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Getting AMPed!! John Shehata Sept 2016

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Stats

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Stats – Avg. Rankings

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Stats – Avg. CTR

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The majority of mobile search traffic is still coming from regular Google search

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…But AMP accounts for the double as much traffic to newly published content

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Stats – Oscars 2016 – 150 Queries

Forthesameevent(Oscars),queries,time.

AMPsitevs.Non-AMPSite

§  AMPQueriesgot15Xvisits

§  AMPQueriesgot7Ximpressions

§  AMPQueriesgot2Xhigheravg.rankings

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The AMP takeover of mobile search traffic will only accelerate g.co/ampdemo

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GOOGLE AMP SEPTMBER UPDATES

AMProlloutstarted9/19

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AMP Tactics

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Must Read

AMPproject.org AMPByExample.com

AMPproject.org/roadmap

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§ RecommendedContent:–  Newsarticles

–  Blogposts

–  Recipes

–  Productlistings–  Travelguides

–  Etc.

§ Maybe??–  Categories,tags,landinghubs,etc–  Homepage

Content types that are suited for AMP

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How to make your AMPs discoverable

CONTENT PUBLISHER

Link Tags

AMP-HTML

HTML

CaseA:PairedAMP

<link rel="canonical” href="http://example.publisher.com/article.html" />

<link rel=”amphtml” href="http://example.publisher.com/article.amp.html" />

Canonicaldocumentsshouldalreadybelinkingtothemselves!

<link rel=”canonical” href="http://example.publisher.com/article.html" />

CONTENT PUBLISHER

AMP-HTML

<link rel=”canonical” href="http://example.publisher.com/article.amp.html" />

CaseB:StandaloneAMP Justcallsitselfthecanonical.

Source:Google

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•  AMPpluginsareavailableforWordPress&Drupal

•  AMPCarouselRankingsforviewedresultsonly(viewport)•  1.1,1.2,1.3

AMP

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AMP Validation

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Validation

AlwaystestonAMPpages

https://www.google.com/amp/[URL]

https://cdn.ampproject.org/c/[URL]

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Validation Tools

[AMP-URL]#development=1

ChromeDevToolsConsole

AlwaystestonGoogleAMPCDN

AMPProjectChromeExtensionhttps://chrome.google.com/webstore/detail/amp-

validator/nmoffdblmcmgeicmolmhobpoocbbmknc

http://technicalseo.com/seo-tools/amp/

https://maxxeight.com/tools/amp-html/

https://ampbench.appspot.com/validate?url=[AMP-URL]

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Validation

AMPPagesServedfromgoogleCDN

§  https://www.google.com/amp/[URL]

§  https://cdn.ampproject.org/c/[URL]

Validationtoolsdoesn'tcountforcontenttypevalidationforassetsloadinginthepage

§  Example:wedidn'texplicitlysetthecontenttypeintheheaderforthefontandgot404

§  Thevalidationtoolsdidn'tpickonthat,browsersarewaytolerant

weonlyfoundthiswhenwehackedtheAMPURLwithourownURLandfoundcustomfontsarenotloading

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Slack Bot

HowaboutSlackbottorelaymessagesfromtheCMStoEngineeringteamwhenanewly-publishedpagedoesnotvalidate

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AMP in GSC

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Google showing the site owner AMP implementation error warnings in search results

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AMP: Opportunities & Challenges

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WordPress Plugin

https://wordpress.org/plugins/amp/

•  StructuredDataand[shortcodes]makesiteasiertoconvertHTMLtoAMPHTML• minimizeddevelopmenttime,fromweekstohours•  ShortCodesforembeds[images,youtube,vimeo,soundcloud,…]

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AMP Rich Card

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AMP FONTS

•  WehostourfontsonTypekit,whichisthirdpartyJSthatisn’tsupportedinAMP

•  sowe’vehadtoself-hostfontsforAMP.•  Thatwasextraworkanditalsopresentedlegalissuesaswe

hadtogetspecialpermissiontouseourfontsinthisway.

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