{"id":39750,"date":"2016-03-01T14:48:55","date_gmt":"2016-03-01T22:48:55","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=39750"},"modified":"2019-07-22T16:07:30","modified_gmt":"2019-07-22T23:07:30","slug":"need-to-know-about-accelerated-mobile-pages-amp","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/need-to-know-about-accelerated-mobile-pages-amp\/","title":{"rendered":"Getting AMP’d: What You Need To Know About Accelerated Mobile Pages & Google #SMX"},"content":{"rendered":"
Moderator:<\/strong><\/p>\n Danny Sullivan,\u00a0Founding Editor, Search Engine Land (@dannysullivan<\/a>)<\/p>\n Speakers:<\/strong><\/p>\n The three are on stage, and Danny Sullivan introduces us to our presenters by telling us that Dave goes by Bes and that Paul wrote this SEL article: “How to Get Started\u00a0with Accelerated Mobile Pages<\/a>.”<\/p>\n Dave “Bes” Besbris\u00a0is our first speaker. Shapiro says Danny Sullivan told him there is\u00a0a speaker dress code, so he wore his formal hoodie today. ;)<\/p>\n You may have noticed the change to a SERP where there’s an AMP carousel at the top of the page. The reading experience inside an AMP document is excellent. They didn’t want to reinvent something new, they wanted the experience to be the web<\/em>.<\/p>\n The World Wide Web is about 20 years old. It’s a rich ecosystem with different media players, analytics systems, and\u00a0ad platforms. The browser doesn’t know all that. It only knows that this is a script tag. There is a lot of redundant code, and we see this a lot with analytics and ads. Since the browser doesn’t understand this, the browser will jump around while uploading things. All of this is because the browser doesn’t understand the semantics of the page. So, AMP<\/a> is to help the browser understand content in a content-forward way. AMP is implemented<\/a> with straight-forward web technologies and the addition of a proxy cache.<\/p>\n The magic trick is the link tag. You can put a link tag on a document pointing to the AMP document alternate. In the context of a mobile phone, the AMP version is typically much higher performance.<\/p>\n Your website without AMP cache means your web server may serve from the other side of the world. With the AMP cache, a series of edge servers across the world will deliver the content to users that are closest to it:<\/p>\n How AMP Works<\/strong><\/p>\n AMP Features<\/strong><\/p>\n Join the AMP initiative!<\/p>\n Accelerated Mobile Pages: Faster Content + Open Distribution By Dave Besbris<\/a> <\/strong> from Search Marketing Expo – SMX<\/a><\/strong><\/p>\n Paul Shapiro is our second presenter.\u00a0Shapiro has been playing with AMP for a while now, even though AMP rolled out to the publisher community only a few weeks ago. He’s going to cover:<\/p>\n A lot of the HTML components you’re used to won’t work in AMP. This comes in the form of built-in components<\/strong> that come in the JavaScript library that you download for AMP, and extended components<\/strong>.<\/p>\n AMP analytics is an awesome solution. When you go to your typical recipes site, you’ve probably waited around as\u00a075 trackers load. With AMP, all these tags filter through a single analytics funnel.<\/p>\n He puts up a list of tags and what they can be used for. This is the point where Shapiro explains that his SMX presentation will be available on SlideShare, so don’t worry too much about copying all this code down. (We’ll embed it below, too.)<\/p>\n A big part of this is not losing monetization from ad revenue. There are a number of ad partners already working with AMP.<\/p>\n NYT showed how long it took for many top new publishers to load ads and content:<\/p>\n There are 20+ ad tech partners including AdSense, DoubleClick, A9.<\/p>\n If you don’t validate the AMP document then you won’t get the benefit.<\/p>\n Multi-page AMP Validator Tool: technicalseo.com\/tools\/amp\/<\/a><\/p>\n The easiest way to start with AMP is to roll it out on a WordPress site. It’s very easy to use the official WordPress AMP plugin. That generates the AMP pages.<\/p>\n To easily add Google Analytics, add support for “pages,” and tweak design a bit, add the PageFrog plugin on top of the WordPress AMP plugin.<\/p>\n He calls iframes “the holy grail of unsupported functionality.” Use iframes for:<\/p>\n This is how you can use third-party JavaScript and get other workarounds not supported by AMP. The rules for iframes:<\/p>\n You can mess with the positioning of iframes if you add a placeholder image, and that will allow you to place it anywhere on the page. He puts up a slide about the Sandbox Attribute that gives descriptions of each Sandbox Value:<\/p>\n This will let you get more out of your AMP setup.<\/p>\n You’ll have to make changes to how your pages are set up. Some tags will be switched out for built-in or extended components.<\/p>\n Use the amp-pixel component for tracking pixels. Use amp-analytics for Google Analytics and other analytics.<\/p>\n AMP supports many ads. Use the amp-ad component to implement them easily. (Check the markdown files on GitHub for your ad platform.)<\/p>\n You must validate your AMP pages for valid amp-html and for Schema. Validate and then tweak.<\/p>\n WordPress is an easy way to get familiar with AMP. Some easy plugins are available that work well with minor changes.<\/p>\n When something isn’t compatible with AMP, you can usually use amp-iframe.<\/p>\n Get AMPed Now! By Paul Shapiro<\/a> <\/strong> from Search Marketing Expo – SMX<\/a><\/strong><\/p>\n Question<\/strong>: When will AMP carousels be rolled out for content types other than publisher content?<\/p>\n Besbris<\/strong>: We’re going to be rolling out AMP elsewhere including in search and apps, and an example is music lyrics.<\/p>\n Question<\/strong>: What’s the SEO<\/a> impact of AMP?<\/p>\n Sullivan<\/strong>: Google has said that they reward fast sites<\/a>. Just having AMP doesn’t give you an AMP boost, FYI, which Besbris confirms, saying that AMP pages are very mobile friendly.<\/p>\n Besbris<\/strong>: There’s other kinds of experiences that you can leverage, like instant loading articles and carousel experiences across properties which you will see expanding in time.<\/p>\n Question<\/strong>: Is it worth implementing AMP for a retail site?<\/p>\n Besbris<\/strong>: It depends. It’s an important time to get your feet wet. If you’re interested in making a really fast site, AMP would produce a really great web page. There are other people besides Google using AMP; anyone can embed these documents that you create, and these documents might be pinned inside Pinterest or embedded in Nuzzel feeds.<\/p>\n Question<\/strong>: Progressive web apps and AMP are trying to solve the same problem, so which is recommended?<\/p>\n Besbris<\/strong>: They’re different problems actually, but they’re very complementary.<\/p>\n Question<\/strong>: Does AMP support Google Tag Manager?<\/p>\n Besbris<\/strong>: No.<\/p>\n Question<\/strong>: Will A\/B testing be included?<\/p>\n Besbris<\/strong>: Google would like to include A\/B testing functionality.<\/p>\n Question<\/strong>: Will my website be penalized if I don’t use AMP?<\/p>\n Besbris<\/strong>: “We don’t penalize websites.” Google and search depend on a healthy experience of the web which is why we’re very invested in making this work.<\/p>\n\n
Googler Dave Besbris on AMP<\/h2>\n
How did Google do this?<\/h3>\n
How does publishing work?<\/h3>\n
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Paul Shapiro on Getting Started with AMP<\/h2>\n
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About AMP Components<\/h3>\n
How to Add Analytics Tracking<\/h3>\n
How to Include Advertisements<\/h3>\n
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How to Validate AMP<\/h3>\n
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The Magic Extended Component: amp-iframe<\/h3>\n
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Summary of AMP Implementation<\/h3>\n
Q&A<\/h2>\n