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AMP Do’s & Don’ts for Superhero Results
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I’m Aleyda Solis
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I help companies to connect with them through organic search results
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Some are brands you likely know
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Having a fast mobile Website is one of the fundamental aspects to achieve this goal
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Which will be even more critical with Google’s upcoming mobile first index too
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Users have minimum speed expectations
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Probably because of this
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But this is our speed reality
https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
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Let’s see: How much time the BBC mobile home page takes to load?
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Ouch
https://testmysite.thinkwithgoogle.com
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And the Asos one?
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Yup
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And the House of Fraser?
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I think I’ve made my point
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The solution is to implement WPO principles to make Mobile sites to load fast
https://developers.google.com/speed/docs/insights/rules
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But big sites have restrictive legacy platforms & small ones little resources to improve them
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This is why Google launched AMP
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It uses a “simplified” HTML version with optimised resources & cache to serve faster in Mobile SERPs
https://www.ampproject.org/learn/overview/
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AMP is published “parallely” and canonicalized to your current (slower) Mobile Web pages
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-into-tv/amp/
Canonical URL AMP URL
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It’s also cached and pre-rendered by Google when shown in Mobile SERPs
Google AMP Viewer URLthat is pre-rendered
Canonical URL of the Page
Content served from AMP Cache
URL
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Canonical URL AMP URL
Making it certainly much faster
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-
into-tv/#4707740c71f8
https://www.forbes.com/sites/alanwolk/2017/09/07/apple-is-losing-its-cool-factor-and-thats-a-problem-if-they-want-to-break-into-tv/amp/
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AMP usage is not a ranking factor though
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But Google made it a requirement to be included in the News Carrousel
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as well as shown in organic results
AMP article rich resultsCan be free-standing in the results page, or embedded in a carousel of
similar result types. All AMP article rich results are also rich results.
AMP non-rich resultsA basic, non-graphical search result
pointing to the AMP page.
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Which has given it an impressive SERP visibility
https://www.rankranger.com/amp-on-google-serp
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As well as traffic to the sites using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobile organic visibility and traffic from
AMP than non-AMP results
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Especially media sites that were the first to adopt it
Data by Sistrix
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More transactional sites use now AMP though thanks to added functionality, like dynamic content
https://www.ampproject.org/learn/showcases/
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However, AMP is not a replacement of your Mobile site
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AMP is a fast “add-on” to your already existing (but still slow) mobile Website
Just what happens with Batman as a super hero
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No real super-power, just added gadgets that
improve him
Non-Canonical AMP A fast Mobile site
Natural superpowers, he doesn’t need add-ons
to be improved
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AMP is to a fast Mobile site what Batman is to Superman
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Google representatives agree that is not a “bullet-proof” solution for all sites
“It wouldn’t be reasonable for us to expect that a group of limited functionalities replace all what you can do at the moment in the mobile environment…AMP its meant to serve in certain use cases”
https://www.youtube.com/watch?v=wtOjUwGnrVY
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But due to the way it is presented and its expansion efforts it might look like it
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That’s why there are reservations about it: “AMP has a good intentions… but sacrifice the open Web”
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Which has been also addressed in the past by Google
https://medium.com/@pbakaus/why-amp-caches-exist-cd7938da2456
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As well as clarified over time
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The reality is that it does solve a huge Web speed problem
https://www.alexkras.com/google-amp-is-winning/
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Although the best to avoid these concerns would be to give fast Mobile pages the same AMP treatment
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Realistically, users don’t even know about AMP
https://dejanseo.com.au/amp/
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You shouldn’t then use AMP as a silver bullet Mobile speed solution but a resource in certain scenarios…
Thanks Alfred :)
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To avoid situations like this
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Use AMP when your Mobile site is too slow + can’t be improved and /or you need carrousel inclusion
and/or
Too slow and can’t be improved
Needs to be included in carrousel
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It’s better to avoid AMP with independent mobile sites, move to Responsive/Dynamic serving first
Desktop Web Parallel Mobile Web Version with M subdomain
AMP version under the M subdomain
Google AMP Viewer URL
Canonicalize to
Generates
Why maintaining many non-canonical URLs versions?
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Verify if you can Implement your Mobile Web UI, functionality & all existing content with AMP
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Your AMP URLs should replicate your own Mobile Web UI, content & functionality, instead of this
ORIGINAL MOBILE PAGE AMP VERSION
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From Feb 2018 Google will require that AMP URLs also show the same content than canonical ones
https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html
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This means that we cannot use AMP to just show content “previews” and refer to your Mobile site
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If you’re using hreflang annotations, you should also include them in your AMP URLs too
https://ampbyexample.com/introduction/internationalization/
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Which would look like this if you use AMP along an independent Mobile Web version
Another reason to avoid having an independent Mobile site along AMP
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Validate that your mobile Web functionality can be replicated by using AMP components
https://www.ampproject.org/docs/reference/components
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Check with your development team if you have the capacity and flexibility to use them
https://ampbyexample.com/
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Plan ahead using the roadmap with a reference of the functionalities to come
https://www.ampproject.org/roadmap/
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You can even test while validating your code directly in the AMP Playground editor
https://ampbyexample.com/playground/
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As well as to use the templates and pre-built, reusable components offered by AMP Start
https://ampstart.com/
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There are also free Wordpress plugins that highly facilitate the implementation
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You can also use freemium and paid WP plugins like AMP for WP and weeblrAMP
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They will allow you to personalise more, but you’ll likely need further development support
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There isn’t an “out of the box” solution, you still will need design personalisation
<>ORIGINAL MOBILE PAGE AMP VERSION
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The goal should be to replicate the UI, functionality and content
ORIGINAL MOBILE PAGE = AMP VERSION
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Check your AMP visibility
potential to prioritise your
implementation accordingly
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Verify the share and type of queries for which AMP results are shown in your industry
https://www.sistrix.com/
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Identify which of them are shown along SERP features to prioritise and format your content
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Like this
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Avoid linking to your AMP URLs unless you’re using them as your canonical mobile Web pages
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There’s an inconsistent mobile user experience when accessing to AMP pages from SERPs
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Which ends-up causing that users link and share the non-canonical Google AMP Viewer URLs
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Start avoiding these by making sure to only link internally to your canonical URLs from AMP
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Remember to redirect based on the user agent to avoid showing AMP URLs to non-mobile visitors
DON’T DO THIS DO THIS
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Validate your AMP implementation before and after launch with SEO crawlers to minimise issues
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+70% of top publishers with AMP across 8 countries (including the UK) have implementation errors
https://www.semrush.com/blog/amp-mistakes-semrush-study/
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Most common AMP mistakes are related to usage of disallowed and invalid attributes & tags
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As well as even more fundamental ones
THIS IS NOT THE AMP VERSION OF THE ABOVE ARTICLE
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Use the AMP validation errors specification as a reference (to avoid) during implementation
https://www.ampproject.org/docs/reference/validation_errors
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Go through your main pages to spot issues by using the AMP Chrome validator extension
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
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Crawl all of your site pages to validate AMP implementation issues before and after launching
https://sitebulb.com/
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SEO crawlers like Sitebulb, Deepcrawl & SEMrushalready include AMP configuration problems
deepcrawl.com
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You’ll be able to obtain and fix quickly those that would generate critical issues in the Search Console
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Monitor AMP implementation errors with GSC AMP report, where you should focus on fixing critical issues first
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It’s usual to be overwhelmed by the increase of AMP issues when launching or updating
SIGH
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Prioritise to fix critical issues first, which will be the ones preventing to be shown in SERPs
THIS
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Start with those affecting the highest number of pages and check them directly there
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Focus on identifying how the non-supported code is included to establish a pattern and remove it
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YES
Rinse and repeat until you minimise critical errors
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Monitor your AMP visibility impact to
prioritise your efforts along the on-
going content development and
optimisation process
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Opt-in for Google Analytics AMP Client ID API to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764
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This will allow you to correctly track AMP with GA in *almost* all scenarios. Check Christian’s preso!
https://www.slideshare.net/christianoliveira/why-your-analytics-tool-may-be-lying-to-you-about-amp-searchmetrics-summit-2017
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Beyond the AMP vs. Non-AMP traffic trend, what’s the impact of AMP on users behaviour?
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Follow-up w/ your own AMP results via the Google Search Console too
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Verify the top queries per AMP URL to identify further AMP content opportunities
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Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords
https://www.seomonitor.com/
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You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking
https://www.semrush.com
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Do the same with your News Carrousel AMP rankings by using RankRanger
rankranger.com
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Sometimes you will find “a bit” of repetition there too! How much content can you produce?
12 21
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Last but not least, if at some point things are not going as expected and you want to disable AMP, follow SEO best practices to avoid losing that traffic
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Remove the rel=”amphtml” link tag and 301-redirect AMP URLs to your canonical ones
HANDY WORDPRESS
PLUGIN
https://developers.google.com/search/docs/guides/remove-amp
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However, it’s unlikely that AMP will disappear in the near future, at least not until our sites are fast
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Here’s a list with all of these do’s and dont’s, so you don’t forget
Verify if you can Implement your current
Mobile Web UI, content & functionality with AMP
Check your AMP visibility potential to prioritise your
implementation accordingly
Monitor AMP implementation errors with GSC AMP report, where you
should focus on fixing critical issues first
Avoid linking to your AMP URLs unless you’re using them as your canonical mobile Web
pages
Validate your AMP implementation before
and after launch with SEO crawlers to minimise issues
Monitor your AMP visibility impact to prioritize your
efforts along the on-going content development and
optimization process
If you want to disable AMP, don’t forget SEO best
practices, removing tag to AMP and redirecting to your
mobile pages
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Now is your turn
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