What are Google AMP pages? Google AMP is a very fast mobile website development kit using a reduced open source library of 3 core components, AMP html, AMP js, and AMP cache. AMP pages can be identified by the blue lightning bolt icon when view mobile SERPs.

Google has introduced this reduced mobile framework, to help reduce load time for websites and improve mobile optimization. The whole goal of Google AMP is to be fast for users to load, and for on page SEO that’s always a plus. AMP is different from responsive mobile websites in the sense AMP is a version of the webpage, just like responsive and desktop variations. AMP used to be only shown by Google since it was a Google creation, however Bing has started showing AMP pages as well in late Sept 2018.

That’s why Google introduced it’s own code library that includes just the bare bones to build a basic webpage and leaves all the extras out for the sake of speed. Google has named the overall AMP concept, ” The AMP Project ” and hosts a good bit of information to digest.

Google’s Introduction To AMP

Benefits Of Using Google AMP webpages

So why even bother with Google AMP for your website? What are the possible benefits of using Google AMP?

Using AMP Improves Mobile Keyword Rankings

AMP optimization can improve keyword rankings, by increasing the number of AMP pages that Google deems valid and indexes. Just like moving from a http:// unsecured website to a https:// secured website, can improve keyword rankings. Using Google’s AMP pages can also improve keyword rankings as well as provide a chance to be shown in the Google news carousel for news articles.

Of course these ” boosts ” keyword rankings are just for Google, but every little extra chance matters in competitive niches. It’s important to make sure internal linking is set up the same, and user optimization is focused on heavily, since users on mobile devices are much more picky.

When creating AMP pages, it’s important to use the same content from the desktop version. If keywords aren’t used on the AMP pages, that are being used on desktop pages, then the website will rank only for those keywords on desktop, not on the AMP pages. That is a lot of organic web traffic to potentially miss out on.

Always keep consistency with websites, throughout all versions, users will pick up on the mismatch and begin to distrust the brand. Keep AMP pages easy to navigate, including menus since no one wants to scroll endlessly on a mobile device, organization is key!

Improved Mobile Website Load Speed

Amp can also increase mobile load speeds, due to the way Google handles the webpage loading in general. AMP framework doesn’t actually improve speed by itself. The way AMP improves website load speed on mobile, is from Google caching each AMP page. Since it’s such a reduced framework, Google can cache and serve to users without all the extra resources having to connect and load.

Increased Server Performance

Because of that improved load speed and reduced framework AMP utilizes. The amount of time the server has to spend talking to the user’s web browser is reduced dramatically. There is some talk that this improved server performance comes at a cost to ad revenue, since the AMP page is cached, no ads are served for AMP versions viewed. As well as relying on Google for cached webpages could prove to be a problem for updates. With that said, the AMP pages are just one version of mobile webpages, so it’s not like the responsive and desktop webpage versions aren’t bringing in traffic as well.

AMP Warnings Turn Into AMP Errors

One of the biggest headaches with Google AMP pages, is the frequency that Google’s changes little things about AMP that drastically affects websites using AMP. Things like image sizes and code accepted, have in the past been changed, that result in AMP warnings in Google search console. When an AMP warning happens, it’s a recommendation from Google to change something and the AMP page will still be valid. However, depending on the AMP warning, they can turn into AMP errors. An AMP error is when the AMP page will NOT be validated and will NOT be indexed.

That is why it’s crucial to monitor AMP status in search console at least weekly, to make sure no errors are preventing AMP pages from being indexed. Now many factors can play a part in causing AMP warnings and errors, that’s where the AMP project’s website comes in handy. Amp errors are going to happen, rather then panic, searching for a solution is always priority. Since the sooner AMP errors are fixed, the sooner AMP validation can happen. Once validation occurs, Google will index the AMP page.

If you believe your website is suffering from AMP errors holding back AMP indexing

Contact SEOByMichael and have an SEO audit scheduled and let’s develop your website success strategy!