amp accelerated mobile pages - to ampfinity and beyond

WHY AMP?

HOW AMP?

WOW AMP?

NOW AMP?

TO AMP INFINITY AND BEYOND?

ACCELERATED MOBILE PAGES (AMP) –

SO FAR & INTO THE FUTURE Dawn Anderson @ dawnieando

?WHAT IS AMP??

HOW AMP?

?THE AMP PROJECTACCELERATED MOBILE PAGES

?BRINGING SUPER FAST CONTENT ON THE MOBILE WEB TO PAGES NEAR YOU

?WHY AMP??

?

WHY AMP?“More searches on Google are made on mobile than desktop” (Richard Gingras, Head of Google News, Google I/O Developer Conference)

?

WHY AMP?By 2020 > 5 billion mobile users globally to accessing the internet(Source: Cisco)

?

WHY AMP?1 BILLION MONTHLY CHROME USERS ALONE

STATE OF THE UNION –MOBILE (Google I/O)

WHY AMP?

?

DESKTOP IS IN DECLINE “The door’s this way”

“I don’t want to go”

Now More Monthly Searches On Mobile Than Desktop

?

WHY AMP?

Source: Google I/O

The average person checks their phone

over

150 x per day

We spend

177 minutesOn our phones per

day

Mobile conversion rates have increased

29%Over the past year

MOBILE USER BEHAVIOUR IS FUNDAMENTALLY DIFFERENT TO DESKTOP

“The move to mobile -‐ user behaviour is changing”

WHY AMP?

?

Source: Google Research

MANY, MANY (150+) SHORT BURST DAILY MOBILE ‘MOMENTS OF NEED’

WHY AMP?

?

“I can concentrate for longer than you”

IMAGE ATTRIBUTION: WIKIPEDIA

9 SECONDS

8 SECONDS

“The move to mobile -‐ user behaviour is changing”

WHY AMP?

?

WE’VE GONE FROM ‘ALWAYS CONNECTED’ TO ‘OVER-‐CONNECTED’

OPERATE ACROSS 5 DIFFERENT SCREENS

(MOBILE, TABLET OR GAMING DEVICE, DESKTOP, LAPTOP, TV)

THERE’S A LOT OF COMPETITION FOR OUR LIMITED ATTENTION SPAN



9 SECONDS

WHY AMP?

?

’MOBILE FIRST’ IS SIMPLY NOT GOOD ENOUGH NOW

WE NOW NEED:

‘MOBILE FIRST, FAST’



WHY AMP?

?

'Sweet Shop Syndrome’CMS Plugins -‐ modules on Drupal, plugins on Wordpress. We all love things that do stuff ,but then we forget that they are there, and often don't disable or remove them and they get called and they often have javascript in them.

‘ALL THE SHINY THINGS’

?

WHY AMP?

WHY WE CAN’T HAVE NICE THINGS

OVERKILL IN ALL THINGS

CHOKING THE MOBILE WEB WITH THINGS NOT DESIGNED TO BE USED ON MOBILE DEVICES AND ON MOBILE CONNECTIONS, WITH MOBILE BATTERIES AND DATA DOWNLOAD LIMITS

“OoohhhShiny”

WHY AMP?

?

HUGE AMOUNTS OF JAVASCRIPT PULLED IN WITH THOSE CALLS TO SERVERS OFTEN FROM ACROSS OCEANS AND CONTINENTS

SLOW LOADING WEBSITES

• Slow loading websites• Images moving around as other images try to join the page• Page inclusions being called from across oceans and

continents• Many javascripts blocking the DOM• Third party scripts with many redirects• Content shuffling around as it calculates sizes from varying

dimension images• CSS stylesheets calling lots of legacy content• A total strain on mobile devices unnecessary data usage• A payload being called not designed for mobile use

NOT EVERYTHING ARRIVES AT THE SAME TIME

?

NON AMP PAGE

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur at posuere lacus. Pellentesque vitae auctorrisus. Pellentesque molestie, tortor a posuereinterdum, justo elit aliquam enim, a commodo ante ipsum interdum felis. Sed sit ametmi varius, porttitorrisus eu, fringilla urna. Praesent porttitor, erat eueleifend auctor,

libero neque luctus velit, in eleifend justo arcu et diam. Ut venenatis leo nisi, sit amet lacinia ligula dignissim id. Etiam venenatis facilisis viverra. Suspendisse faucibuserat at nisi semper, ac malesuada massa accumsan. Sednon interdum augue. Donec feugiat porttitor dui, ultrices porta massa feugiat sed.

SOME IMAGE

SOME AD

SOME THIRD PARTY TEASER CONTENT

“Wait for us –we’re late”Some

image

Some script

Another script

Some image

Another image

Another script

“We travelled a long way”

“Can’t you all move around a bit to squeeze us in?”

“I’m late too. Traffic was a mare”

“We’re all going to have to shuffle about a bit”

“You late arrivals are holding everything up”

WHY AMP?

?

PAPER ROUNDS, ROLLERSKATES, PET DOGS & SNOW

-‐ DON’T WORK WELL TOGETHER -‐

TRYING TO BE TOO FLASH, CUTTING CORNERS, MAKING THINGS WORSE, NOT CONSIDERING ALL THE FACTORS AND ……..‘TAKING LONGER’

+ +

= FAILIMAGE ATTRIBUTION: WIKIPEDIA

?

DESKTOP PERFORMANCE MAKING TOO MANY REQUESTS-‐ TOO SLOW TO LOAD (AND THIS IS DESKTOP)

WITHOUT AMP

TOO SLOW

ASKS FOR TOO MANY THINGS

FAIL

DESKTOP

?

EVEN MOBILE SUCKS MAKING TOO MANY REQUESTS-‐ TOO SLOW TO LOAD (AND THIS IS https://m.washingtonpost.comMOBILE SITE)

WITHOUT AMPTOO

SLOW

ASKS FOR TOO MANY THINGS

FAILWASHINGTON POST MOBILE SITE

EXTERNAL JAVASCRIPT REQUESTS & EXTERNAL REDIRECTS

?

WHY AMP? MAKING TOO MANY REQUESTS-‐ TOO SLOW TO LOAD (AND THIS IS https://m.washingtonpost.comMOBILE SITE)

WITHOUT AMP


?

WHY AMP? TOO MANY 3RD PARTY REDIRECTS-‐ TOO SLOW TO LOAD (AND THIS IS https://m.washingtonpost.comMOBILE SITE)

WITHOUT AMP


WHY AMP?

?

THAT POOR LITTLE NON-‐AMP PAGE HAS A LOT TO CARRY

WHY AMP?

?

STOP PUTTING LIPSTICK ON A ’SLOW PIG’

IT WON’T WORK… IT’S STILL SLOW

K.I.S.S.

PUBLISHERS CANNOT KEEP UP WITH THE DEMANDS OF THE MOBILE WEB AND IT’S TECHNOLOGY (PERFORMANCE WISE)

WHY AMP?

?

40% OF PEOPLE ABANDON A WEBSITE THAT TAKES MORE THAN 3 SECONDS TO LOAD

40%

60%

VISITORS

ABANDON

WAIT

WHY AMP?

?

“IF A SITE DOESN’T LOAD INSTANTLY, ABANDONMENT INCREASES AND OPPORTUNITIES ARE LOST” (Richard Gingras, Google I/O)

“I’m outtahere… and I ain’t never coming back” “Me too…

talk about slooooowwww”

PEOPLE BOUNCE (and not because they found what they were looking for)

WHY AMP?

?

IT’S NOT JUST LOADING EITHER…SPEED MATTERS WHEN SCROLLING

SPEED MUST BE ONGOING THROUGHOUT THE WHOLE UX

WHY AMP?

?

MISSED OPPORTUNITIES IN THE EARLY STAGES OF THE CUSTOMER JOURNEY

FIRST IMPRESSIONS COUNTIMAGE CREDIT: McKINSEY

MCKINSEY CUSTOMER JOURNEY MODEL

EXTENDED CLTV (CUSTOMER LIFETIME VALUE)

WHY AMP?

?

Source: Think With Google

80% OF OPPORTUNITY TO TOUCHPOINT WITH PROSPECTS IS NOT IN THE CONVERSION STAGE

CAN YOUR BRAND HELP THEM FAST IN THESE MOMENTS?

WHY AMP?

?

Source: Google Research

IN THESE ‘MOMENTS’ YOUR BRAND CAN HELP USERS QUICKLY

WHY AMP?

?

THE NEXT BILLION USERS WILL LIKELY NOT HAVE HIGH INTERNET SPEEDS

DOESN’T EVERYBODY DESERVE TO BE ABLE TO ‘MEET THEIR MOMENTS NEEDS’ QUICKLY?

?HOW AMP??

?

HOW AMP?

WE CAN’T MAKE MORE TIME …

…BUT WE CAN HELP USERS TO ACCESS MORE IN TIME AVAILABLE –

FETCH & SERVE FASTER

HOW AMP?

?

AN OPEN SOURCE SOLUTION

-‐ IMPORTANT THAT A SOLUTION BE DRIVEN BY THE INDUSTRY –NOT A SINGLE PLAYER SO ALL CAN SHARE THEIR EXPERTISE

?

COLLABORATIVE SYNERGY36 PUBLISHERS & TECH COMPANIES (AND GOOGLE) INVOLVED

SYNERGY –“THE SUM OF THE WHOLE IS GREATER THAN THE SUM OF THE PARTS”

AN INDUSTRY DRIVEN SOLUTION SO ALL CAN SHARE THEIR UNIQUE EXPERTISE IN A COLLABORATIVE OPEN SOURCE INITIATIVE

HOW AMP?

?THE AMP PROJECTACCELERATED MOBILE PAGES

HOW AMP?

?THE SOLUTION

‘MAKE THE OPEN MOBILE WEB FASTER’

HOW AMP?

?THE VISION‘PUBLISHERS PRODUCE MOBILE OPTIMIZED CONTENT ONCE

AND IT LOADS INSTANTLY FROM EVERYWHERE’

?

HOW AMP?4 GUIDING PRINCIPLES

FASTERIS

BETTER

BEAUTIFUL

MATTERSBE SAFE,BE SECURE

BETTER

TOGETHER

HOW AMP?

?INSTANT SPEED

TRIMMED DOWN DATA

LOAD ONLY THE NECESSARY

FAST, ELEGANT WEBSITES

HOW AMP?

?

“75% OF SEO SPECIALISTS ARE AWARE OF AMP”

(THE DRUM, APRIL 2016)

HOW AMP?

?

“BUT OVER 75% ARE NOT CURRENTLY IMPLEMENTING”

(THE DRUM, APRIL 2016)

It’s butt-‐uglyAfter

‘Mobilegeddon’ FUD – this?

What about scripts and

CSS?

What about our ‘fancy website’?

Loads of validation errors

NOW AMP

Most HTML tags don’t work

It’s Google Proprietary Code (IT’S NOT)

CDN Integration

Issues

We’re ecommerce – not our ’bag’

WHY YOU MIGHT NOT YET HAVE IMPLEMENTED

HOW AMP?

?

https://amphtml.wordpress.com/2016/05/16/amp-‐at-‐google-‐io/

https://amphtml.wordpress.com/2016/05/16/amp-‐at-‐google-‐io/amp/

AMP PAGENON AMP PAGE

FUNCTION OVER FORMAll those fancy websites are kind of overkill for AMP (and not allowed) -‐ i.e. your code won't validate enough to show up in AMP results

<html⚡>

HOW AMP?

?

SERVED ‘LOCALLY’ WHEN NEEDED FOR FETCH TIME MINIMALISATION

Put simply -‐HTML + JAVASCRIPT, WITH MINIMAL STYLING –‘CACHED’ AND SERVED ‘JUST IN TIME’

?

WHAT MAKES AMP SO FAST?ACTIONS• Allow only asychronous scripts• Size all resources statically• Don’t let extension mechanisms block rendering• Keep all third-‐party Javascript out of the critical

path• Keep all CSS inline and size-‐bound• Keep font-‐triggering efficient• Minimize style recalculations• Only run GPU (Graphics Processing Unit)

accelerated animations• Prioritize resource loading• Load pages in an instant (efficient pre-‐rendering)

IMAGE ATTRIBUTE: W3.ORG

DOCUMENT OBJECT MODEL

?

• CONTENT IS CACHED IN AMP CACHE, STORED AND SERVED VIA GOOGLE’S CDN (CONTENT DELIVERY NETWORK) LOCAL TO THE USER ’JUST IN TIME’

• SITES DO NOT CONTROL THEIR OWN JAVASCRIPT (AMP JS CONTROLS IT). SCRIPTS ARE KEPT TO A MINIMUM

• PAGE IS A LIGHTWEIGHT VERSION OF THE NON-‐AMP PAGE

• CSS IS MINIMAL

• IMAGE SIZES ARE FIXED AND THE CONTENT FITS AROUND THAT

• CONTENT IS SERVED ON A ‘JUST IN TIME’ BASIS

• IT’S A RESPONSIVE FRAMEWORK

SLIGHTLY LESS GOBBLEDEYGOOK

IMAGE ATTRIBUTE: PINTEREST

?

CUTTING DOWN THE JOURNEY TO YOUR PAGE

LIGHTER AMP CONTENT IS SERVED FROM AN AMP CACHE NEAR TO THE USER – GETS THERE MUCH QUICKER

TRADITIONALLY MANY CALLS TO DIFFERENT CONTENT FROM FAR AWAY DESTINATIONS

CONTENT TRADITIONALLY HAS TO CROSS OCEANS AND CONTINENTS BEFORE IT IS SERVED TO USERS

USER

ANALYTICS

IMAGES ADS

SCRIPTS

AFFILIATE ADSAMP CACHE

HTML

TRIMMED DOWN AMP VERSION SERVED INSTANTLY FROM HERE

AMP CACHE

HOW AMP?

?

PAGE TYPES IT CAN BE USED ON

• Articles• Blog posts• Recipes• Static pages• News pages• Pages with videos

• Forms• Ecommerce pages• Dynamic pages• Forums• Category pages on

blogs• Registration pages

HOW AMP – IMPLEMENTING WITH CMS’?

?

IMPLEMENTING AMP WITH WORDPRESS, JOOMLA, DRUPAL

?

HOW AMP – IMPLEMENTING WITH POPULAR CMS’?

IMPLEMENTING AMP PLUGIN WITH WORDPRESS, AND YOAST ‘GLUE’ FOR ADDITIONAL FEATURES

IMPLEMENTING AMP WITH PAGEFROG FOR AMP AND WORDPRESS

HOW AMP?

?

Or append #development=1 to end of any AMP URL in chrome, and use developer tools

HOW AMP?

?

Code samples available here -‐https://ampbyexample.com/

HOW AMP?

?

?

HOW AMP?

https://mercury.postlight.com/

HOW AMP?

?

AMP-‐ANALYTICS<script async custom-‐element="amp-‐analytics" src="https://cdn.ampproject.org/v0/amp-‐analytics-‐0.1.js"></script>

AMP-‐PIXELFOR SIMPLE PAGE VIEWS<amp-‐pixelsrc="https://foo.com/pixel?RANDOM"></amp-‐pixel>

WORKS WITH SEVERAL ANALYTICS PROVIDERS

ANALYTICS

HOW AMP?

?

GOOGLE SEARCH CONSOLE AMP ANALYTICS

YOU’LL ONLY SEE THIS IF YOU’RE TRIGGERING WITH AMP PAGES

HOW AMP?

?

<html⚡>WHAT CONTENT REALLY MATTERS AFTER ALL?• Video• Images & photos• Social connection and sharing• Text (less than you think). Few people read full documents any more

• Ads (we all need to pay the bills)• Forms & ecommerce (Acquisition & ROI)

HOW AMP?

?

<html⚡> MUST HAVESTHE ‘BARE’ NECESSITIES

• Must start with <!doctype html> • Must contain top level <html ⚡ > or <html-‐amp>• Must contain <head> and <body> tags• Must contain <link rel="canonical" href="$SOME_URL" />• First head child tag must be <meta charset="utf-‐8">• Must contain <meta name="viewport" content="width=device-‐

width,minimum-‐scale=1"> (initial-‐scale=1) is also recommended• Must contain <script async

src="https://cdn.ampproject.org/v0.js"></script>• Must contain the AMP boilerplate code (‘head> style[amp-‐

boilerplate]’ ’noscript> style[amp-‐boilerplate]’)

WARNING: FOR GUIDANCE ONLY – SEE OFFICIAL DOCUMENTATION AT https://www.ampproject.org/docs/reference/spec.html

?

JAVASCRIPT & THIRD PARTY SCRIPTS

FOR GUIDANCE ONLY – SEE OFFICIAL DOCUMENTATION AT https://www.ampproject.org/docs/reference/spec.html

• Frameworks using javascript will be problematic (e.g. Bootstrap)• AMP is responsive by nature so there is crossover with e.g. Bootstrap• Author-‐created javascript is not allowed• Javascript libraries will be problematic (e.g. Jquery)• Document.write is outright banned• Third party scripts must be used in <amp-‐iframe>• The source of third party scripts must be over https connection• THERE ARE MANY RESTRICTIONS WITH JAVASCRIPT AND THIRD

PARTY SCRIPTS

!

?

YOU CAN STILL MAKE YOUR PAGES ‘PRETTY’ WITHIN REASON• Inline styles only (limited to 50 kb)• No external stylesheets (apart from some

custom fonts)• Styles must be declared in the head of the page• Can add e.g. <style amp-‐custom> h1 {color: red}

</style>• * (universal selector) is not allowed• !important is not allowed• Use <amp-‐accordion>, <amp-‐carousel> to

enhance pages• Use <amp-‐sidebar> for navigation• Use <amp-‐list> for item lists

FOR GUIDANCE ONLY – SEE OFFICIAL DOCUMENTATION AT https://www.ampproject.org/docs/reference/spec.html

CSS & STYLING

AMP-‐ACCORDION

AMP-‐CAROUSEL

?

<AMP-‐VIDEO>


• <amp-‐video>• Video source (src) must be https• Loads lazily (when needed)• Enhance video on your site with

extended components including <amp-‐youtube>, <amp-‐vine>, <amp-‐vimeo>, <amp-‐springboard-‐player>

?

<AMP-‐IMG>• <amp-‐img>• Must be given explicit size (width /

height) in advance to validate• Aspect ratio is known via size without

having to fetch the image• Other content on page builds around

fixed image sizes known• Enhance images on your site with

extended components including <amp-‐anim> (gifs), <amp-‐image-‐lightbox>, <amp-‐instagram>, <amp-‐lightbox>, <amp-‐carousel>

• THE MAIN POINT TO NOTE IS EARLY ’FIXED SIZE’ DECLARATION IS KEY


<amp-‐img>

<amp-‐carousel>

SIZE MATTERS

?


AMP AND SOCIAL<AMP-‐FACEBOOK>

<AMP-‐PINTEREST>

<AMP-‐INSTAGRAM>

<AMP-‐TWITTER>

<AMP-‐VINE>

<AMP-‐VIMEO>

<AMP-‐YOUTUBE>

<AMP-‐SOCIAL-‐SHARE>

TWEETS, POSTS, VIDEOS AND IMAGES FROM SOCIAL MEDIA

?


<AMP-‐AD>• <amp-‐ad>• Most standard ad formats currently supported• ALL ADS AND SRC URL MUST BE SERVED OVER HTTPS• Other formats in experimental stages:

• AMP FX flying carpet ads (Experimental) <amp-‐fx-‐flying-‐carpet>

• Sticky ads (Experimental) <amp-‐sticky-‐ad> (Max 1 per page)• AMP ads for AMP (Experimental) (responds as quickly as an

AMP page)

?


• Seems like forms are being worked on currently• They realise that ecommerce is VERY important• Ecommerce is a bit more tricky over static content• It’s not been ruled out but there’s it’s not on the

current roadmap• IT WILL HAPPEN IMHO (They known its

importance)

FORMS & ECOMMERCE

£

FIXING ERRORS

?SO CLOSE TO ZERO ERRORS BRIEFLY

GOOGLE SEARCH CONSOLE

?

BUT THEN IMPLEMENTED CLOUDFLARE CONTENT DELIVERY NETWORK WITH HTTPS FLEXIBLE SSL – LOTS OF ERRORS APPEARED

CLOUDFLARE SCRIPT CALL ISSUE

’MIXED’ CONTENT (SECURE & INSECURE)

TIP: THIS IS A KNOWN ISSUE – NEXT RELEASE OF CLOUDFLARE PAGESPEED SHOULD FIX

GETTING HELP

?

LOTS OF HELP

?

RECORDED WEBMASTER OFFICE HOURS AMP HANGOUTS –WATCH THEM

AMP WEBMASTER HELP FORUMS TOO

EVEN MORE HELP

?

https://productforums.google.com/forum/#!forum/webmasters

?NOW AMP??

NOW AMP?

?

CURRENT FEATURES

PROJECT SCOPE HAS BEEN LIMITED FOR

NOW

?

NOW AMP? AVAILABLE IN • BRAZIL• GERMANY• SPAIN• FRANCE• UK• INDIA• INDONESIA• ITALY• MEXICO• JAPAN• RUSSIA• US• CANADA• AUSTRALIA (MOST

RECENT)

BUT THERE ARE STILL HUGE NON-‐COVERAGE AREAS

WHEN THERE IS ENOUGH UPTAKE IT WILL BE EXPANDED

NOW AMP?

?

A SEARCH IN GOOGLE IMAGES FOR ‘AMP’ WHILST IN AUSTRALIA – ‘NEVER HEARD OF IT’

TOO NEW YET

ORGANIC ADOPTION SO FAR

?

125+ MillionTotal documents in the index from more than

640K domainsSOURCE: GOOGLE

DEVELOPER COMMUNITY

?

https://github.com/ampproject

THE OPEN SOURCE COMMUNITY OF DEVELOPERS IS VERY BUSY WITH ACTIVITY 24 HOURS A DAY BETWEEN THEM ON THE PROJECT IN JUST 8 MONTHS

7,300+ DEVELOPERS HAVE ENGAGED

1,900+ PULL REQUESTS

CODE SUBMISSIONS

88+ RELEASES (CIRCA 2 PER WEEK)

FOLLOW PROGRESS AT GITHUB OR EVEN GET INVOLVED

NEWS CAROUSEL (NEWS & ‘SOFT NEWS’)

?

AMP NEWS CAROUSEL

ONLY VALID AMP PAGES CAN SHOW IN THE NEWS CAROUSEL

RECIPES

?

EXTENDING TO RECIPES & RECIPE RICH CARDS

MANY OTHER CONTENT TYPES AHEAD

NOW AMP?

?

IOS & ANDROID SEARCH SEARCH APPS

Announced by Richard Gingras at Google I/O 2016

?

AD FORMATS AVAILABLE

AD FORMATS AVAILABLE

• MOST STANDARD AD FORMATS• ‘FLYING CARPET’ ADS• STICKY ADS• AMP ADS FOR AMP

ALL ADS MUST BE SERVED OVER HTTPS FROM PAGES WITH CONTENT WHICH IS SERVED OVER HTTPS

?WOW AMP?

WOW AMP?

?

ELEVATED PERFORMANCE BASELINE FOR ALL

COMPARED TO NON-‐AMP PAGE

EVEN BEFORE FURTHER ENHANCEMENT VIA PRE-‐RENDERING AND SMART-‐CACHING

4 x FASTER

10 x LESS DATA

?

WOW AMP?

?

REMEMBER THAT WASHINGTON POST PAGE?

FAIL“WASHINGTON POST ARE SEEING AMP ARTICLES LOAD AT AN AVERAGE OF 400 MILLISECONDS –A HUGE GAIN IN SPEED”

DAVE MERRELL, WASHINGTON POST

WITH AMP

WOW AMP? IT’S LIGHTNING FAST

?

WITH AMP

> 94% OF SITES

WITHOUT AMPFAR FEWER REQUESTS

AND THIS WAS NOT EVEN ‘LOCALLY’ SERVED TO ME

WOW AMP?

?

WITH AMP

IT’S LIGHTNING FAST & A BETTER UX

WITHOUT AMP

?TO AMPFINITY & BEYOND?

?

IT’S ONLY THE BEGINNING

?

Features and content types will be considerably extended over time

Open source project means may be extended to AMP Ecommerce rather than just covering static pages (more tricky)

?

WHAT’S IN IT FOR ME?

HIGHER ENGAGEMENT AND MORE

PROBABILITY OF CLICKING ON ADS

BETTER BUSINESS MODELS

FOR ADVERTISERS FOR PUBLISHERS FOR USERS FOR THE INDUSTRY FOR SEMs

A BETTER UX

SECURITY

‘NEEDS MET’ QUICKER

CONSUME MORE

CONTENT

BETTER BUSINESS MODEL

TRAFFIC IN OPEN MOBILE

WEB

RETURNING VISITORS

HIGHER CTRs & ECPMs

HIGHER VIEWABILITY RATES

HIGHER DWELL TIMES & CLICK

DEPTH

BETTER BUSINESS MODEL

ADDITIONAL ORGANIC SEARCH

REAL ESTATE (REACH)

FIRST MOVE ADVANTAGE

‘SPEED’ AS A RANKING FACTOR

HISTORY LOG HEAD START

?

IS IT ESSENTIAL TO GO ‘AMP’? -‐ NOPE

“If you can achieve less than a second load time on mobile then you don’t need to go AMP” (Gary Illyes, Google)

1 SECOND

GOOD LUCK WITH THAT CONSISTENTLY

“AND MAY THE ODDS BE EVER IN YOUR FAVOUR”

?

WHY 1 SECOND?... BECAUSE THAT’S THE AMP AVERAGE

IMHO – GOING FORWARD, SPEED RANKING UPTICKS WILL BE BASED ON 1 SECOND CONSISTENCY

?

AND… IT’S NOT JUST ABOUT YOUR DEV TEAM

CAN YOU GUARANTEE THAT THIRD PARTY SCRIPTS WILL LOAD IN UNDER 1 SECOND TOO?

“Take my script too”



?

YOU’LL MISS OUT WITHOUT IT YOU WILL NOT QUALIFY TO BE INCLUDED IN NEWS CAROUSEL

OR FUTURE PRIME AMP REAL ESTATE IN MOBILE SERPS

“Google is giving prime real estate to AMP pages in mobile search results, and if you don’t have AMP on your site, you’re not getting any of that traffic.” JOOST DE VALK, YOAST

BUT

OPEN SOURCE SYNERGY IS ’KIND OF POWERFUL’

?

“If you run a news site or a blog, you need to make sure your site supports AMP. It’s as simple as that”

Joost De Valk, Yoast

?

AMP is not just a ‘nice to have’. It is an absolute necessity for the future of the mobile web.

”BE AMP READY”“DON’T BE THE LAST HORSE OUT OF THE GATE WHEN THE ‘OPEN SOURCE’

SYNERGY EFFECT KICKS IN”-‐ PERFORMANCE MATTERS

Dawn Anderson @ dawnieando

UNDERSTAND AMP

TWITTER -‐ @dawnieandoGOOGLE+ -‐ +DawnAnderson888LINKEDIN -‐ msdawnandersonTHANK YOUDawn Anderson @ dawnieando

amp accelerated mobile pages - to ampfinity and beyond

Marketing