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What is AMP and do I care?

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An introduction to AMP. Three main takeaways

1. What is it?
2. Should you implement AMP?
3. How hard will it be to implement AMP

I presented it at SMX Munich in March and then again at BrightonSEO in April.

The slides shown here are the most updated version from BrightonSEO.

I realised also it doesn't say who I am in the slides. I'm currently a consultant working at Distilled. - https://www.distilled.net/

Published in: Business
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What is AMP and do I care?

  1. 1. What is AMP and do I care?
  2. 2. Megalodon: The Monster Shark Lives
  3. 3. Mobile is too slow.
  4. 4. Facebook Instant Articles Apple Newsstand Native Apps
  5. 5. What is it? What is it for? Should you use it? Prioritization
  6. 6. What is it? What is it for? Should you use it? Prioritization
  7. 7. 2 Things
  8. 8. A set of rules for web development which guarantee speed
  9. 9. And, distribution.
  10. 10. www.wsj.com/article-headline www.wsj.com/amp/article-headline https://amp.gstatic.com/v/s/www. wsj.com/amp/article-headline
  11. 11. www.wsj.com/article-headline www.wsj.com/amp/article-headline https://amp.gstatic.com/v/s/www. wsj.com/amp/article-headline rel=”canonical” rel=”amphtml”
  12. 12. www.wsj.com/article-headline www.wsj.com/amp/article-headline https://amp.gstatic.com/v/s/www. wsj.com/amp/article-headline rel=”canonical” rel=”canonical” rel=”amphtml”
  13. 13. What is it? How is it being used? Should you use it? Prioritization
  14. 14. What we’re currently seeing in Google.
  15. 15. What we’re currently seeing in Twitter.
  16. 16. Previously they’ve tried this:
  17. 17. Does the future look like this?
  18. 18. What is it? What is it for? Should you use it? Prioritization
  19. 19. Is Google News an important traffic source? 1
  20. 20. For most of you - probably not.
  21. 21. Do you make a lot of content? 2
  22. 22. Do you want your content distributed? 3
  23. 23. Do you have a site with a high proportion of mobile traffic and are you risk averse ? 4
  24. 24. Do you have a site speed problem and does it consistently get deprioritized? 5
  25. 25. Is Google News an important traffic source Do you want your content distributed? Do you have a site speed problem? Is a large proportion of your traffic mobile and are you risk averse? Yes AMP No No HOLD OFF Yes Do you make a lot of content? No HOLD OFF Yes No HOLD OFF Does speed keep getting de-prioritized? No HOLD OFF Yes AMP AMP Yes No
  26. 26. What is it? What is it for? Should you use it? Prioritization
  27. 27. Effort Return
  28. 28. What’s the return? Quad Aces from fitzsean is licensed under creative commons 2.0
  29. 29. 20 publisher comparison Desktop AMP Load time reduced by Document Complete - 7.20 1.17 84% Start Render 1.34 0.87 31% Visual Speed 3.22 1.15 64%
  30. 30. Back to search Another article Another article
  31. 31. Case study for lifestyle site: Pages/Session AMP 1.09 Non-AMP 1.87
  32. 32. This is a bet on the future. The absolute traffic you’ll see tomorrow isn’t huge.
  33. 33. How much effort I will need?
  34. 34. The harder parts of converting to AMP 1. Do you use intrusive ads? 2. Which ad networks do you use? 3. Turn off JS 4. Do you have un-common article formats? 5. DO you use Flash. Java, ActiveX or Silverlight? 6. Do you have a 3rd party font provider? 7. Has your platform already started on the conversion?
  35. 35. Do you use intrusive ads? 1
  36. 36. ● Interstitials ● Adhesion Ads ● Auto expanding ads ● Pre-roll video ads ● Header bidding
  37. 37. ● Interstitials ● Adhesion Ads ● Auto expanding ads ● Pre-roll video ads ● Header bidding Subscribe to this talk and learn the ancient marketing secrets of the Aztecs No I’m scared of Huitzilopochtli YES I want to learn how to sacrifice goats for better CTRs
  38. 38. 2 Subscribe to this talk and learn the ancient marketing secrets of the Aztecs YES I want to learn how to sacrifice goats for better CTRs No I’m scared of Huitzilopochtli Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
  39. 39. ● Interstitials ● Adhesion Ads ● Auto expanding ads ● Pre-roll video ads ● Header bidding Subscribe to learn font secrets, like how Comic Sans can increase your CTR by 10%
  40. 40. Which ad network do you use? 2
  41. 41. Supported Networks •A9 •Adblade •Adform •Adman •AdReactor •AdSense •AdTech •Criteo •Doubleclick •Flite •Improve Digital •Industrybrain •MediaImpact •OpenX •plista •PubMatic •Revcontent •Rubicon Project •Smart AdServer •Sortable •TripleLift •Teads •Webediads •Weborama •Yieldbot •Yieldmo
  42. 42. It’s moving fast. A month ago there were 12. Now there are 26. bit.ly/amp-adnetworks
  43. 43. 3 Turn off JS
  44. 44. Do you have un-common article formats? 4
  45. 45. AMP only allows a set of embeds at the top of an article
  46. 46. Supported embeds • accordions • carousel • lightbox Layout AudioVideo • gifs • brightcove • daily motion • facebook • reach player • vimeo • vine • youtube • audio • soundcloud Social • instagram • pinterest • Twitter • facebook
  47. 47. ● polls ● quizzes ● code visualizers - codepen ● data visualisation ● video ● everything else Examples of not supported embeds
  48. 48. Do you use Flash, Java, ActiveX, Silverlight... 5
  49. 49. Do you have a 3rd party font provider 6
  50. 50. ● https://fast.fonts.net ● https://fonts.googleapis.com
  51. 51. Has your platform already started on the conversion? 7
  52. 52. All these CMS’s support AMP
  53. 53. To do next week: 1. Evaluate if you need it 2. Work out the return & effort
  54. 54. For most people here: Go out and try AMP
  55. 55. bit.ly/amp-intro
  56. 56. Thanks! - @dom_woodman Ovation by Jason James licensed under Creative Commons 2.0.

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