1.
#SMX #14A @aleyda
AMP: DO OR DIE?

2.
#SMX #14A @aleyda#SMX #14A @aleyda
I’m Aleyda Solis

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#SMX #14A @aleyda#SMX #14A @aleyda
I help companies to connect with them
#SMX #14A @aleyda

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#SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda
Some of them brands you likely know

5.
#SMX #14A @aleyda#SMX #14A @aleyda
Having a fast mobile Website is one of the
fundamental aspects to achieve this goal

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#SMX #14A @aleyda
To avoid making users to leave the site

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#SMX #14A @aleyda
Killing conversions

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#SMX #14A @aleyda
Which will be even more critical with
Google’s upcoming mobile first index too

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#SMX #14A @aleyda
Users have minimum expectations

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#SMX #14A @aleyda
But this is our speed reality

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#SMX #14A @aleyda
Yup
https://testmysite.thinkwithgoogle.com/

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#SMX #14A @aleyda
The solution is to implement WPO principles
to make Mobile sites to load fast
https://developers.google.com/speed/docs/insights/rules
#SMX #14A @aleyda

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#SMX #14A @aleyda
But big sites have restrictive legacy platforms &
small ones little resources to improve them

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#SMX #14A @aleyda
That’s why Google launched AMP

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#SMX #14A @aleyda
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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#SMX #14A @aleyda
AMP is published “parallely” and canonicalized
to your current (slower) Mobile Web pages
http://www.businessinsider.com/
game-of-thrones-gendry-olympian-running-meme-2017-8
https://amp.businessinsider.com/
game-of-thrones-gendry-olympian-running-meme-2017-8

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#SMX #14A @aleyda
It’s also cached and pre-rendered
by Google when shown in Mobile SERPs
Google AMP Viewer URL
that is pre-rendered
Canonical URL of the
Page
Content served from AMP
Cache URL

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#SMX #14A @aleyda
http://www.businessinsider.com/
game-of-thrones-gendry-olympian-running-meme-2017-8
https://amp.businessinsider.com/
game-of-thrones-gendry-olympian-running-meme-2017-8
Making it certainly much faster

19.
#SMX #14A @aleyda
AMP usage is not a ranking factor

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#SMX #14A @aleyda
But Google made it a requirement to be
included in the News Carrousel

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#SMX #14A @aleyda
and can be also shown in organic results
AMP article rich results
Can 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 results
A basic, non-graphical search result
pointing to the AMP page.

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#SMX #14A @aleyda
Which has given it an impressive SERP visibility
https://www.rankranger.com/amp-on-google-serp

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#SMX #14A @aleyda
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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#SMX #14A @aleyda
This has incentivized its adoption,
especially among big media oriented sites

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#SMX #14A @aleyda
However, AMP is not a
replacement of your Mobile site

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#SMX #14A @aleyda
Even 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

27.
#SMX #14A @aleyda
AMP is a fast “add-on”
to your already existing
(but still slow) mobile
Web presence
#SMX #14A @aleyda

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#SMX #14A @aleyda
But due to the way it is presented and
its expansion efforts it might look like it

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#SMX #14A @aleyda
That’s why there are reservations about it: “AMP has
a good intentions… but sacrifice the open Web”

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#SMX #14A @aleyda
You shouldn’t then use AMP
as a silver bullet Mobile
speed solution but a
resource in case you can
benefit from it

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#SMX #14A @aleyda
And avoid situations like this

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#SMX #14A @aleyda
So, for those of you who can’t
improve your own mobile speed or
are media sites that could profit
from the extra visibility…
#SMX #14A @aleyda

33.
#SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda
Here are some AMP implementation
do’s & don’ts to maximise your success

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#SMX #14A @aleyda
Start by verifying if you can
Implement your current Mobile
Web UI & functionality with AMP
#SMX #14A @aleyda#SMX #14A @aleyda

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#SMX #14A @aleyda
<>
You want to avoid this
ORIGINAL MOBILE PAGE AMP URL VERSION

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#SMX #14A @aleyda
Validate that your mobile Web functionality
can be replicated by using AMP components
https://www.ampproject.org/docs/reference/components
#SMX #14A @aleyda

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#SMX #14A @aleyda
Check with your development team if you
have the capacity and flexibility to use them
https://ampbyexample.com/
#SMX #14A @aleyda

38.
#SMX #14A @aleyda#ampsuccess at #brightonseo by @aleyda from @orainti
You can even test while validating your
code directly in the AMP Playground editor
https://ampbyexample.com/playground/
#SMX #14A @aleyda

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#SMX #14A @aleyda
Plan ahead using the roadmap with a
reference of the functionalities to come
#ampsuccess at #brightonseo by @aleyda from @orainti
https://www.ampproject.org/roadmap/
#SMX #14A @aleyda

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#SMX #14A @aleyda
There are also free Wordpress plugins
that highly facilitate the implementation

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#SMX #14A @aleyda
You can also use freemium and paid
WP plugins like AMP for WP and weeblrAMP

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#SMX #14A @aleyda
They will allow you to personalise more, but
you’ll likely need further development support

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#SMX #14A @aleyda
They’re not an “out of the box” solution
and will still need design personalisation
ORIGINAL MOBILE PAGE AMP URL VERSION

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#SMX #14A @aleyda
The goal should be to keep the UI and
functionality consistent, like Gizmodo does
ORIGINAL MOBILE PAGE AMP URL VERSION
=

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#SMX #14A @aleyda
Check your AMP visibility
potential to prioritise your
implementation accordingly
#SMX #14A @aleyda#SMX #14A @aleyda

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#SMX #14A @aleyda
Verify the share and type of queries for
which AMP results are shown in your industry
https://www.sistrix.com/

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#SMX #14A @aleyda
Identify which of them are shown along SERP
features to prioritise and format your content

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#SMX #14A @aleyda
Like this

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#SMX #14A @aleyda
Once you launch, follow-up w/ your own
AMP results via the Google Search Console

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#SMX #14A @aleyda
Verify the top queries per AMP URL to identify
further AMP content opportunities

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#SMX #14A @aleyda
Be mindful of Search Console false positives though

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#SMX #14A @aleyda
Use SEOmonitor to track AMP for your targeted
(ranked or unranked) keywords
https://www.seomonitor.com/

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#SMX #14A @aleyda
You can also spot AMP opportunities vs. your
competitors with SEMrush rank tracking
#ampsuccess at #brightonseo by @aleyda from @orainti
https://www.semrush.com
#SMX #14A @aleyda

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#SMX #14A @aleyda
rankranger.com
Do the same with your News Carrousel
AMP rankings by using RankRanger

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#SMX #14A @aleyda
Validate your AMP
implementation before and
after launch with SEO
crawlers to minimise issues
#SMX #14A @aleyda#SMX #14A @aleyda

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#SMX #14A @aleyda
+70% of top publishers with AMP across 8 countries
(including the US) have implementation errors

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#SMX #14A @aleyda
Most common AMP mistakes are related to usage
of disallowed and non-supported attributes & tags
https://www.semrush.com/blog/amp-mistakes-semrush-study/

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#SMX #14A @aleyda
Avoid them by using the AMP validator Chrome
extension to go through your main pages
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc

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#SMX #14A @aleyda
Crawl all of your site pages to validate AMP
implementation issues before and after launching
https://sitebulb.com/

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#SMX #14A @aleyda
SEO crawlers like Sitebulb, Deepcrawl & SEMrush
already include AMP configuration problems
deepcrawl.com

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#SMX #14A @aleyda
You’ll be able to obtain and fix quickly those that
would generate critical issues in the Search Console

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#SMX #14A @aleyda
https://www.screamingfrog.co.uk/log-file-analyser/
Validate if possible in your logs if Googlebot’s
crawling behavior of your AMP URLs is consistent
19 OF THE 20 CRAWLED
URLs ARE AMP

63.
#SMX #14A @aleyda
Monitor your AMP
implementation with the GSC
AMP report, where you should
focus on fixing critical issues first
#SMX #14A @aleyda#SMX #14A @aleyda

64.
#SMX #14A @aleyda
It’s usual to be overwhelmed by the increase of
AMP issues when launching or updating
SIGH

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#SMX #14A @aleyda
Prioritise to fix critical issues first, which will
be the ones preventing to be shown in SERPs
THIS

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#SMX #14A @aleyda
Start with those affecting the highest number
of pages and check them directly there

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#SMX #14A @aleyda
Focus on identifying how the non-supported code
is included to establish a pattern and remove it

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#SMX #14A @aleyda
YES
Rinse and repeat until you minimise critical errors

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#SMX #14A @aleyda
Avoid linking to your AMP URLs
unless you don’t have a Mobile
friendly site or the one you have
has serious speed issues
#SMX #14A @aleyda#SMX #14A @aleyda

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#SMX #14A @aleyda
There’s an inconsistent mobile user experience
when accessing to AMP pages from SERPs

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#SMX #14A @aleyda
Which ends-up causing that users link and share
the non-canonical Google AMP Viewer URLs

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#SMX #14A @aleyda
Start avoiding these by making sure to only
link internally to your canonical URLs from AMP

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#SMX #14A @aleyda
You can also refer your users to your original
Website version to continue browsing your site

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#SMX #14A @aleyda
Remember to also redirect based on the user agent
to avoid showing non-mobile visitors your AMP URLs
DON’T DO THIS DO THIS

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#SMX #14A @aleyda
As you can see,
it’s not about
doing or dying,
but about
benefiting from
AMP in case you
need it and
configuring it to
maximize success
#SMX #14A @aleyda#SMX #14A @aleyda

76.
#SMX #14A @aleyda
Now is your turn
#SMX #14A @aleyda#SMX #14A @aleyda

77.
#SMX #14A @aleyda
Thanks
#SMX #14A @aleyda#SMX #14A @aleyda