- AMP (Accelerated Mobile Pages) usage on Google has increased significantly over time, with 62% of mobile search traffic being AMP pages. - AMP provides benefits like faster page loads and higher click through rates for publishers. Major publishers and platforms like Google News, Bing, and Pinterest have adopted AMP formats. - For publishers and websites, creating AMP versions of content involves validating pages and ensuring proper formatting and coding standards set by the AMP Project.

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5. #C3NY
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Report: Google AMP results in Google News
more than double
5
Source: RankRanger

6. #C3NY
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Stats –
Avg.
Rankings
Aug 2016
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7. Stats –
Avg. CTR
Aug 2016
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8. #C3NY
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62% of Mobile Search Traffic is AMP
0%
10%
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30%
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70%
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share
share

9. #SEJSummit
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The AMP
takeover of
mobile search
traffic will only
accelerate
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10. #C3NY
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AMP on Desktop
• Rare instances
• Maybe a bug
• Or AMP Only sites?
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11. #C3NY
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AMP on Image Search
• Rare instances
• Maybe a bug
• Or AMP Only sites?
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12. #C3NY
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AMP in Bing App
• http://blogs.bing.com/s
earch/September-
2016/bing-app-joins-
the-amp-open-source-
effort
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13. #C3NY
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AMP in Pinterest

14. #C3NY
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I am not a publisher, Should I AMP Still?
• YES!!!
Clicks
BRAND
AMP AMP
Top Stories
(Carousel)
Blue Links
Brand 1 45% 55%
Brand 2 49% 51%
Brand 3 66% 34%
Brand 4 0% 100%
Brand 5 72% 28%
Brand 6 42% 58%
Brand 7 50% 50%
Brand 8 14% 86%
Brand 9 46% 54%
Brand 10 14% 86%
Brand 11 65% 35%

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Must Read
AMPproject.org
AMPByExample.com
AMPproject.org/roadmap
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17. #SEJSummit
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• Recommended Content:
• News articles
• Blog posts
• Recipes
• Product listings
• Travel guides
• Etc.
• Maybe??
• Categories, tags, landing hubs, etc
• Homepage
Content types that
are suited for AMP
#SEJSummit
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#C3NY
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18. #SEJSummit
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Make your AMPs discoverable
CONTENT
PUBLISHER
Link Tags
AMP-HTML
HTML
Case A: Paired AMP
<link rel="canonical”
href="http://example.publisher.com/article.html" />
<link rel=”amphtml”
href="http://example.publisher.com/article.amp.html" />
Canonical documents should already
be linking to themselves!
<link rel=”canonical”
href="http://example.publisher.com/article.html" />
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Source: Google
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19. #SEJSummit
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SPONSORED
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Make your AMPs discoverable
CONTENT
PUBLISHER
AMP-HTML
<link rel=”canonical”
href="http://example.publisher.com/article.amp.html" />
Case B: Standalone AMP
Just calls itself the canonical.
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Source: Google
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20. #SEJSummit
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SPONSORED
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AMP
AMP plugins are available for:
• WordPress
• Drupal
• Joomla
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Use AMP CMS Plugins
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22. #SEJSummit
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• Always test on Google AMP CDN
• [AMP-URL]#development=1
• Chrome DevTools Console
• AMP Project Chrome Extension
https://chrome.google.com/webstore/detail/amp-
validator/nmoffdblmcmgeicmolmhobpoocbbmknc
https://search.google.com/search-console/amp
• Other Validators
http://technicalseo.com/seo-tools/amp/
https://maxxeight.com/tools/amp-html/
https://ampbench.appspot.com/
Validation
Tools
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• AMP Pages Served from google CDN
• https://www.google.com/amp/[URL]
• Validation tools doesn't count for content type
validation for assets loading in the page
• Example: we didn't explicitly set the content
type in the header for the font and got 404
• The validation tools didn't pick on that,
browsers are way tolerant
• we only found this when we hacked the AMP
URL with our own URL and found custom fonts
are not loading
Validation
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24. #SEJSummit
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25. #SEJSummit
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AMP in GSC
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26. #SEJSummit
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How about
• Slack bot to relay messages from
the CMS to Engineering team when
a newly-published page does not
validate!!!
Slack Bot
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27. #SEJSummit
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Google
showing the
site owner AMP
implementation
error warnings
in search
results
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29. #SEJSummit
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• https://wordpress.org/plugins/amp/
• Structured Data and [short codes] makes it easier
to convert HTML to AMP HTML
• minimized development time, from weeks to
hours
• Short Codes for embeds [images, youtube,
vimeo, soundcloud, …]
WordPress
Plugin
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30. #SEJSummit
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AMP Rich Card
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31. #C3NY
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32. #SEJSummit
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• We host our fonts on Typekit, which is
third party JS that isn’t supported in
AMP
• so we’ve had to self-host fonts for AMP.
• That was extra work and it also
presented legal issues as we had to get
special permission to use our fonts in
this way.
AMP Fonts
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33. #SEJSummit
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Publisher
URL
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34. #C3NY
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AMP Tracking

35. #C3NY
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Analytics
• AMP traffic is not showing as Organic
Google Traffic but as referral traffic.
• Google Analytics categorizes AMP traffic
incorrectly.
• Read:
http://engineering.pmc.com/2017/01/one-
potential-pitfall-with-referral-source-
tracking-and-amp-in-google-analytics-59/

36. #C3NY
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Understand AMP Rankings
• Impression - An item must be
scrolled into view in the carousel to
register an impression. The carousel
itself need not be scrolled into view
in the current page.
• Position - A carousel occupies a
single position in search results, and
all items in the carousel are assigned
that same position.
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37. #C3NY
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AMP Tracking in GSC (OLD)
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38. #C3NY
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AMP Tracking in GSC (NEW)

39. #C3NY
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40. #C3NY
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Publishers!!!

41. #C3NY
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AMP Organic Links vs. AMP Top Carousel
Newsy(30-50% AMP Carousel) Evergreen(5-10% AMP Carousel)

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