Performance-driven websites with AMP - NeosCon May 2019

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Principles of AMPhtml within TYPO3 CMS built by an example of b13.com. From NeosCon 2019 on May 11th, 2019 by @bennimack

Technologie

@bennimack // b13.com 
Performance-driven websites with AMP
Performance-driven
websites with AMP
Benni Mack 
 
@bennimack
b13.com

@bennimack // b13.com 
Performance-driven websites with AMP
• What is AMP?
• AMP in Action
• Why do we need AMP?
• Why do we want AMP?
• Criticism
What we’ll cover

@bennimack // b13.com 
Performance-driven websites with AMP
• AMP is short for "Accelerated Mobile Pages" (now it's just "AMP")
• Facebook announced Instant Articles in 2015 for their mobile app
• AMP is Google’s counter-part to Instant Articles started in 2016
• Originally started to add fast components for mobile devices
What is AMP?

@bennimack // b13.com 
Performance-driven websites with AMP
I don’t get it

@bennimack // b13.com 
Performance-driven websites with AMP
Structure of AMP
Browsers
? ?
HTML5
Web Components 
Yay!
AMP HTML AMP JavaScript
AMP Cache
Optimized
CDN

@bennimack // b13.com 
Performance-driven websites with AMP
But there are rules

@bennimack // b13.com 
Performance-driven websites with AMP
• Only CSS allowed that is used on this current page
• Only limited amount of CSS allowed in <head> (no external CSS files)
• No (external) JavaScript other than AMP async JS
• schema.org JSON-LD
• Prohibited HTML elements, explicit width & height in HTML
• HTTPS required
But there are rules

@bennimack // b13.com 
Performance-driven websites with AMP
I still 
don’t get it

@bennimack // b13.com 
Performance-driven websites with AMP
• Create a variant of your webpage built with AMP components (we have a
CMS!)
• Add a HTML meta tag to your default HTML page 
 
• Boom!
The initial idea
<link rel="amphtml" href="https://b13.com/about-us/amp.html" />

@bennimack // b13.com 
Performance-driven websites with AMP
• Google checks if your AMP variant is valid when indexing
• On mobile devices, AMP variant is linked and pre-loaded on google search
results
• Google’s AMP Cache allows for loading your AMP variant in less than 1sec
around the world
The initial idea

@bennimack // b13.com 
Performance-driven websites with AMP
• Only suitable for publishers - news articles only
• Separate AMP page variant necessary
• UX & theming is a pain
• Components very limited
Back in 2016

@bennimack // b13.com 
Performance-driven websites with AMP
AMP in Action
b13.com built five media website 
for an UK-based publisher
in the medical sector 
The Analytical Scientist.com is one of them
All sites feature a total of 
10.000+ news / content articles

@bennimack // b13.com 
Performance-driven websites with AMP
Desktop
version

@bennimack // b13.com 
Performance-driven websites with AMP
AMP in Action
Non-AMP
AMP 
version

@bennimack // b13.com 
Performance-driven websites with AMP
• LOTS of Components got added, all open source
• AMP Cache is available from other CDN providers
• Twitter, LinkedIn, Bing search results link to AMP variants
• Usable for more than news pages
One step further

@bennimack // b13.com 
Performance-driven websites with AMP
• No extra efforts for AMP variant
• Developers code better (more rules!)
• No JavaScript sliders / menus anymore
• Website is fast by default
... you go AMP-first?
b13.com is AMP-only
You won’t notice
except: it’s fast!

@bennimack // b13.com 
Performance-driven websites with AMP
• 50% of the world population does not have access to the internet
• Mobile devices make more than 50% of the traffic
• On 3G, the average website takes 15,3sec to load
• After 15 sec, your visitor thinks your website is broken! 
No, I’m wrong: After 3 sec!
• It’s an open standard. b13 contributes too!
Why do you need AMP?

@bennimack // b13.com 
Performance-driven websites with AMP
• We get paid by our customers
• If they have more traffic or satisfied customers, they are happy, too!
• We see heavily increased search rankings
• People get information they need (faster)
• We don’t have to wait anymore
Why do you want AMP?

@bennimack // b13.com 
Performance-driven websites with AMP
• Google’s taking over your content and traffic!
• Google’s building their own HTML variant!
• Google will be the next Facebook!
Criticism

@bennimack // b13.com 
Performance-driven websites with AMP
• AMP is
• an open collection of web components, JS, rulesets + CDN / Cache
• easier to implement in 2019 than in 2016
• backed by Google, but not from Google
• perfect for a CMS with structured content
Summary

@bennimack // b13.com 
Performance-driven websites with AMP
https://amp.dev
https://github.com/ampproject/amphtml
Resources

@bennimack // b13.com 
Performance-driven websites with AMP
Go AMP! Go Now!
Thank you!
 
Follow me on Twitter @bennimack
 
https://amp.dev
 
 
https://b13.com/amp

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Performance-driven websites with AMP - NeosCon May 2019

1. @bennimack // b13.com  Performance-driven websites with AMP Performance-driven websites with AMP Benni Mack    @bennimack b13.com

2. @bennimack // b13.com  Performance-driven websites with AMP • What is AMP? • AMP in Action • Why do we need AMP? • Why do we want AMP? • Criticism What we’ll cover

3. @bennimack // b13.com  Performance-driven websites with AMP • AMP is short for "Accelerated Mobile Pages" (now it's just "AMP") • Facebook announced Instant Articles in 2015 for their mobile app • AMP is Google’s counter-part to Instant Articles started in 2016 • Originally started to add fast components for mobile devices What is AMP?

4. @bennimack // b13.com  Performance-driven websites with AMP I don’t get it

5. @bennimack // b13.com  Performance-driven websites with AMP Structure of AMP Browsers ? ? HTML5 Web Components  Yay! AMP HTML AMP JavaScript AMP Cache Optimized CDN

6. @bennimack // b13.com  Performance-driven websites with AMP But there are rules

7. @bennimack // b13.com  Performance-driven websites with AMP • Only CSS allowed that is used on this current page • Only limited amount of CSS allowed in <head> (no external CSS files) • No (external) JavaScript other than AMP async JS • schema.org JSON-LD • Prohibited HTML elements, explicit width & height in HTML • HTTPS required But there are rules

8. @bennimack // b13.com  Performance-driven websites with AMP I still  don’t get it

9. @bennimack // b13.com  Performance-driven websites with AMP • Create a variant of your webpage built with AMP components (we have a CMS!) • Add a HTML meta tag to your default HTML page    • Boom! The initial idea <link rel="amphtml" href="https://b13.com/about-us/amp.html" />

10. @bennimack // b13.com  Performance-driven websites with AMP • Google checks if your AMP variant is valid when indexing • On mobile devices, AMP variant is linked and pre-loaded on google search results • Google’s AMP Cache allows for loading your AMP variant in less than 1sec around the world The initial idea

11. @bennimack // b13.com  Performance-driven websites with AMP • Only suitable for publishers - news articles only • Separate AMP page variant necessary • UX & theming is a pain • Components very limited Back in 2016

12. @bennimack // b13.com  Performance-driven websites with AMP AMP in Action b13.com built five media website  for an UK-based publisher in the medical sector  The Analytical Scientist.com is one of them All sites feature a total of  10.000+ news / content articles

13. @bennimack // b13.com  Performance-driven websites with AMP Desktop version

14. @bennimack // b13.com  Performance-driven websites with AMP AMP in Action Non-AMP AMP  version

15. @bennimack // b13.com  Performance-driven websites with AMP • LOTS of Components got added, all open source • AMP Cache is available from other CDN providers • Twitter, LinkedIn, Bing search results link to AMP variants • Usable for more than news pages One step further

16. What if...

17. @bennimack // b13.com  Performance-driven websites with AMP • No extra efforts for AMP variant • Developers code better (more rules!) • No JavaScript sliders / menus anymore • Website is fast by default ... you go AMP-first? b13.com is AMP-only You won’t notice except: it’s fast!

18. @bennimack // b13.com  Performance-driven websites with AMP • 50% of the world population does not have access to the internet • Mobile devices make more than 50% of the traffic • On 3G, the average website takes 15,3sec to load • After 15 sec, your visitor thinks your website is broken!  No, I’m wrong: After 3 sec! • It’s an open standard. b13 contributes too! Why do you need AMP?

19. @bennimack // b13.com  Performance-driven websites with AMP • We get paid by our customers • If they have more traffic or satisfied customers, they are happy, too! • We see heavily increased search rankings • People get information they need (faster) • We don’t have to wait anymore Why do you want AMP?

20. @bennimack // b13.com  Performance-driven websites with AMP • Google’s taking over your content and traffic! • Google’s building their own HTML variant! • Google will be the next Facebook! Criticism

21. @bennimack // b13.com  Performance-driven websites with AMP • AMP is • an open collection of web components, JS, rulesets + CDN / Cache • easier to implement in 2019 than in 2016 • backed by Google, but not from Google • perfect for a CMS with structured content Summary

22. @bennimack // b13.com  Performance-driven websites with AMP https://amp.dev https://github.com/ampproject/amphtml Resources

23. @bennimack // b13.com  Performance-driven websites with AMP Go AMP! Go Now! Thank you!   Follow me on Twitter @bennimack   https://amp.dev     https://b13.com/amp

Performance-driven websites with AMP - NeosCon May 2019

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