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Setting AMP for Success at #BrightonSEO

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How to implement Accelerated Mobile Pages (AMP) successfully? Check out the criteria, tools and principles to take into consideration to maximize your chances for success.

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Setting AMP for Success at #BrightonSEO

  1. 1. Aleyda Solis Orainti Setting AMP for Success @aleyda https://www.slideshare.net/aleydasolis
  2. 2. #ampsuccess at #brightonseo by @aleyda from @orainti There’s a critical need for speed #ampsuccess at #brightonseo by @aleyda from @orainti
  3. 3. #ampsuccess at #brightonseo by @aleyda from @orainti The reasons are reaaaaally scary #ampsuccess at #brightonseo by @aleyda from @orainti
  4. 4. #ampsuccess at #brightonseo by @aleyda from @orainti To avoid your users to leave your Mobile site…
  5. 5. #ampsuccess at #brightonseo by @aleyda from @orainti Killing your conversions
  6. 6. #ampsuccess at #brightonseo by @aleyda from @orainti Causing them stress (I’m not kidding)
  7. 7. #ampsuccess at #brightonseo by @aleyda from @orainti Your users have minimum expectations ;)
  8. 8. #ampsuccess at #brightonseo by @aleyda from @orainti 2 
 Seconds #ampsuccess at #brightonseo by @aleyda from @orainti
  9. 9. #ampsuccess at #brightonseo by @aleyda from @orainti Fundamental as Mobile users 
 are the majority now!
  10. 10. #ampsuccess at #brightonseo by @aleyda from @orainti Mobile speed is only getting more important 
 with Google’s mobile first index too
  11. 11. #ampsuccess at #brightonseo by @aleyda from @orainti “I might not know nothing but 
 mobile sites need to load really fast” #ampsuccess at #brightonseo by @aleyda from @orainti
  12. 12. #ampsuccess at #brightonseo by @aleyda from @orainti But how much time does the mobile home page of an important UK retailer takes to load?
  13. 13. #ampsuccess at #brightonseo by @aleyda from @orainti Wanna guess? Let’s do a bet… #ampsuccess at #brightonseo by @aleyda from @orainti
  14. 14. #ampsuccess at #brightonseo by @aleyda from @orainti Oooops! #ampsuccess at #brightonseo by @aleyda from @orainti
  15. 15. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Wait a minute… (literally in this case)
  16. 16. #ampsuccess at #brightonseo by @aleyda from @orainti or 20 seconds for that matter? #ampsuccess at #brightonseo by @aleyda from @orainti
  17. 17. #ampsuccess at #brightonseo by @aleyda from @orainti Surprise surprise! #ampsuccess at #brightonseo by @aleyda from @orainti
  18. 18. #ampsuccess at #brightonseo by @aleyda from @orainti “I really don’t know nothing” #ampsuccess at #brightonseo by @aleyda from @orainti
  19. 19. #ampsuccess at #brightonseo by @aleyda from @orainti Consequences are devastating
  20. 20. #ampsuccess at #brightonseo by @aleyda from @orainti The solution is to implement WPO principles 
 to make your Mobile site to load fast https://developers.google.com/speed/docs/insights/rules
  21. 21. #ampsuccess at #brightonseo by @aleyda from @orainti Jon has made this awesome site to help 
 with it and will speak about it later https://makefastsites.com/
  22. 22. #ampsuccess at #brightonseo by @aleyda from @orainti Sadly, big sites have restrictive legacy systems 
 & small ones little resources to improve it
  23. 23. #ampsuccess at #brightonseo by @aleyda from @orainti That’s why Google launched AMP almost two years ago
  24. 24. #ampsuccess at #brightonseo by @aleyda from @orainti It uses a “simplified” HTML version with optimised resources & cache to serve it faster
  25. 25. #ampsuccess at #brightonseo by @aleyda from @orainti AMP should be published “parallely” 
 to your current (slower) Web pages https://amp.businessinsider.com/
 game-of-thrones-gendry-olympian-running-meme-2017-8 http://www.businessinsider.com/
 game-of-thrones-gendry-olympian-running-meme-2017-8
  26. 26. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Let’s push that Tesla AMP ludicrous speed button, baby! YESSSSSS #ampsuccess at #brightonseo by @aleyda from @orainti
  27. 27. #ampsuccess at #brightonseo by @aleyda from @orainti https://amp.businessinsider.com/
 game-of-thrones-gendry-olympian-running-meme-2017-8 http://www.businessinsider.com/
 game-of-thrones-gendry-olympian-running-meme-2017-8 AMP is certainly much faster!
  28. 28. #ampsuccess at #brightonseo by @aleyda from @orainti Again Original Mobile Page AMP URL Version
  29. 29. #ampsuccess at #brightonseo by @aleyda from @orainti and again Original Mobile Page AMP URL Version
  30. 30. #ampsuccess at #brightonseo by @aleyda from @orainti I told you so! #ampsuccess at #brightonseo by @aleyda from @orainti
  31. 31. #ampsuccess at #brightonseo by @aleyda from @orainti AMP is 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
  32. 32. #ampsuccess at #brightonseo by @aleyda from @orainti So is even faster when shown to users in Google’s Mobile SERPs #ampsuccess at #brightonseo by @aleyda from @orainti
  33. 33. #ampsuccess at #brightonseo by @aleyda from @orainti Although AMP usage is not (yet) 
 a ranking factor
  34. 34. #ampsuccess at #brightonseo by @aleyda from @orainti Google made it a requirement to 
 be included in its News Carrousels
  35. 35. #ampsuccess at #brightonseo by @aleyda from @orainti 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.
  36. 36. #ampsuccess at #brightonseo by @aleyda from @orainti Overriding also app deep 
 links in Mobile SERPs
  37. 37. #ampsuccess at #brightonseo by @aleyda from @orainti Now also shown in Mobile “Position 0”
  38. 38. #ampsuccess at #brightonseo by @aleyda from @orainti All this has skyrocketed its visibility …
  39. 39. #ampsuccess at #brightonseo by @aleyda from @orainti As well as the extra traffic 
 sites can get from using it AMP Rich Results AMP Non-Rich Results Non-AMP Results More Mobile organic visibility and traffic from AMP than non- AMP results
  40. 40. #ampsuccess at #brightonseo by @aleyda from @orainti Incentivising its adoption, especially 
 among big media oriented sites Data by Sistrix
  41. 41. #ampsuccess at #brightonseo by @aleyda from @orainti Boom!
  42. 42. #ampsuccess at #brightonseo by @aleyda from @orainti So AMP is not a solution for your original site pages speed, but a “mobile Web speed add-on” #ampsuccess at #brightonseo by @aleyda from @orainti
  43. 43. #ampsuccess at #brightonseo by @aleyda from @orainti In case Google sees this, remember that is Tyrion Lannister saying this, not Aleyda ;) #ampsuccess at #brightonseo by @aleyda from @orainti BLAME HIM! SHAAAAME
  44. 44. #ampsuccess at #brightonseo by @aleyda from @orainti That’s why there are reservations: “AMP has a good intentions… but sacrifice the open Web” https://ethanmarcotte.com/wrote/ampersand/
  45. 45. #ampsuccess at #brightonseo by @aleyda from @orainti You shouldn’t then use AMP as a silver bullet Mobile speed solution but an alternative in case you can profit from it #ampsuccess at #brightonseo by @aleyda from @orainti
  46. 46. #ampsuccess at #brightonseo by @aleyda from @orainti Avoid this type of experience https://thirtybees.com/blog/amp-is-bad-for-e-commerce/
  47. 47. #ampsuccess at #brightonseo by @aleyda from @orainti Or this other! If you can really make your own 
 mobile site speed faster, do that first please https://kinsta.com/blog/disable-google-amp/
  48. 48. #ampsuccess at #brightonseo by @aleyda from @orainti Some people can’t though and AMP will allow them to at least make their content accessible https://www.alexkras.com/google-amp-is-winning/
  49. 49. #ampsuccess at #brightonseo by @aleyda from @orainti So, for those of you who don’t have a mobile site, can’t improve its own mobile speed or are information sites that could profit from the extra visibility…
  50. 50. #ampsuccess at #brightonseo by @aleyda from @orainti Here are 7 Do’s & Don’ts 
 to use AMP for success #ampsuccess at #brightonseo by @aleyda from @orainti
  51. 51. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti 1. Verify if you can Implement your current Mobile Web UI & functionality with AMP
  52. 52. #ampsuccess at #brightonseo by @aleyda from @orainti <> You want to avoid this Original Mobile Page AMP URL Version
  53. 53. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Validate that your mobile Web functionality 
 can be replicated by using AMP https://www.ampproject.org/docs/reference
  54. 54. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti There’s also a well documented roadmap 
 specifying the functionalities to come https://www.ampproject.org/roadmap/
  55. 55. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Check with your development team if you 
 have the capacity and flexibility to use them https://ampbyexample.com/
  56. 56. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti You can even test and code while validating it
 directly in the AMP Playground editor https://ampbyexample.com/playground/
  57. 57. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti And although with WP there are free plugins 
 that highly facilitate the implementation https://wordpress.org/plugins/amp/ + https://wordpress.org/plugins/glue-for-yoast-seo-amp/
  58. 58. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti They’re not an “out of the box” solution… 
 they still will need design personalisation Original Mobile Page AMP URL Version
  59. 59. #ampsuccess at #brightonseo by @aleyda from @orainti You can also use freemium and paid 
 WP plugins like AMP for WP and weeblrAMP https://www.weeblrpress.com/ + https://wordpress.org/plugins/accelerated-mobile-pages/
  60. 60. #ampsuccess at #brightonseo by @aleyda from @orainti That will allow you to personalise more, but 
 you’ll likely need further development support
  61. 61. #ampsuccess at #brightonseo by @aleyda from @orainti This is what you really want.
 Which one is the AMP version? =
  62. 62. #ampsuccess at #brightonseo by @aleyda from @orainti Exactly! You need to keep the UI and 
 functionality consistent, like Gizmodo does Original Mobile Page AMP URL Version =
  63. 63. #ampsuccess at #brightonseo by @aleyda from @orainti 2. Check your AMP visibility potential to prioritise your implementation accordingly #ampsuccess at #brightonseo by @aleyda from @orainti
  64. 64. #ampsuccess at #brightonseo by @aleyda from @orainti Verify the share and type of queries for which AMP results are shown in your industry https://www.sistrix.com/
  65. 65. #ampsuccess at #brightonseo by @aleyda from @orainti Identify which of them are shown along SERP features to prioritise and format your content
  66. 66. #ampsuccess at #brightonseo by @aleyda from @orainti Like this
  67. 67. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Once you launch, follow-up w/ your own AMP results via the Google Search Console
  68. 68. #ampsuccess at #brightonseo by @aleyda from @orainti Verifying the top queries per AMP URL, 
 to identify opportunities
  69. 69. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Just be mindful of GSC false positives!
  70. 70. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Use SEOmonitor to track AMP for your targeted keywords, whether you’re ranking or not https://www.seomonitor.com/
  71. 71. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti And to spot again opportunities 
 vs. your competitors
  72. 72. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti 3. Avoid implementing AMP when you have an independent mobile Web Version
  73. 73. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Do you really want to manage *another* 
 independent mobile version? Enough said! Desktop Web Parallel Mobile Web Version with M subdomain AMP version under the M subdomain Google AMP Viewer URL Canonicalize to Generates
  74. 74. #ampsuccess at #brightonseo by @aleyda from @orainti 4. Validate your AMP implementation before and after launch with SEO crawlers to minimise issues #ampsuccess at #brightonseo by @aleyda from @orainti
  75. 75. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Besides revising your top pages configuration directly with the “official” AMP Validator https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc?hl=en
  76. 76. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Crawl all of them to identify potential issues 
 before and after launching https://sitebulb.com/
  77. 77. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti SEO crawlers like Sitebulb and Deepcrawl 
 already include reports featuring AMP issues https://www.deepcrawl.com/
  78. 78. #ampsuccess at #brightonseo by @aleyda from @orainti 5. Monitor your AMP implementation with the GSC AMP report, where you should focus on fixing critical issues first #ampsuccess at #brightonseo by @aleyda from @orainti
  79. 79. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti It’s usual to be overwhelmed by the increase of AMP issues when launching and doing changes SIGH
  80. 80. #ampsuccess at #brightonseo by @aleyda from @orainti Prioritise to fix critical issues first, which will be the ones preventing to be shown in SERPs THIS
  81. 81. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Start with those affecting the highest number 
 of pages and check them directly there
  82. 82. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Focus on identifying how the non-supported code is included, so it is replaced or removed
  83. 83. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti YES Rinse and repeat until you 
 minimise critical errors
  84. 84. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti 6. Don’t link to your AMP URLs … unless you don’t have a Mobile friendly site or the one you have has serious speed issues
  85. 85. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti There’s an inconsistent mobile user experience when accessing to AMP pages from SERPs
  86. 86. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Which makes you share and link to the 
 non-canonical Google AMP Viewer URL
  87. 87. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti iOS11 will take a first step to avoid this. It’s 
 advisable to double-verify when linking though.
  88. 88. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti 7. Don’t want to keep your users in AMP? Take them to your canonical mobile Web version
  89. 89. #ampsuccess at #brightonseo by @aleyda from @orainti You can then refer your users to your original Website version to see more information, like this
  90. 90. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti With this strategic AMP approach, you’ll have higher chances of success, but if you want to disable it, don’t forget SEO best practices
  91. 91. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Remove the rel=”amphtml” link tag and 
 301-redirect AMP URLs to your canonical ones HANDY WP PLUGIN https://kinsta.com/blog/disable-google-amp/
  92. 92. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti It’s time to make that AMP throne yours!
  93. 93. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Let’s go
  94. 94. #ampsuccess at #brightonseo by @aleyda from @orainti#ampsuccess at #brightonseo by @aleyda from @orainti Thanks

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