Advanced Tips, Tricks, & Tools for Conquering AMP Problems Today By Paul Shapiro
AMP K.S.
1. Get AMP’ed for AMP!
AMPlify your clients!
Other AMP puns!
2. AMP puns
1. AMPlify your clients
2. Get AMP’ed for AMP
3. TrAMPle your mobile competition
4. SAMPle AMPle AMP - Jon
5. rAMPing up: Getting Ready for Amplified Mobile Pages - Ant
6. clAMPing Down on Amplified Mobiel Pages - Ant (misspelling
included & trademarked)
7. Become the chAMPion of AMP - Jake
4. Table of contents
1. What is AMP
2. AMP Origins
3. Intro to AMP HTML
4. Site speed comparison
5. Impact on SERP
6. When & where our clients can use it
7. Advertisements
8. Limitations
9. Live Demo
10.Questions
5. ampproject.org
The AMP Project is an initiative started by Google &
Twitter to improve the mobile web and enhance the
distribution ecosystem. AMP HTML embraces the open
web, so you can be sure that your content appears
correctly across all modern browsers and apps. Pages are
published normally to your site, using standard tools, and
are accelerated via caches created by Google and others.
AMP utilizes its own proxy based CDN to deliver content
to users with very little delay.
Quick Demo Video
https://www.ampproject.org/static/video/with_titlecards_v4
_464x826.mp4
6. Still not following? Ok let me give you
my elevator pitch for AMP.
“AMP is a light, fast and simple web
page. Using Google’s CDN it will
prefetch the site so to users, the page
loads instantly on their mobile
devices.”
7. Origins of AMP
● Oct 7th, Google announced the open source initiative called
Accelerated Mobile Pages
● AMPs purpose is to deliver webpages with rich content like video,
animations and graphics to work alongside smart ads, and to load
instantaneously
● Twitter,Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe
Analytics and LinkedIn are the first group that plan to integrate AMPs
8. AMP HTML
<!doctype html>
<html (AMP)⚡>
<head>
<meta charset="utf-8">
<link rel="canonical" href="hello-world.html">
<meta name="viewport" content="width=device-width,minimum-
scale=1,initial-scale=1">
<style>body {opacity: 0}</style><noscript><style>body {opacity:
1}</style></noscript>
<script async src="https://cdn.ampproject.org/v0.js"></script>
</head>
<body>Hello, has anyone seen Keith’s mustache?</body>
</html>
These AMPs will need to be written in AMP HTML. This
subset of HTML is very lean, some tags are not supported
and some tags are changed to AMP-specific tags.
For example the <img> tag is changed to <amp-img> which
provides full srcset support even in browsers that down
support it yet.
12. SERP Impact
There is still very little information about
how this will impact the SERPs once it is
live but what we can tell from the demo is:
● AMPs appear above organic pages in
a carousel.(Allegedly)
● This should only impact mobile
SERPs.
Although AMP is made for mobile you can
experience these pages on desktop. There
is a desktop extension for chrome that will
automagically load AMP pages when
available.
Desktop AMP Extension
13. Client Usage
Clients using Wordpress will be able to
easily migrate current pages to AMP with
the help of this plugin. For clients not on
wordpress currently there is no easy
transition for them. AMP pages should only
be used for articles or blog posts.
WARNING: This plugin is still in early
development and should be tested multiple
times to ensure the AMPs are formatted
correctly.
14. Advertisements
Some clients keep the lights on and food in the
fridge from ad revenue. Since a lot of ad placement
providers rely on JavaScript this can be
troublesome. Currently, there are a handful of
providers that are being supported:
● A9
● AdReactor
● AdSense
● AdTech
● Doubleclick
15.
16. Limitations
Yes this sounds like a great idea but this is not the purpose of AMP. It is not
here to replace a mobile friendly sites nor is it a way to beat site speed
issues. It is meant for blog or article content and below I have listed the 9
commandments of AMP:
1. Conditional HTML comments are not allowed.
2. All attributes starting with ‘on’ are disallowed.
3. ‘Javascript:’ schema is disallowed.
4. All styles must be inline
5. Only one style tag in the document head
6. Style rules must be below 50KB
7. No developer-written or third party JavaScript
8. No input elements of any kind, including standard input and text area
9. Keywords should not include ‘unsafe-inline’ and ‘unsafe-eval’