Fastly, Inc. · NASDAQ:FSLY
Fastly — Conference Presentation (June 2020)
28 slides from Fastly's conference presentation, Jun 11, 2020
Slide 1: Site Performance and SEO
Site Performance and SEO How to leverage a CDN to improve your Google rankings June 11, 2020 ©2020 Confidential 1
Slide 2: A few notes before we get started
A few notes before we get started 1 Thank you for joining us! 2 Slide deck & recording will be available via email 3 Q & A following the presentation ©2020 Confidential 2
Slide 3: Fastly is the leading Edge Cloud Platform
Fastly is the leading Edge Cloud Platform behind the best of the web. Austin Mosley Mike Perez ©2020 Confidential 3
Slide 4: Conductor is an SEO platform and enterprise content marketing company
Conductor is an SEO platform and enterprise content marketing co. Jake Adelman ©2020 Confidential 4
Slide 5: SEO efforts and content delivery strategy are more intertwined than you may think
SEO efforts and content delivery strategy are more intertwined than you may think. ©2020 Confidential 5
Slide 6: Bringing together two audiences
Bringing together two audiences Engineers SEO Professionals Developers Digital Marketing ©2020 Confidential 6
Slide 7: Agenda
Agenda 1. SEO meets Engineering 4. What is a CDN? How can they work together Defining a modern Edge Cloud towards a common goal? 2. SEO overview 5. SEO Before/after tests What is SEO anyways? How does a site’s SEO perform with and without a CDN? 3. Page rank 6. Q & A Why does it matter and what Audie
Slide 8: SEO Overview
SEO Overview What is it? Why does it matter? SEO is the process of optimizing 1. Greater brand presence, a website and its pages to rank seen as an industry leader higher on search engines like 2. Users trust organic results Google. 3. Save money on Paid Search and other advertising ©2020 Confidentia
Slide 9: Search engines use complicated algorithms with hundreds of inputs
Search engines use complicated algorithms that handle hundreds of inputs like: Content Backlinks Social Site quality mentions performance ©2020 Confidential 9
Slide 10: Business to Business Click Through Curve
Business to Business Click Through Curve 2 2 s ri <= [J s ° 2 = - x 2 ra) 12 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Search Rank Position source
Slide 11: Business to Consumer Click Through Curve
Business to Consumer Click Through Curve 2 2 s fa £ [J 3 ° e = = x 2 io) 12 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Search Rank Position
Slide 12: Page Rank Importance
Page Rank Importance The top 5 positions on a search engine earn roughly 80% of all organic traffic for both B2B and B2C. ©2020 Confidential 12
Slide 13: SEO + Engineering
SEO + Engineering Marketing teams can But improving this usually control some of can sometimes these variables feel out of reach. Content Backlinks Social Site quality mentions performance ©2020 Confidential 13
Slide 14: How Site Performance Affects Page Rank
How Site Performance Affects Page Rank Web Vitals Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web. ©2020 Confidential 14
Slide 15: How Site Performance Affects Page Rank
How Site Performance Affects Page Rank measures responsiveness and quantifies the measures visual stability and quantifies the measures perceived load speed and marks the experience users feel when trying to first amount of unexpected layout shift of visible point in the page load timeline when the pag
Slide 16: What is a CDN?
What is a CDN? Content These are the things that make up a webpages like your images, javascript, etc. Delivery We ensure these get safely to your users Network We do this through a series of servers that are interconnected, and talk to each other. ©2020 Confidential 16
Slide 17: What is a CDN?
What is a CDN? ORIGIN Fastly Origin Shield Point of Presence (PoP) END USER ©2020 Confidential 17
Slide 18: Let's define a Modern CDN/Edge Cloud
Let’s define a Modern CDN/Edge Cloud Traditional Modern Caching Only Caching Acceleration Compression Security ©2020 Confidential 18
Slide 19: Caching
Caching What is Caching? By storing locally to end user, website In computing, a cache is a high-speed data loads faster, improving TTFB, which in storage layer which stores a subset of data, typically transient in nature, so that future turn has a downstream effect on requests for that data are serv
Slide 20: Acceleration
Acceleration Modern CDN providers apply “dynamic content acceleration” to content that is not cacheable, e.g. your shopping cart. ● We partner with tier 1 transit providers A faster route has been found! ● ECO chooses the best route to get from point A to B Tap to accept ● Shielding makes this bette
Slide 21: Compression
Compression What is Compression? HTTP compression is a capability that can be built into web servers and web clients to improve transfer speed and bandwidth utilization.* Compression happens in multiple places and their are multiple ways to do this. GZIP/Brotli Image Optimization source ©2020 Confide
Slide 22: Compressing Images and why it matters
Compressing Images and why it matters Images are largest objects on your 39% of users will stop engaging with a site and can severely slow down website if images won’t load or take page load speed. too long to load.* WebP lossless images are 26% smaller in size compared to PNGs, and 25-34% A modern
Slide 23: SEO + CDN WebPageTest Before and After
SEO + CDN WebPageTest Before and After ©2020 Confidential 23
Slide 24: Current
Current ©2020 Confidential 24
Slide 25: Current With Fastly
Current With Fastly navigate EXAMPLE.COM setDnsName www.EXAMPLE.com 151.101.X.XX ©2020 Confidential setDnsName cdn.EXAMPLE.com 25 151.101.X.XX
Slide 26: How do I know if I'm making a difference?
How do I know if I’m making a difference? ©2020 Confidential 26
Slide 27: Q & A
Q&A ©2020 Confidential 27
Slide 28: Thank you!
Thank you! ©2020 Confidential 28