of optimization, and speed as a differentiator.

Back-End Approach

  • WPO was focused on code and hardware limitations in the earlier years of the Internet. According to Patrick Killelea’s book: “Web Performance Tuning”, some of the techniques proposed were to use simple servlets or CGI, increase server memory, and look for packet loss and retransmission. [2]
  • Although these principles now comprise much the optimized foundation of our internet applications, one could argue that the focus was not so much on how to improve the front-end experience but on how to transfer the data from the server to the user.

Front-End Approach

  • One major point that Souders makes is that at least 80 percent of the time that it takes to download/view a website is controlled by the front-end structure. Web developers are strictly responsible for that 80 percent lag, and can decrease it by becoming more aware about how the HyperText Transfer Protocol (HTTP) works.[3]

Best Practices

  • List Steve's 14/28 steps
  1. Minimized HTTP Requests
  2. Use a Content Delivery Network
  3. Use an Expires Header
  4. Gzip Components
  5. Put Stylesheets at the Top
  6. Put Scripts at the Bottom
  7. Avoid CSS Expressions
  8. Make JavaScript and CSS External
  9. Reduce DNS Lookups
  10. Minify JavaScript
  11. Avoid Redirects
  12. Remove Duplicate Scripts
  13. Configure ETags
  14. Make AJAX Cacheable
  15. Understanding AJAX Performance
  16. Creating Responsive Web Applications
  17. Splitting the Initial Payload
  18. Loading Scripts Without Blocking
  19. Coupling Asynchronous Scripts
  20. Positioning Inline Scripts
  21. Writing Efficient JavaScript
  22. Scaling with Comet
  23. Going Beyond Gzipping
  24. Optimizing Images
  25. Sharding Dominant Domains
  26. Flushing the Document Early
  27. Using Iframes Sparingly
  28. Simplifying CSS Selectors
  • These practices can enhance the user experience, and make Web apps better[4]

Purpose/Benefits

  • Organic way to increase visit retention and loyalty.
Google said "Monitor your site's performance and optimize load times. Google's goal is to provide users with the most relevant results and a great user experience. Fast sites increase user satisfaction and improve the overall quality of the web (especially for those users with slow Internet connections), and we hope that as webmasters improve their sites, the overall speed of the web will improve." [5]
  • Better search ranking according to Google (citation needed)
  • Less data traveling across the web
  • Better for mobile devices
  • More efficient and cost savings
Disclaimer: Not all websites can implement or even need the above listed points. The author provides them in order of most important to least important in regards to performance increases.

Projects that utilize WPO

References

  1. ^ Souders, Steve. "Web Performance Optimization". Retrieved 1 December 2012.
  2. ^ Killelea, Patrick (2002). Web Performance Tuning. Sebastopol: O'Reilly Media. p. 480. ISBN 059600172X.
  3. ^ Souders, Steve (2007). High Performance Websites. Farnham: O'Reilly Media. p. 170. ISBN 0596529309.
  4. ^ "Best practices for building faster Web apps with HTML5".
  5. ^ "Webmaster Guidelines". Retrieved 2 December 2012.
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