AMP Accelerated Mobile Pages - The Next Generation SMX London 2017 Dawn Anderson

#SMX #12A @dawnieando
AMP : Some Perspectives
AMP –
NEXT
GENERATION &
IMPLEMENTATION
PROGRESS

Why AMP? … It’s All About Mobile
§ Decline of desktop
§ Horrendous PC
shipment decline
§ Mobile overtaking
search
§ More searches on mobile
than desktop now
“I don’t
want to go”
“The door’s
this way”

9 seconds
“I can concentrate
for longer than
you… so there”
§ Reduced attention span
§ Over-‐connected
§ Multi-‐screening
§ Mobile revolution
§ Human 8 second span
… and mobile-user behaviour

… and micro-moments
We (consumers) are
now ALL researchers.
Making the most of
every moment on
mobile

… Sweet Shop Syndrome Causes Bad Mobile Experiences
Technology cannot
keep up with the
pace of mobile
adoption
Ads and tracking
scripts account for
over 50% of load on
pages
Increasingly ad
blockers are being
installed
Performance has not
given the priority it
needed historically
Not everything
arrives on a loading
page at the same
time
Browsers are choked
and blocked as
scripts and images
arrive

Houston… We have a problem
https://www.doubleclickbygoogle.com/articles/mobile-‐speed-‐matters/

…Even 4G is not much better
https://www.doubleclickbygoogle.com/articles/mobile-‐speed-‐matters/
Even on 4G the average is 14 seconds

§ We need to fix this
soon
– Another 7 billion mobile
users by 2020 (Cisco)
– 75% of mobile traffic is
expected to be video by
2020 (Cisco)
– Mobile has huge
momentum
We need to fix this quick… It’s only going to get worse

Sites loading within
5 seconds versus 19
seconds found:
Good news … the benefits from faster sites

… Enter AMP… A Proposed Solution
We are all excited initially
about this new
development and
potential solution
An Open Source
collaborative project
delivering lightweight
secure content via a
worldwide network of
local caches

At April 2016:
“75% of SEO
practitioners had
awareness of AMP”
(The Drum, April 2016)
… SEO AMP Awareness

At April 2016:
“But over 75% were
not currently
implementing”
… SEOs Were On The Fence

At April 2016:
“71% were either
planning to implement
or researching”
… SEOs Needed More Information or Were Planning

At April 2016:
“Only 5% had NO plans
to implement”
But … SEOs Were Largely Open to the Idea

§ Reduce complexity in
your operations
§ Your teams do not need
any special skills
§ Especially if using
Wordpress or Drupal
AMP Says Popular CMS’ Should Make It Easy

5.5 Million businesses in
the UK in 2016 (House of
Commons Business
Statistics)
Good… Because - SMBs In The UK Alone
SOURCE: House of Commons Business Statistics
http://researchbriefings.files.parliament.uk/documents/SN06152/SN06152.pdf

Over 99% of those businesses are
SME’s
96% of those employ 0-‐9 people
They Mostly Don’t Have Enterprise Dev Teams
SOURCE: House of Commons Business Statistics
http://researchbriefings.files.parliament.uk/documents/SN06152/SN06152.pdf

§ Example bullet text
– Example bullet text
Enter Wordpress CMS AMP Automatic Plugin

Unfortunately… Wordpress CMS AMP Automatic Plugin

Some Problems…Wordpress CMS AMP Automatic Plugin

Despite Initial Huge Enthusiasm for Wordpress Plugin

§ Without Plugins
many find AMP
implementation
either moderately
difficult or very
difficult
AMP Implementation Without Plugins

Trough of Disillusionment
Image Attribution: Wikipedia.org

… Ebay are seeing early challenges disappear
Early adopters are
seeing challenges
disappear
Some confess the
project was
challenging at
first

… Wego build of PWA and Integration with AMP
Big increases in
visits and
conversions up
95%

… Guardian are enjoying good results
2% higher CTR
60% of Google
Mobile Traffic

§ Is it only for huge sites?
– Showcasing massive sites
– Less relatable for the
majority
– It doesn’t apply to me
– We’ll wait a while
Showcasing of Big Sites Big Successes

AMPCONF 2017 Live Stream Views

WHO KNEW?
814,383
YouTube
VIEWS
https://www.youtube.com/watch?v=AiZ5v6y2fV4

AMPCONF 2017 PANEL
“The lack of non-‐Googlers on the project is
not by design.” (P Bakhaus, 2017)

AMP Support – == Developer Slack Channel
Image attribution -‐ http://imgur.com/XAS6Vh3

Limited Initial Scope is Extending Quickly
AMP
ACTIONS
GROWING AMP WEB
COMPONENTS LIBRARY
AMP BIND
DYNAMIC CONTENT
INTEGRATION WITH
PROGRESSIVE WEB APPS
(PWA) VIA AMP
INSTALLSERVICE WORKER
AMP LIVE BLOG
<amp-‐live-‐list>
AMP
ACCORDION
AMP
CAROUSEL
AMP
SIDEBAR
AMP
FORM

AMP Live Blog <amp-live-list>
https://www.theguardian.com/sport/live/2017/apr/29/anthony-‐joshua-‐wladimir-‐klitschko-‐world-‐heavyweight-‐title-‐fight-‐live

Some Controversy over URLs and AMP Cache Delivery
URLs not from own domain
AMP Cache delivery
Will Google be here forever?
Canonicalization worries
Proprietary code worries
Is it another experiment like
Google+ which will fail?
Analytics tracking issues
Does it merit the use of valuable
resource?
Unsure of the complexities of
implementing it

Support is big on the AMP Roadmap
§ Support is big on the
roadmap
– Teaching developers
– Making it easier
– Prioritising
– They know making it ‘idiot-‐
proof’ is important

Lots of AMP Resources & Help

495 views on AMP Misconceptions Debunked
TITLE SLIDE ALTERNATIVE LAYOUT w/
*EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)

Is AMP Worth It?
Barry Adams ResearchNEWS WEBSITE – YES -‐ “Failing to adopt AMP means your
competitors will scoop up all the mobile traffic and you are left
with the scraps.”
LEAD GEN SITE – YES – “27% increase in mobile traffic”
ECOMMERCE SITE – UNSURE – AMP was not integrated
across the whole site so the findings on benefits are inconclusive
(State of Digital, Barry Adams, 2017)

• Participants from
codeproject.com
• Developers fall into 5
main MBTI categories
• Largely INTJ
• Followed by ISTJ & ENTJ
• 2013 research
But…Who Has The Sign-Off?
http://developermedia.com/developer-‐personalities-‐audience-‐brief-‐report/

Marketers and CEOs? Who Has The Sign-Off?
Typical MBTI
Marketer Types
• ENTP
• ESTJ
• ENFP
• ENTJ
• INFJ

AMPCONF 2017 QUOTE OF THE DAY
“AMP is more powerful
than your CEO”
(AMPConf 2017)

LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

Lots of AMP Resources & Help
§ AMP Wordpress Blog -‐ https://amphtml.wordpress.com/
§ AMP Start -‐ https://www.ampstart.com/
§ AMP By Example -‐ https://ampbyexample.com/
§ Github Channel -‐ https://github.com/ampproject
§ The AMP Youtube Channel -‐
https://www.youtube.com/channel/UCXPBsjgKKG2HqsKBhWA4uQw
§ The AMP Project -‐ https://www.ampproject.org/

Sources
§ Adams, B, 2017 -‐ State of Digital Google AMP Case Studies -‐
http://www.stateofdigital.com/google-‐amp-‐case-‐studies/
§ Pomeranian Facts You Tube -‐
https://www.youtube.com/watch?v=AiZ5v6y2fV4

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