AMP for Enterprises - SMX West - Patrick Stox
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This document contains a Twitter thread from Patrick Stox discussing concerns and considerations around implementing AMP (Accelerated Mobile Pages) for large enterprises. Some key points discussed include: - AMP adds complexity for enterprises that have to maintain multiple systems and meet various legal/technical requirements - It may not be possible for some enterprises to implement AMP if they have content/functionality that does not validate - Adopting AMP requires buy-in and resources from many different teams within an organization - There are open questions around legal issues, impact on brands, and what would happen if Google discontinued support for AMP in the future.
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AMP for Enterprises - SMX West - Patrick Stox
- 1. #SMX #XXA @patrickstox Lots of Questions AMP FOR ENTERPRISES
- 2. #SMX #XXA @patrickstox Technical SEO for IBM - Opinions expressed are my own and not those of IBM. I write, mainly for Search Engine Land I speak at some conferences like this one, Pubcon, TechSEO Boost, etc. Organizer for the Raleigh SEO Meetup (most successful in US) We also run a conference, the Raleigh SEO Conference Also the Beer & SEO Meetup (because beer) 2017 US Search Awards Judge, 2017 UK Search Awards Judge 2018 Interactive Marketing Awards Judge Who is Patrick Stox?
- 3. #SMX #XXA @patrickstox This was my alternate working title Trolling AMP
- 4. #SMX #XXA @patrickstox The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms. What Is AMP?
- 5. #SMX #XXA @patrickstox Optimized, But Stripped Down Websites
- 6. #SMX #XXA @patrickstox But we think you only need the 240p version. It’s Like, We Have This Video In 4k
- 7. #SMX #XXA @patrickstox But we think you only need the 240p version. Maybe they should adjust based on the resources loaded and speed of the connection? It’s Like, We Have This Video In 4k
- 9. #SMX #XXA @patrickstox Gotta Support Those Dial Up Users
- 10. #SMX #XXA @patrickstox Yeah, They’re Doing AMP For Email Oh Wait, That’s Pretty Much Email
- 11. #SMX #XXA @patrickstox Yeah, They’re Doing AMP For Email Wasn’t AMP supposed to make websites faster? Oh Wait, That’s Pretty Much Email
- 12. #SMX #XXA @patrickstox That sounds more like ad-mail. Do They Think People Want That?
- 13. #SMX #XXA @patrickstox Actual # of unread emails I have. People Are Going To Spend A Lot Of Time Making Interactive Emails That I’m Going To Ignore
- 14. #SMX #XXA @patrickstox What Are Others Saying?
- 15. #SMX #XXA @patrickstox What Are Others Saying?
- 16. #SMX #XXA @patrickstox Things can change when re-opened. 1. I’m not going to dig through my email again. 2. Legal issues? 3. Phishing? Not allowing password inputs, but a text input could be styled to look like a password field. AMP Emails Are Dynamic
- 17. #SMX #XXA @patrickstox Enhanced Email in 2009. Didn’t They Do This Before?
- 18. #SMX #XXA @patrickstox AMP Stories Is A Nice Feature
- 19. #SMX #XXA @patrickstox I can’t wait for the ads. AMP Stories Is A Nice Feature
- 20. #SMX #XXA @patrickstox What’s Next? They’re Pushing E-commerce. Shopping? Can’t wait for a shopping option on the SERPs only available for those using AMP.
- 21. #SMX #XXA @patrickstox How About AMP Dating? Swipe left or right.
- 22. #SMX #XXA @patrickstox AMP As A Technology Vs Google Product Which is it?
- 23. #SMX #XXA @patrickstox Google Gave Carrots To Drive Adoption AMP Carousel AMP Stories Lightning Bolt Starting the website load from Google SERPs.
- 24. #SMX #XXA @patrickstox I Ran A Test Cable connection (70Mbps) 50 sites tested https://searchengineland.com/the-amp-is-a-lie-278401
- 25. #SMX #XXA @patrickstox Share these #SMXInsights on your social channels! #SMXInsights There is ~1 second avg difference from the prerendering vs direct load of AMP pages. That’s speed you can’t make up and the perceived load time is even greater.
- 26. #SMX #XXA @patrickstox Would AMP Have The Adoption It Does Without The Carrots?
- 27. #SMX #XXA @patrickstox I’m For It If it gets you something.
- 28. #SMX #XXA @patrickstox Think Of It Like PPC If you don’t pay, you don’t show. As a business, you pay.
- 29. #SMX #XXA @patrickstox Sure, AMP Is Open Source You can make your own cache, but you get none of those carrots.
- 30. #SMX #XXA @patrickstox Instead of granting premium placement in search results only to AMP, provide the same perks to all pages that meet an objective, neutral performance criterion such as Speed Index. Publishers can then use any technical solution of their choice. Do not display third-party content within a Google page unless it is clear to the user that they are looking at a Google product. It is perfectly acceptable for Google to launch a “news reader”, but it is not acceptable to display a page that carries only third party branding on what is actually a Google URL, nor to require that third party to use Google’s hosting in order to appear in search results. Have You Seen AMPletter.org?
- 31. #SMX #XXA @patrickstox Standards, guidelines, ownership, legal requirements, business requirements As An Enterprise, There Are Rules
- 32. #SMX #XXA @patrickstox It’s another system to maintain. More chances for things to go wrong. May have to implement across multiple systems that may or may not have funding or resources to maintain it. Complexity
- 33. #SMX #XXA @patrickstox You may have requirements that would invalidate AMP. It Either Validates Or It Doesn’t
- 34. #SMX #XXA @patrickstox https://www.semrush.com/blog/amp-mistakes-semrush-study/ Mistakes According To SEMrush
- 35. #SMX #XXA @patrickstox If developers could get rid of that bloat, they probably would have already. You have to prioritize resources, and if you get approvals to get rid of a lot of the blockers, you may have to decide to go with AMP, improve a system, or consolidate systems. There Are Tradeoffs
- 36. #SMX #XXA @patrickstox There are a lot of case studies showing improvement with AMP, but I wonder if you’d see the same results if you sped up you own site as much. Case Studies?
- 37. #SMX #XXA @patrickstox It requires a lot of buy in from different teams. Complexity
- 38. #SMX #XXA @patrickstox Can you have another company host your content? Can you have Google’s URL shown for your Content? Allowed to load those extra tracking scripts AMP adds? Will a team give up something like analytics for more performance? What happens if AMP goes away? Will those pages be redirected forever? Questions On Legal, Brand, Technical
- 39. #SMX #XXA @patrickstox AMP Argues You Could Do AMP Only
- 40. #SMX #XXA @patrickstox Functionality Analytics Scrolling URLs Blank Pages Problems
- 41. #SMX #XXA @patrickstox But each addition or change to the system means we need more discussions with more teams and more developers. They’re Working On It
- 42. #SMX #XXA @patrickstox Share these #SMXInsights on your social channels! #SMXInsights If you’re going to implement AMP on an enterprise site, hire more developers.
- 43. #SMX #XXA @patrickstox That’s a real risk as an enterprise. Not only are there a lot of decisions to make to get a new system up and running, there’s a lot that goes into taking it down. What If AMP Goes Away?
- 44. #SMX #XXA @patrickstox Standard web prefetch API. Extended Prerender spec to allow more than 1 site along with something like Feature Policy to handle bandwidth, CPU, security. Web Packaging Standard (allow any site to proxy any other site) start linking to prerendered Web Packages, rather the original site. Could That Happen?
- 45. #SMX #XXA @patrickstox LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX
Editor's Notes
- No CSS, No JS, No Tracking
- Google serving from my URL with AMP, send it back to legal
- Coremetrics support