No Favouritism for AMP Pages in Google Search Results
Page load speed is a very important usability issue for mobile phone users but AMP pages have no impact on Google search results as G is using mobile-enabled pages in its new mobile-index, not cached AMP page versions.
It seems there are still many problems with AMP. Egs:
It seems there is a fixed ranking value boost for mobile vs. non-mobile formatted pages. Ref. Google Webmaster Central Blog:
Google does not use AMP pages in its mobile search index. It will be/is using mobile-enabled pages. Googlebot can be directed to index AMP pages instead of mobile versions.
AMP pages will not improve a page's rankings over the mobile-enabled versions. Sites that publish in AMP instead of mobile-enabled may suffer in the rankings because 3rd party links to them may not be recognised by Google. There is SEO debate on this issue. Judging by the issues being encountered on the SCG site, this seems a plausible finding.
Articles on AMP, mobile-enabled pages and SEO:
It seems that some folk are already trying deceptive content tactics with AMP pages. I would expect G to take drastic action if this becomes common.
Nov 2017: AMP-lify Your Digital Marketing in 2018
By Eric Enge Stone Temple SEO
A good review article on the impact of page load speed as a usability factor by one of the USA'a top SEO consultants. It also discusses some of the problems with AMP. Egs. Sub-heads:
"How we did it at Stone Temple (and what we found)
Experiment No. 1: WordPress AMP plugin"
"Bonus challenge: AMP analytics"
"Wrapping up
This summary seems to be pretty much in agreement with Greg M's advice.
Question: Shall I use AMP for Website?
To me this revolves around the answers to these three questions:
1. Who will benefit from your AMP version?
I can see many potential users of your website. This seems to include potential new service users, existing users, potential service subcontract applicants of your services, existing contracted service providers and these cover a wide variety of service market places in many Australian locations.
In short, it seems you have a large number of very diverse target communication markets.
You must not fall into the over-simplification trap. I.e. Most searches are made on mobile phones therefore my site needs to be mobile-first.
This is particularly true in B2B Internet marketing communications where some coms recipients maybe overwhelmingly using desktop search while others maybe away from an office location and be accessing your site via mobile phones..
2. Will it help or hinder them?
This question goes to what functionality a user wants from your site. AMP may not be able to provide the functionality that a repeat user needs. There are alternatives to consider. Would a mobile ap be a better solution?
3. Can you afford to implement it and continue to update it as needed?
You want AMP "best practices". Sorry, there are no "best practices" on the web. It all changes so quickly and it is way too early consider them for AMP pages.
Call me cynical but I think there are likely to be many AMP changes being encouraged by Google. Will they become a standard, who knows? There are many Google initiatives that have failed over the years.
It seems there are still many problems with AMP. Egs:
- AMP only hit the scene in 2015. Few sites seem to be employing it accurately.
- Facebook is pushing an alternative fast load speed option.
- AMP seems to be poorly supported by Safari browsers.
- Google Analytics reports can be compromised
- Current AMP coding plugins for CMSs like WordPress may be problematic.
It seems there is a fixed ranking value boost for mobile vs. non-mobile formatted pages. Ref. Google Webmaster Central Blog:
Jan 2018: Using page speed in mobile search ranking
"The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content."
"The “Speed Update,” as we’re calling it, will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content."
Google does not use AMP pages in its mobile search index. It will be/is using mobile-enabled pages. Googlebot can be directed to index AMP pages instead of mobile versions.
AMP pages will not improve a page's rankings over the mobile-enabled versions. Sites that publish in AMP instead of mobile-enabled may suffer in the rankings because 3rd party links to them may not be recognised by Google. There is SEO debate on this issue. Judging by the issues being encountered on the SCG site, this seems a plausible finding.
Articles on AMP, mobile-enabled pages and SEO:
Mar 2018: Google Webmaster Central Blog - Rolling out mobile-first indexing
"For sites that have AMP and non-AMP pages, Google will prefer to index the mobile version of the non-AMP page."
"As always, ranking uses many factors. We may show content to users that’s not mobile-friendly or that is slow loading if our many other signals determine it is the most relevant content to show."
Google Search Console - AMP on Google Search guidelines
"Users must be able to experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible."
"For sites that have AMP and non-AMP pages, Google will prefer to index the mobile version of the non-AMP page."
"As always, ranking uses many factors. We may show content to users that’s not mobile-friendly or that is slow loading if our many other signals determine it is the most relevant content to show."
Google Search Console - AMP on Google Search guidelines
"Users must be able to experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible."
It seems that some folk are already trying deceptive content tactics with AMP pages. I would expect G to take drastic action if this becomes common.
Nov 2017: AMP-lify Your Digital Marketing in 2018
By Eric Enge Stone Temple SEO
A good review article on the impact of page load speed as a usability factor by one of the USA'a top SEO consultants. It also discusses some of the problems with AMP. Egs. Sub-heads:
"How we did it at Stone Temple (and what we found)
Experiment No. 1: WordPress AMP plugin"
"Bonus challenge: AMP analytics"
"Wrapping up
AMP can offer some really powerful benefits — improved site speed, better user experience and more revenue — but only for those publishers that take the time to implement the AMP version of their AMP site thoroughly, and also address the tracking issue in analytics so they can see the true results."
This summary seems to be pretty much in agreement with Greg M's advice.
Question: Shall I use AMP for Website?
To me this revolves around the answers to these three questions:
- Who will benefit from your AMP version?
- Will it help or hinder them?
- Can you afford to implement it and continue to update it as needed?
1. Who will benefit from your AMP version?
I can see many potential users of your website. This seems to include potential new service users, existing users, potential service subcontract applicants of your services, existing contracted service providers and these cover a wide variety of service market places in many Australian locations.
In short, it seems you have a large number of very diverse target communication markets.
You must not fall into the over-simplification trap. I.e. Most searches are made on mobile phones therefore my site needs to be mobile-first.
This is particularly true in B2B Internet marketing communications where some coms recipients maybe overwhelmingly using desktop search while others maybe away from an office location and be accessing your site via mobile phones..
2. Will it help or hinder them?
This question goes to what functionality a user wants from your site. AMP may not be able to provide the functionality that a repeat user needs. There are alternatives to consider. Would a mobile ap be a better solution?
3. Can you afford to implement it and continue to update it as needed?
You want AMP "best practices". Sorry, there are no "best practices" on the web. It all changes so quickly and it is way too early consider them for AMP pages.
Call me cynical but I think there are likely to be many AMP changes being encouraged by Google. Will they become a standard, who knows? There are many Google initiatives that have failed over the years.
Schema Creator
ReplyDeleteSchemas provide users with an enhanced experience where they are presented with specific details about a particular company or organization on search engine results pages (SERPs). With this tool, you can customize how your results, including your reviews, operating hours, events, etc., will appear on Google and other search engines.
You can also integrate the schema code easily – it’s as simple as copying and pasting. The tool also has a free WordPress plugin version.
If you like this tool, there’s also a Scheme app which you can try for free for 14 days. There are multiple price structures depending on your current needs / business size.
Schema Creator
ReplyDeleteSchemas provide users with an enhanced experience where they are presented with specific details about a particular company or organization on search engine results pages (SERPs). With this tool, you can customize how your results, including your reviews, operating hours, events, etc., will appear on Google and other search engines.
You can also integrate the schema code easily – it’s as simple as copying and pasting. The tool also has a free WordPress plugin version.
If you like this tool, there’s also a Scheme app which you can try for free for 14 days. There are multiple price structures depending on your current needs / business size.