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
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
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
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
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
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
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
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
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
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