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Optimizing for AMP Success #AMPConf 2018

Aleyda Solís
Aleyda Solís
Aleyda SolísInternational SEO Consultant & Founder at Orainti

How to make the most out of AMP? Check out the criteria, steps and tools to optimize your AMP development process to maximize success.

Optimizing for AMP Success #AMPConf 2018

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OPTIMIZING AMP 

FOR SUCCESS
Do’s & Don’ts to Maximize Results
#ampoptimization by @aleyda from @orainti at #ampconf
#ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf
Hello AMPsterdam! I’m Aleyda Solis. +11 years of SEO
experience. Founder at Orainti SEO Consultancy. Speaker
at +100 events in 20 Countries. Author “SEO, Las Claves
Esenciales”. Find me at orainti.com and @aleyda
#ampoptimization by @aleyda from @orainti at #ampconf
I help
companies 

to connect
with them
#ampoptimization by @aleyda from @orainti at #ampconf
Some of them

brands you 

likely know
#ampoptimization by @aleyda from @orainti at #ampconf
#ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf
Web speed is critical to achieve this goal
https://www.thinkwithgoogle.com/insights-inspiration/research-data/need-mobile-speed-how-mobile-latency-impacts-publisher-revenue/
#ampoptimization by @aleyda from @orainti at #ampconf
Which will be
even more
important with 

Google’s
upcoming mobile
speed update
Ad

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Optimizing for AMP Success #AMPConf 2018

  • 1. OPTIMIZING AMP 
 FOR SUCCESS Do’s & Don’ts to Maximize Results #ampoptimization by @aleyda from @orainti at #ampconf
  • 2. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Hello AMPsterdam! I’m Aleyda Solis. +11 years of SEO experience. Founder at Orainti SEO Consultancy. Speaker at +100 events in 20 Countries. Author “SEO, Las Claves Esenciales”. Find me at orainti.com and @aleyda
  • 3. #ampoptimization by @aleyda from @orainti at #ampconf I help companies 
 to connect with them
  • 4. #ampoptimization by @aleyda from @orainti at #ampconf Some of them
 brands you 
 likely know #ampoptimization by @aleyda from @orainti at #ampconf
  • 5. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Web speed is critical to achieve this goal https://www.thinkwithgoogle.com/insights-inspiration/research-data/need-mobile-speed-how-mobile-latency-impacts-publisher-revenue/
  • 6. #ampoptimization by @aleyda from @orainti at #ampconf Which will be even more important with 
 Google’s upcoming mobile speed update
  • 7. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Thankfully, we now have AMP
  • 8. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf To achieve this type of performance improvement Original Mobile URL AMP URL
  • 9. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Which is why Google made it a requirement 
 to be included in the Top Stories Carrousel
  • 10. #ampoptimization by @aleyda from @orainti at #ampconf Nonetheless, +70% of top publishers with AMP have implementation errors https://www.semrush.com/blog/amp-mistakes-semrush-study/
  • 11. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Validate your AMP implementation before and after launch prioritizing critical issues Assess AMP usage vs. your own speed needs, capacity and expectations During After Let’s address the most common issues & challenges by following an AMP optimization process Before Monitor your AMP visibility impact to prioritize your efforts along the process
  • 12. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf My site engagement decreased 
 after launching AMP Someone who didn’t assess the AMP implementation
  • 13. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf ASSESSAMP usage vs. your own needs, implementation capacity and expectations
  • 14. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf It’s critical to verify if your site functionalities 
 can be implemented with AMP components https://www.ampproject.org/docs/reference/components
  • 15. #ampoptimization by @aleyda from @orainti at #ampconf Check with your development team if you 
 have the capacity and flexibility to use them https://ampbyexample.com/
  • 16. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Keep this also in mind when choosing the most 
 cost-effective way to integrate AMP in your site AMP as your Website Non- Canonical AMP Independent Mobile Web brand.com m.brand.com brand.com m.brand.com m.brand.com/amp AMP as your Website Responsive or Dynamic Web Non- Canonical AMP brand.com brand.com brand.com/amp
  • 17. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Complexity can be higher when selecting to use AMP along an independent mobile setting Desktop Web Independent Mobile Web Version AMP version Canonicalize to Independent Mobile Web in AMP Canonicalizes to Desktop Web vs
  • 18. #ampoptimization by @aleyda from @orainti at #ampconf If you’re using hreflang annotations, you should 
 also include them in your AMP URLs https://ampbyexample.com/introduction/internationalization/
  • 19. #ampoptimization by @aleyda from @orainti at #ampconf Which would look like this if you use non-canonical AMP along an independent Mobile Web version https://ampbyexample.com/introduction/internationalization/
  • 20. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf 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
  • 21. #ampoptimization by @aleyda from @orainti at #ampconf This means that AMP can’t be used to just 
 show teaser pages with minimal content
  • 22. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf An inconsistent UI will also likely have a negative impact on the site user engagement Original Mobile URL AMP URL ORIGINAL MOBILE PAGE <> AMP VERSION
  • 23. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf The goal is to keep the UI, content and functionality consistent when using non-canonical AMP =ORIGINAL MOBILE PAGE AMP VERSION
  • 24. #ampoptimization by @aleyda from @orainti at #ampconf While also following mobile best practices, 
 build AMP with responsive in mind #ampoptimization by @aleyda from @orainti at #ampconf DON’T DO THIS
  • 25. #ampoptimization by @aleyda from @orainti at #ampconf And if at some point AMP is disabled, following SEO best practices to refer the traffic will be also critical https://developers.google.com/search/docs/guides/remove-amp ELIMINATE AMPHTML TAG AND 301-REDIRECT FROM AMP URLS TO CANONICAL ONES
  • 26. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf It’s about assessing the viability and way of implementing AMP in your site to keep realistic expectations. Next one…
  • 27. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Most of the pages were showing errors after launching AMP, is a nightmare to get ride of them Someone who didn’t validated the AMP implementation
  • 28. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf VALIDATEYour AMP implementation before and after launch prioritizing critical issues first
  • 29. #ampoptimization by @aleyda from @orainti at #ampconf Share the required AMP markup as well as the validation errors when planning the development #ampoptimization by @aleyda from @orainti at #ampconfhttps://www.ampproject.org/docs/reference/validation_errors +
  • 30. #ampoptimization by @aleyda from @orainti at #ampconf There are a couple of additional Google specific errors that are not related to AMP validity too #ampoptimization by @aleyda from @orainti at #ampconfhttps://support.google.com/webmasters/answer/7320015
  • 31. #ampoptimization by @aleyda from @orainti at #ampconf Keep also in mind the most common AMP mistakes 
 and leave time and resources to check them 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/
  • 32. #ampoptimization by @aleyda from @orainti at #ampconf Verify during development the AMP compliance of your top pages in real time with the code validator #ampoptimization by @aleyda from @orainti at #ampconfhttps://validator.ampproject.org/
  • 33. #ampoptimization by @aleyda from @orainti at #ampconf You can also use ngrok tunneling to test pages 
 that are not yet publicly available #ampoptimization by @aleyda from @orainti at #ampconfhttps://developers.google.com/search/docs/guides/debug#testing-firewalled-pages
  • 34. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconfhttps://www.deepcrawl.com/ Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues
  • 35. #ampoptimization by @aleyda from @orainti at #ampconf Prioritize to fix the critical issues before launching, 
 to be able to show AMP in Mobile SERPs as expected #ampoptimization by @aleyda from @orainti at #ampconfhttps://sitebulb.com/
  • 36. #ampoptimization by @aleyda from @orainti at #ampconf These will be directly segmented and you will be 
 able to download them to revise and fix #ampoptimization by @aleyda from @orainti at #ampconf
  • 37. #ampoptimization by @aleyda from @orainti at #ampconf After launching look for any remaining errors 
 in the new Google Search Console AMP report #ampoptimization by @aleyda from @orainti at #ampconf
  • 38. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Select critical errors in the report and 
 start checking those affecting more pages
  • 39. #ampoptimization by @aleyda from @orainti at #ampconf Filter the pages to start with the most important areas and click on them to see the errors in the code
  • 40. #ampoptimization by @aleyda from @orainti at #ampconf You can also select to check the live page 
 by directly opening the AMP test tool
  • 41. #ampoptimization by @aleyda from @orainti at #ampconf If the errors still exist you can share the report with the development team so they can revise them #ampoptimization by @aleyda from @orainti at #ampconf
  • 42. #ampoptimization by @aleyda from @orainti at #ampconf 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
  • 43. #ampoptimization by @aleyda from @orainti at #ampconf Once the errors are fixed you can verify again and 
 if the page is valid, you can choose to “validate fix” #ampoptimization by @aleyda from @orainti at #ampconf
  • 44. #ampoptimization by @aleyda from @orainti at #ampconf This new Google Search Console option 
 will submit the fixes to be updated #ampoptimization by @aleyda from @orainti at #ampconf
  • 45. #ampoptimization by @aleyda from @orainti at #ampconf You’ll be able to see the validation progress 
 in the overall view from the AMP report too #ampoptimization by @aleyda from @orainti at #ampconf
  • 46. #ampoptimization by @aleyda from @orainti at #ampconf Rinse and repeat with the critical errors until there 
 is none left and then move on with the warnings #ampoptimization by @aleyda from @orainti at #ampconf
  • 47. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf It’s about validating through the whole implementation process prioritising to fix critical issues. What’s next?
  • 48. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf We’re not sure which are the queries and pages that have the highest AMP impact Someone who didn’t monitored the AMP implementation
  • 49. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf MONITORYour AMP results to continuously prioritise your efforts along the process
  • 50. #ampoptimization by @aleyda from @orainti at #ampconf Follow-up with the indexed AMP pages: 
 Are your most important URLs indexed? #ampoptimization by @aleyda from @orainti at #ampconf
  • 51. #ampoptimization by @aleyda from @orainti at #ampconf Use the Search Analytics report to check your AMP rich and non-rich results in Google’s Mobile SERPs #ampoptimization by @aleyda from @orainti at #ampconf
  • 52. #ampoptimization by @aleyda from @orainti at #ampconf Analyze which are the queries with 
 the best metrics in each type of results #ampoptimization by @aleyda from @orainti at #ampconf
  • 53. #ampoptimization by @aleyda from @orainti at #ampconf Verify the top queries per AMP Page to identify further AMP content opportunities #ampoptimization by @aleyda from @orainti at #ampconf
  • 54. #ampoptimization by @aleyda from @orainti at #ampconf You can also use rank indexes to monitor for which queries your competitors are ranking with AMP too #ampoptimization by @aleyda from @orainti at #ampconfhttps://www.sistrix.com/
  • 55. #ampoptimization by @aleyda from @orainti at #ampconf Use rank trackers to monitor the AMP visibility for target queries you’re not ranking for yet #ampoptimization by @aleyda from @orainti at #ampconfhttps://www.seomonitor.com/
  • 56. #ampoptimization by @aleyda from @orainti at #ampconf Track also your competitors sites rankings to spot 
 AMP opportunities vs. them for your target queries #ampoptimization by @aleyda from @orainti at #ampconfhttps://www.semrush.com/
  • 57. #ampoptimization by @aleyda from @orainti at #ampconf Do the same by analyzing your rankings vs. competitors within Google’s Top Stories Carrousel #ampoptimization by @aleyda from @orainti at #ampconfhttps://www.rankranger.com/
  • 58. #ampoptimization by @aleyda from @orainti at #ampconf Check what’s the visibility impact on traffic and conversion: is there a consistent & positive trend? #ampoptimization by @aleyda from @orainti at #ampconf
  • 59. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf It’s about following up with your AMP index, ranking and traffic to understand its behavior and identify opportunities.
  • 60. #ampoptimization by @aleyda from @orainti at #ampconf#ampoptimization by @aleyda from @orainti at #ampconf Validate your AMP implementation before and after launch prioritizing critical issues Assess AMP usage vs. your own speed needs, capacity and expectations During After Optimizing to avoid the most common issues from AMP planning, implementation to monitoring. Before Monitor your AMP visibility impact to prioritize your efforts along the process
  • 61. #ampoptimization by @aleyda from @orainti at #ampconf It’s time to maximize your AMP results