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Getting AMPed!! By John Shehata


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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: Getting AMPed!! - Given by John Shehata, @jshehata - CondeNast, Vice President, SEO. #SMX #12A

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Getting AMPed!! By John Shehata

  1. 1. #SMX #12A @JShehata Getting AMPed!! John Shehata Sept 2016
  2. 2. #SMX #12A @JShehata
  3. 3. #SMX #12A @JShehata
  4. 4. #SMX #12A @JShehata Stats
  5. 5. #SMX #12A @JShehata Stats – Avg. Rankings
  6. 6. #SMX #12A @JShehata Stats – Avg. CTR
  7. 7. #SMX #12A @JShehata The majority of mobile search traffic is still coming from regular Google search
  8. 8. #SMX #12A @JShehata …But AMP accounts for the double as much traffic to newly published content
  9. 9. #SMX #12A @JShehata Stats – Oscars 2016 – 150 Queries For the same event (Oscars), queries, time. AMP site vs. Non-AMP Site §  AMP Queries got 15X visits §  AMP Queries got 7X impressions §  AMP Queries got 2X higher avg. rankings
  10. 10. #SMX #12A @JShehata The AMP takeover of mobile search traffic will only accelerate
  11. 11. #SMX #12A @JShehata GOOGLE AMP SEPTMBER UPDATES AMP roll out started 9/19
  12. 12. #SMX #12A @JShehata AMP Tactics
  13. 13. #SMX #12A @JShehata Must Read
  14. 14. #SMX #12A @JShehata § Recommended Content: –  News articles –  Blog posts –  Recipes –  Product listings –  Travel guides –  Etc. § Maybe?? –  Categories, tags, landing hubs, etc –  Homepage Content types that are suited for AMP
  15. 15. #SMX #12A @JShehata How to make your AMPs discoverable CONTENT PUBLISHER Link Tags AMP-HTML HTML Case A: Paired AMP <link rel="canonical” href="" /> <link rel=”amphtml” href="" /> Canonical documents should already be linking to themselves! <link rel=”canonical” href="" /> CONTENT PUBLISHER AMP-HTML <link rel=”canonical” href="" /> Case B: Standalone AMP Just calls itself the canonical. Source: Google
  16. 16. #SMX #12A @JShehata •  AMP plugins are available for WordPress & Drupal •  AMP Carousel Rankings for viewed results only (viewport) •  1.1, 1.2, 1.3 AMP
  17. 17. #SMX #12A @JShehata AMP Validation
  18. 18. #SMX #12A @JShehata Validation Always test on AMP pages[URL][URL]
  19. 19. #SMX #12A @JShehata Validation Tools [AMP-URL]#development=1 Chrome DevTools Console Always test on Google AMP CDN AMP Project Chrome Extension validator/nmoffdblmcmgeicmolmhobpoocbbmknc[AMP-URL]
  20. 20. #SMX #12A @JShehata Validation AMP Pages Served from google CDN §[URL] §[URL] Validation tools doesn't count for content type validation for assets loading in the page §  Example: we didn't explicitly set the content type in the header for the font and got 404 §  The validation tools didn't pick on that, browsers are way tolerant we only found this when we hacked the AMP URL with our own URL and found custom fonts are not loading
  21. 21. #SMX #12A @JShehata Slack Bot How about Slack bot to relay messages from the CMS to Engineering team when a newly-published page does not validate
  22. 22. #SMX #12A @JShehata AMP in GSC
  23. 23. #SMX #12A @JShehata Google showing the site owner AMP implementation error warnings in search results
  24. 24. #SMX #12A @JShehata AMP: Opportunities & Challenges
  25. 25. #SMX #12A @JShehata WordPress Plugin •  Structured Data and [short codes] makes it easier to convert HTML to AMP HTML •  minimized development time, from weeks to hours •  Short Codes for embeds [images, youtube, vimeo, soundcloud, …]
  26. 26. #SMX #12A @JShehata AMP Rich Card
  27. 27. #SMX #12A @JShehata AMP FONTS •  We host our fonts on Typekit, which is third party JS that isn’t supported in AMP •  so we’ve had to self-host fonts for AMP. •  That was extra work and it also presented legal issues as we had to get special permission to use our fonts in this way.
  28. 28. #SMX #12A @JShehata