October 19, 2015

Is your website on a Content Delivery Network?

UUNet’s North America Internet network. Have you paid attention to optimizing the download time for your website’s content at the local level?

Target audience: Web publishers, businesses, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists.

Chris AbrahamGoogle has maintained its austere minimalism, mostly unchanged since 1997, because speed is king. Google is built for speed. Google wants to pass off every search baton to the fastest site available. You need to be that runner, you need to make sure your site is spry and fleet of foot!

So, while you might very well be obsessed with duplicate pages, many sites on a single IP, and localization, if your sites aren’t wicked fast, wicked quick, and wicked durable (don’t crash!), then you’re rearranging the deck chairs on the Titanic — you’re putting your time, attention, and resources into the wrong thing, mate. What you should be doing instead of plucking your eyebrows, moisturizing your skin, and doing your hair, you should drop a 100 pounds and get prepared for the handoff.

So, that’s where the Content Delivery Network (CDN) comes in. According to Incapsula, websites using a CDN have a 50 percent faster load rate and consume roughly 40-70 percent less bandwidth. This is possible thanks to dynamic profiling, traffic analysis and maximizing cachable content. According to Wikipedia, “The goal of a CDN is to serve content to end-users with high availability and high performance,” which can automatically take most of the load off of your home server, your home host.

Cut down on response time, get rewarded by Google

As long as you’re doing your job and making sure you’ve properly set up your WordPress, Drupal, or whatever install, have only installed and activated the plug-ins that are essential, and make sure your site is only semi-dynamic, then retaining and implementing a CDN service will do the equivalent of being a digital fulfillment house. (For the record: Socialmedia.biz uses the free CloudFlare WordPress Plugin.)

So, instead of a visitor requesting your website, sitting on a server in California, from their browser in London, needing to wait for that data to ping from MAE-West to MAE-East, across the Apollo North OALC-4 SPDA undersea cable, and then to West End, an exact cached copy of your entire site could be sitting in Telehouse West, London, just miles and milliseconds away from where that search originated. Brilliant!

The latency of such a journey could be too frustrating for not only the Brit but also for Google, were said Brit searching for a product or service like yours, if your site’s not taking the hand-off as fast and as locally as the other competitors for those keywords and search strings, then you’ll lose. You’ll lose by not being number one, you might even fail by not coming in in the top-5.

You really need to be number one; and, you really need to be in the top five, if not No. 1. And you need to stop rearranging all those deck chairs when you really need to get to the helm and steer the ship!

Here are some Content Deliver Networks to look into:

Plus, these traditional commercial CDNs.

Go forth and get fast!Chris Abraham is a partner in Socialmedia.biz. Contact Chris via email, follow him on Twitter and Google Plus or leave a comment below.

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