Accelerated Mobile Pages (AMP) & How it will Impact your Business - SEO, Traffic, Visibility, Ad Revenue & others

1. Accelerated Mobile Pages (AMP) –
How It Will Impact Your Business

2.  AMP – What it Means?
 How AMP works on Mobile Devices
 What Are the Components of AMP?
 How To Publish AMP Pages?
 AMP & Benefits of Speed Loading
 Analytics for AMP
 Why AMP was Made Open Source
 Publishers – WordPress AMP Plugin
 AMP - Consumer Platforms & Ad Tech Companies
 Role of SEO in AMP
 AMP - Conclusions
 Thank You
Accelerated Mobile Pages
Index

3. What is AMP?
 Accelerated Mobile Pages (AMP) is an open source initiative between publishers and
technology to improve the mobile content ecosystems for publishers, consumer
platforms, creators & users. AMP aims to dramatically improve the performance of the
mobile web.
 The project relies on AMP HTML, a new open framework built entirely out of existing
web technologies, which allows websites to build light-weight webpages.
 AMP is about speed, performance & enhanced distribution across all apps & platforms
 By making this an open source, people can share & contribute their ideas to make
mobile web fast.
 Results in more revenue via ads & subscriptions.
Advantages of AMP

4. How AMP works on Mobile Devices
1) WWW- Regular Desktop Version. Create an AMP version
of it called ”amphtml”.
2) Google will also host it on gstatic.com, a Google cached
version.
3) Any cached version would contain a rel=“canonical” to
original.
4) When you actually see these things showing up in
Google search results, they come from Google’s
cache(gstatic)

5. What Are the Components of AMP?
 AMP consists of three different parts
 AMP HTML - AMP HTML is HTML with some restrictions for reliable performance and some extensions for building rich
content beyond basic HTML..
 AMP JS - The AMP JS library ensures the fast rendering of AMP HTML pages.
 Google AMP Cache - The Google AMP Cache (optionally) delivers the AMP HTML page
An example of a AMP script
<meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">
<style amp-boilerplate>body{-webkit-animation:-amp-start 8s steps(1,end) 0s 1 normal both;-moz-
animation:-amp-start 8s

6. How To Publish AMP Pages?
 HTML Tags - Most HTML tags can be used directly in
AMP HTML, but certain tags, such as the <img> tag,
are replaced with equivalent or slightly enhanced
custom AMP
 CSS- Common CSS properties can be used
 Preview & Validate Preview & Validate the AMP
pages
 Linking - Link both your AMP & Non AMP version of
the pages.
 Publish - Once pages are tested locally and fixed all
validation errors, your first AMP page is ready to
publish

7. Analytics for AMP
You can use third-party analytics tools to analyze user engagement, or your own in-house solution.
To identify your users
Track only page views, or additional user engagement patterns
using amp-pixel or amp-analytics
Data to capture about your users, your content, the device or browser
AMP can also be embedded with third party content.
Some of the 3rd party content for AMP includes
o Tweet
o Instagram
o Display Facebook posts or Video
o Youtube videos
o Display an ad - From Doubleclick, Adtech, A9 & others
o iframes & Media
o Analytics

8. Why AMP was Made Open Source?
 On October 7th, 2015, the AMP Project announced the release of the initial
technical specification on GitHub.
 Making the project open source enables people to share and contribute
their ideas/Codes
 The initial companies involved in this early preview of the project want to
make the mobile web work better for all – platform, technologies &
publishers.
 Google has stated that it will provide a cache that can be used by anyone
at no cost, and all AMPs will be cached by Google’s cache.
 By using the AMP format, content producers are making the content in AMP
files available to be crawled, indexed, displayed & cached by third parties.
 Under this type of framework, publishers continue to control their
content, but platforms can easily cache or mirror the content for optimal
delivery speed to users.

9. Wordpress – AMP Plugin
 Publishers and Content Management System (CMS) providers can develop an
integration with their CMS to generate AMP content.
 For example, WordPress.org Plugin is already available for CMS
 “AMP HTML” is built entirely out of existing web technologies, the
development process mirrors the one publishers are already using today.
 Content for AMP - from news stories to videos and from blogs to photographs
and GIFs & others
 Initial Partners for AMP - Twitter and Google, tech players like ChartBeat and
WordPress.com and publishers like Vox, The New York Times, The Guardian
and Globo

10. AMP - Consumer Platforms & Ad Tech Companies
Ad Tech companies & Consumer Platforms can also be a part of the AMP ecosystem.
 AMP will support Sustainable Ad Practices to insure that are fast, safe,
 Publishers be able to sell their own ad inventory & control it.
 AMP will also support subscriptions and paywalls.
 Analytics partners are included Chartbeat, Parse.ly and Adobe Analytics.
 Google will open its cache for use for free by anyone, including to consumer platforms
 Effective Ad monetization on the mobile web.
 To support for a comprehensive range of ad formats, ad networks and technologies in AMP.

11. AMP & SEO
 AMP pages does not have a lot of stuff for a more complex user experience. Everything is stripped-down.
(Streamlined CSS, No JS & others)
 Basically when you integrate AMP to standardize your mobile responsive pages, you are putting speed and
readability as top priority over anything else.
 AMP can't be applied to the entire content of the site. Doesn't make sense to convert Services or product
landing pages into AMP. That might affect conversions negatively. It would be stripped down of its first-
impressions.
 Rather, you can transition your client’s blog section or news and updates section into AMP.
 The sites that will benefit the most from AMP are publishing sites. Sites that produce content.
 AMP is for publishers to be able to load their sites quickly on mobile since mobile responsive could be
clunky.
 It’s best to optimize the experience of mobile browsing for all users by standardizing a mobile version of
your publishing site with AMP. This is what Google wants!!
 AMP will only appear on general terms that will have fewer paid search advertisers on them.
 Google will use click behavior to determine when AMP content is most relevant for users and recalibrate
its algorithm accordingly.

12. AMP - Conclusions
 As the users are shifting to mobile, make sure that your pages are mobile friendly
 Implementation is very simple & if it is Word press based, can be done very easily.
 AMP results in new way for users to get the information & potential to completely change content
consumption behaviors for mobile
 If you are a publisher & using CMS, prepare to make sure that CMS supports AMP module.
 How AMP plays with other organic Google properties like News, local listings, YouTube, etc. Is an
important concern for brands
 Implement analytics for AMP pages to track how they are doing
Below are given some of the factors on how your brand can start preparing for AMP.

13. Thank You