This document contains a Twitter thread from Patrick Stox discussing concerns and considerations around implementing AMP (Accelerated Mobile Pages) for large enterprises. Some key points discussed include: - AMP adds complexity for enterprises that have to maintain multiple systems and meet various legal/technical requirements - It may not be possible for some enterprises to implement AMP if they have content/functionality that does not validate - Adopting AMP requires buy-in and resources from many different teams within an organization - There are open questions around legal issues, impact on brands, and what would happen if Google discontinued support for AMP in the future.

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Lots of Questions
AMP FOR
ENTERPRISES

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Technical SEO for IBM - Opinions expressed are my own and not those of
IBM.
I write, mainly for Search Engine Land
I speak at some conferences like this one, Pubcon, TechSEO Boost, etc.
Organizer for the Raleigh SEO Meetup (most successful in US)
We also run a conference, the Raleigh SEO Conference
Also the Beer & SEO Meetup (because beer)
2017 US Search Awards Judge, 2017 UK Search Awards Judge
2018 Interactive Marketing Awards Judge
Who is Patrick Stox?

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This was my alternate working title
Trolling AMP

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The AMP Project is an open-source initiative aiming to make the
web better for all. The project enables the creation of websites and
ads that are consistently fast, beautiful and high-performing across
devices and distribution platforms.
What Is AMP?

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Optimized, But Stripped Down Websites

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But we think you only need the 240p version.
It’s Like, We Have This Video In 4k

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But we think you only need the 240p version.
Maybe they should adjust based on the resources loaded and speed
of the connection?
It’s Like, We Have This Video In 4k

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Gotta Support Those Dial Up Users

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Yeah, They’re Doing AMP For Email
Oh Wait, That’s Pretty Much Email

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Yeah, They’re Doing AMP For Email
Wasn’t AMP supposed to make websites faster?
Oh Wait, That’s Pretty Much Email

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That sounds more like ad-mail.
Do They Think People Want That?

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Actual # of unread emails I have.
People Are Going To Spend A Lot Of Time Making
Interactive Emails That I’m Going To Ignore

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What Are Others Saying?

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What Are Others Saying?

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Things can change when re-opened.
1. I’m not going to dig through my email again.
2. Legal issues?
3. Phishing? Not allowing password inputs, but a text input
could be styled to look like a password field.
AMP Emails Are Dynamic

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Enhanced Email in 2009.
Didn’t They Do This Before?

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AMP Stories Is A Nice Feature

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I can’t wait for the ads.
AMP Stories Is A Nice Feature

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What’s Next? They’re Pushing E-commerce. Shopping?
Can’t wait for a shopping option on the SERPs only available for
those using AMP.

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How About AMP Dating?
Swipe left or right.

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AMP As A Technology Vs Google Product
Which is it?

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Google Gave Carrots To Drive Adoption
AMP Carousel
AMP Stories
Lightning Bolt
Starting the website load from Google SERPs.

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I Ran A Test
Cable connection (70Mbps)
50 sites tested
https://searchengineland.com/the-amp-is-a-lie-278401

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There is ~1 second avg difference from the
prerendering vs direct load of AMP pages.
That’s speed you can’t make up and the
perceived load time is even greater.

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Would AMP Have The Adoption It Does Without The
Carrots?

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I’m For It
If it gets you something.

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Think Of It Like PPC
If you don’t pay, you don’t show. As a business, you pay.

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Sure, AMP Is Open Source
You can make your own cache, but you get none of those carrots.

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Instead of granting premium placement in search results only to AMP, provide the same
perks to all pages that meet an objective, neutral performance criterion such as Speed
Index. Publishers can then use any technical solution of their choice.
Do not display third-party content within a Google page unless it is clear to the user that
they are looking at a Google product. It is perfectly acceptable for Google to launch a
“news reader”, but it is not acceptable to display a page that carries only third party
branding on what is actually a Google URL, nor to require that third party to use Google’s
hosting in order to appear in search results.
Have You Seen AMPletter.org?

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Standards, guidelines, ownership, legal requirements, business
requirements
As An Enterprise, There Are Rules

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It’s another system to maintain.
More chances for things to go wrong.
May have to implement across multiple systems that may or may
not have funding or resources to maintain it.
Complexity

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You may have requirements that would invalidate AMP.
It Either Validates Or It Doesn’t

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https://www.semrush.com/blog/amp-mistakes-semrush-study/
Mistakes According To SEMrush

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If developers could get rid of that bloat, they probably would have
already.
You have to prioritize resources, and if you get approvals to get rid
of a lot of the blockers, you may have to decide to go with AMP,
improve a system, or consolidate systems.
There Are Tradeoffs

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There are a lot of case studies showing improvement with AMP, but
I wonder if you’d see the same results if you sped up you own site as
much.
Case Studies?

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It requires a lot of buy in from different teams.
Complexity

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Can you have another company host your content?
Can you have Google’s URL shown for your Content?
Allowed to load those extra tracking scripts AMP adds?
Will a team give up something like analytics for more performance?
What happens if AMP goes away? Will those pages be redirected forever?
Questions On Legal, Brand, Technical

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AMP Argues You Could Do AMP Only

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Functionality
Analytics
Scrolling
URLs
Blank Pages
Problems

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But each addition or change to the system means we need more
discussions with more teams and more developers.
They’re Working On It

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If you’re going to implement AMP on an
enterprise site, hire more developers.

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That’s a real risk as an enterprise. Not only are there a lot of
decisions to make to get a new system up and running, there’s a lot
that goes into taking it down.
What If AMP Goes Away?

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Standard web prefetch API.
Extended Prerender spec to allow more than 1 site along with
something like Feature Policy to handle bandwidth, CPU, security.
Web Packaging Standard (allow any site to proxy any other site)
start linking to prerendered Web Packages, rather the original site.
Could That Happen?

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