Upcoming SlideShare
Life In The AMP Fast Lane: A Year As An AMP Publisher By Scott Sala
- 1. #SMX #13A @scottsala A Year as an AMP Publisher Life In The AMP Fast Lane
- 2. #SMX #13A @scottsala A Year as an AMP Publisher Life In The AMP Fast Lane
- 3. #SMX #13A @scottsala About Me Scott Sala SEO Manager at iProspect @scottsala Agency Of The Year – SEO (2016) @iprospect | www.iprospect.com
- 4. #SMX #13A @scottsala • Initial Results • Bumps Along The Way • Changes We Made • What’s Around The Corner
- 5. #SMX #13A @scottsala AMP Launched July 2016 ½ of Site Content Simple Solution
- 6. #SMX #13A @scottsala Organic Traffic Increase 85% Mobile Organic Traffic Increase 124% After About a Year… Mobile is Outpacing Total
- 7. #SMX #13A @scottsala Mobile’s Share of Organic 50% 60% 2% 41% AMP’s Share of Mobile And… AMP Became The Star
- 8. #SMX #13A @scottsala OrganicVisits – Stacked ContentWith AMPVariations RWD AMP Launch Boosters What This Looks Like In Detail
- 9. #SMX #13A @scottsala Lower Bounce Rates More Traffic Better Rankings Faster Load Times MoreTime Spent On Site Higher CTRs Greater Page Depth Prognosticator Promises Faster Speed Awesome KPIs
- 10. #SMX #13A @scottsala Faster Speed Awesome KPIs Lower Bounce Rates More Traffic Better Rankings MoreTime Spent On Site Higher CTRs Greater Page Depth Faster Load Times 6-7x However, Split Results
- 11. #SMX #13A @scottsala One “Simple” Explanation We built AMP pages like classic Landing Pages – without an optimized funnel We were largely at the mercy of Google’s built-in AMP experience
- 12. #SMX #13A @scottsala Carousel Blue Links AMP 6.5x impressions What About That Lower CTR? SERP often 2 impressions
- 13. #SMX #13A @scottsala How Bad Were Bounces? Significantly Higher But we know they are reading our content, so these are not useless visits
- 14. #SMX #13A @scottsala 2% AUG 59% MAY Yet, AMP Was Growing… Big Time OrganicVisits – Stacked ContentWith AMPVariations RWD AMP
- 15. #SMX #13A @scottsala And First & Foremost, We Monetized That Traffic Different Ad formats tested -11% AMP eCPMs First 4 months +4% AMP eCPMs Nov-Current Equal Viewability Since Launch
- 16. #SMX #13A @scottsala Speed Bump 1: Developer Learning Curve New. Different. Time. Competes. Priority. Ad test failed validation AMP lost visibility for 2 weeks Key SEO Roles • Help Educate • Help Validate • Help Navigate GSC !
- 17. #SMX #13A @scottsala Speed Bump 2: Content Add-Ons We had to pre-check everything “insertable” by Editors • Image slideshows • Awards inserts • Spec charts • Videos • Call-outs Helped avoid major breakdown
- 18. #SMX #13A @scottsala Speed Bump 3: Priorities • Revenue • Other site sections • Site Speed • SEO • etc. Engagement was low, but traffic was skyrocketing
- 19. #SMX #13A @scottsala NOW NEAR FAR AMP on Other Sites Branding, Design Increasing Engagement AMP Ads AMP sitewide HTTPS AMP Everywhere? PWAs? AMP Roadmap
- 20. #SMX #13A @scottsala Now – Adding AMP to Other Sites Scale the “simple” AMP solution to other TEN sites Done by early 2017 • Automobile • Hot Rod
- 21. #SMX #13A @scottsala Now – Branding & Design Gain back some of those interactive features lost after AMP’s initial enforced simplicity …without load- heavy JavaScript AMP Carousels • Images & videos AMP Forms • Site search AMP Accordion • Interactive nav AMP Selector • “Tabbed” content
- 22. #SMX #13A @scottsala Now – Increasing Engagement Top Nav. CTAs. Cross Links. Expanded Footer. The List Goes On…
- 23. #SMX #13A @scottsala Near – AMP Ads We proved AMP could compete for Ad dollars But Mobile Ads were quickly becoming the heaviest elements on AMP pages New AMP Ads promise to be faster, lighter, and more secure
- 24. #SMX #13A @scottsala FAR Far – All AMP, All The Time? A few scenarios: • AMP to AMP to AMP… • AMP to PWA Goal: “Start Fast. Stay Fast.” Desktop Mobile www m-dot Responsive AMP App PWA PWAMP?
- 25. #SMX #13A @scottsala Cache Me If You Can Thinking Ahead
- 26. #SMX #13A @scottsala A Few Quick Predictions Google is experimenting with Brotli and RAISR image manipulations, among other caching innovations Auto-AMPing SitesThat Can’t or Won’t Will Be Allowed In, But With Limited Privileges AMP May Replace RWD Remember, RWD Basically Killed MDOT Search Engines May Display Content Based on Bandwidth, Not Device Or Both
- 27. #SMX #13A @scottsala LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Be the first to comment