What is AMP and why should you care about it? This presentation will give an overview of the AMP specifications and what are its benefits. This will include case study examples. Next, I’ll discuss the challenges of implementing AMP, AMP and Gutenberg, and AMP themes/plugins.

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W h y A M P f o r
W o r d P r e s s ?

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About Toren Ajk
• I’m the founder of TAC Marketing Group - a digital marketing
agency. Over the years we’ve worked with a variety of
clients, including Lexus, Lending Club, and Backblaze.
• I was CMO of Line2 from 2009-2011 where I drove over 1.5
million downloads of the app and grew annual revenue from
0-$10 million.
• In January of 2016 we started developing a native AMP
framework for WordPress and have since developed a
number of sites on it, including CharlieFoundation.org and
Seadreaminc.com. We recently launched AMPWPTools.com
as a marketplace for native AMP themes and plugins.

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Overview
• Why should you care about AMP
• What is AMP?
• The AMP way of doing things
• How to get Started with AMP
• Additional Resources

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AMP Engagement
• The Washington Post reduced page load times
by 88% and saw return visitors increase by 23%
• Carved reduced average page loads by 37%
and saw a 75% increase in conversion rates.
• Charlie Foundation increased page views by
49% and reduced bounce rate by 13% after
going native AMP.

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Why Should You Care About
AMP?
Page load time is critical for engagement

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Slow Pages Hurt You
Source: Soasta/Akamai State of Online Retail Performance

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The Benefits of AMP
• Fast page loads
• Higher conversion rates
• Lower bounce rates
• Greater user engagement
• Better search rankings
• More secure pages
• Less vulnerable to XSS attacks

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What Is AMP?
• Google created the AMP library and released it
as open source code in October of 2015.
• The AMP Governance joined the OpenJS
Foundation incubation program in October of
2019
• In June of this year AMP graduated to become
an OpenJS Foundation Growth Program.

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What is AMP?

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The AMP Way of Doing
Things
• Predictable performance is a key design goal of AMP
HTML. In order to achieve this there are a few basic
principles:
• HTTP request to render and fully layout the document
should be minimized.
• Resources such as images or ads should only be
downloaded if they are likely to be seen by the user.
• Browsers should be able to calculate the space needed
for every resource on the page without having to fetch
it.

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What is AMP HTML
• AMP HTML looks a lot like standard HTML but
with some code restrictions and the addition of
custom AMP properties.
• Restricting CSS files to 75kb or less
• Advanced functionality via AMP Components
• Schema markup is part of the base coding

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AMP JS
• The AMP JS library is one of the keys for fast loading
pages. It does this by:
• Loading everything from external resources
asynchronously
• Restricting the use of third party JavaScript except in
AMP iFrames and the AMP Script component.
• Pre-calculating the layout of every element on the page
before resources are loaded
• Lazy loading of images and ads

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AMP Cache
• It’s a proxy based CDN for delivering all valid
AMP documents.
• All JS files and images load from the same origin
using HTTP 2.0
• AMP cache is currently supported by Google,
Bing, and Cloudflare with more CDNs planned
for the future.

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So Why Aren’t You Already
AMPed
• You don’t like ugly pages.
• It’s just another fad.
• It’s too hard to implement.

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You Don’t Like Ugly Pages

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Not much better

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This converts 20% higher? !!!
AMP Version Non-AMP Mobile

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No more excuses
charliefoundation.org

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It’s just another fad
• There are over 31 million domains using AMP
• Over 10 billion AMP pages
• 500+ non-Google contributors to AMP
• Adopted by popular sites like: eBay, Reddit,
Twitter, Pinterest, AirBnb, and many more.

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How to Get Started with AMP
for WordPress
• Official AMP plugin for WordPress https://
wordpress.org/plugins/amp/
• Popular themes that are AMP compatible
Genesis, Astra, WordPress 2010-2020 https://
amp-wp.org/ecosystem/themes/
• Native AMP (AMP First) themes and plugins
https://ampwptools.com/

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Additional AMP Resources
• AMP Project https://amp.dev/
• AMP and web accessibility https://blog.amp.dev/2020/05/04/creating-accessible-sites-with-amp/
• AMP for WordPress https://amp-wp.org/
• Starter examples https://ampbyexample.com/
• AMP tutorial https://codelabs.developers.google.com/codelabs/accelerated-mobile-pages-advanced/#0
• AMP guides https://amp.dev/documentation/guides-and-tutorials/
• AMP courses https://amp.dev/documentation/courses/
• The AMP Channel https://www.youtube.com/channel/UCXPBsjgKKG2HqsKBhWA4uQw
• AMP Components https://amp.dev/documentation/components/
• AMP validator https://search.google.com/test/amp
• AMP Chrome testing extension https://chrome.google.com/webstore/detail/amp-validator/
nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en
• https://www.google.com/webmasters/tools/