Anyone who offers digital subscriptions as a web publisher always wonders how he does more reach into his paywalls sends. Even if in times like Corona the need for information leads to a lot of traffic and reach is not a problem, then the complaining of the portal operators about strong slumps on the website will not be ignored.
There are several ways to increase the reach of the site. See the "most effective channels". Also offers kontextR with inText links a format to get all the additional reach out of the publisher's own longtail and to direct it to Plus articles.
Nevertheless, I would like to keep one here, especially for Plus subscriptions Sales booster name that only works for mobile: Accellerated Mobile Pages, AMP for short, from Google.
What is AMP?
To put it flax: a publisher allows his articles to be on Google's server. Then Google can provide this content immediately when the user searches Google without having to load it from the portal operator.
The The advantage is clearly the speed and thus user experience. For this, the Extremely slimmed down and "freed" from much loved code.
Strictly speaking AMP a HTML framework. It takes some technical expertise as a publisher to use the technology.
Those who did it swear by AMP for their range gain in general. Even if, of course, you have given yourself back to your potential enemy. But you can comfort yourself, because in this case it's not about the competition in the ad business, but Google just wants to help you and the readers. That's just the way it is, you can't get by with the great and powerful - sometimes a friend, sometimes an enemy.
So if you can't win against your opponent, be like the water and flow around the stones 😉Sung Zu - in a modified form
What does AMP look like for the reader?
Once the reader is on a Smartphone the google search actuated, it receives one Carousel of small thumbnails with texts.
Because Google strongly considers the speed of articles for SEO rankings, of course those will Contents preferred that deposited with AMP are. Because these load the fastest, since they come from the Google CDN.
Benefits for publishers with a digital subscription
This means that Plus articles that are stored in the Google system via AMP not only load quickly for the user, but are also massively promoted by Google.
As I said, only on mobile! Because Google also wants to make sure that Readers with poor internet connection can view the content without much time delay can consume.
For sa lot of new reach into the publisher’s paywalls.
I heard from a well-known publisher that this 50% of subscription sales come from AMP traffic!!! An incredible number. Certainly not easy to copy, but possibly best practice!
Another advantage is that the Reader actively searched for the keywords and then directed into a matching Plus item. The increases the likelihood of subscription conversion considerable - the reader was not casually referred to the topic of the article, but rather appropriate to its search context.
Disadvantage of AMP for publishers
In addition to the above-mentioned market-political dangers and a certain initial technical effort on the part of the site operator, there is also the fact that many technical components of an article eliminated become. At least those that would slow down the page from a Google perspective.
That also means that some solutions from marketers or other content loaded from servers may not be displayed can. Exceptions for certain ad networks have been added, but the To a certain extent, publishers lose sovereignty over the content played and marketing freedom.
If you want to take advantage of AMP's opportunities as a publisher for your digital subscriptions, you will probably find yourself somewhat experience a strong jump in traffic.
Ad marketing options are limited by AMP. But right now for paid content it always applies that little or no advertising is placed here. At least because of the lower page impressions of paid content, ads are not that important.
Therefore a The strategy may be that a publisher only releases plus article URLs in AMP and therefore most of its content owned.
Use something in Germany more than a quarter of AMP publishers. Everyone has to decide politically and strategically for themselves whether this also makes sense for the rest. If you have a motivated technician, it may be worth a test.
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