Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Getting Amped - SMX London 2016 Panel Discussion

595 views

Published on

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

Published in: Education
  • Be the first to comment

  • Be the first to like this

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? http://bit.ly/23UF0bZ 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 http://bit.ly/1VYy926 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...

×