AMP: Do or Die? #SMXeast

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

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

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

4. #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

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

7. #SMX #14A @aleyda Killing conversions

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

9. #SMX #14A @aleyda Users have minimum expectations

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

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

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

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

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. #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. #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. #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

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

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

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

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

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

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

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

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

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

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

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. #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

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

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

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

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

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

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

48. #SMX #14A @aleyda Like this

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

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

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

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

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

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

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

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

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

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. #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

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

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

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

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

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

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

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

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

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. #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

AMP: Do or Die? #SMXeast

AMP: Do or Die? #SMXeast

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