Google AMP & Web optimization: The Newbie’s Information [2023] – ewebgod

Google Amp Seo Illustration.png

Accelerated Cellular PagesBeloved by some, hated by others…

The Google AMP undertaking has been probably the most controversial subjects within the Web optimization neighborhood since its official launch, and to at the present time, it continues to divide site owners into pro-AMP vs. anti-AMP camps.

Regardless of which aspect of the barricade you’re on, one factor is for positive: AMP pages are nonetheless right here, and so they proceed to be a part of our cell world. 📱

On this complete information, we are going to subsequently check out:

  1. What is AMP exactly?
  2. How do AMP pages work?
  3. What are the pros and cons of AMP?
  4. How to implement and optimize AMP pages?
  5. How to check and measure the performance of AMP?

So with out additional ado, let’s dive deep into the AMP universe.

What’s AMP in Web optimization?

AMP (Accelerated-Mobile-Pages) is an open-source HTML framework that creates lighter variations of normal internet pages, stripped-down of all pointless HTML, CSS, and JavaScript parts.

The aim of AMP is to enhance the general loading velocity of the online web page and supply a greater consumer expertise on cell (and generally desktop) gadgets.

Right here’s how an AMP and non-AMP model of the identical internet web page can look side-by-side:

AMP vs. non-AMP version - example

AMP pages had been introduced by Google in 2015 (with the assist of varied main platforms corresponding to WordPress, Twitter, LinkedIn, and so on.) and had been designed to assist web site publishers ship their content material to cell customers a lot quicker.

How does AMP work?

AMP serves instead model of the primary (or canonical) internet web page, with technical restrictions that make the AMP web page a lot smaller in measurement and subsequently a lot quicker to load.

At any time when Google detects AMP pages on the web site, it can show them as search outcomes to customers who’re utilizing Google on their cell gadgets.

The AMP consists of three main parts:

  • AMP JavaScript
  • AMP Cache

Let’s break them down a little bit bit extra.


AMP HTML is a restricted doc that may comprise solely a restricted set of tags and attributes (or different parts) with the intention to make the AMP internet web page light-weight and fast to load.

Each AMP HTML doc should comprise:

  • <!doctype html> it tells internet browsers concerning the model of the HTML doc. 
  • <html amp> or <html ⚡> tag – they inform search engines that the given web page is the AMP model.
  • <head> and <physique> tags – they outline the content material of the online web page (e.g. <title> and meta tags, headings, textual content, hyperlinks, photos, and so on.). 
  • <meta charset="utf-8"> tag – it specifies the character encoding of the AMP internet web page.
  • <script async data-src=""><script> tag – it provides extensions to the bottom library.
  • <hyperlink rel="canonical" href=""> tag – it factors to the common (canonical) model of the web page (or to the AMP model itself if there isn’t any common model). 
  • <meta title="viewport" content material="width=device-width"> tag – it instructs internet browsers tips on how to show the AMP web page on varied gadgets. 
  • The AMP boilerplate code (head > model[amp-boilerplate] and noscript > model[amp-boilerplate]) – they’re obligatory parts that must be current within the <head> part of the AMP internet web page.

Notice: If you need to know extra about HTML specs for the AMP, be sure to take a look at the official AMP HTML documentation.

b) AMP JavaScript

AMP permits the utilization of JavaScript language through amp-script component (as a substitute of normal <script> tag) – it ensures that the AMP pages will nonetheless run easily and rapidly with none extreme JavaScript and with out third-party libraries. 

You will need to perceive although, that even amp-script has its personal limits: JavaScript in AMP pages should not exceed 150KB in measurement. 

For extra details about tips on how to use and implement {custom} JavaScript into AMP pages, be sure to go to this JS guide from

c) AMP Cache

AMP cache is a proxy-based CDN (Content material-Supply-Community) that pre-renders and preloads the AMP internet web page earlier than the consumer even clicks on it (or requests it).

It’s a secret sauce that makes AMP pages load with lightning velocity, regardless of from which place are customers visiting them.

There are two main platforms that provide AMP Cache (and play an vital function in AMP optimization):

At any time when Google (or Bing for that matter 😄) discovers an AMP web page, it can cache its content material into its personal servers and make it able to show immediately to customers who click on on it within the SERP.

If you need to know extra about how AMP cache works, take a look at this video:

There are 2 methods how Google can show AMP pages to customers who go to them from the SERP:

  • Google AMP Viewer – the search engine will show the AMP web page with a {custom} Google URL within the browser’s search bar. The unique web site’s area might be then proven proper beneath it.
  • Signed change – the browser will show the unique URL of the web page in its search bar.
Google AMP Viewer vs. Signed exchange - example

Tip: You may take a look at this simple course made by Google Codelabs and study extra concerning the foundations of Accelerated Cellular Pages!

Benefits & disadvantages of AMP

AMP pages are fairly a controversial topic within the Web optimization neighborhood. Some web site homeowners declare that AMP is dead, whereas others have even chosen to completely turn it off on their websites:

Quote - We're turning off AMP pages at Search Engine Land - source

However, there are nonetheless some potential advantages that may include AMP implementation.

Let’s take a look at what are the professionals and cons of AMP pages.

1. AMP advantages

a) Improved page speed: Most likely the obvious good thing about AMP is that it makes internet pages load virtually immediately.

Since AMP pages are fairly small (and are already saved in Google AMP Cache), they can be loaded and displayed to users ≈ 88% faster than conventional cell pages.

Along with that, page speed is a well-known Google ranking factor, which makes AMP fairly enticing for some web site homeowners – the median it takes for AMP pages to load from Google Search is less than 1 second.

b) Higher UX (generally): Sooner loading velocity results in happier customers on cell gadgets (and subsequently to more conversions 😉).

Having properly designed and quick AMP pages in your web site additionally improves the general web page expertise for customers – which is a part of Google’s core ranking system.

c) Comparatively straightforward to construct: The precise implementation of AMP into your web site is kind of a simple course of since many main content material platforms like WordPress, Drupal, Squarespace, and so on., already support it:

Platforms that support AMP (source -

In different phrases – you should not have to be a talented developer or some technical guru with the intention to construct AMP pages in your web site.

Notice: Previously, AMP additionally carried 2 additional Web optimization advantages that satisfied many web site homeowners to create and use AMP pages for his or her websites:

⚡ AMP badge – AMP pages rating in Google Search used to have a small AMP icon subsequent to their URLs, meta descriptions, or in different areas of their natural snippets that had been proven on cell gadgets (which made them stand out from the common cell outcomes a little bit bit extra and doubtlessly improve their CTR in SERPs):

AMP badge - example

Sadly, Google discontinued AMP badges in 2021, making AMP and non-AMP pages look visually the identical in cell SERPs.

🔥 AMP in Prime Tales – the Prime Tales carousel is a bit inside Google SERP that often seems for news-oriented search queries.

It is likely one of the most distinguished spots for which many web site homeowners attempt to optimize their pages (since it could deliver them various natural site visitors) – and AMP was one among Google’s necessities that needed to be fulfilled with the intention to be eligible for this spot:

AMP in Top Stories carousel - example

Equally to AMP badges, nevertheless, Google removed the AMP requirement in May 2020 which allowed each, AMP and non-AMP web sites, to be eligible for Prime Tales carousels.

2. AMP drawbacks

a) Restricted design: AMP, by nature, is predicated on a really restrictive framework that sacrifices visible design and capabilities for the sake of nice web page velocity.

Though quick loading time in your web site is at all times a pleasant factor to have, it is very important understand that you’ll have to surrender a whole lot of good and interactive parts with the intention to make your AMP pages eligible for Google Search.

AMP can look fairly boring when it comes to visible design, inflicting diluted model identification and even leading to a dramatic drop in the conversion rate.

In different phrases:

“Google AMP prefers effectivity over creativity.”

b) Crawl points: Having AMP and non-AMP variations in your web site forces internet crawlers like Googlebot to go to each internet web page twice (with the intention to guarantee content material parity between these variations) and spend your crawl funds a lot quicker.

Though crawl budget (the quantity of URLs that Googlebot is prepared to crawl inside a given timeframe) may not be a difficulty for smaller web sites that use AMP, an e-commerce on-line retailer or a big publishing platform with 1000’s of URLs would possibly rapidly spend its crawl funds simply by implementing AMP to their system.

The reason being fairly easy – any web site that comprises a whole lot and even 1000’s of pages will immediately double the quantity of URLs that have to be crawled simply by creating their AMP variations.

This may be fairly an inconvenient difficulty, particularly when you create and publish dozens of pages a day that have to be crawled, listed, and ranked in Google Search as rapidly as doable.

c) Further technical burden: From the sensible perspective, AMP creates a whole lot of additional work for web site homeowners and builders since they must care for each – AMP and non-AMP – variations of your web site individually, preserve them technically sound, and synced with one another when it comes to content material and Web optimization.

Is AMP a Google rating issue?

The quick reply is not any, AMP will not be a rating think about Google’s algorithm.

This was clarified by Google in addition to its representatives like John Mueller (Google Search Advocate) a number of instances all through the years:

However, AMP can generally considerably enhance the loading efficiency of your web site – which has a direct impression in your web page velocity and Core Web Vitals (as ranking factors).

Tips on how to create & optimize AMP pages

Creating and implementing AMP pages in your web site will be accomplished mainly in 2 methods:

  • Creating AMP pages manually
  • Utilizing an AMP plugin

Let’s check out each of those choices.

a) Create AMP pages manually

Creating AMP internet pages manually is a fairly easy (although time-consuming) course of – you can begin just by getting ready an AMP template that might be used as a reference for your entire pages.

Right here’s what a easy AMP template can appear like with all fundamental markups in place:

<!doctype html>
<html amp lang="en-US">
<meta charset="utf-8">
<script async data-src=""></script>
<title>The title of your AMP internet web page!</title>
<hyperlink rel="canonical" href="https://instance/main-version/">
<meta title="viewport" content material="width=device-width,minimum-scale=1,initial-scale=1">
<model amp-boilerplate>physique{-webkit-animation:-amp-start 8s steps(1,finish) 0s 1 regular each;-moz-animation:-amp-start 8s steps(1,finish) 0s 1 regular each;-ms-animation:-amp-start 8s steps(1,finish) 0s 1 regular each;animation:-amp-start 8s steps(1,finish) 0s 1 regular each}@-webkit-keyframes -amp-start{from{visibility:hidden}to{visibility:seen}}@-moz-keyframes -amp-start{from{visibility:hidden}to{visibility:seen}}@-ms-keyframes -amp-start{from{visibility:hidden}to{visibility:seen}}@-o-keyframes -amp-start{from{visibility:hidden}to{visibility:seen}}@keyframes -amp-start{from{visibility:hidden}to{visibility:seen}}</model><noscript><model amp-boilerplate>physique{-webkit-animation:none;-moz-animation:none;-ms-animation:none;animation:none}</model></noscript>
<h1 id="whats up">Most important heading of your AMP internet web page!</h1>

With an AMP template like this, you can begin creating particular person AMP pages with content material that must be similar to your major, canonical URLs.

On the subject of the precise content material implementation, there are numerous particular HTML tags that you could use in your AMP pages as a substitute of the common ones, corresponding to:

  • <amp-img> tag – for photos (as a substitute of <img> tag).
  • <amp-video> tag – for movies (as a substitute of <video> tag).
  • <model amp-custom> within the <head> part – a {custom} AMP tag that’s used for CSS properties. 
  • <amp-script> – for utilizing JavaScript frameworks (as a substitute of <script> tag).

If you need to study extra about AMP HTML tags (and see which of them you must use), be sure to take a look at this official AMP documentation.

Tip: You may strive, take a look at and see your AMP pages earlier than including them to your web site by utilizing AMP Playground – a easy on-line software the place you possibly can simply copy/paste your AMP HTML code and see how your pages will really look on varied cell gadgets:

AMP Playground - example

b) Use CMS plugins

One of many best methods tips on how to arrange AMP in your web site is simply putting in an AMP plugin to your CMS.

In the event you run your web site on one of many well-liked CMS-es (e.g. WordPress, Joomla, Drupal, and so on.), you possibly can merely obtain and set up the AMP plugin that fits you finest and begin creating AMP pages immediately.

For instance, for the WordPress platform, you possibly can obtain this Google WP plugin powered by AMP Undertaking Contributors.

The method is fairly easy:

  • Obtain, set up, and activate the plugin in your web site.
  • Go to the “Look” tab in WordPress and choose AMP.

The plugin will present you the way your AMP pages would possibly look on cell gadgets – you possibly can regulate their design, headers, colours, and so on. to make them extra visually interesting:

Official AMP plugin for WordPress - example

This WordPress AMP plugin comes with 3 completely different web site modes:

  • Customary – AMP would be the major framework in your web site.
  • Transitional – each internet web page in your web site can have a canonical and an AMP model.
  • Reader – AMP might be utilized solely to chosen posts and pages individually. Every chosen internet web page can have a canonical and an AMP URL.

For extra details about this AMP plugin, take a look at its WP documentation.

AMP finest Web optimization practices

#1 Create Web optimization-friendly AMP URLs

AMP pages should have their very own distinctive URL scheme with the “amp” variable someplace in it.

There are a number of methods how one can construction your AMP URLs:

a) AMP as a parameter:
b) AMP within the subdomain:
c) AMP as front-end language:
d) AMP within the subfolder:

Though all the choices above work, Google recommends using the last 2 options.

#2 Canonicalize your AMP pages

Each AMP and non-AMP variations of the identical internet web page have to be pointing to one another with a correct tag within the sections of their HTML.

Usually talking, you would possibly wish to have each – AMP and non-AMP – variations of the identical web page obtainable to customers (and serps) and show them in accordance with the gadget that customers are having (e.g. non-AMP model for desktop and AMP model for cell gadgets).

So as to do that, it’s a must to let Google know that there are 2 variations of the identical web page by implementing the next tags:

  • For the non-AMP model – add this particular tag into the <head> part, with the URL pointing to the AMP model of the web page:
<hyperlink rel="amphtml" href="">
  • For the AMP model – add the canonical tag into the <head> part, with the URL pointing to the primary, non-AMP model of the web page:
 <hyperlink rel="canonical" href="">

This can enable Google to know the connection between the AMP and non-AMP URLs and keep away from potential duplicate content issues.

#3 Guarantee on-page parity

Each AMP and non-AMP variations of the identical web page must be identical to each other or have very close “parity” when it comes to content material and on-page parts.

So as to do that, the AMP internet web page have to be the identical as the unique canonical model in a number of areas corresponding to:

If the AMP model doesn’t match the canonical one, Google will merely ignore the AMP web page and stop it from showing as a search end in SERPs (and ship customers to the non-AMP equal as a substitute).

#4 Don’t add AMP URLs to sitemap or robots.txt

Just remember to received’t add your AMP URLs into the XML sitemap – Google is succesful to find any AMP internet web page through rel=”amphtml” in its non-AMP equal.

Along with that, don’t block your AMP pages in your robots.txt file (in any other case Google received’t be allowed to go to them).

Tip: In the event you resolve in some unspecified time in the future to redirect some web page in your web site to a different vacation spot, be sure to at all times redirect each – AMP and non-AMP – variations of the web page into their new respective URLs:

For extra details about tips on how to redirect (and even take away) AMP pages, be sure to take a look at Google’s official documentation.

Tips on how to verify & monitor AMP pages

When you applied AMP to your web site, the following step is to verify in the event that they operate correctly and make them validated by Google.

Listed here are a number of on-line instruments that may enable you to with that.

1. Strive Google AMP Check Device

One of many best methods tips on how to verify and validate your AMP pages is to run them by way of Google’s AMP Test Tool.

Merely enter any AMP URL out of your web site into the software and hit the “TEST URL” button – after a number of seconds, you will note whether or not or not your AMP web page is legitimate for Google:

Google AMP Test Tool - example

You can too enter the canonical, non-AMP model of your web page to get much more complete outcomes about your AMP implementation.

Tip: If you need to measure (and examine) the velocity efficiency of your AMP pages, you should utilize our Mangools SEO extension. To do that, merely:

  1. Instal the extension into your browser.
  2. Open up your AMP URL and click on on the extension.
  3. Choose the “On-page Web optimization” tab → “Web page Velocity”.
Mangools SEO extension - page speed example

The extension will then measure your AMP web page and show vital details about its loading velocity corresponding to Efficiency rating and Largest contentful paint together with additional suggestions on tips on how to enhance the web page efficiency.

2. Examine AMP standing report in GSC

For extra complete details about your AMP pages, you should utilize the AMP standing report in Google Search Console:

  1. Open up your GSC account.
  2. Choose the “AMP” tab within the “Enhancements” part.

Google Search Console will then present you whether or not or not your AMP URLs are legitimate and eligible to be crawled, indexed, and displayed in Google Search.

AMP status report in Google Search Console - example

If you need to know extra about AMP standing report (and what it could do), take a look at this convenient Search Console Coaching video:

To see how your AMP pages are performing in Google SERPs, head over to the GSC Efficiency report:

  1. Click on on the “Search outcomes” within the “Efficiency” part.
  2. Choose the “SEARCH APPEARANCE” tab.

You may then choose varied dimensions (e.g. AMP non-rich outcomes, AMP article, and so on.) within the “Search Look” part and see what number of impressions or clicks are your AMP pages getting from Google:

AMP search appearance and performance in Google Search Console - example

To study extra about AMP validation, be sure to take a look at these AMP guidelines from Google Search Central.

3. Use SERPWatcher

With AMP correctly arrange in your web site, it’s time to measure its precise ranking performance for cell Search!

You need to use our SERPWatcher software to observe the rankings of your AMP pages for his or her focus keywords in Google:

SERPWatcher - tracking keyword for mobile search - example

Merely create a Mangools account (when you haven’t already) and go to the SERPWatcher software:

1. Choose “New Monitoring” and add monitoring particulars (area, location, and so on.).

SERPWatcher - tracking keywords for mobile search - example - step 1

2. Add all key phrases that you simply wish to monitor in your web site.

SERPWatcher - tracking keywords for mobile search - example - step 2

3. Click on on the “+ Cellular” tab above your freshly created monitoring.

SERPWatcher - tracking keywords for mobile search - example - step 3

4. Allow and clone monitoring for cell gadgets (or simply add your key phrases manually).

SERPWatcher - tracking keywords for mobile search - example - step 4

When SERPWatcher detects your AMP URLs rating in cell search, it can present you their rating positions for his or her respective SERPs together with varied helpful information corresponding to:

  • Rating modifications over a specific time interval
  • Common (and finest) rating positions
  • Search volumes of tracked key phrases
  • Visible positions of your AMP pages in SERPs
  • General Efficiency Index and Visibility
  • … and far, way more!
SERPWatcher - mobile tracking example

You may attempt to use SERPWatcher (together with our different Mangools SEO tools) fully without spending a dime – no bank card wanted, no strings hooked up 😎

Closing ideas: Are AMP pages value it?

In the event you ask any Web optimization specialist or web site proprietor whether or not or not you must use AMP in your web site, the commonest reply will probably be:

“It relies upon.”

And we aren’t any exception to that 🙃

The reality is that there isn’t any fully proper or improper reply relating to AMP optimization – all of it is determined by what precisely you want AMP for (and what you hope to get from it).

In case your web site repeatedly fails to ship content material at an optimum loading velocity on cell gadgets, going AMP could be the suitable strategy for you.

However, it is very important understand the sensible limitations of AMP pages, together with the work that must be put into them with the intention to make them even operate correctly.

Listed here are a number of circumstances through which you would possibly contemplate avoiding using AMP pages (or eradicating them altogether) in your web site:

1. Your pages already attain an honest loading time – there isn’t any level to create AMP options for cell customers in case your web page velocity is near 2.5 seconds (or much less).

2. Your web site simply must be higher optimized – you possibly can typically obtain an honest loading velocity just by optimizing your web site higher (e.g. by utilizing CDN, file-caching, lazy loading, image optimization, and so on.).

3. Your pages are JavaScript-heavy or use a whole lot of Third-party instruments – in case your web site depends closely on scripts and CSS recordsdata to operate correctly, it’ll be in all probability higher to keep away from AMP fully. In any other case, you’ll have to sacrifice various visible options and capabilities.

4. Your prospects come primarily from desktop search – creating AMP pages only for a number of additional natural guests per 30 days is just not well worth the effort.

5. You don’t have the capability for AMP upkeep – having AMP pages in your web site is a endless dedication. In the event you don’t have sufficient time or assets to care for these pages regularly, it’s higher to only not implement them.

6. You count on some rating enhance from AMP – Accelerated-Cellular-Pages alone received’t enable you to obtain higher rankings in Google Search.

#Google #AMP #Web optimization #Freshmen #Information

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