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Max Prin, Head of Technical SEO, Merkle
@maxxeight
Accelerated Mobile Pages & E-Commerce
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX2
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
over 60%
of the clicks to AMP in Google search go to non-news sites
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
over 30%
of the traffic to online stores is from organic search
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX5
Source: Soasta
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX6
Source: Soasta
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX7
Source: Soasta
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX8
Images:
41%
The Total Economic Impact™ of AMP
across publishers and e-commerce
20%
Conversion
10%
Traffic
60%
Pages/visit
AMP for E-commerce
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX11
AgendaCategory Page
<amp-sidebar>
- Navigation
<amp-carousel>
<amp-list>
- Product organization
<amp-form>
- Searching
<am...
AgendaProduct Page
<amp-video>
<amp-accordion>
- Product images/details
<amp-form>
<amp-carousel>
- Comments/reviews
<amp-...
AgendaCheckout
Payment Requests API
- Chrome only
<amp-form>
- Checkout within AMP
<amp-install-serviceworker>
- Fast tran...
AgendaDevelopment
Tracking
<amp-analytics>
- Google Analytics, Adobe, etc.
<amp-experiments>
- A/B testing
Compatible to s...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
Progressive Web AMPs
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX18
Progressive Web AMPs
- AMP pages with PWA features
- AMP as entr...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX19
AMP as entry point into your PWA
<amp-install-serviceworker>
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX20
AMP as entry point into your PWA
1) User gets the AMP from the S...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX21
AMP as entry point into your PWA
1) User gets the AMP from the S...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX22
The Service-Worker Hijacks The Click
if (request = navigate) {
i...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX23
PWA + AMP = PWAMP
The AMP framework is
not compatible with
JavaS...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
What about “SEO”?
AMP is not a ranking factor
A “really fast” site...
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX25
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
What about “SEO”?
AMP is not a ranking factor
A “really fast” site...
Tools & Resources
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX28
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX29
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX30
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX31
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX32
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX33
Max Prin @maxxeight | Engage Conference 2018 #EngagePDX34
Thank you!
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Max Prin - Engage 2018 - AMP for E-Commerce

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Max Prin - Engage 2018 - AMP for E-Commerce

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Max Prin - Engage 2018 - AMP for E-Commerce

  1. 1. Max Prin, Head of Technical SEO, Merkle @maxxeight Accelerated Mobile Pages & E-Commerce
  2. 2. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX2
  3. 3. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX over 60% of the clicks to AMP in Google search go to non-news sites
  4. 4. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX over 30% of the traffic to online stores is from organic search
  5. 5. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX5 Source: Soasta
  6. 6. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX6 Source: Soasta
  7. 7. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX7 Source: Soasta
  8. 8. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX8 Images: 41%
  9. 9. The Total Economic Impact™ of AMP across publishers and e-commerce 20% Conversion 10% Traffic 60% Pages/visit
  10. 10. AMP for E-commerce
  11. 11. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX11
  12. 12. AgendaCategory Page <amp-sidebar> - Navigation <amp-carousel> <amp-list> - Product organization <amp-form> - Searching <amp-bind> - Filtering and sorting <amp-access> - Logged in/out
  13. 13. AgendaProduct Page <amp-video> <amp-accordion> - Product images/details <amp-form> <amp-carousel> - Comments/reviews <amp-selector> - Tabs/Thumbnails <amp-bind> - Color/size selection <amp-state> - Add to cart
  14. 14. AgendaCheckout Payment Requests API - Chrome only <amp-form> - Checkout within AMP <amp-install-serviceworker> - Fast transition to HTML
  15. 15. AgendaDevelopment Tracking <amp-analytics> - Google Analytics, Adobe, etc. <amp-experiments> - A/B testing Compatible to structured data (Schema.org) Custom JavaScript (coming soon)
  16. 16. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX
  17. 17. Progressive Web AMPs
  18. 18. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX18 Progressive Web AMPs - AMP pages with PWA features - AMP as entry point into your PWA - AMP as data source for your PWA
  19. 19. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX19 AMP as entry point into your PWA <amp-install-serviceworker>
  20. 20. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX20 AMP as entry point into your PWA 1) User gets the AMP from the SERP 2) Service worker is installed on device • Once activated, SW caches the “app shell” and initial data 3) User clicks on a (internal) link 4) Pre-cached PWA loads instantly “Start fast, stay fast” – Alex Rusell
  21. 21. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX21 AMP as entry point into your PWA 1) User gets the AMP from the SERP 2) Service worker is installed on device • Once activated, SW caches the “app shell” and initial data 3) User clicks on a (internal) link 4) SW hijacks the click 5) Pre-cached PWA loads instantly
  22. 22. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX22 The Service-Worker Hijacks The Click if (request = navigate) { if (requested page is cached) {serve cached version} else {fetch, serve and cache PWA version} } else { if (requested URL is cached) {serve cached version} else {fetch, serve and cache asset} }
  23. 23. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX23 PWA + AMP = PWAMP The AMP framework is not compatible with JavaScript frameworks (e.g. pushState)
  24. 24. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX What about “SEO”? AMP is not a ranking factor A “really fast” site doesn’t rank better than a “fast site”
  25. 25. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX25
  26. 26. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX What about “SEO”? AMP is not a ranking factor A “really fast” site doesn’t rank better than a “fast site” Faster is better (+ AMP cache/pre-loading) AMP = mobile-friendly SERP visibility
  27. 27. Tools & Resources
  28. 28. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX28
  29. 29. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX29
  30. 30. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX30
  31. 31. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX31
  32. 32. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX32
  33. 33. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX33
  34. 34. Max Prin @maxxeight | Engage Conference 2018 #EngagePDX34
  35. 35. Thank you!

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