SlideShare a Scribd company logo
@maxxeight
Making the Bot Experience as Good
as the User Experience
PWA & AMP
@maxxeight
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Person",
"name": "Max Prin",
"url": "https://maxprin.com",
"jobTitle": "Head of Technical SEO",
"worksFor": "Merkle",
"sameAs": [
"https://twitter.com/maxxeight",
"https://www.linkedin.com/in/maxprin"
]
}
</script>
@maxxeight
A great user experience… search engines can understand.
• Relevant
• Mobile-Friendly
• Fast
• Secure
• Popular
Organic Search Performance is Based on:
• Content
• Web Design
• Site Speed
• SSL/HTTPS
• Links
@maxxeight
A great user experience… search engines can understand.
• Relevant
• Mobile-Friendly
• Fast
• Secure
• Popular
Organic Search Performance is Based on:
• Content
• Web Design
• Site Speed
• SSL/HTTPS
• Links
@maxxeight
@maxxeight
@maxxeight
@maxxeight
@maxxeight
“hidden” content <picture> and srcset
Tabs
Accordions
Click-to-expand
When loaded automatically
(vs. user click)
Mobile-Friendly-Optimized Design
<picture>
<source type="image/svg+xml" srcset="pyramid.svg">
<source type="image/webp" srcset="pyramid.webp">
<img src="pyramid.png" alt="large PNG image...">
</picture>
<img srcset="example-320w.jpg 320w,
example-480w.jpg 480w,
example-800w.jpg 800w"
sizes="(max-width: 320px) 280px,
(max-width: 480px) 440px,
800px"
src="example-800w.jpg" alt="responsive web!">
@maxxeight
Native apps
Web apps
@maxxeight
Reliable and Fast Engaging
• Mobile-Friendly
• Fast*
• Secure (HTTPS)
Progressive Web Apps
• Home Icon
• Push Notifications
@maxxeight
Crawling and Rendering
• Evergreen Googlebot
• Lazy Loading
• User-triggered Content
• + links (mega menu, etc.)
Progressive Web Apps
@maxxeight
Lazy Loading (Images)
@maxxeight
Accelerated Mobile Pages
AMP HTML+JS AMP Cache (CDN) Pre-loading
@maxxeight
AMP “Real” URL with Signed Exchanges
@maxxeight
Custom JavaScript in AMP with <amp-script>
Restrictions
• Maximum of 10,000 bytes per amp-script
• Maximum total of 150,000 bytes for all amp-
script elements on the page
@maxxeight
AMP for E-Commerce
<amp-sidebar>
- Navigation
<amp-carousel>
<amp-list>
- Product organization
<amp-form>
- Searching
<amp-bind>
- Filtering and sorting
<amp-access>
- Logged in/out
<amp-accordion>
- Product images/details
<amp-form>
<amp-carousel>
- Comments/reviews
<amp-selector>
- Tabs/Thumbnails
<amp-bind>
- Color/size selection
<amp-state>
- Add to cart
@maxxeight
Checkout/Payments in AMP
PaymentRequest API
- Chrome only
<amp-form>
- Checkout flow in AMP pages
- No completion in AMP
Redirect users to website
@maxxeight
AMP
English
m.
English
m.
French
Desktop
English
Desktop
French
rel="amphtml"
rel="amphtml"
rel="amphtml"
rel="canonical"
rel="amphtml"
rel="canonical"
rel="canonical"
rel="alternate"
rel="canonical"
rel="alternate"
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
AMP
French
@maxxeight
Desktop
English
Desktop
French
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
@maxxeight
AMP: Initial User Acquisition PWA: Interactivity/Engagement
• Optimized discovery
• Instant delivery
• Limited features
How to Get the Best of Both Worlds?
• Advanced features
• Highly dynamic
• Slower first delivery
@maxxeight
Combine AMP and PWA
AMP pages
with PWA
features
AMP
as entry
point into
your PWA
AMP
as data
source for
your PWA
@maxxeight
AMP as Entry Point into your PWA
<amp-install-serviceworker>
@maxxeight
@maxxeight
AMP and PWA on the same URL(s)?
@maxxeight
AMP
English
m.
English
m.
French
rel="amphtml"
rel="amphtml"
rel="amphtml"
rel="canonical"
rel="amphtml"
rel="canonical"
rel="canonical"
rel="alternate"
rel="canonical"
rel="alternate"
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
AMP
French
Desktop
English
Desktop
French
rel="alternate" hreflang="en"
rel="alternate" hreflang="fr"
@maxxeight
self.addEventListener('fetch', event => {
if (event.request.mode === 'navigate') {
event.respondWith(
fetch(event.request.url + '?pwa=true')
);
} else {
event.respondWith(
caches.match(event.request).then(function(response) {
return response || fetch(event.request);
})
);
}
});
service-worker.js
@maxxeight
RewriteEngine on
RewriteCond %{QUERY_STRING} pwa=true [OR]
RewriteCond %{HTTP_REFERER} ^https://pwamp.site/.* [OR]
RewriteCond %{HTTP_REFERER} ^https://pwamp-site.cdn.ampproject.org/.*
RewriteRule (.*) /pwa.php [L]
.htaccess
@maxxeight
@maxxeight
AMPs are not rendered
• Bots only see <amp-img> (vs. <img>)
• They don’t crawl/index the “src” URL
•
• Use <noscript>
AMP images are not indexable (even above-the-fold)
@maxxeight
“What about SEO?”
Bots only crawl/index the AMP version of the site
No waste of crawling resources over multiple URLs for the same content
Clear signaling (i.e. don’t worry about all of those canonical/alternate tags)
Pages are fast and pre-loaded in the SERP (AMP viewer or “Real URL”)
Pages are mobile-friendly
@maxxeight
PWAMP Examples and Resources
https://pwamp.site https://www.howpwampworks.com (by @aleyda)
@maxxeight
Thank You!

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