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