SEO and AMP.  AMP and SEO.  Frequently asked Questions.  “SEOCOM Blog

SEO and AMP. AMP and SEO. Frequently asked Questions. “SEOCOM Blog

We’re going with a series of questions and answers that we all do and more now that the base update in May is so near.

If you liked mobilegeddon 2016, you will be amazed with the 4 AMPocalypse pilots in 2021.

From May, they will spread terror.

My prediction is that since most of the sites that struggle with Pagespeed don’t have enough development resources to improve their websites, they will all try to upgrade to AMP.

And one thing is clear from friends. AMP is a boolean, it can only give you two results, or it’s going great or it’s bad.

What will I find in this article?

What are MPAs? What is AMP?

All these definitions and more information in detail, you can consult them in this great article by Judit Mir, ¿What are Accelerated Mobile Pages (AMP) and how they work


Let’s use that definition and, if you like, let’s move on to the flour.

“AMP (Accelerated Mobile Pages) is an open source project launched by Google that began in late 2015 in response to Facebook Instant Articles. It was born with the desire to display pages with a very low load time on mobile devices. “

1. Google steals your organic traffic if you use AMP.

50% true. I explain:

For the best intellectual search for “cats” in Google News, we already get almost 100% results with AMP pages. (You will identify them by the lightning symbol in the thumbnail at the top right)

Examples of AMP page icons in Google searches.
Examples of AMP page icons in Google searches.

If you click on the first link, you will go to this URL.

OH! Surprise! and this one ? Friend, you are still on Google.

With the use of AMP, Google breaks the logic of the search engine.
Normally it worked like this:

  1. I google “cats”.
  2. I see the organic results.
  3. I go to a website to see the content.
  4. I quit Google.
  5. I go into the Google Analytics web in my windpipe and life goes on …

Now this could happen:

  1. I google “cats”.
  2. I see the organic results.
  3. I enter the AMP result.
  4. I read the content on Google.
  5. I do not enter the page.

If we are talking about analysis, thank God, even if the user is in Google’s cache and even if the url in which the content is viewed contains this session counts for your metrics.

However, there is a very high risk that on a website that loses all trace of interactivity, the user will satisfy their search and not continue to your website.

You have to take into account, all the interactivity that you work on your site, all that JavaScript rumba which “gives life” to your site, disappears in an AMP version.

Remember that AMP prioritizes the user experience by restricting the user interface. CSS is limited to 75KB, JS to 150KB, and most possible interactions are outside of the critical render path.

Finally, it is also worth recalling the case of “Swipe to Visit”
As the use of AMP has spread since 2018, Google has found it to be great that with this implementation it is stealing website traffic and providing tools and features to websites so that they don’t lose. many visits.

This is the case with Swipe to Visit. The feature we are discussing here first appeared in 2019 and works in Google Images.

Let’s say it works in such a way that even if you see the image that matches the user’s search, Google offers you at the bottom of the screen the option to preview the AMP version of the content where that image is hosted.

Swipe to visit in AMP pages for the Google search engine
Thank goodness there is the Swipe to Visit.

2. I can generate AMP URLs with parameters.

Totally certain. And that annoys SEOs a lot.

John mueller made it explicit on several occasions. The only thing that worries Google about the architecture of URLs in terms of AMP is that they are in the same domain.

You can create URLs as you like. Thebest / amp, the included

According to Mueller, the important thing in this case is to be constant:

“So pick a subdomain, or a subdirectory, or settings if you want. Whatever suits you best. And try to keep this configuration, ideally, for the long term. “

John Mueller, the devil.

We have been recommending customers for years not to use parameters in urls type ?, _ But it seems in AMP they don’t really matter that much. I just in case I will continue to recommend not to use them while this url is still standing URL parameters and duplicate content .

3. With AMP, my website gains visibility.

Totally certain. It is unbeatable.

3 reasons:
– The lightning symbol.
– The “Drag to visit” option. (We have already discussed this above)
-AMP and structured data are not mutually exclusive.
Don’t you think so?

Gain visibility with AMP and structured data
Structured data with AMP. If we can.

Rayito, and structured data of event type “MusicEvent” in the same search result. We will see more examples later.

4. AMPs only work well on a few types of pages and for certain specific searches.

Ok, this one is going to be easy. In e-commerce, for the moment, it does not work.

It is true, as we said before, that AMPs practically ban JavaScript, it already tips the scales for ecommerce developers, whatever cms they use, to turn to PWA implementations or of SPA.
The reality, at least in the Spanish market, is that very few e-commerce companies dare the AMP versions.

At best, some brands and websites choose to create AMP versions of their content strategy pages. We have the case for example of Worten, for the research “how to measure tv inches”:

AMP example in
AMP example in

… or Happets (dog food e-commerce) with his blog on “types of dog food”:

AMP example on
AMP example on

But what if … you just have to run one and the whole industry follows… Here you have this capture of PCcomponentes and Platanomelón betting on an AMP page to compete in the battle for the top positions in the SERPs to SATISFY.

Example of PC AMP components for satisfyer pro 3.
Example of PC AMP components for satisfyer pro 3.
Example of satisfyer pro platanomelon 3.
Example of satisfyer pro platanomelon 3.

Uuuuuufff, that looks good doesn’t it? Perhaps AMPocalipsis will reach e-commerce soon as well.

5. AMPs will be out of fashion and Google will stop investing resources, like with Google Wave or Google Plus.

False. Or rather, probably wrong. (Be careful, this part may age terribly 😉)

Since 2016, AMP updates have taken place every year on an increasingly regular basis. In fact the most complete dedicated page on AMP it is updated more and more often.

Among the most recent news that I highlight:

-The creation of AMP Page Experience Guide. A tool designed to audit an AMP URL against the Google search page experience ranking signal. You read correctly.

User experience will be a ranking factor.

-AMP for email. One of the most interesting working groups they have where they develop AMP messaging integrations.

-Bento AMP components outside of AMP. Which will mean being able to use AMP components on non-AMP pages. It’s super recent.

6. Using AMP does not guarantee good results on Core Web Vitals.

False. it already exists documented evidence that AMP pages positively meet the standards required by Core Web Vitals.

From what we have seen from several clients, you have to do it very badly for an AMP page to perform no better than your hypertrophied Prestashop.

7. In AMP, you cannot use structured data.

False. In fact, they are pretty much the same as in “normal” URLs.

Example of structured data of PC AMP components.
Example of structured data of PC AMP components.

It is interesting to point out that in this aspect we would already have four elements that would improve the visualization of the result. The valuation, the price, the image and the lightning icon.

8. With AMP, duplicate URLs are generated.

50% false. You can roll it brown if you don’t canonize properly, that’s right. However, you have the same risk of duplication with other web elements such as faceted navigation or filters.

So, as always, following the general recommendations is appropriate in this case.

In general, the configuration should be as shown:

  • In the AMP page:
  • On the canonical page:

In case we are using a native AMP page, which is not a version of any, the canonical should point to itself. This is the only case!

9. AMP and Google Analytics are not supported.

50% false too. Just thinking about Google Analytics and AMP can give you a headache, yes, we got that.

However, the development and analysis team of most companies could easily tackle the implementation. Today, it can be integrated both as third-party solutions and as own systems. + info here

The key process that needs to be well monitored is the user transition from Google cache in AMP to our website. The AMP client ID adjusts the metric and allows the session to be correctly identified. All of this is done through the AMP linker.

The process is divided into:

  1. Label your AMP pages. (This can be done with the global site tag for AMP or via Google Tag Manager)
  2. Label non-AMP pages so that they can read AMP Linker settings. (Also via GA or GTM)
  3. Add a benchmark exception with the domain so you don’t go crazy with Google Analytics with referral traffic.

And so far my remix of questions about AMP that we always hear from our customers. I hope you enjoyed it and now you have a brutal urge to bring up your product managers, prepare a pagan mass with your team of developers and welcome AMPocalipsis.

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