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Getting Amped - SMX London 2016 Panel Discussion


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Is AMP sticking around? What happens next? What's Google's motivation for incentivising adoption so heavily? Should be concerned, and adopting at all?

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Getting Amped - SMX London 2016 Panel Discussion

  1. 1. #SMX #XXA @JonoAlderson Digital strategist. Marketing technologist. Full stack developer. Hardcore technical SEO. Analytics guy. WordPress expert.
  2. 2. #SMX #XXA @JonoAlderson Speculation alert This is all just me thinking out loud.
  3. 3. #SMX #XXA @JonoAlderson If you're going to make strategic decisions around adoption, content strategies, technical roadmaps… You should understand the ecosystem
  4. 4. #SMX #XXA @JonoAlderson AMP != Google But they’re obsessed, and their adoption and approach is driving and informing the the whole landscape
  5. 5. #SMX #XXA @JonoAlderson Google’s objective is to make money
  6. 6. #SMX #XXA @JonoAlderson Ad revenue in 2015 $52b on Google websites $15b on the content network $7b elsewhere
  7. 7. #SMX #XXA @JonoAlderson Ad revenue in 2015 $52b on Google websites $15b on the content network $7b elsewhere 30% mobile
  8. 8. #SMX #XXA @JonoAlderson But the mobile web still sucks.
  9. 9. #SMX #XXA @JonoAlderson And so the way in which we search for consume (some types of) content is changing.
  10. 10. #SMX #XXA @JonoAlderson 1. Apps for actively browsing content, which provide a better experience (e.g., BBC News, Amazon, TripAdvisor)
  11. 11. #SMX #XXA @JonoAlderson 2. On-demand services which bypass search entirely (e.g., Siri, Echo)
  12. 12. #SMX #XXA @JonoAlderson 3. Other services which break the search- and-content paradigm (e.g., Flipboard, Pocket)
  13. 13. #SMX #XXA @JonoAlderson Google can’t monetize these scenarios* *(easily, scalably)
  14. 14. #SMX #XXA @JonoAlderson Also, they lose control of the consumer and/or of the content. They’re no longer the personal assistant.
  15. 15. #SMX #XXA @JonoAlderson What does this mean for us? Will Critchlow & Tom Anthony, 2016
  16. 16. #SMX #XXA @JonoAlderson So what might Google’s plan look like?
  17. 17. #SMX #XXA @JonoAlderson Competitors are perpetuating a move away from a ‘search and consume’ model, and accelerating.
  18. 18. #SMX #XXA @JonoAlderson So you embrace AMP as a(nother) tool for making searching, and web-based consumption of editorial content, seamless
  19. 19. #SMX #XXA @JonoAlderson You create huge incentives for adoption (inclusion in news sliders, for business models which are struggling...)
  20. 20. #SMX #XXA @JonoAlderson Land-grab; extend the AMP experience beyond editorial content Accelerated Mobile Forms Accelerated Mobile Commerce Accelerated Mobile Comparison Enhanced Experiences via Content Performance Policies
  21. 21. #SMX #XXA @JonoAlderson For Google, rapid and broad AMP adoption is part of building a moat around search Bill Gurley, 2011
  22. 22. #SMX #XXA @JonoAlderson Let’s assume that broad adoption occurs* *although potentially matures into something more like a CPP
  23. 23. #SMX #XXA @JonoAlderson Google’s very generous offer to cache and serve all AMP pages puts the content firmly back into their ecosystem. They retain control (and do what with it?)
  24. 24. #SMX #XXA @JonoAlderson Couple with their invite-only ‘direct to SERP’ publishing, it maintains* their model, where they’re the discovery, preference and consumption mechanism *slows the decline of?
  25. 25. #SMX #XXA @JonoAlderson If AMP is a like JSON/XML++ ... Why wouldn’t the next generation of content apps tap into AMP-formatted endpoints, rather than requesting raw data from APIs? (things like Pocket, or BBC News)
  26. 26. #SMX #XXA @JonoAlderson Sound familiar? Who remembers this?
  27. 27. #SMX #XXA @JonoAlderson In conclusion... ● AMP becomes the new RSS ● It’s a mandatory format to ‘buy in’ to preferential content formats (not ‘rankings’) ● AMP buys Google another ~12 months of mobile ad revenue from ‘legacy’ consumption models
  28. 28. #SMX #XXA @JonoAlderson However...
  29. 29. #SMX #XXA @JonoAlderson None of this gets done without business having solid business cases for how they’ll benefit, and how they’ll measure and attribute value.
  30. 30. #SMX #XXA @JonoAlderson We need a massive evolution of Google Analytics / Search Console to better manage the concept of ‘distributed assets’ and attribution models to match… otherwise adoption will fail
  31. 31. #SMX #XXA @JonoAlderson Parting thoughts.
  32. 32. #SMX #XXA @JonoAlderson Other major players... WordPress ●How does this play against WP move to API/JSON first? ●RSS is *still* baked into the core of WP (which happens to power 25%+ of the Internet); is AMP, or what comes next, a replacement?
  33. 33. #SMX #XXA @JonoAlderson Other major players... CloudFlare ●Could CF do this automatically, and cache the hell out of it? ●Does this topple some of Google’s control? ●Why wouldn’t they do this?
  34. 34. #SMX #XXA @JonoAlderson 23-24 June Digital strategist. Marketing technologist. Full stack developer. Hardcore technical SEO. Analytics guy. WordPress expert. Next up...