Explore how to leverage Accelerated Mobile Pages to Win Search Marketing. Gain insights from the webinar led by Praveen Meloth, Head Digital Marketing at Shopcj.com.

2. What Do We Do on Mobile
• Lot more searches are happening on mobile
• High amount of content is being consumed
• Video is big on mobile

3. Loading………..

4. How do we react
• It was a poor experience for me…..
• 40% of the people abandon a webpage if it takes more that 3 seconds
to load (KISSmetrics)
• People are 5 time more likely to leave the site if it is not mobile
friendly
• One second delay in mobile lowers conversion by 3% decreases page
views by 10% and increases bounce by 9%
• Average Media Time for page load for optimized mobile site is 6 sec
to 8 sec. The median is around 22 sec

5. Google Focusing on Better Mobile
Experience
• April 2015 google released a mew mobile friendly algorithm
• Google Has Started With Mobile First Index
• Faster Loading pages have started to rank higher
• Rich Snippets and Rich Answers in SERP’s are becoming more
dominant

6. What Do We Have To Do
• Design First for Mobile and then for Website
• Have A Responsive Website
• Optimise Mobile Pages
• Adapt AMP quickly
• Build your PWA (Progressive Web Apps)

7. What is Accelerated Mobile Pages (AMP)
• Launched in Feb 2016 by Google
• It is an Open Source Project
• AMP helps web publishers to load pages instantly
• It is like a normal HTML page, but a stripped down version
• It is similar to Facebook Instant and Apple News
• Median load time for AMP pages is 0.7 sec
• Not much development required

8. AMP Pages

9. AMP getting preference in search results

10. AMP Rich Snippets

11. How Does it Work
• It fixes the size of the components and lays out the page in advance
• AMP JA knows how your page looks before any assets are loaded
• Width, height and other aspect ratios are set.
• Your Existing Page shopcj.com/kurtis
• The other APM page amp.shopcj.com/kurtis
• Amp page Canonical to point back to the original page
• No jumping around of content & the need to re-render is done away
with
• Free cached platform from google
• If you don’t have a standard page the canonical in AMP pages to point
back to itself

12. AMP Benefits
• Increase Discoverability by search engines
• More engaged customers on your site
• Bounce Rates Come Down Significantly
• Improved Search Engine Ranking
• Increased Traffic and More page per customer
• Increased Revenue for Publishers
• Better Conversion for Ecommerce Website

13. AMP Drawbacks
• Forms are not allowed
• Not all ads will work on AMP
• No Java script is allowed. Google Tag Manager to Google Analytics will not
work
• Understanding limitations of the AMP platform
• It restricts the way you code, you can only use the existing java script from
the library
• Less design control
• Tracking provides limited data
• Most of the AMP pages look the same
• Social Sharing was not Possible for AMP pages

14. Setting up your first AMP page

15. Setting up your first AMP page

16. Setting up your first AMP page

17. Setting up your first AMP page

18. Setting up your first AMP page

19. Setting up your first AMP page

20. Essentials While creating AMP pages
• It is very important to Validate your AMP pages
• Validation tools are built in to Chrome
• Publish only Valid Amp flies
• Add Metadata
• Ensure your AMP are discoverable
• Allow Crawlers to access you AMP files
• Test that your AMP loads correctly via Goolge AMP Cache
• Use AMP approved extensions for video

21. How to Track AMP performance
• It is Simple you ca use your existing Google Analytics
• It is Best to use different client id when setting up Google Analytics
• There are host of other analytics companies like Clickey, Adobe,
Linkplues etc…

22. Should you implement AMP
• AMP is great for static content pages. They work well for content
websites like news, blogs and for publishers
• No so great for ecommerce websites, but selective implementation
will work well
• Some Indian Companies who were first to adapt AMP :
- ET,Indian Express, Rediff, NDTV, Firstpost

23. Latest Updates on AMP
• The new update allows mobile
users to view copy and share
the canonical link of the article
or webpage along with the
Google AMP's version of the
URL
• Previously users were offered
the optimized version of the
original content that somehow
landed Google in some
controversies
• Available for Google ios, will be
soon coming to Andriod

24. Quick Starter Tools for AMP
• All About AMP : https://www.ampproject.org/
• AMP Validator :
- https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
- https://validator.ampproject.org/
- https://search.google.com/search-console/amp
- https://technicalseo.com/seo-tools/amp/
• Mobile Webpage Tester : https://search.google.com/search-console/mobile-friendly
• WordPress Plugin : https://wordpress.org/plugins/amp/
• Drupal Plugin : https://www.drupal.org/project/amp
• https://developers.google.com/analytics/devguides/collection/amp-analytics/
• https://testmysite.thinkwithgoogle.com/