Getting Amped - SMX London 2016 Panel Discussion

#SMX #XXA @JonoAlderson

Digital strategist. Marketing technologist.

Full stack developer. Hardcore technical SEO.

Analytics guy. WordPress expert.


Speculation alertThis is all just me thinking out loud.


If you're going to make strategic decisions around adoption, content strategies, technical roadmaps…

You should understand the ecosystem


AMP != GoogleBut they’re obsessed, and their adoption and approach is driving and

informing the the whole landscape


Google’s objective is to make money


Ad revenue in 2015$52b on Google websites

$15b on the content network

$7b elsewhere


Ad revenue in 2015$52b on Google websites

$15b on the content network

$7b elsewhere30% mobile


But the mobile web still sucks.


And so the way in which we search for consume (some types of)

content is changing.


1.Apps for actively browsing content, which provide a better experience

(e.g., BBC News, Amazon, TripAdvisor)


2.On-demand services which bypass

search entirely(e.g., Siri, Echo)


3.Other services which break the search-

and-content paradigm(e.g., Flipboard, Pocket)


Google can’t monetize these scenarios**(easily, scalably)


Also, they lose control of the consumer and/or of the content.

They’re no longer the personal assistant.


What does this mean for us?

http://bit.ly/23UF0bZWill Critchlow & Tom Anthony, 2016

http://bit.ly/23UF0bZ


So what might

Google’s plan

look like?


Competitors are perpetuating a move

away from a ‘search and consume’

model, and accelerating.


So you embrace AMP as a(nother) tool for making searching, and web-based

consumption of editorial content, seamless


You create huge incentives for adoption(inclusion in news sliders, for business models which are struggling...)


Land-grab; extend the AMP experiencebeyond editorial content

Accelerated Mobile Forms

Accelerated Mobile Commerce

Accelerated Mobile Comparison

Enhanced Experiences via Content Performance Policies


For Google, rapid and broad AMP

adoption is part of building a moataround search

http://bit.ly/1VYy926Bill Gurley, 2011

http://bit.ly/1VYy926


Let’s assume that broad adoption occurs**although potentially matures into something more like a CPP


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?)


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?


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)


Sound familiar? Who remembers this?


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


However...


None of this gets done without business having solid business cases for how they’ll benefit, and

how they’ll measure and attribute value.


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


Parting thoughts.


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?


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?


23-24 June

Digital strategist. Marketing technologist.

Full stack developer. Hardcore technical SEO.

Analytics guy. WordPress expert.

Next up...

Getting Amped - SMX London 2016 Panel Discussion

Education

Transcript of Getting Amped - SMX London 2016 Panel Discussion