setting amp for success at #smxlmilan

#ampsuccess by @aleyda at #smxlmilan

Setting AMP for Success

Ciao #SMXLMILAN

I’m Aleyda Solis

I help companies to connect with them

Some of them brands you likely know

Having a fast mobile Website is one of the fundamental aspects to achieve this goal

As well as to avoid causing stress to our users

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

Users have minimum expectations

But this is our speed reality

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

https://testmysite.thinkwithgoogle.com/

And the Virgilio one?

And La Stampa one?

I think I’ve made my point

The solution is to implement WPO principles to make Mobile sites to load fast

https://developers.google.com/speed/docs/insights/rules

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

This is why Google launched AMP

It uses a “simplified” HTML version with optimised resources & cache to serve faster in Mobile SERPs

https://www.ampproject.org/learn/overview/

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

It’s also cached and pre-rendered by Google when shown in Mobile SERPs

Google AMP Viewer URLthat is pre-rendered

Canonical URL of the Page

Content served from AMP Cache URL

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

AMP usage is not a ranking factor

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

and can be also shown in organic results

AMP article rich resultsCan 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 resultsA basic, non-graphical search result

pointing to the AMP page.

Which has given it an impressive SERP visibility

https://www.rankranger.com/amp-on-google-serp

As well as traffic to the sites using itAMP Rich Results

AMP Non-Rich Results

Non-AMP Results

More Mobile organic visibility and traffic from

AMP than non-AMP results

However, AMP is not a replacement of your Mobile site

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

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

Sorry Batman

AMP A fast Mobile site

But due to the way it is presented and its expansion efforts it might look like it

Just what happens to Batman as a superhero too

That’s why there are reservations about it: “AMP has a good intentions… but sacrifice the open Web”

You shouldn’t then use AMP as a silver bullet Mobile speed solution but a resource in certain scenarios…

Thanks Alfred :)

You will be able to minimize situations like this

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

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

Verify if you can Implement your current Mobile Web UI & functionality with AMP

Your AMP URLs should replicate your own Mobile Web UI & functionality, instead of this

ORIGINAL MOBILE PAGE AMP VERSION

Validate that your mobile Web functionality can be replicated by using AMP components

https://www.ampproject.org/docs/reference/components

Check with your development team if you have the capacity and flexibility to use them

https://ampbyexample.com/

You can even test while validating your code directly in the AMP Playground editor

https://ampbyexample.com/playground/

Plan ahead using the roadmap with a reference of the functionalities to come

https://www.ampproject.org/roadmap/

There are also free Wordpress plugins that highly facilitate the implementation

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

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

They’re not an “out of the box” solution and will still need design personalisation

ORIGINAL MOBILE PAGE AMP VERSION

The goal should be to keep the UI and functionality consistent

ORIGINAL MOBILE PAGE

AMP VERSION

Check your AMP visibility potential to prioritize your implementation

accordingly

Verify the share and type of queries for which AMP results are shown in your industry

https://www.sistrix.com/

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

Like this

Avoid linking to your AMP URLs unless you’re using them as your

canonical mobile Web pages

There’s an inconsistent mobile user experience when accessing to AMP pages from SERPs

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

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

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

Remember to also redirect based on the user agent to avoid showing non-mobile visitors your AMP URLs

DON’T DO THIS DO THIS

Validate your AMP implementation before and after launch with SEO

crawlers to minimise issues

+70% of top publishers with AMP across 8 countries (including the US) have implementation errors

Most common AMP mistakes are related to usage of disallowed and non-supported attributes & tags

https://www.semrush.com/blog/amp-mistakes-semrush-study/

For real

THIS IS NOT THE AMP VERSION OF THE ABOVE ARTICLE

Avoid them by using the AMP validator Chrome extension to go through your main pages

https://chrome.google.com/webstore/detail/amp-validator/nmoffdblmcmgeicmolmhobpoocbbmknc

Crawl all of your site pages to validate AMP implementation issues before and after launching

https://sitebulb.com/

SEO crawlers like Sitebulb, Deepcrawl & SEMrushalready include AMP configuration problems

deepcrawl.com

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

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

Monitor AMP implementation errors with GSC AMP report, where you should focus on fixing critical

issues first

It’s usual to be overwhelmed by the increase of AMP issues when launching or updating

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

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

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

Rinse and repeat until you minimise critical errors

Monitor your AMP visibility impact to prioritize your efforts along the

on-going content development and optimization process

Opt-in for Google Analytics AMP Client ID API to correctly track AMP on Cache

https://support.google.com/analytics/answer/7486764

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

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

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

Be mindful of Search Console false positives though

Use SEOmonitor to track AMP for your targeted (ranked or unranked) keywords

https://www.seomonitor.com/

You can also spot AMP opportunities vs. your competitors with SEMrush rank tracking

https://www.semrush.com

rankranger.com

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

If at some point you want to disable AMP, follow SEO best practices to

avoid losing that traffic

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

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

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

Now is your turn

setting amp for success at #smxlmilan

Mobile

marketing plan - the enclave hotel & suites - official ·...

becoming an seo superhero at #smxlmilan

od setting masters flush pin ... - micron control · pdf...

current and future guidance and standard · pdf fileneeds &...

· xls file · web viewstatistics - type & country...

2017 banquet menu - omni hotels & resorts · pdf file2017...

in-house bank & payment factory: challenges & · pdf file3...

mallick plumbing & heating, inc. company safety manual ·...

memahami lingkungan bisnis - · pdf fileproses manajemen...

finale 2005 - [cavalgada] · pdf fileroberto carlos arr....

days of prayer & fasting - converge · pdf file21 days of...

landscaping & growers - · pdf fileclosing the loop:...

paleodeepdive:&a&&&&&&&&&&&&&&&&&&&&&&&&&&&&applica9on& ·...

rp !#$%&'()+,-./ !#$%&'!()+,- !#$%&'()*+,-.,/0 · pdf...

strategic planning & kpi setting - ms.src.ku.ac.th · pdf...

checklist for setting up & maintaining your web...

for sustainability & human flourishing · pdf filefor...

goal setting - personal development · pdf file ·...

surface preparation & tile setting installation · pdf file1...

instructions and parts list fo model 70h & 75h · pdf...