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Setting AMP for Success

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Ciao #SMXLMILAN
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I’m Aleyda Solis

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I help companies to connect with them
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Some of them brands you likely know
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Having a fast mobile Website is one of the
fundamental aspects to achieve this goal

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As well as to avoid causing stress to our users

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Speed will be even more critical with
Google’s upcoming mobile first index too

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Users have minimum expectations

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But this is our speed reality

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Let’s see… how much time the
Trova Prezzi home page takes to load?

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Ouch
https://testmysite.thinkwithgoogle.com/

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And the Virgilio one?

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Yup
https://testmysite.thinkwithgoogle.com/

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And La Stampa one?

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I think I’ve made my point
https://testmysite.thinkwithgoogle.com/

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The solution is to implement WPO principles
to make Mobile sites to load fast
https://developers.google.com/speed/docs/insights/rules

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But big sites have restrictive legacy platforms &
small ones little resources to improve them

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This is why Google launched AMP

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It uses a “simplified” HTML version with optimised
resources & cache to serve faster in Mobile SERPs
https://www.ampproject.org/learn/overview/

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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

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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

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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

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AMP usage is not a ranking factor

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But Google made it a requirement to be
included in the News Carrousel

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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.

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Which has given it an impressive SERP visibility
https://www.rankranger.com/amp-on-google-serp

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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

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However, AMP is not a replacement
of your Mobile site

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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

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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
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Sorry Batman
AMP A fast Mobile site
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But due to the way it is presented and
its expansion efforts it might look like it

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Just what happens to Batman
as a superhero too
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That’s why there are reservations about it: “AMP
has a good intentions… but sacrifice the open Web”

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You shouldn’t
then use AMP
as a silver
bullet Mobile
speed solution
but a resource
in certain
scenarios…
Thanks Alfred :)
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You will be able to minimize situations like this

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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

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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

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Verify if you can Implement your
current Mobile Web UI &
functionality with AMP
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Your AMP URLs should replicate your own
Mobile Web UI & functionality, instead of this
ORIGINAL MOBILE PAGE AMP VERSION

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Validate that your mobile Web functionality
can be replicated by using AMP components
https://www.ampproject.org/docs/reference/components

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Check with your development team if you
have the capacity and flexibility to use them
https://ampbyexample.com/

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You can even test while validating your
code directly in the AMP Playground editor
https://ampbyexample.com/playground/

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Plan ahead using the roadmap with a
reference of the functionalities to come
https://www.ampproject.org/roadmap/

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There are also free Wordpress plugins
that highly facilitate the implementation

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You can also use freemium and paid
WP plugins like AMP for WP and weeblrAMP

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They will allow you to personalise more, but
you’ll likely need further development support

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They’re not an “out of the box” solution
and will still need design personalisation
ORIGINAL MOBILE PAGE AMP VERSION

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The goal should be to keep the UI
and functionality consistent
ORIGINAL MOBILE PAGE
=
AMP VERSION

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Check your AMP visibility potential
to prioritize your implementation
accordingly
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Verify the share and type of queries for
which AMP results are shown in your industry
https://www.sistrix.com/

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Identify which of them are shown along SERP
features to prioritise and format your content

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Like this

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Avoid linking to your AMP URLs
unless you’re using them as your
canonical mobile Web pages
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There’s an inconsistent mobile user experience
when accessing to AMP pages from SERPs

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Which ends-up causing that users link and share
the non-canonical Google AMP Viewer URLs

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Start avoiding these by making sure to only
link internally to your canonical URLs from AMP

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You can also refer your users to your original
Website version to continue browsing your site

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Remember to also redirect based on the user agent
to avoid showing non-mobile visitors your AMP URLs
DON’T DO THIS DO THIS

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Validate your AMP implementation
before and after launch with SEO
crawlers to minimise issues
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+70% of top publishers with AMP across 8 countries
(including the US) have implementation errors

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Most common AMP mistakes are related to usage
of disallowed and non-supported attributes & tags
https://www.semrush.com/blog/amp-mistakes-semrush-study/

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For real
THIS IS NOT THE AMP VERSION
OF THE ABOVE ARTICLE

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Avoid them by using the AMP validator Chrome
extension to go through your main pages
https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc

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Crawl all of your site pages to validate AMP
implementation issues before and after launching
https://sitebulb.com/

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SEO crawlers like Sitebulb, Deepcrawl & SEMrush
already include AMP configuration problems
deepcrawl.com

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You’ll be able to obtain and fix quickly those that
would generate critical issues in the Search Console

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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

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Monitor AMP implementation
errors with GSC AMP report, where
you should focus on fixing critical
issues first
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It’s usual to be overwhelmed by the increase of
AMP issues when launching or updating
SIGH

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Prioritise to fix critical issues first, which will
be the ones preventing to be shown in SERPs
THIS

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Start with those affecting the highest number
of pages and check them directly there

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Focus on identifying how the non-supported code
is included to establish a pattern and remove it

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YES
Rinse and repeat until you minimise critical errors

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Monitor your AMP visibility impact
to prioritize your efforts along the
on-going content development and
optimization process
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Opt-in for Google Analytics AMP Client ID API
to correctly track AMP on Cache
https://support.google.com/analytics/answer/7486764

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Beyond the AMP vs. Non-AMP traffic trend,
what’s the impact of AMP on users behavior?

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Follow-up w/ your own AMP results
via the Google Search Console too

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Verify the top queries per AMP URL to identify
further AMP content opportunities

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Be mindful of Search Console false positives though

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Use SEOmonitor to track AMP for your targeted
(ranked or unranked) keywords
https://www.seomonitor.com/

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You can also spot AMP opportunities vs. your
competitors with SEMrush rank tracking
https://www.semrush.com

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rankranger.com
Do the same with your News Carrousel
AMP rankings by using RankRanger

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If at some point you want to disable
AMP, follow SEO best practices to
avoid losing that traffic
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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

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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

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Now is your turn
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