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#SMX #14A @aleyda
AMP: DO OR DIE?
#SMX #14A @aleyda#SMX #14A @aleyda
I’m Aleyda Solis
#SMX #14A @aleyda#SMX #14A @aleyda
I help companies to connect with them
#SMX #14A @aleyda
#SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda
Some of them brands you likely know
#SMX #14A @aleyda#SMX #14A @aleyda
Having a fast mobile Website is one of the
fundamental aspects to achieve this goal
#SMX #14A @aleyda
To avoid making users to leave the site
#SMX #14A @aleyda
Killing conversions
#SMX #14A @aleyda
Which will be even more critical with 

Google’s upcoming mobile first index too
#SMX #14A @aleyda
Users have minimum expectations
#SMX #14A @aleyda
But this is our speed reality
#SMX #14A @aleyda
Yup
https://testmysite.thinkwithgoogle.com/
#SMX #14A @aleyda
The solution is to implement WPO principles 

to make Mobile sites to load fast
https://developers.googl...
#SMX #14A @aleyda
But big sites have restrictive legacy platforms &
small ones little resources to improve them
#SMX #14A @aleyda
That’s why Google launched AMP
#SMX #14A @aleyda
It uses a “simplified” HTML version with optimised
resources & cache to serve faster in Mobile SERPs
http...
#SMX #14A @aleyda
AMP is published “parallely” and canonicalized 

to your current (slower) Mobile Web pages
http://www.bu...
#SMX #14A @aleyda
It’s also cached and pre-rendered 

by Google when shown in Mobile SERPs
Google AMP Viewer URL

that is ...
#SMX #14A @aleyda
http://www.businessinsider.com/

game-of-thrones-gendry-olympian-running-meme-2017-8
https://amp.busines...
#SMX #14A @aleyda
AMP usage is not a ranking factor
#SMX #14A @aleyda
But Google made it a requirement to be
included in the News Carrousel
#SMX #14A @aleyda
and can be also shown in organic results
AMP article rich results

Can be free-standing in the results
p...
#SMX #14A @aleyda
Which has given it an impressive SERP visibility
https://www.rankranger.com/amp-on-google-serp
#SMX #14A @aleyda
As well as traffic to the sites using it
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results
More Mobil...
#SMX #14A @aleyda
This has incentivized its adoption, 

especially among big media oriented sites
#SMX #14A @aleyda
However, AMP is not a 

replacement of your Mobile site
#SMX #14A @aleyda
Even Google representatives agree that is not 

a “bullet-proof” solution for all sites
“It wouldn’t be
...
#SMX #14A @aleyda
AMP is a fast “add-on”
to your already existing 

(but still slow) mobile
Web presence
#SMX #14A @aleyda
#SMX #14A @aleyda
But due to the way it is presented and 

its expansion efforts it might look like it
#SMX #14A @aleyda
That’s why there are reservations about it: “AMP has
a good intentions… but sacrifice the open Web”
#SMX #14A @aleyda
You shouldn’t then use AMP
as a silver bullet Mobile
speed solution but a
resource in case you can
benefi...
#SMX #14A @aleyda
And avoid situations like this
#SMX #14A @aleyda
So, for those of you who can’t
improve your own mobile speed or
are media sites that could profit
from th...
#SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda
Here are some AMP implementation 

do’s & don’ts to maximise your succ...
#SMX #14A @aleyda
Start by verifying if you can
Implement your current Mobile
Web UI & functionality with AMP
#SMX #14A @a...
#SMX #14A @aleyda
<>
You want to avoid this
ORIGINAL MOBILE PAGE AMP URL VERSION
#SMX #14A @aleyda
Validate that your mobile Web functionality 

can be replicated by using AMP components
https://www.ampp...
#SMX #14A @aleyda
Check with your development team if you 

have the capacity and flexibility to use them
https://ampbyexam...
#SMX #14A @aleyda#ampsuccess at #brightonseo by @aleyda from @orainti
You can even test while validating your 

code direc...
#SMX #14A @aleyda
Plan ahead using the roadmap with a 

reference of the functionalities to come
#ampsuccess at #brightons...
#SMX #14A @aleyda
There are also free Wordpress plugins 

that highly facilitate the implementation
#SMX #14A @aleyda
You can also use freemium and paid 

WP plugins like AMP for WP and weeblrAMP
#SMX #14A @aleyda
They will allow you to personalise more, but 

you’ll likely need further development support
#SMX #14A @aleyda
They’re not an “out of the box” solution 

and will still need design personalisation
ORIGINAL MOBILE PA...
#SMX #14A @aleyda
The goal should be to keep the UI and

functionality consistent, like Gizmodo does
ORIGINAL MOBILE PAGE ...
#SMX #14A @aleyda
Check your AMP visibility
potential to prioritise your
implementation accordingly
#SMX #14A @aleyda#SMX ...
#SMX #14A @aleyda
Verify the share and type of queries for 

which AMP results are shown in your industry
https://www.sist...
#SMX #14A @aleyda
Identify which of them are shown along SERP
features to prioritise and format your content
#SMX #14A @aleyda
Like this
#SMX #14A @aleyda
Once you launch, follow-up w/ your own 

AMP results via the Google Search Console
#SMX #14A @aleyda
Verify the top queries per AMP URL to identify
further AMP content opportunities
#SMX #14A @aleyda
Be mindful of Search Console false positives though
#SMX #14A @aleyda
Use SEOmonitor to track AMP for your targeted
(ranked or unranked) keywords
https://www.seomonitor.com/
#SMX #14A @aleyda
You can also spot AMP opportunities vs. your
competitors with SEMrush rank tracking
#ampsuccess at #brig...
#SMX #14A @aleyda
rankranger.com
Do the same with your News Carrousel 

AMP rankings by using RankRanger
#SMX #14A @aleyda
Validate your AMP
implementation before and
after launch with SEO
crawlers to minimise issues
#SMX #14A ...
#SMX #14A @aleyda
+70% of top publishers with AMP across 8 countries
(including the US) have implementation errors
#SMX #14A @aleyda
Most common AMP mistakes are related to usage 

of disallowed and non-supported attributes & tags
https:...
#SMX #14A @aleyda
Avoid them by using the AMP validator Chrome
extension to go through your main pages
https://chrome.goog...
#SMX #14A @aleyda
Crawl all of your site pages to validate AMP
implementation issues before and after launching
https://si...
#SMX #14A @aleyda
SEO crawlers like Sitebulb, Deepcrawl & SEMrush

already include AMP configuration problems
deepcrawl.com
#SMX #14A @aleyda
You’ll be able to obtain and fix quickly those that
would generate critical issues in the Search Console
#SMX #14A @aleyda
https://www.screamingfrog.co.uk/log-file-analyser/
Validate if possible in your logs if Googlebot’s
craw...
#SMX #14A @aleyda
Monitor your AMP
implementation with the GSC
AMP report, where you should
focus on fixing critical issues...
#SMX #14A @aleyda
It’s usual to be overwhelmed by the increase of
AMP issues when launching or updating
SIGH
#SMX #14A @aleyda
Prioritise to fix critical issues first, which will 

be the ones preventing to be shown in SERPs
THIS
#SMX #14A @aleyda
Start with those affecting the highest number 

of pages and check them directly there
#SMX #14A @aleyda
Focus on identifying how the non-supported code 

is included to establish a pattern and remove it
#SMX #14A @aleyda
YES
Rinse and repeat until you minimise critical errors
#SMX #14A @aleyda
Avoid linking to your AMP URLs
unless you don’t have a Mobile
friendly site or the one you have
has seri...
#SMX #14A @aleyda
There’s an inconsistent mobile user experience 

when accessing to AMP pages from SERPs
#SMX #14A @aleyda
Which ends-up causing that users link and share 

the non-canonical Google AMP Viewer URLs
#SMX #14A @aleyda
Start avoiding these by making sure to only 

link internally to your canonical URLs from AMP
#SMX #14A @aleyda
You can also refer your users to your original 

Website version to continue browsing your site
#SMX #14A @aleyda
Remember to also redirect based on the user agent
to avoid showing non-mobile visitors your AMP URLs
DON...
#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
confi...
#SMX #14A @aleyda
Now is your turn
#SMX #14A @aleyda#SMX #14A @aleyda
#SMX #14A @aleyda
Thanks
#SMX #14A @aleyda#SMX #14A @aleyda
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AMP: Do or Die? #SMXeast

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When and how to implement accelerated mobile pages for success? Check out the process, criteria and tools to use to make the most out of them.

Published in: Marketing
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AMP: Do or Die? #SMXeast

  1. 1. #SMX #14A @aleyda AMP: DO OR DIE?
  2. 2. #SMX #14A @aleyda#SMX #14A @aleyda I’m Aleyda Solis
  3. 3. #SMX #14A @aleyda#SMX #14A @aleyda I help companies to connect with them #SMX #14A @aleyda
  4. 4. #SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda Some of them brands you likely know
  5. 5. #SMX #14A @aleyda#SMX #14A @aleyda Having a fast mobile Website is one of the fundamental aspects to achieve this goal
  6. 6. #SMX #14A @aleyda To avoid making users to leave the site
  7. 7. #SMX #14A @aleyda Killing conversions
  8. 8. #SMX #14A @aleyda Which will be even more critical with 
 Google’s upcoming mobile first index too
  9. 9. #SMX #14A @aleyda Users have minimum expectations
  10. 10. #SMX #14A @aleyda But this is our speed reality
  11. 11. #SMX #14A @aleyda Yup https://testmysite.thinkwithgoogle.com/
  12. 12. #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
  13. 13. #SMX #14A @aleyda But big sites have restrictive legacy platforms & small ones little resources to improve them
  14. 14. #SMX #14A @aleyda That’s why Google launched AMP
  15. 15. #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/
  16. 16. #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
  17. 17. #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
  18. 18. #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. 19. #SMX #14A @aleyda AMP usage is not a ranking factor
  20. 20. #SMX #14A @aleyda But Google made it a requirement to be included in the News Carrousel
  21. 21. #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.
  22. 22. #SMX #14A @aleyda Which has given it an impressive SERP visibility https://www.rankranger.com/amp-on-google-serp
  23. 23. #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
  24. 24. #SMX #14A @aleyda This has incentivized its adoption, 
 especially among big media oriented sites
  25. 25. #SMX #14A @aleyda However, AMP is not a 
 replacement of your Mobile site
  26. 26. #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. 27. #SMX #14A @aleyda AMP is a fast “add-on” to your already existing 
 (but still slow) mobile Web presence #SMX #14A @aleyda
  28. 28. #SMX #14A @aleyda But due to the way it is presented and 
 its expansion efforts it might look like it
  29. 29. #SMX #14A @aleyda That’s why there are reservations about it: “AMP has a good intentions… but sacrifice the open Web”
  30. 30. #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
  31. 31. #SMX #14A @aleyda And avoid situations like this
  32. 32. #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. 33. #SMX #14A @aleyda#SMX #14A @aleyda#SMX #14A @aleyda Here are some AMP implementation 
 do’s & don’ts to maximise your success
  34. 34. #SMX #14A @aleyda Start by verifying if you can Implement your current Mobile Web UI & functionality with AMP #SMX #14A @aleyda#SMX #14A @aleyda
  35. 35. #SMX #14A @aleyda <> You want to avoid this ORIGINAL MOBILE PAGE AMP URL VERSION
  36. 36. #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
  37. 37. #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. 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
  39. 39. #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
  40. 40. #SMX #14A @aleyda There are also free Wordpress plugins 
 that highly facilitate the implementation
  41. 41. #SMX #14A @aleyda You can also use freemium and paid 
 WP plugins like AMP for WP and weeblrAMP
  42. 42. #SMX #14A @aleyda They will allow you to personalise more, but 
 you’ll likely need further development support
  43. 43. #SMX #14A @aleyda They’re not an “out of the box” solution 
 and will still need design personalisation ORIGINAL MOBILE PAGE AMP URL VERSION
  44. 44. #SMX #14A @aleyda The goal should be to keep the UI and
 functionality consistent, like Gizmodo does ORIGINAL MOBILE PAGE AMP URL VERSION =
  45. 45. #SMX #14A @aleyda Check your AMP visibility potential to prioritise your implementation accordingly #SMX #14A @aleyda#SMX #14A @aleyda
  46. 46. #SMX #14A @aleyda Verify the share and type of queries for 
 which AMP results are shown in your industry https://www.sistrix.com/
  47. 47. #SMX #14A @aleyda Identify which of them are shown along SERP features to prioritise and format your content
  48. 48. #SMX #14A @aleyda Like this
  49. 49. #SMX #14A @aleyda Once you launch, follow-up w/ your own 
 AMP results via the Google Search Console
  50. 50. #SMX #14A @aleyda Verify the top queries per AMP URL to identify further AMP content opportunities
  51. 51. #SMX #14A @aleyda Be mindful of Search Console false positives though
  52. 52. #SMX #14A @aleyda Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords https://www.seomonitor.com/
  53. 53. #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
  54. 54. #SMX #14A @aleyda rankranger.com Do the same with your News Carrousel 
 AMP rankings by using RankRanger
  55. 55. #SMX #14A @aleyda Validate your AMP implementation before and after launch with SEO crawlers to minimise issues #SMX #14A @aleyda#SMX #14A @aleyda
  56. 56. #SMX #14A @aleyda +70% of top publishers with AMP across 8 countries (including the US) have implementation errors
  57. 57. #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/
  58. 58. #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
  59. 59. #SMX #14A @aleyda Crawl all of your site pages to validate AMP implementation issues before and after launching https://sitebulb.com/
  60. 60. #SMX #14A @aleyda SEO crawlers like Sitebulb, Deepcrawl & SEMrush
 already include AMP configuration problems deepcrawl.com
  61. 61. #SMX #14A @aleyda You’ll be able to obtain and fix quickly those that would generate critical issues in the Search Console
  62. 62. #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. 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. 64. #SMX #14A @aleyda It’s usual to be overwhelmed by the increase of AMP issues when launching or updating SIGH
  65. 65. #SMX #14A @aleyda Prioritise to fix critical issues first, which will 
 be the ones preventing to be shown in SERPs THIS
  66. 66. #SMX #14A @aleyda Start with those affecting the highest number 
 of pages and check them directly there
  67. 67. #SMX #14A @aleyda Focus on identifying how the non-supported code 
 is included to establish a pattern and remove it
  68. 68. #SMX #14A @aleyda YES Rinse and repeat until you minimise critical errors
  69. 69. #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
  70. 70. #SMX #14A @aleyda There’s an inconsistent mobile user experience 
 when accessing to AMP pages from SERPs
  71. 71. #SMX #14A @aleyda Which ends-up causing that users link and share 
 the non-canonical Google AMP Viewer URLs
  72. 72. #SMX #14A @aleyda Start avoiding these by making sure to only 
 link internally to your canonical URLs from AMP
  73. 73. #SMX #14A @aleyda You can also refer your users to your original 
 Website version to continue browsing your site
  74. 74. #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
  75. 75. #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. 76. #SMX #14A @aleyda Now is your turn #SMX #14A @aleyda#SMX #14A @aleyda
  77. 77. #SMX #14A @aleyda Thanks #SMX #14A @aleyda#SMX #14A @aleyda

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