3. #SMX #XXA @JonoAlderson
If you're going to make strategic decisions around
adoption, content strategies, technical roadmaps…
You should understand the ecosystem
4. #SMX #XXA @JonoAlderson
AMP != Google
But they’re obsessed, and their adoption and approach is driving and
informing the the whole landscape
18. #SMX #XXA @JonoAlderson
So you embrace AMP as a(nother) tool for
making searching, and web-based
consumption of editorial content, seamless
19. #SMX #XXA @JonoAlderson
You create huge incentives for adoption
(inclusion in news sliders, for business models which are struggling...)
20. #SMX #XXA @JonoAlderson
Land-grab; extend the AMP experience
beyond editorial content
Accelerated Mobile Forms
Accelerated Mobile Commerce
Accelerated Mobile Comparison
Enhanced Experiences via Content Performance Policies
21. #SMX #XXA @JonoAlderson
For Google, rapid
and broad AMP
adoption is part of
building a moat
around search
http://bit.ly/1VYy926
Bill Gurley, 2011
22. #SMX #XXA @JonoAlderson
Let’s assume that broad adoption occurs*
*although potentially matures into something more like a CPP
23. #SMX #XXA @JonoAlderson
Google’s very generous offer to cache and
serve all AMP pages puts the content firmly
back into their ecosystem.
They retain control
(and do what with it?)
24. #SMX #XXA @JonoAlderson
Couple with their invite-only ‘direct to SERP’
publishing, it maintains* their model, where
they’re the discovery, preference and
consumption mechanism
*slows the decline of?
25. #SMX #XXA @JonoAlderson
If AMP is a like JSON/XML++ ...
Why wouldn’t the next generation of content
apps tap into AMP-formatted endpoints, rather
than requesting raw data from APIs?
(things like Pocket, or BBC News)
27. #SMX #XXA @JonoAlderson
In conclusion...
● AMP becomes the new RSS
● It’s a mandatory format to ‘buy in’ to preferential
content formats (not ‘rankings’)
● AMP buys Google another ~12 months of
mobile ad revenue from ‘legacy’ consumption
models
29. #SMX #XXA @JonoAlderson
None of this gets done without business having
solid business cases for how they’ll benefit, and
how they’ll measure and attribute value.
30. #SMX #XXA @JonoAlderson
We need a massive evolution of Google
Analytics / Search Console to better manage
the concept of ‘distributed assets’ and
attribution models to match…
otherwise adoption will fail
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Other major players...
WordPress
●How does this play against WP move to API/JSON first?
●RSS is *still* baked into the core of WP (which happens to
power 25%+ of the Internet); is AMP, or what comes next, a
replacement?
33. #SMX #XXA @JonoAlderson
Other major players...
CloudFlare
●Could CF do this automatically, and cache the hell out of it?
●Does this topple some of Google’s control?
●Why wouldn’t they do this?
34. #SMX #XXA @JonoAlderson
23-24 June
Digital strategist. Marketing technologist.
Full stack developer. Hardcore technical SEO.
Analytics guy. WordPress expert.
Next up...
Notes de l'éditeur
It's just an agreement on a set of standards, like RSS or XML sitemaps; albeit in a walled garden.
And AMP isn’t the only thing. But it’s the BIG focus at the moment.
Google are aggressively pushing, promoting, integrating. Why? And why should you care?
All based on a synergy between the way in which we consume and publishers monetize content
*some types of
Much in the same way as they've always fought to make search-research-convert the normal mechanic (because there's synergy with their own revenue models) [pagespeed, security, standards, the whole algo...]