Google’s Rolling Out AMP to the Main SERPs – Are You Prepared?


Technical SEO | Advanced SEO | Mobile SEO

The views of the author are solely the author’s own (excluding the possibility of the hypnosis phenomenon) they may not necessarily be in line with the Moz’s views.

Are you prepared to go AMP? It’s being added to Google results and it’s coming in a massive way. Google has revealed that they’ll display the Accelerated Mobile Pages in the results for searches that include those who search for the “ten blue links.”

It means websites that aren’t news-related are now able to display AMP sites in search engine results.

AMP is a light version of a website which has been freed of the various components that make a normal page to load slowly and sluggishly, including a lot of cookies or third-party Javascript as well as slow-loading ad networks. The result is the page loading lightning fast and is ideal for people who have slower connections or do not wish to wait around for a heavier, regular website to download.

AMP has received a generally well-received reception from both owners as well as from users. It’s a lot faster and user-friendly, particularly for mobile devices, which typically have a more slow in connection.

It’s not an increase in ranking
It’s important to remember that Pages that are AMP in mobile search results don’t get an additional ranking boost. Google currently offers a mobile-friendly ranking boost. And since AMP pages are mobile-friendly they also receive the same boost in ranking.

There’s no additional incentive to utilize the AMP solely for ranking purposes. Don’t make the mistake of switching everything to AMP solely because you think you’ll gain a ranking boost that will help you over your competition.

However, there are indirect rankings benefits, however. In the case of searchers, for instance, if they are looking for AMP results, certain sites might see higher click-through rate on AMP pages. In addition, as the awareness of consumers grows concerning AMP this will surely increase.

Replacing mobile results
Google does not show other search results specific to AMP. Pages with AMP don’t display two different versions of the same page within the results of a search, one on mobile and another on AMP. Instead, if one pages within the SERPs has an AMP variant, Google will show that instead of the desktop or mobile page which would normally show.

As a mobile-friendly website is tagged at the top of the description that shows the mobile-friendly nature of the site, AMP is the same. In the case of AMP the results are labeled using AMP with a lightning bolt encircling it in the description.

Can you be penalized for not showing the AMP?
It’s not true, Google is not planning to penalize a website for being AMP-compliant simply because it’s not. Your site will continue to appear in the same spot in search results for mobile devices in the mobile version of the page.

Google will replace the mobile-friendly site or the desktop version in the event that a mobile-specific site isn’t present — and display it the AMP versions of that page.

If a website doesn’t contain any AMP page, or a mobile-friendly version site within the Search Engine Results Page, Google will opt to show the mobile-friendly site first, and then the desktop version if the mobile version isn’t available. Sites that are not AMP-friendly won’t be unable to be penalized or penalized in any manner.

Do other ranking factors also apply to AMP?
There’s no reason to think there’s a reason to believe that certain standard ranking factors won’t be applicable to AMP websites, particularly for sites that are currently only AMP-based. However, given their nature, AMP probably would not be an issue.

This includes things like page speed. Since AMP pages are much more efficient than mobile pages and mobile pages, there’s no reason an owner of a website to be concerned that they might be affected in search engine rankings due to the slow speed of pages.

Also, with the above-thefold algorithm, which targets sites that feature ads with a significant amount above the content, it shouldn’t be a reason to worry about since the majority of AMP sites contain ads “ad-light.”

However, this is crucial to keep in mind that, while Google is crawling mobile and AMP versions of websites, rankings are based on the desktop site. Thus, faults in the desktop version of the pagelike a slow page speed could affect the effectiveness of your AMP page’s position.

Should websites drop their mobile versions to make way for AMP?
This issue will be more intriguing as it reaches all the blue hyperlinks. There are websites that are currently only accessible through AMP for example, like The AMP Project website. However, now that Google having now shown the AMP version instead of mobile versions is it a good idea for site owners to be worried about having a mobile-friendly website?

At present this is an Google”AMP” project. Others search engines aren’t officially announced the inclusion for AMP in their search results. The first thing to think about is which search engines might have problems with websites that use AMP only — as a reference point, Bing has no problems indexing sites that are AMP-only.

Another factor to consider could be it is that AMP pages are less basic than your standard mobile website. You must look at the issue from a user’s perspective. Are there any elements on your site that can affect your customers’ experience if they’re not shown on AMP?

Additionally, consider the issue from a resource standpoint. For websites that have an additional currently, having three versions of the website could have a negative impact from a work time standpoint. It’s not as significant for sites that use responsive designsince any modifications made to desktops automatically roll across to mobile versions.

Will people gravitate to AMP results?
As many searchers are drawn to results with labeled “mobile-friendly,” it’s very likely that certain users particularly those with slower connections or worried about their data usage will be drawn to results that are delivered in AMP format.

Additionally, since AMP pages are generally less ad-driven they are compared to mobile versions Some prefer AMP due to this reason by itself.

How is AMP a hit? AMP?
The event, Google I/O, Google revealed that they have over 150 million AMP documents indexed within the results of their search. These documents come via 650,000 websites.

A lot of new sites are coming on the bandwagon of AMP each day, and a lot of big websites have also been able to add AMP webpages to their website.

Does it have to be specific to a particular country?
Google is currently rolling the rollout of AMP on the carousel of news worldwide. When AMP is available as part of”the “ten blue links,” it will be an international launch. Even if your country doesn’t yet show AMP within the News section of results of the search, AMP will show in the main results of search results once the launch takes place.

Are you able to access it right now?
It’s not pushed live in the SERPs as of currently. Google hasn’t stated precisely when this will occur but they’re creating “this feature more broadly available later this year.”

Google states that they’ve delayed the launch in order to give websites time to adopt Accelerated Mobile Pages prior to when it is available to all outcomes. Due to AMP being a relatively new technology and the steep process of learning, announcing the new feature is especially appreciated in this particular case.

E-commerce websites
Ecommerce sites are able to effectively implement AMP and have succeeded to prepare for the upcoming launch. With no timeline to announce when it’ll go in, it’s great possibility that it will go live at the time of the festive shopping season.

At a minimum online stores must ensure that they have AMP-ready pages on their websites. It’s not like the different shopping carts have implemented their plug-ins or software to be AMP-friendly until now. However, I’m guessing that following Google’s announcement that they’re rushing to create the carts (or at the very minimum the pages that are created using their cart program) accessible to AMP.

How do I view AMP in the results of a Google search
Google does not show this to people who search via this Google the AMP Demo URL which is accessible via

The demo demonstrates the way Google plans to present AMP in search results, but Google may alter the design prior to the official launch going live on the SERPs.

Tracking AMP analytics
If you are yet to establish it, Google does include information regarding AMP in their Google Analytics. The user can drill in to find the keywords that are specific and clicks, their positioning, and more , just for AMP.

To locate it, log in on to Search Console, click on Search Traffic, then Search Analytics. Under “Search Appearance” you can choose “AMP.” Now you can filter the AMP of pages and queries, for example. to know the ways in which your AMP pages appear and how they are how they perform in the search.

Setting up AMP
If you use a well-known CMS like WordPress or Joomla there are plug-ins that convert pages to AMP format. This makes it easy for webmasters to have their sites AMP-ready to searchers who are looking specifically for AMP specifically.

WordPress AMP Plugin

Step baby steps into the AMP
It isn’t necessary to install AMP throughout the entire website in one go. It is possible to try it out on a handful of pages before converting sections in stages so that the errors aren’t as daunting. These errors will also be eliminated when you convert another section on your website to AMP.

AMP errors
It could take up to one week or more for AMPs to be visible within Google Search Console, so it’s crucial to review the AMP errors are displayed on your website. There are a few frequent errors, mostly related to the markup used in themes or the absence of logos However, Google’s help files are pretty easy to read.

Google reports AMP error on an individual basis the Google Search Console error-reporting. If these errors don’t get corrected, the specific pages won’t display AMP in results of a search. Pages that are free of errors will display. Owners of websites can fix the most significant or widespread errors first, before tackling the pages that have errors.

The AMP error also shows up on pages that contain specific elements of the page, for example, if you embed videos, or even other types of elements which aren’t compatible with AMP.

There are AMP errors, as well as the number of indexes for AMP pages, within the AMP section (within the Search Appearance section) of Google Search Console.

Google also offers an validater for AMP available.

Advertisement on the AMP pages
For site owners who are worried about the loss of income, there are advertising companies that adhere to standards of AMP standards and can be integrated into the AMP pages.

The AMP Project maintains an extensive list of advertising networks which includes the most well-known one (AdSense, DoubleClick, and OpenX).

Social sharing and the AMP
One of the latest options added by Google have added in AMP is the capability to integrate share buttons on diverse websites on social networks. Many site owners were hesitant to let go of the possibility of shares since many websites get a large portion of their traffic from this method.

The tag isn’t able to yet work with the entire social media ecosystem, however it does support the most well-known platforms (such such as Facebook, Twitter, Pinterest along with Google+).

Examining for AMP validation
There’s an fantastic Extension for Chrome which will inform you whether an AMP is properly validated and will provide you with any website with an AMP version. This is a great tool for those who need to conduct research on your competitors and want to find out more about websites or the types of sites that your competitors are using AMP activated for.

Lightning bolts will be green on a page that is AMP as well as be blue and include an indication that there is an AMP variant of that page is accessible. Click it to open the page as an AMP version instead.

The extension also allows users to browse the site using a desktop PC. As of now it appears that the Google AMP demo requires you to use it with the mobile phone that isn’t the best choice for people who are looking at AMP from the perspective of a site owner.

Help by using AMP
Google also offers an AMP support forum in the Google Webmaster Help forums for website owners who are running experiencing issues when installing AMP and getting to be indexed correctly. There are a variety of AMP experts regularly participate in the forum, answering questions and assisting with troubleshooting.

Resources for AMP
You suddenly find yourself needing to catch up with AMP but you don’t know where to begin? Here are some helpful industry information sources.

The AMP Project (and bonus the whole thing is done using AMP!)
Google’s documentation for AMP within the Google Webmaster Help
Guide to Starting with AMP
Github for developers on AMP
AMP Webmaster Help Forums at Google
About Jennifer Slegg —

Jennifer Slegg is the Founder / Editor of The SEM Post. She has been a frequent speaker, and an expert in the field of search engine marketing . If she’s not at her desk , writing or working, she’s enjoying a cup of latte at the local Starbucks or thinking about her next excursion to Disneyland.

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