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Setting AMP for Success at #SMXLmilan

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How to implement AMP successful on your site? Take a look at the criteria and tools to use to maximize results.

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Setting AMP for Success at #SMXLmilan

  1. 1. #ampsuccess by @aleyda at #smxlmilan Setting AMP for Success
  2. 2. #ampsuccess by @aleyda at #smxlmilan Ciao #SMXLMILAN #ampsuccess by @aleyda at #smxlmilan
  3. 3. #ampsuccess by @aleyda at #smxlmilan I’m Aleyda Solis
  4. 4. #ampsuccess by @aleyda at #smxlmilan I help companies to connect with them #ampsuccess by @aleyda at #smxlmilan
  5. 5. #ampsuccess by @aleyda at #smxlmilan Some of them brands you likely know #ampsuccess by @aleyda at #smxlmilan
  6. 6. #ampsuccess by @aleyda at #smxlmilan Having a fast mobile Website is one of the fundamental aspects to achieve this goal
  7. 7. #ampsuccess by @aleyda at #smxlmilan As well as to avoid causing stress to our users
  8. 8. #ampsuccess by @aleyda at #smxlmilan Speed will be even more critical with 
 Google’s upcoming mobile first index too
  9. 9. #ampsuccess by @aleyda at #smxlmilan Users have minimum expectations
  10. 10. #ampsuccess by @aleyda at #smxlmilan But this is our speed reality
  11. 11. #ampsuccess by @aleyda at #smxlmilan Let’s see… how much time the 
 Trova Prezzi home page takes to load?
  12. 12. #ampsuccess by @aleyda at #smxlmilan Ouch https://testmysite.thinkwithgoogle.com/
  13. 13. #ampsuccess by @aleyda at #smxlmilan And the Virgilio one?
  14. 14. #ampsuccess by @aleyda at #smxlmilan Yup https://testmysite.thinkwithgoogle.com/
  15. 15. #ampsuccess by @aleyda at #smxlmilan And La Stampa one?
  16. 16. #ampsuccess by @aleyda at #smxlmilan I think I’ve made my point https://testmysite.thinkwithgoogle.com/
  17. 17. #ampsuccess by @aleyda at #smxlmilan The solution is to implement WPO principles 
 to make Mobile sites to load fast https://developers.google.com/speed/docs/insights/rules
  18. 18. #ampsuccess by @aleyda at #smxlmilan But big sites have restrictive legacy platforms & small ones little resources to improve them
  19. 19. #ampsuccess by @aleyda at #smxlmilan This is why Google launched AMP
  20. 20. #ampsuccess by @aleyda at #smxlmilan It uses a “simplified” HTML version with optimised resources & cache to serve faster in Mobile SERPs https://www.ampproject.org/learn/overview/
  21. 21. #ampsuccess by @aleyda at #smxlmilan AMP is published “parallely” and canonicalized 
 to your current (slower) Mobile Web pages http://www.lastampa.it/2017/11/11/societa/nel-giorno-dei-single- alibaba-macina-record-un-miliardo-di-dollari-nei-primi-due- minuti-e-un-secondo-3LBa6otfg99OuPdX7H6XIJ/pagina.html http://www.lastampa.it/2017/11/11/societa/nel-giorno-dei- single-alibaba-macina-record-un-miliardo-di-dollari-nei-primi- due-minuti-e-un-secondo-3LBa6otfg99OuPdX7H6XIJ/ amphtml/pagina.amp.html
  22. 22. #ampsuccess by @aleyda at #smxlmilan It’s 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
  23. 23. #ampsuccess by @aleyda at #smxlmilan Making it certainly much faster http://www.lastampa.it/2017/11/11/societa/nel-giorno-dei-single- alibaba-macina-record-un-miliardo-di-dollari-nei-primi-due- minuti-e-un-secondo-3LBa6otfg99OuPdX7H6XIJ/pagina.html http://www.lastampa.it/2017/11/11/societa/nel-giorno-dei- single-alibaba-macina-record-un-miliardo-di-dollari-nei-primi- due-minuti-e-un-secondo-3LBa6otfg99OuPdX7H6XIJ/ amphtml/pagina.amp.html
  24. 24. #ampsuccess by @aleyda at #smxlmilan AMP usage is not a ranking factor
  25. 25. #ampsuccess by @aleyda at #smxlmilan But Google made it a requirement to be included in the News Carrousel
  26. 26. #ampsuccess by @aleyda at #smxlmilan 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.
  27. 27. #ampsuccess by @aleyda at #smxlmilan Which has given it an impressive SERP visibility https://www.rankranger.com/amp-on-google-serp
  28. 28. #ampsuccess by @aleyda at #smxlmilan As well as traffic to the sites using it AMP Rich Results AMP Non-Rich Results Non-AMP Results More Mobile organic visibility and traffic from AMP than non-AMP results
  29. 29. #ampsuccess by @aleyda at #smxlmilan However, AMP is not a replacement 
 of your Mobile site
  30. 30. #ampsuccess by @aleyda at #smxlmilan Even Google representatives agree that is not 
 a “bullet-proof” solution for all sites “It wouldn’t be reasonable for us to expect that a group of limited functionalities replace all what you can do at the moment in the mobile environment… AMP its meant to serve in certain use cases” https://www.youtube.com/watch?v=wtOjUwGnrVY
  31. 31. #ampsuccess by @aleyda at #smxlmilan AMP is a fast “add-on” to your already existing 
 (but still slow) mobile Website Just what happens with Batman as a super hero… he doesn’t have any superpowers #ampsuccess by @aleyda at #smxlmilan
  32. 32. #ampsuccess by @aleyda at #smxlmilan Sorry Batman AMP A fast Mobile site #ampsuccess by @aleyda at #smxlmilan
  33. 33. #ampsuccess by @aleyda at #smxlmilan But due to the way it is presented and 
 its expansion efforts it might look like it
  34. 34. #ampsuccess by @aleyda at #smxlmilan Just what happens to Batman 
 as a superhero too #ampsuccess by @aleyda at #smxlmilan
  35. 35. #ampsuccess by @aleyda at #smxlmilan That’s why there are reservations about it: “AMP 
 has a good intentions… but sacrifice the open Web”
  36. 36. #ampsuccess by @aleyda at #smxlmilan You shouldn’t then use AMP as a silver bullet Mobile speed solution but a resource in certain scenarios… Thanks Alfred :) #ampsuccess by @aleyda at #smxlmilan
  37. 37. #ampsuccess by @aleyda at #smxlmilan You will be able to minimize situations like this
  38. 38. #ampsuccess by @aleyda at #smxlmilan Use AMP when your Mobile site is too slow and/ or you want to be included in the carrousel and/or Too slow and can’t be improved Needs to be included in carrousel
  39. 39. #ampsuccess by @aleyda at #smxlmilan Avoid implementing AMP when you have 
 an independent mobile Web Version Desktop Web Parallel Mobile Web Version with M subdomain AMP URL Google AMP Viewer URL Canonicalize to Generates
  40. 40. #ampsuccess by @aleyda at #smxlmilan Verify if you can Implement your current Mobile Web UI & functionality with AMP #ampsuccess by @aleyda at #smxlmilan
  41. 41. #ampsuccess by @aleyda at #smxlmilan Your AMP URLs should replicate your own 
 Mobile Web UI & functionality, instead of this ORIGINAL MOBILE PAGE AMP VERSION
  42. 42. #ampsuccess by @aleyda at #smxlmilan Validate that your mobile Web functionality 
 can be replicated by using AMP components https://www.ampproject.org/docs/reference/components
  43. 43. #ampsuccess by @aleyda at #smxlmilan Check with your development team if you 
 have the capacity and flexibility to use them https://ampbyexample.com/
  44. 44. #ampsuccess by @aleyda at #smxlmilan You can even test while validating your 
 code directly in the AMP Playground editor https://ampbyexample.com/playground/
  45. 45. #ampsuccess by @aleyda at #smxlmilan Plan ahead using the roadmap with a 
 reference of the functionalities to come https://www.ampproject.org/roadmap/
  46. 46. #ampsuccess by @aleyda at #smxlmilan There are also free Wordpress plugins 
 that highly facilitate the implementation
  47. 47. #ampsuccess by @aleyda at #smxlmilan You can also use freemium and paid 
 WP plugins like AMP for WP and weeblrAMP
  48. 48. #ampsuccess by @aleyda at #smxlmilan They will allow you to personalise more, but 
 you’ll likely need further development support
  49. 49. #ampsuccess by @aleyda at #smxlmilan They’re not an “out of the box” solution 
 and will still need design personalisation ORIGINAL MOBILE PAGE AMP VERSION
  50. 50. #ampsuccess by @aleyda at #smxlmilan The goal should be to keep the UI 
 and functionality consistent ORIGINAL MOBILE PAGE = AMP VERSION
  51. 51. #ampsuccess by @aleyda at #smxlmilan Check your AMP visibility potential to prioritize your implementation accordingly #ampsuccess by @aleyda at #smxlmilan
  52. 52. #ampsuccess by @aleyda at #smxlmilan Verify the share and type of queries for 
 which AMP results are shown in your industry https://www.sistrix.com/
  53. 53. #ampsuccess by @aleyda at #smxlmilan Identify which of them are shown along SERP features to prioritise and format your content
  54. 54. #ampsuccess by @aleyda at #smxlmilan Like this
  55. 55. #ampsuccess by @aleyda at #smxlmilan Avoid linking to your AMP URLs unless you’re using them as your canonical mobile Web pages #ampsuccess by @aleyda at #smxlmilan
  56. 56. #ampsuccess by @aleyda at #smxlmilan There’s an inconsistent mobile user experience 
 when accessing to AMP pages from SERPs
  57. 57. #ampsuccess by @aleyda at #smxlmilan Which ends-up causing that users link and share 
 the non-canonical Google AMP Viewer URLs
  58. 58. #ampsuccess by @aleyda at #smxlmilan Start avoiding these by making sure to only 
 link internally to your canonical URLs from AMP
  59. 59. #ampsuccess by @aleyda at #smxlmilan You can also refer your users to your original 
 Website version to continue browsing your site
  60. 60. #ampsuccess by @aleyda at #smxlmilan Remember to also redirect based on the user agent to avoid showing non-mobile visitors your AMP URLs DON’T DO THIS DO THIS
  61. 61. #ampsuccess by @aleyda at #smxlmilan Validate your AMP implementation before and after launch with SEO crawlers to minimise issues #ampsuccess by @aleyda at #smxlmilan
  62. 62. #ampsuccess by @aleyda at #smxlmilan +70% of top publishers with AMP across 8 countries (including the US) have implementation errors
  63. 63. #ampsuccess by @aleyda at #smxlmilan Most common AMP mistakes are related to usage 
 of disallowed and non-supported attributes & tags https://www.semrush.com/blog/amp-mistakes-semrush-study/
  64. 64. #ampsuccess by @aleyda at #smxlmilan For real THIS IS NOT THE AMP VERSION OF THE ABOVE ARTICLE
  65. 65. #ampsuccess by @aleyda at #smxlmilan Avoid them by using the AMP validator Chrome extension to go through your main pages https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc
  66. 66. #ampsuccess by @aleyda at #smxlmilan Crawl all of your site pages to validate AMP implementation issues before and after launching https://sitebulb.com/
  67. 67. #ampsuccess by @aleyda at #smxlmilan SEO crawlers like Sitebulb, Deepcrawl & SEMrush
 already include AMP configuration problems deepcrawl.com
  68. 68. #ampsuccess by @aleyda at #smxlmilan You’ll be able to obtain and fix quickly those that would generate critical issues in the Search Console
  69. 69. #ampsuccess by @aleyda at #smxlmilan https://www.screamingfrog.co.uk/log-file-analyser/ Validate if possible in your logs if Googlebot’s crawling behavior of your AMP URLs is consistent 19 OF THE 20 CRAWLED URLs ARE AMP
  70. 70. #ampsuccess by @aleyda at #smxlmilan Monitor AMP implementation errors with GSC AMP report, where you should focus on fixing critical issues first #ampsuccess by @aleyda at #smxlmilan
  71. 71. #ampsuccess by @aleyda at #smxlmilan It’s usual to be overwhelmed by the increase of AMP issues when launching or updating SIGH
  72. 72. #ampsuccess by @aleyda at #smxlmilan Prioritise to fix critical issues first, which will 
 be the ones preventing to be shown in SERPs THIS
  73. 73. #ampsuccess by @aleyda at #smxlmilan Start with those affecting the highest number 
 of pages and check them directly there
  74. 74. #ampsuccess by @aleyda at #smxlmilan Focus on identifying how the non-supported code 
 is included to establish a pattern and remove it
  75. 75. #ampsuccess by @aleyda at #smxlmilan YES Rinse and repeat until you minimise critical errors
  76. 76. #ampsuccess by @aleyda at #smxlmilan Monitor your AMP visibility impact to prioritize your efforts along the on-going content development and optimization process #ampsuccess by @aleyda at #smxlmilan
  77. 77. #ampsuccess by @aleyda at #smxlmilan Opt-in for Google Analytics AMP Client ID API 
 to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  78. 78. #ampsuccess by @aleyda at #smxlmilan Beyond the AMP vs. Non-AMP traffic trend, 
 what’s the impact of AMP on users behavior?
  79. 79. #ampsuccess by @aleyda at #smxlmilan Follow-up w/ your own AMP results 
 via the Google Search Console too
  80. 80. #ampsuccess by @aleyda at #smxlmilan Verify the top queries per AMP URL to identify further AMP content opportunities
  81. 81. #ampsuccess by @aleyda at #smxlmilan Be mindful of Search Console false positives though
  82. 82. #ampsuccess by @aleyda at #smxlmilan Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords https://www.seomonitor.com/
  83. 83. #ampsuccess by @aleyda at #smxlmilan You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking https://www.semrush.com
  84. 84. #ampsuccess by @aleyda at #smxlmilan rankranger.com Do the same with your News Carrousel 
 AMP rankings by using RankRanger
  85. 85. #ampsuccess by @aleyda at #smxlmilan If at some point you want to disable AMP, follow SEO best practices to avoid losing that traffic #ampsuccess by @aleyda at #smxlmilan
  86. 86. #ampsuccess by @aleyda at #smxlmilan Remove the rel=”amphtml” link tag and 
 301-redirect AMP URLs to your canonical ones https://developers.google.com/search/docs/guides/remove-amp HANDY WORDPRESS PLUGIN
  87. 87. #ampsuccess by @aleyda at #smxlmilan Here’s a list with all of these, 
 so you don’t forget Verify if you can Implement your current Mobile Web UI & functionality with AMP Check your AMP visibility potential to prioritise your implementation accordingly Monitor AMP implementation errors with GSC AMP report, where you should focus on fixing critical issues first Avoid linking to your AMP URLs unless you’re using them as your canonical mobile Web pages Validate your AMP implementation before and after launch with SEO crawlers to minimise issues Monitor your AMP visibility impact to prioritize your efforts along the on-going content development and optimization process If you want to disable AMP, don’t forget SEO best practices, removing tag to AMP and redirecting to your mobile pages
  88. 88. #ampsuccess by @aleyda at #smxlmilan Now is your turn #ampsuccess by @aleyda at #smxlmilan

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