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@jessesem
Accelerated Mobile Pages Project
What is AMP and is it right for your website?
October 2016
@jessesem
Jesse Semchuck
Director of Online Marketing at Purch
@jessesem
http://www.linkedin.com/in/jessesem
http://www.jessesemchuck.com
@jessesem@jessesem
@jessesem@jessesem

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@jessesem
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@jessesem
Make the web
great again?
¯_(ツ)_/
¯
@jessesem
Google AMP is…
A web component library,
validator, and caching
layer for reliably fast web
content at scale.
Translation…
You will need to code a
stripped down version of
your web pages according
to Google’s rules. Google
will then approve, cache
and serve your AMP
pages.
@jessesem
Google Is Going All In On Mobile
@jessesem
@jessesem
I’d Rather Have My Car
Stolen Than My Smartphone
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@jessesem
• Smartphone dependency is
increasing rapidly. They are
not just phones with internet.
They are our workstations,
our connection to our families,
our place to shop, and our
televisions.
• Over 60% of all searches
start on a mobile device.
@jessesem
I’m ”Above Average”
@jessesem
@jessesem
• US adults spend an
average of 3 hours
per day on their
mobile devices.
• 4 years ago this
was under 1 hour.
@jessesem
The average mobile page
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@jessesem
Human Attention Span Is
Shorter Than Ever
@jessesem
@jessesem
• The average human
attention span is 8
seconds.
• The average attention
span of a goldfish is 9
seconds.
19 SECONDS?
40% of users bounce after 3 seconds
@jessesem
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• Lack of prioritization for speed enhancements.
• Programmatic ad serving can be incredibly slow. I’ve seen pages
that run through over 100 different ad servers before loading
completely.
• If your business model is dependent on ad revenue, you’re guilty.
Publishers Have Broken The Mobile Web
@jessesem
2017 Ad Blocking Projections
• Desktop: 29%
• Smartphone: 11%
• Up from 3% in 2014
At Purch, we have some
properties well over 30%
already. If you have a tech
savvy audience, expect higher
rates of ad blocking.
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AMP Save The
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AMP Is Fast. Really Fast.
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@jessesem
@jessesem
• Allow only asynchronous scripts
• Size all resources statically
• Keep all third-party JavaScript
out of the critical path
• All CSS must be inline and size-
bound
• Font triggering must be efficient
• Minimize style recalculations
• Only run GPU-accelerated
animations
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AMP is fast because Google
is caching and serving your
content for you.
Standard:
http://www.livescience.com/33749-
top-10-inventions-changed-
world.html (responsive)
AMP:
http://amp.livescience.com/33749-
top-10-inventions-changed-
world.html
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Desktop, Mobile
& AMP
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monthly unique visitor
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in impressions
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@jessesem
So What’s The
Problem?
@jessesem
CNN Example -
Query: Hillary Clinton
@jessesem
@jessesem
• This page loaded in under 1
second!
• When clicking the back
button or the x at the top of
the page, it takes you back to
the Google results.
NOT COOL GOOGLE
• CNN needs to fix their
navigation elements on AMP
pages.
• Google needs to give readers
an easy way to drive deeper
into the site.
@jessesem
Why Would
Google Do
This?
Two words:
Ad Impressions
Also, to make the
mobile web
experience better
for users.

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For Purch
@jessesem
@jessesem
The Good…
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• Millions of pages run through
AMP since launch – 4% of
total traffic
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traffic increases
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• Page scrolls +22%
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is profitable. Additional testing
required to determine rate of AMP /
FBIA cannibalization
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limited
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• Time on site -44%
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Your development
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@jessesem
@jessesem
Should You Launch
AMP Pages?
@jessesem
@jessesem
”It Depends…”
• If you are have a site in Google news – YES!
• If your traffic is over 500k visitors a month - YES! (in most cases)
• If you monetize through lead gen – NO!
• If you’re a small/mid-size ecomm website - NO! But probably soon!
• If your blog is on Wordpress with no monetization - YES! (plugins available)
• If you don’t have the resources to keep your AMP pages up to date – NO!
• If you don’t plan on building and testing independently of Google – NO!
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@jessesem
1. QA your analytics tracking code – then QA it again
2. Create easy ways for users to drill deeper into your site
1. Links to related articles at the top
2. Navigation menu should be visible
3. Link to the main version of the article
3. QA your ad units
4. Use the AMP validator tool: https://validator.ampproject.org
5. Prepare for ongoing testing – AMP is not ”set it and forget it”
@jessesem
Do People Even Know What
AMP Means?
@jessesem
@jessesem
@jessesem
Will It Increase Your
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Get AMP’ed for AMP!Get AMP’ed for AMP!
Get AMP’ed for AMP!

Jacob Lial from Greenlane Search Marketing presents on AMP (Accelerated Mobile Pages) - December 2015. Learn about what AMP means to SEO, Google, and mobile site improvements to benefit your users. Visit ampproject.org to learn more about Google's big 2016 focus.

ampgoogleseo
@jessesem
• Who is your customer?
• How many visitors per month do you
get on mobile vs desktop?
• How is your website monetized?
• What are your business goals?
• Will you get more out of making your
standard mobile pages faster?
@jessesem
One Size Does Not Fit All
@jessesem
@jessesem
Thank You!
@jessesem
http://www.linkedin.com/in/jessesem
http://www.jessesemchuck.com

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Google AMP - What is it and is it right for your website? SLCSEM, Oct 2016

Editor's Notes

  1. https://www.youtube.com/watch?v=WrpkFROqR0Q
  2. https://www.ampproject.org/
  3. Source: Comscore http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
  4. Source: eMarketer
  5. Sources: https://doubleclick-publishers.googleblog.com/2016/07/doubleclick-leadership-summit-2016-announcements-recap.html
  6. Source: http://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/
  7. Source: eMarketer
  8. Source: http://adage.com/article/digital/google-amp-faster-mobile-web/302837/ https://www.ghostery.com/
  9. Source: http://adage.com/article/digital/google-amp-faster-mobile-web/302837/
  10. Source: http://adage.com/article/digital/google-amp-faster-mobile-web/302837/
  11. Source: https://amphtml.wordpress.com/2016/10/07/amp-a-year-in-review/amp/
  12. Source: https://gtmetrix.com
  13. Source: https://gtmetrix.com
  14. Source: https://developers.google.com/speed/pagespeed/insights/
  15. Source: https://gtmetrix.com
  16. https://en.blog.wordpress.com/2016/10/06/a-faster-mobile-web-wordpress-com-updates-for-accelerated-mobile-pages/
  17. https://validator.ampproject.org/
  18. http://www.gsqi.com/marketing-blog/google-amp-survey/