We know that mobile optimization is important to your content and SEO strategy, and Google AMP is a technology designed to help with this.

According to a study conducted in 2020, mobile traffic in daily media consumption has grown by 504% since 2011. As more consumers use their mobile phones to access content daily, optimizing for the best mobile experience is more important than ever. Not only for readers, but for SEO as well, Google can notice pages that load slowly or have a high bounce rate, and as a result, assign these pages a lower rank on the search results page

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

  • What is Google AMP, who is it most useful for and how does it work?
  • What are the pros and cons of using Google AMP?
  • How to implement AMP on our site if it is useful for us

Regardless of whether Google AMP is right for you or not, by reading this post you can find knowledge in the field of SEO so that you can have the necessary confidence in the field of SEO of your site and its performance on mobile.

What is Google AMP?

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 response to Facebook’s in-app publishing platform as well as Apple’s iOS 9 aggregation and discovery platform called Apple News.

The AMP version of a product page, blog post, or landing page should load instantly on mobile. Also, this page may have a different appearance than the website version or it may be in card mode on the Google search results page. The AMP lightning bolt symbol that appears next to some results lets users know that this particular page loads faster than non-AMP pages on the mobile results page.

According to a study conducted this year, Google AMP pages loaded 4x faster and required 8x less data compared to pages that were optimized for mobile using traditional methods. The initial idea for this issue was to provide an open-source framework that would not only improve the mobile user experience but also increase its speed.

Does Google AMP matter?

Before we get into the pros and cons of Google AMP, it’s important to note that while it’s true that AMP can help your SEO, it’s not necessarily SEO-critical in some cases, and taking advantage of its benefits for some businesses is It is easier for other businesses. We’ll go into the pros and cons of this in more depth in the next sections, but first, let’s look at some key points that can help you evaluate 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 a large volume of news articles or blog posts. If the majority of your website is non-article pages, then AMP may not be necessary for your business.

If you publish a large volume of articles but already use a CDN (Content Delivery Network), these platforms usually come with performance optimization features such as image hosting, file caching, and lazy loading.

AMP pages are simpler and quieter for readers but are often deprioritized or compressed due to special JavaScript operations and plugins. If you rely on external tools for lead generation and audience tracking, you should test to ensure that your AMP pages perform and capture the same information as your regular pages.

AMP by itself is not a Google ranking factor. AMP can help improve aspects of your web pages that are factored by Google’s algorithm, but it’s not the only way to optimize your website’s experience and performance.

If you already have a mobile version of your site or are considering optimizing your website for mobile, AMP may not be necessary for you or may even complicate performance and reporting.

The point of all the above is that optimizing the page speed and mobile experience is very important for SEO and Google AMP is only one way to achieve this goal. In the following, we will see together how it works and whether it is a suitable solution for your business or not.

What are the benefits of Google AMP?

In addition to faster loading speeds and a better experience for content consumers, AMP offers several benefits to businesses with an SEO and content strategy.

More interaction on the website

AMP lightweight content is perfect for mobile users who don’t have very stable internet. Additionally, reducing page load times improves the user experience in a way that increases the chances of visitors staying on your site.

Improved ranking and traffic

Since page load time is one of Google’s ranking factors, AMPs are prioritized in Google’s search algorithm and thus affect rankings. So, if two sites are equal in all respects, the site that loads faster wins.

Lower bounce rate

With faster page load times, visitors tend to stay on the site. A Google study once announced that 53% of websites will be abandoned if their mobile version takes more than 23 seconds to load. In addition, publishers who implement AMP may experience double the time spent on pages. More time on your site can also mean more conversions from your content.

View more ads

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

Higher click rate

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

Current statistics related to 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 others, this technology is not available only to big brands. AMP technology is used by more than 1.4 million websites worldwide. The chart below shows which industries benefit from this technology more than others.

  • Arts and entertainment accounts account for approximately 11% of all AMP consumption
  • Computer and technology majors account for 6% of the total AMP technology intake
  • Gaming accounts account for 15% of the total consumption of AMP technology
  • 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’s best to first look at the three main components that make up an AMP page.

HTML AMP

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

JavaScript AMP

AMP JavaScript allows an AMP page to provide users with the main benefits of a regular page in a more functional way. The AMP JavaScript library implements the best practices of AMP, namely inline CSS and Front Triggering, which can be used to ensure that AMP pages render much faster for users. This also leaves room for performance-enhancing techniques such as pre-calculating the layout of each page element before the resources are loaded, as well as disabling slow CSS selectors all issues related to the reader’s user experience. They are very vital.

AMP Cache

AMP Cache is designed to serve only valid pages and allow them to be preloaded correctly and in complete security. This means that a verified page is guaranteed to work, eliminating the dependency on external factors that might slow down the page.

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

As Critchlow says, if you have AMP versions, in the source code, you should set them with rel AMP HTML links. For example, if you put /amp at the end of any news story on The Guardian website, you’ll see AMP HTML.

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

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

Additional issues and cautions for integrated Google AMP

Although AMP can help improve your rankings as well as the experience and performance of your content for mobile users, it also has some disadvantages 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 prioritizes functionality over creativity, so if interactive images are a big part of your web experience, this may not work for you.

In addition to limited images on AMP pages, you are also only allowed to place one ad per page. This restrictive template also doesn’t support intrusive ads, while directly sold ads can be difficult to implement.

From a marketing perspective, crawling a piece of content takes double the effort because this process is part of Google’s way of ensuring parity. For many publishers, this seems to be more about increasing impressions, which doesn’t necessarily translate into higher engagement 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 case above, the Google AMP visitor seems less familiar with the brand identity due to the Google domain appearing in the URL bar. Although there is a way to solve this problem and make the main site visible at the top of the AMP page, it takes up valuable space above all else. You also may not get the same brand feel with a Google AMP page as a standard page, as shown in the example below.

Likewise, AMP only works if users click on the AMP version of a web page. While studies have found that the AMP library can reduce server requests for a document by up to 77%, the AMP version can’t always be that good if it’s not implemented correctly.

While AMP has been around for almost 4 years, it is still in its relatively early stages.

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

You should use the Streamline version of CSS.

You are only allowed to use the JavaScript library that AMP provides, and since that is out of your control, you may experience lazy loading.

AMP sites must be validated properly if they are to work at all.

AMP plugin pages do not support forms.

Custom fonts should be loaded separately for a better experience.

You must declare the height and width of the photos.

You need AMP-certified extensions if you want to include video content on your pages.

Finally, keep in mind that AMP prioritizes speed and readability, not shareability. So, since your social sharing buttons are built using JavaScript, they may not display correctly.

How to implement AMP to improve content and SEO

If your website is based on WordPress, the easiest way to implement AMP is to use its official plugin for WordPress and Google. If you want more control over the appearance of your AMP pages or want to collect data 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 limitations. So we want to teach you the steps of implementing AMP technology in your content marketing strategy without plugins.

Step 1: Build your AMP page template

The first thing you need to do to implement AMP into your 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 AMP HTML page with <!doctype html> at the top of the page and mark the page as AMP content by adding a thunderbolt (?) in the HTML tag like this <html? > Identify.

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”> inside your <head> tag
  • <meta name=”viewport” content=”width=device-width,minimum-scale=1,initial-scale=1”> inside your <head> tag
  • Boilerplate code for AMP inside your <head> tag

These tags are the ones that you can change in the code of your pages:

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

Unfortunately, there are a few HTML tags you can’t use for AMP pages that include the following.

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

Step 2: Preview and verify your AMP page

To preview your AMP page, you must open the page directly from your web browser from your file system, 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 in a web browser and then add “#development=1” to the URL, then you’ll open the Chrome DevTools console. to check for confirmation errors.

Bruce Day suggests testing one or two mockups of your website pages on AMP first. Ideally, you should also include a series of pages that rank to see if Google will show the AMP version of these pages on the mobile results page.

It should be noted that 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 on for a month. This allows you to build enough data to ensure that the process is worth the wait.

Step Three: Track Performance

Just like anything else in digital marketing, you need to track the performance of your AMP pages. Not only to see where you stand compared to your competitors but also to see how this performance is progressing in line with your goals. You can use internal tools for this, such as Google Analytics, or any other external B2B tool. Several Analytics vendors offer in-app AMP analytics.

Another thing to remember is to use canonical links and other variables to determine what should be recorded. This is very important to identify the traffic flow generated by AMP.

Additionally, the extraUrlParams factor in amp-analytics adds a query parameter string to the canonical link. This makes it easier to distinguish between AMP pages than regular pages in Analytics. This allows you to compare the overall traffic on the pages before and after the AMP implementation.

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