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#AMPvengers: Implementing AMP while saving your SEO #SearchmetricsSummit


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When and how you should implement Accelerated Mobile Pages? Check out the criteria, steps, and tools to use to maximise it usage.

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#AMPvengers: Implementing AMP while saving your SEO #SearchmetricsSummit

  1. 1. #ampvengers at #searchmetricssummit by @aleyda from @orainti AMPVENGERSImplementing AMP while saving your universe SEO #ampvengers at #searchmetricssummit by @aleyda from @orainti
  2. 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. 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. 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. 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. 6. #ampvengers at #searchmetricssummit by @aleyda from @orainti To achieve this
  7. 7. #ampvengers at #searchmetricssummit by @aleyda from @orainti While avoiding this
  8. 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. 9. #ampvengers at #searchmetricssummit by @aleyda from @orainti AMP was initially launched to help fix this
  10. 10. #ampvengers at #searchmetricssummit by @aleyda from @orainti A fast mobile site is critical for user experience, 
 engagement and conversions
  11. 11. #ampvengers at #searchmetricssummit by @aleyda from @orainti Since July this year mobile Web speed will also 
 become a mobile search ranking factor too
  12. 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. 13. #ampvengers at #searchmetricssummit by @aleyda from @orainti Canonical URL AMP URL Most sites started to use AMP in parallel to their 
 original Mobile sites to generate a faster version
  14. 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
  15. 15. #ampvengers at #searchmetricssummit by @aleyda from @orainti Google has denied using AMP usage as a ranking factor since the beginning
  16. 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. 17. #ampvengers at #searchmetricssummit by @aleyda from @orainti All this has incentivised AMP adoption by not only 
 news sites but across many industries too News Beauty & Fitness
  18. 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. 19. #ampvengers at #searchmetricssummit by @aleyda from @orainti AMP now also provides functionalities for most types of sites through components that are continuously expanded Transactional pages User consent
  20. 20. #ampvengers at #searchmetricssummit by @aleyda from @orainti Not kidding
  21. 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
  22. 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
  23. 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
  24. 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
  25. 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. 26. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti “Not so fast…” 
 -An SEO with AMP experience
  27. 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
  28. 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
  29. 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?” 
  30. 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. 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. 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. 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. 34. #ampvengers at #searchmetricssummit by @aleyda from @orainti#ampvengers at #searchmetricssummit by @aleyda from @orainti See what your competitors & industry leaders are ranking for with AMP already to prioritise your content areas
  35. 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
  36. 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
  37. 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. 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. 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. 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. 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
  42. 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
  43. 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. 44. #ampvengers at #searchmetricssummit by @aleyda from @orainti It’s fundamental but most AMP versions have this issue
  45. 45. #ampvengers at #searchmetricssummit by @aleyda from @orainti It can end-up having this engagement gaps
  46. 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. 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. 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
  49. 49. #ampvengers at #searchmetricssummit by @aleyda from @orainti For real

  50. 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 %
  51. 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 +
  52. 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
  53. 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
  54. 54. #ampvengers at #searchmetricssummit by @aleyda from @orainti You can also use ngrok tunneling to test pages 
 when they are not yet publicly available
  55. 55. #ampvengers at #searchmetricssummit by @aleyda from @orainti Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues
  56. 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
  57. 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. 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. 59. #ampvengers at #searchmetricssummit by @aleyda from @orainti Select critical errors in the report and start 
 checking those affecting more pages
  60. 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. 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. 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. 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. 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. 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. 66. #ampvengers at #searchmetricssummit by @aleyda from @orainti As well as the AMP impressions increase 
 while the errors decrease…
  67. 67. #ampvengers at #searchmetricssummit by @aleyda from @orainti Rinse and repeat with the critical errors until there is none
  68. 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. 69. #ampvengers at #searchmetricssummit by @aleyda from @orainti Use rank trackers to monitor AMP impact on rankings & traffic of targeted queries & identify further opportunities
  70. 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
  71. 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. 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. 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
  74. 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. 75. #ampvengers at #searchmetricssummit by @aleyda from @orainti It’s time for some AMPfinity Wars
 #ampvengers at #searchmetricssummit by @aleyda from @orainti