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AMP: Above & Beyond By Adam Greenberg


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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Getting AMPed: What You Need To Know About Accelerated Mobile Pages & Google. PRESENTATION: Tips and Insights for Success with Accelerated Mobile Pages - Given by Adam Greenberg, @adamgreenb - Google, Global Product Partnerships. #SMX #12A

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AMP: Above & Beyond By Adam Greenberg

  1. 1. #SMX #12A @adamgreenb Tips and Insights for Success with Accelerated Mobile Pages AMP: Above & Beyond
  2. 2. #SMX #12A @adamgreenb Global Partnerships, AMP Project Adam Greenberg
  3. 3. #SMX #12A @adamgreenb 9:34 AM 9:34 AM Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea 9:34 AM Page Loads Slowly Scrolling Is Nonresponsive Content Shifts Around The Problems: All Too Familiar…
  4. 4. #SMX #12A @adamgreenb Goals Make pages fast Be easy to implement Embrace the open web Enable monetization
  5. 5. #SMX #12A @adamgreenb Accelerated Mobile Pages Project
  6. 6. #SMX #12A @adamgreenb
  7. 7. #SMX #12A @adamgreenb AMP Library
  8. 8. #SMX #12A @adamgreenb
  9. 9. #SMX #12A @adamgreenb Validatable Spec Requirements and restrictions ensure the right bits are arranged in just the right way Web Components Library Toolbox of useful features: Ads, Analytics, Carousels, Lightboxes, Social Embeds, Video Players, etc. What is AMP?
  10. 10. #SMX #12A @adamgreenb
  11. 11. #SMX #12A @adamgreenb Fantastic momentum and engagement DEVELOPERS HAVE ENGAGED PULL REQUESTS RELEASES 7700+ 2100+ 98 Data as of June 15, 2016
  12. 12. #SMX #12A @adamgreenb Local copy of assets Without an AMP cache With an AMP cache Web server Web server Edge server Edge server Edge server Edge server Edge server Edge server Edge server Caching
  13. 13. #SMX #12A @adamgreenb Local copy of assets Web server Edge server Edge server Edge server Edge server Edge server Edge server Edge server Caching § Faster delivery § Regularize serving speeds from distribution platform point of view § All AMPs must be cacheable by any third-party AMP cache § Google AMP Cache –  “Stale-while-revalidate” model –  Serves from –  Free for anyone to use –  Documentation:
  14. 14. #SMX #12A @adamgreenb Image: Average Mobile Site
  15. 15. #SMX #12A @adamgreenb Image: Hand-Tuned Site Average Mobile Site
  16. 16. #SMX #12A @adamgreenb Image: Hand-Tuned Site Average Mobile Site AMP
  17. 17. #SMX #12A @adamgreenb Image: Hand-Tuned Site All AMPs Average Mobile Site
  18. 18. #SMX #12A @adamgreenb 0.7sec Median Load Time for AMP AMP Format: Elevated Performance Baseline for All Data furnished by Google. 22.0sec Median Load Time for Non-AMP
  19. 19. #SMX #12A @adamgreenb AMP at Google GOOGLE SEARCH MARCH APRIL MAY JUNE (web) (web) Google News & Weather for iOS & Android Google Play Newsstand GOOGLE NEWS JULY AUG Search App for Android Org. Search Dev Preview Search App for iOS
  20. 20. #SMX #12A @adamgreenb Integration by non-Google canvases
  21. 21. #SMX #12A @adamgreenb AMP Adoption DOCUMENTS IN INDEX DOMAINS 125M+ 640K+
  22. 22. #SMX #12A @adamgreenb Case Study: AMP Helping Washington Post Boost Retention
  23. 23. #SMX #12A @adamgreenb § Usable in static (cached) form § Lazy-load friendly § This is many things: –  News articles –  Blog posts –  Recipes Content types that are suited for AMP –  Product listings –  Travel guides –  Etc. etc.
  24. 24. #SMX #12A @adamgreenb Ads performance in AMP (Source: DoubleClick Ad Exchange, May 2016) § 80%+ of the publishers realizing higher viewability rates § 90%+ of the publishers driving greater engagement with higher CTRs § Majority of the publishers seeing higher eCPMs (Impact and proportion of lift varies by region and how optimized the non-AMP sites are) Ads in AMP <amp-ad width="300" height="250" type="a9" data-aax_size="300x250" data-aax_pubname="test123" data-aax_src="302"> </amp-ad> 13 14 15 16 17 18 19 Type: Specify ad network (choice of 40+) data-* params: Configure ad call
  25. 25. #SMX #12A @adamgreenb § amp-pixel: For basic tracking pixel behavior § amp-analytics: –  “Measure once. Report to many.” –  Configuration via JSON. Super flexible. –  Look for vendor configurations from ~20 vendors •  Cuts out guesswork you need to do •  Ensures collection aligns with your vendor –  Or, collect data yourself by sending it to your own servers Analytics in AMP
  26. 26. #SMX #12A @adamgreenb § amp-access element § Support for metering and subscriber sign-in § Client-side content hiding § Publisher uses their own business logic to make access decision § Publisher can track (count) accesses § Integration with amp-analytics Content Access in AMP The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  27. 27. #SMX #12A @adamgreenb § amp-experiment for a/b testing § Support for: –  Browsing through products or images –  Product landing pages –  Exploring related products –  Personalizing experiences for different users eComm Components for AMP $
  28. 28. #SMX #12A @adamgreenb AMP support in content management systems § WordPress –  Self-hosting: Get the plugin: –  WordPress-hosted: Already enabled – Add “/amp” to a single-post page –  WordPress VIP: Start from plugin, customize, then launch § Squarespace –  Allowing blogs to publish AMPs § Drupal –  Get the plugin:
  29. 29. #SMX #12A @adamgreenb AMP validation Verify proper implementation according to AMP spec Let’s talk about validation again… + Google markup validation Usually feature specific (e.g. Top Stories carousel) Check documentation for other platforms for any additional requirements to have your content appear there
  30. 30. #SMX #12A @adamgreenb AMP-only validation tools § #development=1: Built into AMP and shows in your browser console § AMP Validator Chrome extension
  31. 31. #SMX #12A @adamgreenb Google’s Structured Data Testing Tool §
  32. 32. #SMX #12A @adamgreenb Google Search Console – AMP Validation Report § webmasters/tools/home § See errors across your site § Bucketed by category § Reports both kinds of errors: Structured data (Google required) + AMP validation (AMP required)
  33. 33. #SMX #12A @adamgreenb Google Search Console – AMP Impression & Click Report § Click, impression, CTR, and position data § See AMP-only data using a filtered view
  34. 34. #SMX #12A @adamgreenb Your path to AMP § Explore – to learn more and read documentation – to connect with the development team § Develop and test –  Start developing AMP files and validate them –  Look into CMS support § Launch: Point to AMP files from canonical articles to make them discoverable and eligible to appear in content platforms
  35. 35. #SMX #12A @adamgreenb § Updated twice per quarter § Focus areas: Format, Analytics, Ads, and Access § Summarization of open-source project activity and surrounding discussions § At-a-glance themes, quarterly goals and status, 2-quarter outlook AMP Roadmap