Two questions for all content marketers

If your website (or client’s website) went seriously viral, could it stay up? Would it still be fast?

If the answer is ‘yes’, that is great news. You and your brand are in a good position to capitalize on going viral. Your site will likely stay up and you’ll give first time visitors a great first impression.

If your answer is ‘no’, you have some work to do. At minimum, I suggest that you find a good web developer with a background in ops and performance testing to take a look at your site and figure out how/why it goes down or gets incredibly slow. Beyond this, I can’t give you any specific advice because it depends on how/why your website goes down. In some cases, the culprit is clear but in other cases, the culprit is a number of small issues that all cascade into an outage.

If your answer is ‘I don’t know’, you have a lot of work to do. I know that content marketing is a long game, but we’re still marketers and we crave buzz. If you don’t know how much traffic your website can handle, you might convert buzz into really awful first impressions.

If you don’t know, the best place to start is at your web host. Yes, you can do all kinds of your own performance testing. But if your web host is remotely competent, your IP address will get blocked before you even finish one round of testing. Then, you could find yourself in a situation where you can’t even access your own website!

A good web host should be able to give you some sense of how much traffic you can quickly serve content to under your current plan. Others will be able to suggest other plans that can help. And really good ones will be able to see things like “your theme makes 98 sql queries every single page. 92 are identical but they aren’t cached.”

Performance testing is a fun way to finish off a year and make sure that all your client properties will be in good shape for 2020. Good luck and as always, leave a comment or contact me if you have any questions.

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