1. #ampvengers at #searchmetricssummit by @aleyda from @orainti
AMPVENGERSImplementing AMP while saving your universe SEO
#ampvengers at #searchmetricssummit by @aleyda from @orainti

2. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Sometimes your clients or boss will
request SEO support to try new
things they’ve heard about…
#ampvengers at #searchmetricssummit by @aleyda from @orainti

3. #ampvengers at #searchmetricssummit by @aleyda from @orainti
“We’ve heard that AMP can drive
crazy organic search visibility and
we’ve decided to give it a go! We
need your help to optimise it”
-Client
#ampvengers at #searchmetricssummit by @aleyda from @orainti

4. #ampvengers at #searchmetricssummit by @aleyda from @orainti
“This job... We try to save
as many people as we can.”
-Captain America An SEO
#ampvengers at #searchmetricssummit by @aleyda from @orainti

5. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Aleyda Solis
* International SEO Consultant & Founder at Orainti.
* Conference Speaker in +100 Events in +20 Countries.
* Author “SEO. Las Claves Esenciales.”
* Blogger in Search Engine Land & Search Engine Journal.
I’m not a superhero, but today I’ll help you to assess
your AMP potential and how to make the most out of it

6. #ampvengers at #searchmetricssummit by @aleyda from @orainti
To achieve this

7. #ampvengers at #searchmetricssummit by @aleyda from @orainti
While avoiding this
https://kinsta.com/blog/disable-google-amp/

8. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Let’s first jump off the
bandwagon to assess if
you really need to
implement AMP by
analysing its purpose and
if it can actually help you
to achieve your goals
#ampvengers at #searchmetricssummit by @aleyda from @orainti

9. #ampvengers at #searchmetricssummit by @aleyda from @orainti
AMP was initially launched to help fix this
https://testmysite.withgoogle.com/

10. #ampvengers at #searchmetricssummit by @aleyda from @orainti
A fast mobile site is critical for user experience,
engagement and conversions

11. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Since July this year mobile Web speed will also
become a mobile search ranking factor too
https://webmasters.googleblog.com/2018/01/using-page-speed-in-mobile-search.html

12. #ampvengers at #searchmetricssummit by @aleyda from @orainti
This is why AMP was created, to facilitate fast Mobile pages
by using components w/ cached pre-optimised resources

13. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Canonical URL AMP URL
http://www.bbc.co.uk/newsround/43949470 https://www.bbc.co.uk/newsround/amp/43949470
Most sites started to use AMP in parallel to their
original Mobile sites to generate a faster version

14. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Canonical URL AMP URL
However parallel AMP URLs are not indexable since
they’re canonicalised towards their original Mobile pages
http://www.bbc.co.uk/newsround/43949470 https://www.bbc.co.uk/newsround/amp/43949470

15. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Google has denied using AMP usage as a ranking factor
since the beginning
https://www.seroundtable.com/google-amp-canonical-ranking-23308.html

16. #ampvengers at #searchmetricssummit by @aleyda from @orainti
But it was made a requirement for Top Stories carousels and
AMP was started to be shown in Mobile organic results
AMP in Top Stories Carousel AMP in Organic Results

17. #ampvengers at #searchmetricssummit by @aleyda from @orainti
All this has incentivised AMP adoption by not only
news sites but across many industries too
https://www.semrush.com/sensor/
News
Beauty & Fitness

18. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Making some sites to see more organic visibility and traffic
with its AMP results than with their original URLs
AMP Non-Rich Results
Non-AMP Results
AMP Rich Results
AMP Non-Rich Results
Non-AMP Results

19. #ampvengers at #searchmetricssummit by @aleyda from @orainti
AMP now also provides functionalities for most types of
sites through components that are continuously expanded
https://www.ampproject.org/learn/showcases/
Transactional pages User consent

20. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Not kidding
https://ampbyexample.com/

21. #ampvengers at #searchmetricssummit by @aleyda from @orainti
It has become not only an alternative for faster Mobile sites,
but a technology option to develop sites from scratch
https://developers.googleblog.com/2018/02/amp-stories-bringing-visual.html

22. #ampvengers at #searchmetricssummit by @aleyda from @orainti
The recently launched 0.7 version of the Wordpress AMP
plugin gives native AMP support to create entire sites
https://make.xwp.co/2018/05/03/wordpress-amp-plugin-0-7-release/

23. #ampvengers at #searchmetricssummit by @aleyda from @orainti
The lack of a direct referral to the site’s original AMP URLs
from Mobile SERPs is now in process of being fixed too
https://amphtml.wordpress.com/2018/05/08/a-first-look-at-using-web-packaging-to-improve-amp-urls/

24. #ampvengers at #searchmetricssummit by @aleyda from @orainti
AMP pages speed will also be also taken into account
in the upcoming Google’s Mobile speed update
https://www.seroundtable.com/google-speed-update-25094.html

25. #ampvengers at #searchmetricssummit by @aleyda from @orainti
“It’s all benefits? Let’s
implement it NOW”
-Client
#ampvengers at #searchmetricssummit by @aleyda from @orainti

26. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
“Not so fast…”
-An SEO with AMP experience

27. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Google won’t use non-canonical AMP in their Mobile First
Index, it’s not a replacement for your own mobile site
https://developers.google.com/search/mobile-sites/mobile-first-indexing

28. #ampvengers at #searchmetricssummit by @aleyda from @orainti
The AMP Project will start allowing instant loading for non-
AMP pages too and the carousel won’t be AMP exclusive
https://amphtml.wordpress.com/2018/01/09/improving-urls-for-amp-pages/amp/

29. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
“Wait. Let’s see… when
will AMP be an advantage
with these changes then?”
-Client

30. #ampvengers at #searchmetricssummit by @aleyda from @orainti
AMP will likely be a relevant option in these 3 scenarios
You’re building a new
site and AMP offers the
best way to implement
your desired
functionality so you will
use it as a canonical
version for your site
Your own mobile site
speed issues can’t and
won’t be fixed in the
mid-long term
You need to be
included in Google’s
Top Stories Carousel
ASAP and can’t wait
any longer
You can replicate your
original mobile Website
look and feel,
functionality and
content with AMP
#ampvengers at #searchmetricssummit by @aleyda from @orainti
Ok, use AMP

31. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
If AMP is a relevant option for you,
Here’s how you can implement it to
minimise issues and maximise results

32. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
Plan ahead & specify AMP
implementation based on
your site’s functionalities

33. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
If you want to use AMP to be included in the carousel,
remember you just need to do it for your news related areas

34. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @oraintihttps://www.sistrix.com/
See what your competitors & industry leaders are ranking
for with AMP already to prioritise your content areas

35. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
Verify if your required Web functionalities can be
implemented w/ AMP by revising its specification
https://www.ampproject.org/docs/reference/components

36. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
There might be components that is better to “pass” or use
only for non-sensible content until there’s full search support
https://amphtml.wordpress.com/2018/05/03/dynamic-geo-personalization/

37. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Desktop Web
Independent Mobile Web Version
AMP version
Canonicalize to
Independent Mobile Web in AMP
Canonicalizes to
Desktop Web
vs
Identify the best way to structure AMP within your site,
assess the options if you have an independent Mobile site

38. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Reusing your independent mobile site structure as your
AMP version might be a good way to simplify

39. #ampvengers at #searchmetricssummit by @aleyda from @orainti
It’s fundamental to redirect desktop visitors to the relevant
version too, as it is done with independent mobile URLs

40. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Ideally your AMP pages should use a responsive Web
design so they also look good on desktop too
Not quite like this

41. #ampvengers at #searchmetricssummit by @aleyda from @orainti
If you’re using hreflang annotations for international sites
they should be also included in your AMP versions
https://ampbyexample.com/introduction/internationalization/

42. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Google also requires AMP URLs to include the same
content than canonical ones to be shown in SERPs
https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html

43. #ampvengers at #searchmetricssummit by @aleyda from @orainti
But you should also avoid an inconsistent UI between the
two that will have a negative impact on user engagement
<>ORIGINAL MOBILE PAGE AMP VERSION

44. #ampvengers at #searchmetricssummit by @aleyda from @orainti
It’s fundamental but most AMP versions have this issue
ORIGINAL MOBILE PAGE AMP VERSION
<>

45. #ampvengers at #searchmetricssummit by @aleyda from @orainti
It can end-up having this engagement gaps

46. #ampvengers at #searchmetricssummit by @aleyda from @orainti
The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION

47. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
Minimise errors by
effectively validating
AMP implementation
through the process

48. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Generating AMP w/ errors is unfortunately common and
won’t allow you to show them in mobile search results
https://www.semrush.com/blog/amp-mistakes-semrush-study/

49. #ampvengers at #searchmetricssummit by @aleyda from @orainti
For real

50. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Most of AMP errors are caused by using tags,
attributes and values that are not allowed in it
Name of Mistake % of Affected Sites
Disallowed attribute 45 %
Disallowed tag 44 %
Invalid attribute value 38 %
Invalid URL protocol 36 %
Invalid URL 34 %
Mandatory tag ancestor with hint 26 %
Disallowed style attribute 20 %
Mandatory attribute missing 13 %
Wrong parent tag 12 %
Missing URL 10 %
https://www.semrush.com/blog/amp-mistakes-semrush-study/

51. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Avoid them by sharing not only the required AMP markup
but also the validation errors when starting the development
+
https://www.ampproject.org/docs/reference/validation_errors

52. #ampvengers at #searchmetricssummit by @aleyda from @orainti
And don’t forget to opt-in for Google Analytics AMP
Client ID API to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764

53. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Actively check your top AMP pages templates compliance as
soon as they are released for testing with the AMP validator
https://validator.ampproject.org/

54. #ampvengers at #searchmetricssummit by @aleyda from @orainti
You can also use ngrok tunneling to test pages
when they are not yet publicly available
https://developers.google.com/search/docs/guides/debug#testing-firewalled-pages

55. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/

56. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Prioritise to fix the critical issues before launching,
to be able to show AMP in Mobile SERPs
https://sitebulb.com/

57. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
Monitor AMP impact
after launch to fix any
remaining issues and
identify opportunities

58. #ampvengers at #searchmetricssummit by @aleyda from @orainti
After releasing AMP look for the remaining errors
in the new Google Search Console AMP report

59. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Select critical errors in the report and start
checking those affecting more pages

60. #ampvengers at #searchmetricssummit by @aleyda from @orainti
This is now made easier by the new search console, by
allowing to revise the code and linking to live validation

61. #ampvengers at #searchmetricssummit by @aleyda from @orainti
If the errors still exist you can share directly the report
with the development team so they can revise them
#ampoptimization by @aleyda from @orainti at #ampconf

62. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Anyone with the link will be able to have a limited
public view of the specific shared report
#ampoptimization by @aleyda from @orainti at #ampconf

63. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Once errors are fixed you can verify again and if valid, you
can inform about the change w/ the “validate fix” option

64. #ampvengers at #searchmetricssummit by @aleyda from @orainti
This new Google Search Console option will submit the fixes
to be updated which will be usually done in 2 or 3 days

65. #ampvengers at #searchmetricssummit by @aleyda from @orainti
You’ll be able to see the validation progress
in the overall view from the AMP report too

66. #ampvengers at #searchmetricssummit by @aleyda from @orainti
As well as the AMP impressions increase
while the errors decrease…

67. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Rinse and repeat with the critical errors until there is none

68. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Monitor your top AMP pages and the queries giving visibility
to each to optimise further or expand your content

69. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Use rank trackers to monitor AMP impact on rankings &
traffic of targeted queries & identify further opportunities
https://www.seomonitor.com/

70. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Do the same with your competitors to see which relevant
queries they’re already targeting w/ AMP that you’re not yet
https://www.seomonitor.com/

71. #ampvengers at #searchmetricssummit by @aleyda from @orainti
This will allow to improve your AMP content performance
and to continuously expand it in a cost-effective way

72. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti
But what will
happen if at some
point you don’t
want to continue
and decide to
disable AMP?

73. #ampvengers at #searchmetricssummit by @aleyda from @orainti
Just eliminate the amphtml tags, update the cache &
301-redirect each AMP page to their canonical URLs
https://developers.google.com/search/docs/guides/remove-amp

74. #ampvengers at #searchmetricssummit by @aleyda from @orainti
You now have all what you need to win AMP
#ampvengers at #searchmetricssummit by @aleyda from @orainti

75. #ampvengers at #searchmetricssummit by @aleyda from @orainti
It’s time for some AMPfinity Wars
#ampvengers at #searchmetricssummit by @aleyda from @orainti