Topher Kohan presented on mobile-first design and Google's Accelerated Mobile Pages (AMP) project. He discussed how most sites are seeing growing mobile traffic and emphasized the importance of a consistent user experience across devices and connection speeds using the same URL. He noted that AMP can increase traffic, brand visibility and revenue for sites like weather.com by allowing content to load quickly on mobile and dominate search results for weather events. Kohan encouraged publishers to focus on serving users first with clean, optimized mobile content.

1. #pubcon
Mobile is Easy
or how to learn to love Google Mobile First
Presented by:
Topher Kohan
Senior Product Manager SEO / ASO – The Weather
Company
@TopherAT
L

2. #pubcon
Who is this Guy?
Topher Kohan:
Senior Product Manger SEO /
ASO
•The Weather Company - an IBM Company
•Rockfish Digital
•CNN.com (Turner Digital News)
•All Around Good Guy – Just Ask Him
@TopherAT
L

3. #pubcon
Mobile First ….WHAT!?!
@TopherAT
L

4. #pubcon
Relax .. This could be a good thing
• Look at your company's search referral traffic
– Desktop vs Mobile
• Check out number of impressions
– Desktop vs Mobile
• Most sites will see this growing on mobile
• DO NOT ignore desktop
@TopherAT
L

5. #pubcon
The ”NEW” Mobile site
Desktop / High Speed
Connection
Mobile / 3g
Connection
2g
Connection /
Crawlers
@TopherAT
L

6. #pubcon
One URL to rule them all
The Same Page should ALWAYS have the same URL
•No matter what the connection speed
•The Experiences given to the User
•Crawler or Human
•Canonical
•HrefLang
•https://weather.com/weather/today/l/USFL0149:1:US for all ‘Todays’ pages for Fort Lauderdale FL
@TopherAT
L

7. #pubcon
Consistent Data
The same page should ALWAYS have the same CORE INFO
@TopherAT
L

8. #pubcon
Serve the Users First
• Give the user the same info at the same URL no
matter the look and feel of the page
• Always optimize the page to the USER and not the
Crawlers
• Good clean code with good content will do well no
matter what changes the Search Engines make
@TopherAT
L

9. #pubcon
AMP
Accelerated
Mobile Pages
(AMP): a Google-
backed project
designed as an open
standard for any
publisher to have
pages load quickly on
mobile devices.
@TopherAT
L

10. #pubcon
AMP = Keep Calm!
 This – Not This 
@TopherAT
L

11. #pubcon
AMP Can = Win!
• AMP is not right for every site.
• Only for Static data (For Now)
• But if it is it could be a huge win
• Extra Traffic
• Extra Brand Visibility
• Extra Ad Revenue
• No New Content to be Created
• AMP for weather.com:
• Over 85% CTR Back to weather.com
• Over 75% of Page Views are UV
• Dominates SERPS During Weather
Events
• More Content in SERPS
@TopherAT
L

12. #pubcon
Thanks!!
Topher Kohan: Senior Product Manager SEO /ASO The Weather Company
Email: topher.kohan@weather.com
Twitter: @TopherATL
Favorite Movie: Empire Strikes Back
Favorite Book: Ready Player One
Favorite Color: Blue
Favorite Teams: NY Mets, Washington Redskins, Chicago Blackhawks and Arsenal
“If you get confused listen to the music play”
@TopherAT
L