What is Google AMP and what is its use in SEO

Intro

Do you know what AMP is and what its benefits and limitations are? Do you know how to use AMP on your web pages? By reading this article, you will get acquainted with AMP and get the answers to the questions you have in mind in this regard.

We know that mobile optimization is important to your content and SEO strategy, and Google AMP is a technology designed to help, but whether or not Google AMP is the best tool for doing this for your business site is up to you. It depends on the industry, the size of the business, the business model, your content strategy and more. So in this post we want to cover the following.

What is Google AMP (Accelerated Mobile Page) ?

In 2016, Google announced the launch of Accelerated Mobile Pages ; A web-based open source solution to revolutionize mobile content consumption. This was a direct reaction to Facebook’s in-app publishing platform, as well as Apple News’ Ios 9 collection and discovery platform, Apple News.

The AMP version of a product page, blog post or landing page should be uploaded to mobile immediately. This page may also look different from the website version or be in card mode on the Google search results page. The AMP lightning icon, which appears next to some of the results, lets users know that this page loads especially faster than non-AMP pages on the results page on mobile.

According to one study this year, Google AMP pages load 4 times faster and require 8 times less data than pages optimized for traditional mobile optimization. The original idea for this was to provide an open source template that not only improves the mobile user experience, but also speeds it up.

Is Google AMP important?

Before we get into the pros and cons of Google AMP, it should be noted that it is true that AMP can help your SEO, but it is not necessarily critical to SEO in some cases, and using its advantages for some businesses It is easier for other businesses. We’ll cover the pros and cons in more depth in the following sections, but first let’s look at a few key points that can help you assess whether or not to use Google AMP and how it relates to your business. Let’s see.

  • AMP is widely used by publishing sites that have large volumes of news articles or blog posts. If the majority of your website is non-article pages, then AMP may not be very necessary for your business.
  • If you publish a large number of articles but already use a CDN (Content Delivery Network), these platforms usually come with performance optimization features such as photo hosting, file caching, and lazy uploading.
  • AMP pages are easier and more private for readers, but are often skipped or compressed due to special JavaScript operations and plugins. If you rely on external tools to get leads and audience tracking, you should test to make sure your AMP pages work and record information like your regular pages.
  • AMP alone is not a factor in Google ranking. AMP can help improve aspects of your web pages that are factored into Google algorithm, but this is not the only way to optimize your website experience and performance.
  • If you already have a mobile version of your site or are evaluating your website optimization for mobile, AMP may not be necessary for you or may even complicate performance and reporting.

All of the above means that optimizing your page speed and mobile experience is critical to SEO, and Google AMP is just one way to achieve this. Here we see how it works and whether it is a good solution for your business or not.

What are the benefits of Google AMP ?

In addition to faster upload speeds and a better experience for content consumers, AMP offers a variety of benefits to businesses that have SEO and content strategies.

More interaction on the website

AMP lightweight content is great for mobile users who do not have a very stable internet. In addition, reducing page load times improves the user experience in a way that increases the chances of visitors staying on your site.

Improved rankings and traffic

Since page load time is one of the Google ranking factors, AMPs are prioritized in Google search algorithm and therefore affect the ranking. Therefore, if two sites are equal in all cases, the site that loads faster wins.

Lower jump rates

As pages load faster, visitors usually stay on the site. A Google study found that 53% of websites are abandoned if the mobile version takes more than 23 seconds to load. In addition, publishers implementing AMPs may experience a doubling of time spent on pages. More time on your site can also mean more conversions from the content.

See more ads

Using AMP, HTML is coded to increase the overall performance of banners and images. As a result, the visibility of ads increases and helps publishers increase their content monitoring opportunities.

Higher click-through rates

One of the main advantages of AMP is that at the top of the list of stories on the Google search results page for mobile, that is, at the top, all search results are displayed. Readers will most likely first select one of these AMP pages at the top, which will result in higher click-through rates for you.

Current statistics on Google AMP

While many popular sites today use AMP technology, such as Yahoo, CNN, BBC, Reddit, Washington Post, WordPress, Gizmodo, Wired, Independent.co.uk, Pinterest, eBay and many more, this is not the technology. Which is only available to big brands. AMP technology is used by more than 1.4 million websites worldwide. The chart below shows which industries benefit most from this technology.

  • Arts and entertainment accounts for about 11 percent of total AMP technology usage
  • Computer and technology disciplines account for 6% of total AMP technology consumption
  • Gaming accounts account for 15% of total AMP technology usage
  • The remaining 73% is related to different percentages of each specific industry

Anatomy of a Google AMP Page

To understand how Google AMP can improve your content marketing and SEO strategy, it is best to first look at the three main components of an AMP page.

AMP HTML

AMP HTML is different from regular HTML, and this difference comes with mobile-centric details and custom tags. AMP HTML guarantees certain personality traits in terms of performance, meaning that content loads faster on users’ devices. This in itself means faster content consumption by the reader and a better overall user experience that can affect conversion rates and metrics related to SEO or content marketing such as bounce rate and site retention time.

AMP JavaScript

AMP JavaScript allows the AMP page to provide users with a more practical way of providing the basic benefits of a regular page. The AMP JavaScript library implements the best AMP-related activities, inline CSS and Front Triggering, to ensure that AMP pages are rendered much faster for users. It also opens up space for performance improvement techniques such as pre-calculating the layout of elements on each page before resources are loaded, as well as disabling slow CSS selectors, virtually all issues with the user experience They are very vital.

AMP Cache

AMP Cache is built to serve only valid pages and allow them to be preloaded securely and correctly. This means that an approved page is guaranteed to work, which eliminates dependence on external factors that may slow down the page.

According to the image below, you can see that by cutting the HTML Tag Management code and loading only the page elements that are suitable for mobile users, the AMP version renders a page faster. Will Critchlow used a simple diagram to illustrate this in his program.

As Critchlow says, if you have the AMP version, in the source code, you have to configure them with the rel AMP HTML link. For example, if you put / amp at the end of any news story on The Guardian website, you will see HTML AMP.

This link is linked to the AMP HTML link in the source code. You can also see the difference in AMP. The first image is a typical news story on the Guardian site.

This is the AMP version of the same news on the Guardian site. That is, after adding / amp at the end of the link. Without ads, menu guides, suggested articles and other heavy elements, the page loads faster and provides an easier experience for readers.

Additional problems and precautions integrated for Google AMP

While AMP can help improve your ranking as well as your content experience and performance for mobile users, it also has drawbacks that you should consider before deciding to implement it on your site.

  • For starters, using AMP pages sacrifices a significant number of UX elements on your web page. AMP HTML actually prioritizes functionality over creativity, so if interactive images are a big part of your web experience, this method may not work for you.
  • In addition to limited images on AMP pages, you will also be allowed to place only one ad per page. This restrictive template also does not support annoying ads, while implementing directly sold ads can be difficult.
  • From a marketing perspective, crawling a piece of content takes twice as much time as the process, as part of Google’s approach to ensuring parity. For many publishers, this seems to increase impressions more, which does not necessarily mean higher interaction metrics. The main reason for this seems to be the carousel of the Top Stories section of the Google results page, which encourages users to read from other sources.
  • Similar to the above, the Google AMP visitor seems to be less familiar with the brand identity, which is due to the fact that the Google domain is displayed in the bar address. Although there is a way to solve this problem and make the main site visible at the top of the AMP screen, it takes up valuable space above all else. You may also not get the same brand feeling with a Google AMP page as with a standard page, as shown in the example below.

  • Similarly, AMP only works if users click on the AMP version of a web page. While studies have shown that the AMP library can reduce server requests for a document by up to 77%, the AMP version may not always be as good if it is not implemented properly.
  • While AMP has been around for almost 4 years, it is still relatively in its infancy.

In this section, we want to go into some final details about Google AMP that should be considered, especially when you want to implement it on your site.

  • You must use the CSS streamline version.
  • You are only allowed to use the JavaScript library provided by AMP, and since you do not have control of your hands, you may experience lazy loading.
  • AMP sites should be properly approved if they are to work all the time.
  • AMP plugin pages do not support forms.
  • Custom fonts should be loaded specifically for a better experience.
  • You must state the height and width of the photos.
  • You need AMP-approved extensions if you want to put video content on your pages.

Finally, it should be noted that AMP prioritizes speed and readability, not shareability. So since the sharing buttons on your social networks are made using JavaScript, they may not be displayed properly.

How to implement AMP to improve content and SEO

If your website is WordPress based, the easiest way to implement AMP is to use its official plugin for WordPress and Google. If you want to have more control over the appearance of your AMP pages or you want to collect information more easily, you might want to try other free plugins like WeeblrAMP or AMP for WP.

Since not all businesses use WordPress and plugins have their own limitations. So we want to teach you the steps of implementing AMP technology within your plugin-free content marketing strategy.

Step 1: Create your AMP page template

The first thing you need to do to implement AMP into blog posts and other quality content is to create an AMP page template from scratch. To create an AMP page template, you need to start your HTML AMP page with <! Doctype html> at the top of the page and add the page as AMP content by adding a lightning mark (?) In the HTML tag like this <html? > Identify.

The image below is an example of a simple HTML AMP page that you can use for your content.

These are the tags you should include in your AMP HTML documentation:

  • <head> and <body> tags
  • <meta charset = ”utf-8”> as the first Child of your <head> tag
  • <script async src = ”https://cdn.ampproject.org/v0.js”> </script> inside your <head> tag to include and load the AMP JavaScript library
  • <link rel = ”canonical” href = ”$ SOME_URL”> within your <head> tag
  • <meta name = ”viewport” content = ”width = device-width, minimum-scale = 1, initial-scale = 1”> within your <head> tag
  • Boilerplate code for AMP inside your <head> tag

These tags are the ones you can change in your page code:

  • Link href = ”hello-world.html”
  • Content inside the body part <body> Salam Donya! </body>

Now that you know how to design an AMP page template for a blog, you may want to know about the HTML tags you can use for your AMP pages.

Unfortunately, there are a number of HTML tags that you can not use for AMP pages, which include the following.

  • <frame>
  • <frameset>
  • <object>
  • <param>
  • <applet>
  • <embed>
  • <base>
  • <input elements>

Step 2: Preview and confirm your AMP page

To see a preview of your AMP page, you must open the page directly from your file system through your web browser, or use a local web server such as Apache 2.

To make sure your AMP page is valid, on the other hand, all you have to do is open the page with a web browser and then add “# developement = 1” to the URL, then you   will open the Chrome DevTools console Check for confirmation errors.

Bruce Day suggests testing one or two models of your web pages first on AMP. Ideally, you should also include a series of ranking pages to see if Google shows the AMP version of these pages on the mobile results page.

It may take a day or two for Google to find, check, and index the AMP version of a web page. So you have to let this process go for a month. This allows you to generate enough data to ensure that the process is worth the wait.

Step 3: Track performance

Just like in other digital marketing, you need to track the performance of your AMP pages. Not only to see how you are compared to your competitors, but also to see how this performance is moving towards your goals. You can use internal tools to do this, such as Google Analytics, or any other external B2B tool. There are a number of Analytics vendors that offer in-app AMP analysis.

Another thing to keep in mind is to use canonical links and other variables to determine what should be recorded. This is very important for identifying the traffic flow generated by AMP.

In addition, the extraUrlParams factor in amp-analytics adds a query parameter string to the canonical link. This makes it easier to differentiate between AMP pages than regular pages in Analytics. This allows you to compare the total traffic on the pages before and after launching AMP.

Conclusion

As you learned in this article, AMP is a great way to speed up web pages, which ultimately creates an improved user experience in delivering your content exclusively to mobile users. If AMP is useful for your business based on your business model and specifications that we talked about above, make sure you consider the above and then follow the steps to implement it. This may be a bit time consuming, but having content that performs better will definitely bring you long-term benefits

 

 

 

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