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Optimising AMP (Accelerated Mobile Pages) #SMXLondon

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Optimising AMP (Accelerated Mobile Pages) #SMXLondon

  1. 1. #optimisingamp at #smxlondon by @aleyda from @orainti OPTIMISING AMP A RESULTS ORIENTED AMP IMPLEMENTATION PROCESS #optimisingamp at #smxlondon by @aleyda from @orainti
  2. 2. #optimisingamp at #smxlondon by @aleyda from @orainti#optimisingamp at #smxlondon by @aleyda from @orainti Welcome to Westworld AMPworld 

  3. 3. #optimisingamp at #smxlondon by @aleyda from @orainti#optimisingamp at #smxlondon by @aleyda from @orainti “Can you please give input and optimisation support for AMP?” 
 -An SEO client
  4. 4. #optimisingamp at #smxlondon by @aleyda from @orainti The goal of your AMP optimisation process should be
 then to maximise your AMP results…
  5. 5. #optimisingamp at #smxlondon by @aleyda from @oraintihttps://www.semrush.com/blog/amp-mistakes-semrush-study/ Avoiding common implementation errors that won’t allow 
 you to serve your AMP pages in Mobile SERPs
  6. 6. #optimisingamp at #smxlondon by @aleyda from @oraintihttps://kinsta.com/blog/disable-google-amp/ While implementing it in relevant scenarios where it is 
 feasible to achieve results aligned with the Website goals

  7. 7. #optimisingamp at #smxlondon by @aleyda from @orainti * SEO Consultant & Founder at Orainti * SEO Speaker at +100 Events in +20 countries * Author “SEO. Las Claves Esenciales.” * Blogger in Search Engine Land & Search Engine Journal * Featured in Forbes, Entrepreneur, Huffington Post * European Search Personality of the Year - 2018 I’m Aleyda Solis and I’ll show you how today

  8. 8. #optimisingamp at #smxlondon by @aleyda from @orainti Start by assessing if AMP is relevant for your site… #optimisingamp at #smxlondon by @aleyda from @orainti
  9. 9. #optimisingamp at #smxlondon by @aleyda from @oraintihttps://www.seroundtable.com/google-amp-canonical-ranking-23308.html Don’t use AMP expecting it 
 to be an organic search ranking factor
  10. 10. #optimisingamp at #smxlondon by @aleyda from @orainti Or to become a replacement of your own 
 mobile site in case you don’t have one
  11. 11. #optimisingamp at #smxlondon by @aleyda from @orainti AMP will be usually relevant in these 3 scenarios
 You’re building a new site and AMP offers the best way to implement your desired functionality so you will use it as a canonical version for it Your own mobile site speed issues can’t and won’t be fixed in the mid-long term You need to be included in Google’s Top Stories Carousel ASAP and can’t wait any longer* You can replicate your original mobile Website look and feel, functionality and content with AMP Ok, use AMP * https://amphtml.wordpress.com/2018/01/09/improving-urls-for-amp-pages/amp/
  12. 12. #optimisingamp at #smxlondon by @aleyda from @orainti Is this your case? If so, then here’s how to maximise your AMP results… #optimisingamp at #smxlondon by @aleyda from @orainti
  13. 13. #optimisingamp at #smxlondon by @aleyda from @orainti#optimisingamp at #smxlondon by @aleyda from @orainti Plan and specify the AMP implementation based on your original site’s functionalities
  14. 14. #optimisingamp at #smxlondon by @aleyda from @orainti Verify if your required Web functionalities can be developed w/ AMP by revising its specification https://www.ampproject.org/docs/reference/components
  15. 15. #optimisingamp at #smxlondon by @aleyda from @orainti There might be components that is better to pass or use only for non-sensible content until there’s a clear search support https://amphtml.wordpress.com/2018/05/03/dynamic-geo-personalization/
  16. 16. #optimisingamp at #smxlondon by @aleyda from @oraintihttps://www.sistrix.com/ See what your competitors and industry leaders are ranking for with AMP already, to prioritise those content areas
  17. 17. #optimisingamp at #smxlondon by @aleyda from @orainti Desktop Web Independent Mobile Web Version AMP version Canonicalize to Independent Mobile Web in AMP Canonicalizes to Desktop Web vs Identify the best way to include AMP in your site, 
 especially if you have an independent Mobile one already
  18. 18. #optimisingamp at #smxlondon by @aleyda from @orainti Reusing your independent mobile site structure as your AMP version might be a good way to simplify it
  19. 19. #optimisingamp at #smxlondon by @aleyda from @orainti It’s fundamental to redirect desktop visitors to the relevant version too, as it is done with independent mobile URLs
  20. 20. #optimisingamp at #smxlondon by @aleyda from @orainti Ideally your AMP pages should use a responsive Web design so they also look good on desktop too Better than this
  21. 21. #optimisingamp at #smxlondon by @aleyda from @orainti If you’re using hreflang annotations for international sites they should be also included in your AMP versions https://ampbyexample.com/introduction/internationalization/
  22. 22. #optimisingamp at #smxlondon by @aleyda from @orainti Like this
  23. 23. #optimisingamp at #smxlondon by @aleyda from @orainti Google also requires AMP URLs to include the same 
 content than canonical ones to be shown in SERPs https://webmasters.googleblog.com/2017/11/engaging-users-through-high-quality-amp.html To avoid this
  24. 24. #optimisingamp at #smxlondon by @aleyda from @orainti But you should also avoid an inconsistent UI between the two that will have a negative impact on user engagement <>ORIGINAL MOBILE PAGE AMP VERSION
  25. 25. #optimisingamp at #smxlondon by @aleyda from @orainti It’s fundamental but most AMP versions have this issue
  26. 26. #optimisingamp at #smxlondon by @aleyda from @orainti For real. How the user behaviour can be the same in both?
  27. 27. #optimisingamp at #smxlondon by @aleyda from @orainti If you do this it’s then reasonable to end-up 
 having this engagement gap
  28. 28. #optimisingamp at #smxlondon by @aleyda from @orainti The goal is to keep the UI, content and functionality consistent when using non-canonical AMP =ORIGINAL MOBILE PAGE AMP VERSION
  29. 29. #optimisingamp at #smxlondon by @aleyda from @orainti Which can be made easier if your independent mobile site 
 is used directly as an AMP version too
  30. 30. #optimisingamp at #smxlondon by @aleyda from @orainti Minimise errors by validating the AMP implementation through the development process #optimisingamp at #smxlondon by @aleyda from @orainti
  31. 31. #optimisingamp at #smxlondon by @aleyda from @orainti Most of AMP errors are caused by using tags, 
 attributes and values that are not allowed in it Name of Mistake % of Affected Sites Disallowed attribute 45 % Disallowed tag 44 % Invalid attribute value 38 % Invalid URL protocol 36 % Invalid URL 34 % Mandatory tag ancestor with hint 26 % Disallowed style attribute 20 % Mandatory attribute missing 13 % Wrong parent tag 12 % Missing URL 10 % https://www.semrush.com/blog/amp-mistakes-semrush-study/
  32. 32. #optimisingamp at #smxlondon by @aleyda from @orainti Like this

  33. 33. #optimisingamp at #smxlondon by @aleyda from @orainti Or this too

  34. 34. #optimisingamp at #smxlondon by @aleyda from @orainti Avoid them by sharing not only the required AMP markup but also the validation errors when starting the development + https://www.ampproject.org/docs/reference/validation_errors
  35. 35. #optimisingamp at #smxlondon by @aleyda from @orainti And don’t forget to opt-in for Google Analytics AMP 
 Client ID API to correctly track AMP on Cache https://support.google.com/analytics/answer/7486764
  36. 36. #optimisingamp at #smxlondon by @aleyda from @orainti Actively check your top AMP pages templates compliance as soon as they are released for testing with the AMP validator https://validator.ampproject.org/
  37. 37. #optimisingamp at #smxlondon by @aleyda from @orainti Crawl the whole site before launching it, simulating the mobile googlebot to look for remaining issues https://www.deepcrawl.com/
  38. 38. #optimisingamp at #smxlondon by @aleyda from @orainti Prioritise to fix the critical issues before launch, 
 to be able to show AMP in Mobile SERPs https://sitebulb.com/
  39. 39. #optimisingamp at #smxlondon by @aleyda from @orainti Monitor AMP impact after launch to fix any remaining issues and identify opportunities #optimisingamp at #smxlondon by @aleyda from @orainti
  40. 40. #optimisingamp at #smxlondon by @aleyda from @orainti After releasing AMP look for the remaining errors 
 in the new Google Search Console AMP report
  41. 41. #optimisingamp at #smxlondon by @aleyda from @orainti Select the errors in the report and start 
 checking those affecting more pages
  42. 42. #optimisingamp at #smxlondon by @aleyda from @orainti This is now made easier by the new search console, that allows to revise the code, linking to the live validation
  43. 43. #optimisingamp at #smxlondon by @aleyda from @orainti If the errors still exist you can share directly the report 
 with the development team so they can revise them #ampoptimization by @aleyda from @orainti at #ampconf
  44. 44. #optimisingamp at #smxlondon by @aleyda from @orainti Anyone with the link will be able to have a limited 
 public view of the specific shared report #ampoptimization by @aleyda from @orainti at #ampconf
  45. 45. #optimisingamp at #smxlondon by @aleyda from @orainti Once errors are fixed you can verify again and if valid, you can inform about the change w/ the “validate fix” option
  46. 46. #optimisingamp at #smxlondon by @aleyda from @orainti This new Google Search Console option will submit the fixes to be updated, which will be usually done in 2 or 3 days
  47. 47. #optimisingamp at #smxlondon by @aleyda from @orainti You’ll be able to see the validation progress 
 in the overall view from the AMP report
  48. 48. #optimisingamp at #smxlondon by @aleyda from @orainti As well as the AMP impressions increase 
 while the errors decrease…
  49. 49. #optimisingamp at #smxlondon by @aleyda from @orainti Rinse and repeat with critical errors until there is none
  50. 50. #optimisingamp at #smxlondon by @aleyda from @orainti Monitor your top AMP pages and the queries giving visibility to each to optimise further or expand your content
  51. 51. #optimisingamp at #smxlondon by @aleyda from @orainti Use rank trackers to monitor AMP impact on rankings & traffic of targeted queries & identify more opportunities https://www.seomonitor.com/
  52. 52. #optimisingamp at #smxlondon by @aleyda from @orainti Do the same with your competitors to see which relevant queries they’re already targeting w/ AMP that you’re not yet https://www.seomonitor.com/
  53. 53. #optimisingamp at #smxlondon by @aleyda from @orainti This will allow to improve your AMP content visibility 
 and to continuously expand it in a cost-effective way
  54. 54. #optimisingamp at #smxlondon by @aleyda from @orainti But what will happen if at some point you don’t want to continue and decide to disable AMP? #optimisingamp at #smxlondon by @aleyda from @orainti
  55. 55. #optimisingamp at #smxlondon by @aleyda from @orainti Just eliminate the amphtml tags, update the cache & 
 301-redirect each AMP page to their canonical URLs https://developers.google.com/search/docs/guides/remove-amp
  56. 56. #optimisingamp at #smxlondon by @aleyda from @orainti You now have what you need to maximise with your AMP results… It’s time to win! #optimisingamp at #smxlondon by @aleyda from @orainti