Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

AMP Real World Results #Pubcon

2,738 views

Published on

Optimize your accelerated mobile pages to maximize their mobile search visibility while minimizing implementation issues: Check out this presentation for criteria, tools and process to be followed.

Published in: Mobile

AMP Real World Results #Pubcon

  1. 1. #ampresults by @aleyda at #pubcon AMP Real World Results
  2. 2. #ampresults by @aleyda at #pubcon I’m Aleyda Solis
  3. 3. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon I help companies to connect with them
  4. 4. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Some of them brands you likely know
  5. 5. #ampresults by @aleyda at #pubcon Having a fast mobile Website is one of the fundamental aspects to achieve this goal #ampresults by @aleyda at #pubcon
  6. 6. #ampresults by @aleyda at #pubcon Which will be even more critical with 
 Google’s upcoming mobile first index too
  7. 7. #ampresults by @aleyda at #pubcon Users have minimum expectations
  8. 8. #ampresults by @aleyda at #pubcon But this is our speed reality
  9. 9. #ampresults by @aleyda at #pubcon Let’s see… how much time the 
 Buzzfeed home page takes to load? #ampresults by @aleyda at #pubcon
  10. 10. #ampresults by @aleyda at #pubcon Ouch https://testmysite.thinkwithgoogle.com/
  11. 11. #ampresults by @aleyda at #pubcon And the Walmart one? #ampresults by @aleyda at #pubcon
  12. 12. #ampresults by @aleyda at #pubcon Yup https://testmysite.thinkwithgoogle.com/
  13. 13. #ampresults by @aleyda at #pubcon And the Best Buy one?
  14. 14. #ampresults by @aleyda at #pubcon I think I’ve made my point https://testmysite.thinkwithgoogle.com/
  15. 15. #ampresults by @aleyda at #pubcon The solution is to implement WPO principles 
 to make Mobile sites to load fast https://developers.google.com/speed/docs/insights/rules
  16. 16. #ampresults by @aleyda at #pubcon But big sites have restrictive legacy platforms & small ones little resources to improve them
  17. 17. #ampresults by @aleyda at #pubcon This is why Google launched AMP
  18. 18. #ampresults by @aleyda at #pubcon It uses a “simplified” HTML version with optimised resources & cache to serve faster in Mobile SERPs https://www.ampproject.org/learn/overview/
  19. 19. #ampresults by @aleyda at #pubcon 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/
  20. 20. #ampresults by @aleyda at #pubcon 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
  21. 21. #ampresults by @aleyda at #pubcon 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/
  22. 22. #ampresults by @aleyda at #pubcon AMP usage is not a ranking factor
  23. 23. #ampresults by @aleyda at #pubcon But Google made it a requirement to be included in the News Carrousel
  24. 24. #ampresults by @aleyda at #pubcon 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.
  25. 25. #ampresults by @aleyda at #pubcon Which has given it an impressive SERP visibility https://www.rankranger.com/amp-on-google-serp
  26. 26. #ampresults by @aleyda at #pubcon 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
  27. 27. #ampresults by @aleyda at #pubcon However, AMP is not a replacement 
 of your Mobile site
  28. 28. #ampresults by @aleyda at #pubcon 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
  29. 29. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon AMP is a fast “add-on” to your already existing 
 (but still slow) mobile Website Just what happens with Batman as a super hero… he doesn’t have any superpowers
  30. 30. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Sorry Batman AMP A fast Mobile site
  31. 31. #ampresults by @aleyda at #pubcon But due to the way it is presented and 
 its expansion efforts it might look like it
  32. 32. #ampresults by @aleyda at #pubcon Just what happens to Batman 
 as a superhero too #ampresults by @aleyda at #pubcon
  33. 33. #ampresults by @aleyda at #pubcon That’s why there are reservations about it: “AMP 
 has a good intentions… but sacrifice the open Web”
  34. 34. #ampresults by @aleyda at #pubcon You shouldn’t then use AMP as a silver bullet Mobile speed solution but a resource in certain scenarios… #ampresults by @aleyda at #pubcon Thanks Alfred :)
  35. 35. #ampresults by @aleyda at #pubcon You will be able to minimize situations like this
  36. 36. #ampresults by @aleyda at #pubcon Use AMP when your Mobile site is too slow and/ or you want to be included in the carrousel #ampresults by @aleyda at #pubcon and/or Too slow and can’t be improved Needs to be included in carrousel
  37. 37. #ampresults by @aleyda at #pubcon Avoid implementing AMP when you have 
 an independent mobile Web Version Desktop Web Parallel Mobile Web Version with M subdomain AMP version under the M subdomain Google AMP Viewer URL Canonicalize to Generates
  38. 38. #ampresults by @aleyda at #pubcon Verify if you can Implement your current Mobile Web UI & functionality with AMP #ampresults by @aleyda at #pubcon
  39. 39. #ampresults by @aleyda at #pubcon Your AMP URLs should replicate your own 
 Mobile Web UI & functionality, instead of this ORIGINAL MOBILE PAGE AMP VERSION
  40. 40. #ampresults by @aleyda at #pubcon Validate that your mobile Web functionality 
 can be replicated by using AMP components https://www.ampproject.org/docs/reference/components
  41. 41. #ampresults by @aleyda at #pubcon Check with your development team if you 
 have the capacity and flexibility to use them https://ampbyexample.com/
  42. 42. #ampresults by @aleyda at #pubcon You can even test while validating your 
 code directly in the AMP Playground editor https://ampbyexample.com/playground/
  43. 43. #ampresults by @aleyda at #pubcon Plan ahead using the roadmap with a 
 reference of the functionalities to come https://www.ampproject.org/roadmap/
  44. 44. #ampresults by @aleyda at #pubcon There are also free Wordpress plugins 
 that highly facilitate the implementation
  45. 45. #ampresults by @aleyda at #pubcon You can also use freemium and paid 
 WP plugins like AMP for WP and weeblrAMP
  46. 46. #ampresults by @aleyda at #pubcon They will allow you to personalise more, but 
 you’ll likely need further development support
  47. 47. #ampresults by @aleyda at #pubcon They’re not an “out of the box” solution 
 and will still need design personalisation ORIGINAL MOBILE PAGE AMP URL VERSION
  48. 48. #ampresults by @aleyda at #pubcon The goal should be to keep the UI 
 and functionality consistent ORIGINAL MOBILE PAGE = AMP VERSION
  49. 49. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Check your AMP visibility potential to prioritize your implementation accordingly
  50. 50. #ampresults by @aleyda at #pubcon Verify the share and type of queries for 
 which AMP results are shown in your industry https://www.sistrix.com/
  51. 51. #ampresults by @aleyda at #pubcon Identify which of them are shown along SERP features to prioritise and format your content
  52. 52. #ampresults by @aleyda at #pubcon Like this
  53. 53. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Avoid linking to your AMP URLs unless you’re using them as your canonical mobile Web pages
  54. 54. #ampresults by @aleyda at #pubcon There’s an inconsistent mobile user experience 
 when accessing to AMP pages from SERPs
  55. 55. #ampresults by @aleyda at #pubcon Which ends-up causing that users link and share 
 the non-canonical Google AMP Viewer URLs
  56. 56. #ampresults by @aleyda at #pubcon Start avoiding these by making sure to only 
 link internally to your canonical URLs from AMP
  57. 57. #ampresults by @aleyda at #pubcon You can also refer your users to your original 
 Website version to continue browsing your site
  58. 58. #ampresults by @aleyda at #pubcon Remember to also redirect based on the user agent to avoid showing non-mobile visitors your AMP URLs DON’T DO THIS DO THIS
  59. 59. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Validate your AMP implementation before and after launch with SEO crawlers to minimise issues
  60. 60. #ampresults by @aleyda at #pubcon +70% of top publishers with AMP across 8 countries (including the US) have implementation errors
  61. 61. #ampresults by @aleyda at #pubcon Most common AMP mistakes are related to usage 
 of disallowed and non-supported attributes & tags https://www.semrush.com/blog/amp-mistakes-semrush-study/
  62. 62. #ampresults by @aleyda at #pubcon For real THIS IS NOT THE AMP VERSION OF THE ABOVE ARTICLE
  63. 63. #ampresults by @aleyda at #pubcon Avoid them by using the AMP validator Chrome extension to go through your main pages https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
  64. 64. #ampresults by @aleyda at #pubcon Crawl all of your site pages to validate AMP implementation issues before and after launching https://sitebulb.com/
  65. 65. #ampresults by @aleyda at #pubcon SEO crawlers like Sitebulb, Deepcrawl & SEMrush
 already include AMP configuration problems deepcrawl.com
  66. 66. #ampresults by @aleyda at #pubcon You’ll be able to obtain and fix quickly those that would generate critical issues in the Search Console
  67. 67. #ampresults by @aleyda at #pubcon 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
  68. 68. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Monitor AMP implementation errors with GSC AMP report, where you should focus on fixing critical issues first
  69. 69. #ampresults by @aleyda at #pubcon It’s usual to be overwhelmed by the increase of AMP issues when launching or updating SIGH
  70. 70. #ampresults by @aleyda at #pubcon Prioritise to fix critical issues first, which will 
 be the ones preventing to be shown in SERPs THIS
  71. 71. #ampresults by @aleyda at #pubcon Start with those affecting the highest number 
 of pages and check them directly there
  72. 72. #ampresults by @aleyda at #pubcon Focus on identifying how the non-supported code 
 is included to establish a pattern and remove it
  73. 73. #ampresults by @aleyda at #pubcon YES Rinse and repeat until you minimise critical errors
  74. 74. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon Monitor your AMP visibility impact to prioritize your efforts along the on-going content development and optimization process
  75. 75. #ampresults by @aleyda at #pubcon Opt-in for Google Analytics AMP Client ID API 
 to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  76. 76. #ampresults by @aleyda at #pubcon Beyond the AMP vs. Non-AMP traffic trend, 
 what’s the impact of AMP on users behavior?
  77. 77. #ampresults by @aleyda at #pubcon Follow-up w/ your own AMP results 
 via the Google Search Console too
  78. 78. #ampresults by @aleyda at #pubcon Verify the top queries per AMP URL to identify further AMP content opportunities
  79. 79. #ampresults by @aleyda at #pubcon Be mindful of Search Console false positives though
  80. 80. #ampresults by @aleyda at #pubcon Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords https://www.seomonitor.com/
  81. 81. #ampresults by @aleyda at #pubcon You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking https://www.semrush.com
  82. 82. #ampresults by @aleyda at #pubcon rankranger.com Do the same with your News Carrousel 
 AMP rankings by using RankRanger
  83. 83. #ampresults by @aleyda at #pubcon#ampresults by @aleyda at #pubcon If at some point you want to disable AMP, follow SEO best practices to avoid losing that traffic
  84. 84. #ampresults by @aleyda at #pubcon Remove the rel=”amphtml” link tag and 
 301-redirect AMP URLs to your canonical ones https://developers.google.com/search/docs/guides/remove-amp HANDY WORDPRESS PLUGIN
  85. 85. #ampresults by @aleyda at #pubcon Here’s a list with all of these, 
 so you don’t forget Verify if you can Implement your current Mobile Web UI & 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
  86. 86. #ampresults by @aleyda at #pubcon Now is your turn #ampresults by @aleyda at #pubcon

×