What’s Your AMP Traffic Really Doing? Set Up Reporting in 10 Minutes

Posted by Jeremy_Gottlieb

The other day, my colleague Tom Capper wrote a post about getting more traffic when you can’t rank any higher. I was really pleased that he wrote it, because it tackles a challenge I think about all the time. As SEOs, our hands are tied: we’re often not able to make product-level decisions that could create new markets, and we’re not Google’s algorithms – we can’t force a particular page to rank higher. What’s an SEO to do?

What if we shifted focus from transactional queries (for e-commerce, B2C, or B2B sites) and focused on the informational type of queries that are one, two, three, and possibly four or more interactions away from actually yielding a conversion? These types of queries are often quite conversational (i.e. “what are the best bodyweight workouts?”) and very well could lead to conversions down the road if you’re try to sell something (like fitness-related products or supplements).

If we shift our focus to queries like the question I just posed, could we potentially enter more niches for search and open up more traffic? I’d hypothesize yes – and for some, driving this additional traffic is all one needs; whatever happens with that traffic is irrelevant. Personally, I’d rather drive qualified, relevant traffic to a client and then figure out how we can monetize that traffic down the road.

To accomplish this, over the past year I’ve been thinking a lot about Accelerated Mobile Pages (AMP).


What are Accelerated Mobile Pages?

According to Google,

“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful, and high-performing across devices and distribution platforms.”

What this really means is that Google wants to make the web faster, and probably doesn’t trust the majority of sites to adequately speed up their pages or do so on a reasonable timeframe. Thus, AMP were created to allow for pages to load extremely fast (by cutting out the fat from your original source code) and provide an awesome user experience. Users can follow some basic instructions, use WordPress or other plugins, and in practically no time have mobile variants of their web content that loads super fast.

Why use AMP?

While AMP is not yet (or possibly ever going to be) a ranking factor, the fact that it loads fast certainly helps in the eyes of almighty Google and can contribute to higher rankings and clicks.

Let’s take a look at the query “Raekwon McMillan,” the Miami Dolphins second-round pick in the 2017 NFL Draft out of Ohio State University:

Notice how of these cards on mobile, two contain a little lightning bolt and the word “AMP?” The prevalence of AMP results in the SERPs is becoming more and more common. It’s reasonable to think that while the majority of people who use Google are not currently familiar with AMP, over time and through experience, they will realize that AMP pages with that little icon load much faster than regular web pages and will gravitate towards AMP pages through a type of subconscious Pavlovian training.

Should I use AMP?

There are rarely any absolutes in this world, and this is no exception. Only you will know, based upon your particular needs at this time. AMP is typically used by news publishers like the New York Times, Washington Post, Fox News, and many others, but it’s important to note that it’s not limited to this type of entity. While there is an AMP news carousel that frequently appears on mobile and is almost exclusively the domain of large publishing sites, AMP results are increasingly appearing in the regular results, like with the Raekwon McMillan example.

I’m a fan of leveraging blog content on AMP to generate as many eyeballs as possible on our pages, but I’m still a bit leery about putting product pages on AMP (though this is now possible). My end goal is to drive traffic and brand familiarity through the blog content and then ultimately drive more sales as people are either retargeted to via paid or come back from other sources, direct, organic or otherwise to actually complete the purchase. If your blog has strong, authoritative content, deploying AMP could potentially be a great way to generate more visibility and clicks for your site.

I must point out, however, that AMP doesn’t come without potential drawbacks. There are strict guidelines around what you can and can’t do with it, such as not having email popups, possible reduction in ad revenue, analytics complications, and requiring maintenance of a new set of pages. If you do decide that the potential gain in organic traffic is worth the tradeoffs, we can get into how to best measure the success of AMP for your site.


Now you have AMP traffic – so what?

If your goal is to drive more organic traffic, you need to be prepared for the questions that will come if that traffic does not yield revenue in Google Analytics. First, we need to keep in mind that GA’s default attribution is via last direct click, but the model can be altered to report different numbers. This means that if you have a visitor who searches something organically, enters via the blog, and doesn’t purchase anything, yet 3 days later comes back via direct and purchases a product, the default conversion reporting in GA would assign no credit to the organic visit, giving all of the conversion credit to the direct visit.

But this is misleading. Would that conversion have happened if not for the first visit from organic search? Probably not.

By going into the Conversions section of GA and clicking on Attribution > Model Comparison Tool, you’ll be able to see a side-by-side comparison of different conversion models, such as:

  • First touch (all credit goes to first point-of-entry to site)
  • Last touch (all credit goes to the point-of-entry of session where conversion took place)
  • Position-based (credit is primarily shared between the first and last points-of-entry, with less credit being shared amongst the intermediary steps)

There are also a few others, but I find them to be less interesting. For more information, read here. You can also click on Multi-Channel Funnels > Assisted Conversions to see the number of conversions by channel which were used along the way to a conversion, but was not the channel of conversion.

AMP tracking complications

Somewhat surprisingly, tracking from AMP is not as easy or as logical as one might expect. To begin with, AMP uses a separate Analytics snippet than your standard GA tracking code, so if you already have GA installed on your site and you decide to roll out AMP, you will need to set up the specific AMP analytics. (For more information on AMP analytics, please read Accelerated Mobile Pages Via Google Tag Manager and Adding Analytics to Your AMP Pages).

In a nutshell, the client ID (which tracks a specific user’s engagement with a site over time in GA) is not shared by default between AMP analytics and the regular tracking code, though there are some hack-y ways to get around this (WARNING: this gets very technically in-depth). I think there are two very important questions when it comes to AMP measurement:

  1. How much revenue are these pages responsible for?
  2. How much engagement are we driving from AMP pages?

In the Google Analytics AMP analytics property, it’s simple to see how many sessions there are and what the bounce and exit rates are. From my own experience, bounce and exit rates are usually pretty high (depending on UX), but the number of sessions increases overall. So, if we’re driving more and more users, how can we track and improve engagement beyond the standard bounce and exit rates? Where do we look?

How to measure real value from AMP in Google Analytics

Acquisition > Referrals

I propose looking into our standard GA property and navigating to our referring sources within Acquisition, where we’ll select the AMP source, highlighted below.

Once we click there, we’ll see the full referring URLs, the number of sessions each URL drove to the non-AMP version of the site, the number of transactions associated with each URL, the amount of revenue associated per URL, and more.

Important note here: These sessions are not the total number of sessions on each AMP page; rather, these are the number of sessions that originated on an AMP URL and were referred to the non-AMP property.

Why is this particular report interesting?

  1. It allows us to see which specific AMP URLs are referring the most traffic to the non-AMP version of the site
  2. It allows us to see how many transactions and how much revenue comes from a session initiated by a specific AMP URL
    1. From here, we can analyze why certain pages refer more traffic or end up with more conversions, then apply any findings to other AMP URLs

Why is this particular report incomplete?

  • It only shows us conversions and revenue that happened during one session (last-touch attribution)
    • It is very likely that most of your blog traffic will be higher-funnel and informational, not transactional, so conversions are more likely to happen at later touch points than the first one

Conversions > Multi-Channel Funnels > Assisted Conversions

If we really want to have the best understanding of how much revenue and conversions happen from visits to AMP URLs, we need to analyze the assisted conversions report. While you can certainly find value from analyzing the model comparison tool (also found within the conversions tab of GA), if we want to answer the question, “How many conversions and how much revenue are we driving from AMP URLs?”, it’s best answered in the Assisted Conversions section.

One of the first things that we’ll need to do is create a custom channel grouping within the Assisted Conversions section of Conversions.

In here, we need to:

  1. Click “Channel Groupings,” select “Create a custom channel grouping”
  2. Name the channel “AMP”
  3. Set a rule as a source containing your other AMP property (type in amp into the form and it will begin to auto-populate; just select the one you need)
  4. Click “Save”

Why is this particular report interesting?

  1. We’re able to see how many assisted as well as last click/direct conversions there were by channel
  2. We’re able to change the look-back window on a conversion to anywhere from 190 days to see how it affects the sales cycle

Why is this particular report incomplete?

  • We’re unable to see which particular pages are most responsible for driving traffic, revenue, and conversions

Conclusion

As both of these reports are incomplete on their own, I recommend any digital marketer who is measuring the effect of AMP URLs to use the two reports in conjunction for their own reporting. Doing so will provide the value of:

  1. Informing us which AMP URLs refer the most traffic to our non-AMP pages, providing us a jumping-off point for analysis of what type of content and CTAs are most effective for moving visitors from AMP deeper into the site
  2. Informing us how many conversions happen with different attribution models

It’s possible that a quick glance at your reports will show very low conversion numbers, especially when compared with other channels. That does not necessarily mean AMP should be abandoned; rather, those pages should receive further investment and optimization to drive deeper engagement in the same session and retargeting for future engagement. Google actually does allow you to set up your AMP pages to retarget with Google products so users can see products related to the content they visited.

You can also add in email capture forms to your AMP URLs to re-engage with people at a later time, which is useful because AMP does not currently allow for interstitials or popups to capture a user’s information.

What do you do next with the information collected?

  1. Identify why certain pages refer more traffic than others to non-AMP URLs. Is there a common factor amongst pages that refer more traffic and others that don’t?
  2. Identify why certain pages are responsible for more revenue than other pages. Do all of your AMP pages contain buttons or designated CTAs?
  3. Can you possibly capture more emails? What would need to be done?

Ultimately, this reporting is just the first step in benchmarking your data. From here you can pull insights, make recommendations, and monitor how your KPIs progress. Many people have been concerned or confused as to whether AMP is valuable or the right thing for them. It may or may not be, but if you’re not measuring it effectively, there’s no way to really know. There’s a strong likelihood that AMP will only increase in prominence over the coming months, so if you’re not sure how to attribute that traffic and revenue, perhaps this can help get you set up for continued success.

Did I miss anything? How do you measure the success (or failure) of your AMP URLs? Did I miss any KPIs that could be potentially more useful for your organization? Please let me know in the comments below.

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The Rise of Micro-Influencers: How to Run a Micro-Influencer Campaign

The interest ininfluencer marketing has been growing steadily over the past few years and more people are seeking to understand more about it now than ever before.

Just take a look at this Google Trends chart:

According to eMarketer, 48 percent of marketers decided to increase their budget for influencer marketing in 2017. And only four percent had plans to decrease their budget.

If you’re thinking of running an influencer marketing campaign, it can be a little daunting:

  • How to do I discover the right influencers?
  • What’s the best way to reach out to influencers?
  • What does success look like?

We’d love to help you answer these questions and more

Here’s a step-by-step guide to help you run a social media influencer marketing campaign.

How to Run a Successful Micro-Influencer Marketing Campaign in 5 Steps

What are micro-influencers?

In this guide, we’ll focus on only micro-influencers – influencers with a niche engaged following.

A study by Dr. Jonah Berger, author of Contagious, and the Keller Fay Group, defines micro-influencers as:

Individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy.

To illustrate how micro-influencer marketing works, here’s an example I found on Instagram where@amandafredericksoncollaborated with Thermomix.

As you can see in the video below, Amanda shares an interesting and fun recipe with her audience and makes it using one of Thermomix’s products:

Build and Deploy Machine Learning Models on Cloud A Structured Approach

Article URL: http://amitkaps.com/datascience/

Comments URL: https://news.ycombinator.com/item?id=15142839

Points: 1

# Comments: 0


hnrss is a labor of love, but if the project has made your job

or hobby project easier and you want to show some gratitude, <a

href=”https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=ZP9Q7QUNS3QYY”>donations

are very much appreciated. Thanks!

Michael Jordan funds mercenary dev hub Gigster’s $20M enterprise pivot

Gigster is shifting from letting anyone outsource full-stack app development to building next-gen tech projects for big companies. If an enterprise needs machine learning and vision, data visualization, blockchain, React or Swift work done and doesn’t want to hire full-time employees, Gigster assembles a squad of freelancers and guarantees the work at a fixed price. Read More

Hints of Trigonometry on a 3,700-Year-Old Babylonian Tablet

Article URL: https://www.nytimes.com/2017/08/29/science/trigonometry-babylonian-tablet.html?rref=collection%2Fsectioncollection%2Fscience&action=click&contentCollection=science&region=rank&module=package&version=highlights&contentPlacement=2&pgtype=sectionfront&_r=0

Comments URL: https://news.ycombinator.com/item?id=15127364

Points: 8

# Comments: 1


hnrss is a labor of love, but if the project has made your job

or hobby project easier and you want to show some gratitude, <a

href=”https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=ZP9Q7QUNS3QYY”>donations

are very much appreciated. Thanks!

Okta Enhances Adaptive Multi-Factor Authentication, Adds Two-Factor Authentication As New Standard for All Okta Single Sign-On Customers


SAN FRANCISCO(BUSINESS WIRE)August 29, 2017

Okta, Inc. (NASDAQ:OKTA), the leading independent provider of identity for the enterprise, today delivered new functionality for its cloud-based Okta Adaptive Multi-Factor Authentication (AMFA), securing all resources in the enterprise. The company also announced that basic two-factor authentication now comes standard for every Okta user, setting a new baseline for strong identity protection, and released new adaptive security features to protect customers from the impacts of credential theft and account takeover attacks.

In today’s cloud and mobile world, we have more data, with more people, and in more locations than ever before making credential harvesting the most fruitful tactic for today’s threat actors, Yassir Abousselham, Chief Security Officer at Okta. Identity is now the security team’s last control point because security can’t manage every single person, device and app; what they can control is who has access to information, and when. That’s why we’ve made significant investments to make the security provided by the Okta Identity Cloud even more effective. Now, with enhancements to our AMFA solution, multi-factor authentication as the new standard of identity-driven security, and the ability to make smarter security decisions based on context, we’re helping to ensure the right person gets access to the right resources, at the right time.

Security that Starts and Ends with Authentication

Today 81% of data breaches involve stolen or weak credentials, and safeguarding end users has become increasingly difficult due to the increased flexibility of modern mobile and cloud technology. To help IT and security teams manage today’s proliferation of users, applications and devices, Okta focuses on securing the common point in each of these scenarios the user which starts and ends with authentication.

By integrating and securing more than 5,000 applications, IT infrastructure and devices in the Okta Identity Cloud, Okta makes creating and maintaining secure credentials easy. Now Okta is adding to its strong cloud-based authentication services to further mitigate the risk of data breaches from compromised credentials for every Okta user. Effective immediately, Okta Single Sign-On includes a simple one-time passcode strong authentication for all users making two-factor authentication now the standard for everyone that uses Okta. Additionally, because reusing the same password across accounts makes it easier for threat actors to gain access to credentials, Okta is rolling out a compromised password detection feature, which will prevent all Okta users from using commonly used passwords and passwords that were exposed as part of publicly known data breaches.

For instances where more robust security is required, Okta AMFA provides a comprehensive set of authentication factors and a robust policy framework that supports contextual access management and adaptive, risk-based authentication. By using context, Okta AMFA gives the right users access only to the data and application permissions they need, at the right time easily and securely. Now Okta is applying AMFA to an even broader set of applications, and can now be used for RDP, LDAP, other SSO products, ADFS, custom web apps and RADIUS, resulting in exhaustive coverage of all applications in the Okta Integration Network. Customers can also choose to start with AMFA before beginning their SSO journey, or add AMFA to their existing Okta Identity Cloud service.

At Levi Strauss & Co., we didn’t just invent the blue jean we’ve been innovating in apparel for more than 150 years. As we’ve continued to grow, we’ve also looked for ways to use technology to enable simple, consumer-like experiences for our employees, empowering them to do their best work while at the same time allowing us to keep company information secure, said Colin Anderson, Chief Information Security Officer at Levi Strauss & Co. Okta makes this balance of security and usability seamless. With identity as a core piece of our IT and security infrastructure, we’re able to make access and authentication simple and now with Okta’s Adaptive Multi-Factor Authentication, we’ll be able to strengthen that security layer further across all our users, applications and devices.

Intelligent, Context-Driven Protection

The Okta Identity Cloud closely monitors access behaviors to determine when there is a potential threat actor using compromised credentials to gain access to sensitive company information. With this intelligence, organizations using Okta AMFA can detect anomalies based on the user’s location and client, such as OS and browser user agent helping them make more intelligent access decisions based on the context of the authentication event. Organizations with AMFA can also now use Okta’s device trust capabilities to determine whether or not an authentication event is coming from a trusted/untrusted device, ensuring only trusted devices can access business critical applications such as Office 365, Workday or Salesforce.

Okta also uses information across the Okta Identity Cloud to understand potential security threats to the Okta cloud platform. Okta’s security operations team closely monitors security threats across the network 24/7 by capturing broad threat intelligence from our cloud-based platform. Now Okta is sharing that intelligence across the network, allowing organizations to both manually blacklist IP addresses when being attacked and create a policy-based blacklisting for geographies using information such as country and proxy status.

For more information on Okta’s new security features, visit okta.com/solutions/security/.

About Okta, Inc.

Okta is the leading independent provider of identity for the enterprise. The Okta Identity Cloud connects and protects employees of many of the world’s largest enterprises. It also securely connects enterprises to their partners, suppliers and customers. With deep integrations to over 5,000 apps, the Okta Identity Cloud enables simple and secure access from any device. Thousands of customers, including Experian, 20th Century Fox, LinkedIn, Flex, News Corp, Dish Networks, and Adobe trust Okta to work faster, boost revenue and stay secure. Okta helps customers fulfill their missions faster by making it safe and easy to use the technologies they need to do their most significant work.

Okta, Inc.

Kelsey Nelson

press@okta.com

There’s a smart reason why the Burning Man festival is laid out like a giant clock

burning man festival black rock city aerial viewREUTERS/Jim Urquhart

The INSIDER Summary:

  • Every year, Burning Man festival organizers rebuild and take down Black Rock City for the festival.
  • The festival grounds are shaped like a giant clock.
  • It has a symbolic meaning, but it also allows for a helpful address system.


Every year, the Burning Man festival creates and destroys a temporary city in the Black Rock Desert. Black Rock City is shaped like an enormous wheel, with eight different segments and an open space on one end.

Why the weird shape? There are aesthetic reasons for it, of course. There’s a symbolism that goes into the “Wheel of Time,” as the organizers call it. But there’s also a functional purpose to the circle: it makes an address system.

In 1999, Burning Man organizers came up with the shape to mark the close of the millennium. On the inside, the famous “Playa” at the festival’s center issupposed to be a giant circle divided into 60 units. They’re encased in 12 larger units, so it looks like a clock spanning half a mile of desert.

Surrounding that are eight sections, each one named after a planet that orbits the sun. The sections are separated by “circumferential streets,” crossing through the circle. And then there are “radial streets,” which go around the arc.

It’s a little confusing, so here’s an illustration to show you how it works, modified from the Burning Man website.

burning man wheel time illustration skitchedBurning Man

With evenmore subdivisions, for minutes and second, youcan effectively given an address for every person in the circle. One example address is “5:24 Mars.”

The whole planetary system is pretty confusing. In more recentyears, Black Rock City started using just hours and minutes to denote addresses.

black rock city map graphicBurning Man

Having an address is helpful for meeting up with people and scheduling your time at Burning Man. It’s also helpful for emergency vehicles, who are on hand in case of fire, or if the dusty Nevada desert conditions get too tough.

At the end of each festival, Burning Man attendees clean up after themselves and leave no trace of it behind. The next year, they build it all up again. It works thematically with the shape of the festival itself, ending and renewing itself as time goes by.

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US-backed commander in Syria says Raqqa battle will end in 2 months

SDF RaqqaRodi Said/Reuters

The battle to oust Islamic State from its stronghold in the Syrian city of Raqqa should end within two months, a top-ranking Kurdish commander told Reuters, but said she expects the fighting to intensify.

Nowruz Ahmed sits on the military council of the U.S.-backed Syrian Democratic Forces (SDF) and as one of a small number of members of its Raqqa general command is one of the most senior commanders in the offensive.

Islamic State has lost swathes of territory since 2015 in both Syria and Iraq, including the Iraqi city of Mosul. In Syria, under separate attacks from a U.S.-led coalition and from the Russian-backed Syrian army, it is falling back on its strongholds along the Euphrates valley east of Raqqa, the de facto capital of the caliphate it declared in 2014.

We cannot determine the time period in which the battle of Raqqa will end precisely because war has its conditions. But we do not expect it to last long, and according to our plans the battle will not take longer than two months from now, Ahmed said.

The SDF alliance of Kurdish and Arab militias is fighting inside Raqqa’s city center, with the help of air strikes and special forces from the U.S.-led coalition. They pushed into the city in June after battling for months to encircle it.

Ahmed said the SDF was focused on the Raqqa battle for now and had not yet set plans to launch an assault in Deir al-Zor province, which is further down the Euphrates towards the Iraqi frontier and remains almost entirely under IS control.

Ahmed, a women’s rights activist before Syria’s civil war began in 2011, heads the all female counterpart to the Kurdish YPG militia. The YPG is the most powerful component of the SDF, and the female unit has played a leading frontline role on the battlefield during the Raqqa campaign. She spoke to Reuters in Raqqa in what she said was her first interview with the media.

Female Kurdish fighters from the People's Protection Units (YPG) sit in a house in Raqqa, Syria, June 15, 2017. REUTERS/Goran TomasevicThomson Reuters

She estimated Islamic State had between 700 and 1,000 fighters left in Raqqa, mainly at the center of the city. The SDF has encircled the militants and captured around 60 percent of the city.

The SDF had a solid core of about 15,000 fighters in the Raqqa offensive, Ahmed said. Before the fighting began late last year, it had over 50,000 forces and has continuously enrolled new ones, she added.

The presence of an estimated 5,000 to 10,000 civilians besieged in Raqqa, including families of IS fighters from outside the city, has hampered the advance, said Ahmed.

During our incursions, we try to open safe passages for them so they would not be a target of our attacks, but there are also many mines that led to the deaths of civilians, she said.

Islamic State will fight until the end, and many of its remaining militants in Raqqa are foreign fighters who will carry out suicide attacks, Ahmed said.

The SDF and its allies have set up a civilian council to run Raqqa after Islamic State is defeated in the city. Ahmed said the SDF has no plans to stay inside Raqqa after it is freed unless we are asked.

The major role of the Kurdish YPG in the battle for Raqqa, a mostly Arab city, is a point of sensitivity for many of the city’s former residents, according to activists from Raqqa. It is also sensitive for Turkey, a U.S. ally which fears expanded Kurdish influence along its border with Syria.

Ahmed said 60 percent of the SDF’s 50,000 fighters were Arab, 30 percent Kurdish, and 10 percent from other ethnic groups. The spokesman for the U.S.-led coalition backing the SDF said earlier this month that there are 24,000 Arabs and 31,000 Kurds in the alliance.

Syria Raqqa ISISHussein Malla/Associated Press

Last week, the head of the Deir al-Zor military council, a part of the SDF, said an offensive to capture the eastern province of Deir al-Zor from Islamic State would start soon.

However, Ahmed said the SDF has no plans now to advance into the province because of the focus on Raqqa, and that a Deir al-Zor campaign had not been discussed with the U.S.-led coalition.

“There are demands for us to free Deir al-Zor and we are currently studying this,” she said, adding that the SDF had enough forces to capture the province.

The Syrian army and its allies are advancing eastwards through central Syria along several fronts in their own offensive towards Deir al-Zor, where a government enclave has been besieged by Islamic State for years.

“If the regime doesn’t attack us and make a target of us, we will not attack it,” Ahmed said.

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Why Jon Snow has always been the ‘rightful heir’ to the Iron Throne

Jon Snow Daenerys Targaryen Game of Thrones s7e3Helen Sloan/HBO

Warning: Spoilers ahead for the “Game of Thrones” season seven finale, “The Dragon and the Wolf.”

The seventh season of “Game of Thrones” finally delivered irrefutable proof that Jon Snow is the son of Prince Rhaegar Targaryen and Lyanna Stark. Plus the series shocked viewers by revealing Jon’s real name – Aegon Targaryen.

“He’s never been a bastard,” Bran said.”He’s the heir to the Iron Throne.”

Showrunner David Benioff reasserted this in one of the behind-the-scenes videos shared by HBO after the finale aired. When discussing Jon’s legitimized parentage and his real name, Benioff said “That means he’s the rightful heir to the Iron Throne. That changes everything.”

Here’s the Targaryen family tree, beginning with Daenerys and Rhaegar’s father, the Mad King Aerys:

Targaryen Family Tree Line of Succession Game of Thrones Jon Snow Aegon Skye Gould/INSIDER

In typical Westerosi families, the line of succession follows the male line of descendants in order of birth.

So after the Mad King Aerys, Rhaegar Targaryen was next in line for the throne. Then after Rhaegar, the crown is passed to Rhaegar’s eldest son. Since Jon is the only living male descendant of Rhaegar, he is the rightful heir to the throne.

Rhaegar’s other son, also named Aegon, was ahead of Jon in the line of succession. But he was killed, along with their sister Rhaenys, during the sack of King’s Landing at the end of Robert’s Rebellion.

Daenerys only has a claim to the crown if Jon is eliminated from the line of succession. They are the only two surviving Targaryens.

Rhaegar Targaryen and Lyanna Stark wedding Game of Thrones season 7 finale HBO

As we explored after the season seven finale, this revelation about Jon’s claim to the Iron Throne will likely be a contentious part ofhis and Daenerys’ storyline in the eighth and final season of “Game of Thrones.”

“Just as we’re seeing these two people come together, we’re hearing the information that will inevitably, if not tear them apart, cause them real problems in their relationship,” showrunner D.B. Weiss saidafter the finale.

With the series coming to a close, more in-fighting between houses is the last thing we’d want to see. After all, the Night King just flew into Westeros on the back of an undead dragon with nuclear firepower capabilities. The focus should be on survival, not a new Targaryen civil war.

Plus, we’ve long theorized that nobody will sit on the Iron Throne at the end of the series, so does it even matter than Jon has the strongest claim?We’ll have to wait for season eight to see where this revelation will take Jon.

In the meantime,learn more about Rhaegar and his relationship with both his father and Lyanna Stark inour exploration of everything we knew about the Dragon Prince.

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