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Accelerated Mobile Pages (AMP) are a stripped HTML version of a page with limited JavaScript functionality, designed to be optimized for speed and cached by Google to preload in search results for an improved user experience. There are several things to keep in mind when utilizing AMP on your site, these are detailed in our Hangout Notes.

Removing AMP pages requires caution but shouldn’t have a direct impact on SEO

John confirmed that as AMP is not a ranking factor, removing AMP pages shouldn’t have a direct impact on SEO. However, users should consider the potential knock-on effects caused by a drop in page speed (AMP pages tend to be faster than non-AMP ones, but that’s not a guarantee. There’s also nothing to suggest you can’t make regular pages very fast). AMP pages also tend to be crawled a little heavier than non-AMP, so you might also see a rise in crawl activity across the rest of the site.

27 Jan 2022

It’s recommended to keep the same URL when converting image file formats

Converting image formats (for example from JPEG to WebP) has the potential to impact existing rankings. Where possible, it’s recommended to keep the same image URLs and just swap out the files. Otherwise, Google will need to discover and index those new URLs in the same way it would for text-based content.

6 Dec 2021

Web Stories on AMP still require textual content for ranking purposes

Despite being built on AMP, Web Stories are essentially normal web pages. They should therefore be linked internally in the same way as any other content. Text is also required on these pages for Google to be able to rank them accordingly.

30 Oct 2021

AMP Page Content Should Match Your Normal Pages

AMP pages should consistently match what users would see on normal pages, regardless of a site being moved to mobile-first indexing. It’s OK if some features are missing, but the AMP page content should generally match the content on your normal pages.

17 Mar 2020

Ensure Structured Data Types Used Across Different Page Versions is Consistent

If a site has different structured markup on their desktop and mobile sites, Google would use the schema that is on the version they are currently crawling and indexing. It’s a little different with AMP as certain structured data types are required for some AMP features, so Google also takes this into account. John recommends ensuring the structured data types used across the different versions of a page are consistent.

10 Jan 2020

Speed Testing Tools Don’t Reflect Google’s Ability to Pre-render & Cache AMP Pages

When displaying AMP pages, Google is able to pre-render and cache them directly from the search results, which saves the time typically spent retrieving the initial HTML to get the rendered version. However, this isn’t something that is taken into account in the testing tools.

27 Dec 2019

Testing Tools Will Display Results For Original Page if There is No Redirect to AMP Version

If there is no redirect to the AMP version of a page, Google testing tools will test and display results for the individual regular URL rather than the AMP version, unless you explicitly the test the AMP URL.

27 Dec 2019

Include Structured Markup on Both AMP & Normal Page to Show in SERPs

Structured markup needs to be included on both the AMP and the normal version of a page to be displayed in search e.g. article markup.

13 Dec 2019

Switching to AMP Won’t Provide an Increase to Rankings

Google rank AMP pages the same as they rank other pages, so there is no inherent ranking advantage when using AMP. However, AMP pages are typically faster than HTML pages, which can provide site speed benefits, particularly on mobile. Some search features also require AMP in order to display correctly due to actions such as pre-caching.

29 Nov 2019

Use of AMP or PWA Should Be Determined By The Needs of the Website

When deciding between implementing AMP or a PWA for your site, John recommends choosing the one most suited to your needs. For example, PWAs will be useful for websites providing interactive elements and offline accessibility, whereas AMP is great for publishing content.

6 Sep 2019

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