Optimising AMP (Accelerated Mobile Pages) #SMXLondon

#optimisingamp at #smxlondon by @aleyda from @orainti
OPTIMISING AMP
A RESULTS ORIENTED AMP
IMPLEMENTATION PROCESS

#optimisingamp at #smxlondon by @aleyda from @orainti#optimisingamp at #smxlondon by @aleyda from @orainti
Welcome to Westworld AMPworld

“Can you please give input
and optimisation support
for AMP?”  
 
-An SEO client

The goal of your AMP optimisation process should be 
then to maximise your AMP results…

#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

#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

* 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

Start by assessing if
AMP is relevant for
your site…

#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

Or to become a replacement of your own  
mobile site in case you don’t have one

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/

Is this your case? If so, then here’s how to
maximise your AMP results…

Plan and specify the AMP implementation
based on your original site’s functionalities

Verify if your required Web functionalities can be
developed w/ AMP by revising its speciﬁcation
https://www.ampproject.org/docs/reference/components

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/

#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

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

Reusing your independent mobile site structure as your
AMP version might be a good way to simplify it

It’s fundamental to redirect desktop visitors to the relevant
version too, as it is done with independent mobile URLs

Ideally your AMP pages should use a responsive Web
design so they also look good on desktop too
Better than this

If you’re using hreﬂang annotations for international sites
they should be also included in your AMP versions
https://ampbyexample.com/introduction/internationalization/

Like this 
https://ampbyexample.com/introduction/internationalization/

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

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

It’s fundamental but most AMP versions have this issue 

For real. How the user behaviour can be the same in both? 

If you do this it’s then reasonable to end-up  
having this engagement gap

The goal is to keep the UI, content and functionality
consistent when using non-canonical AMP
=ORIGINAL MOBILE PAGE AMP VERSION

Which can be made easier if your independent mobile site  
is used directly as an AMP version too

Minimise errors by
validating the AMP
implementation
through the
development process

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/

Like this

Or this too

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

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

Actively check your top AMP pages templates compliance as
soon as they are released for testing with the AMP validator
https://validator.ampproject.org/

Crawl the whole site before launching it, simulating the
mobile googlebot to look for remaining issues
https://www.deepcrawl.com/

Prioritise to ﬁx the critical issues before launch,  
to be able to show AMP in Mobile SERPs
https://sitebulb.com/

Monitor AMP impact
after launch to ﬁx any
remaining issues and
identify opportunities

After releasing AMP look for the remaining errors  
in the new Google Search Console AMP report

Select the errors in the report and start  
checking those affecting more pages

This is now made easier by the new search console, that
allows to revise the code, linking to the live validation

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

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

Once errors are ﬁxed you can verify again and if valid, you
can inform about the change w/ the “validate ﬁx” option

This new Google Search Console option will submit the ﬁxes
to be updated, which will be usually done in 2 or 3 days

You’ll be able to see the validation progress  
in the overall view from the AMP report

As well as the AMP impressions increase  
while the errors decrease…

Rinse and repeat with critical errors until there is none

Monitor your top AMP pages and the queries giving visibility
to each to optimise further or expand your content

Use rank trackers to monitor AMP impact on rankings &
trafﬁc of targeted queries & identify more opportunities
https://www.seomonitor.com/

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/

This will allow to improve your AMP content visibility  
and to continuously expand it in a cost-effective way

But what will
happen if at some
point you don’t
want to continue
and decide to
disable AMP?

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

You now have what you need to maximise
with your AMP results… It’s time to win!

Optimising AMP (Accelerated Mobile Pages) #SMXLondon

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Optimising AMP (Accelerated Mobile Pages) #SMXLondon