AMP Guide #GoogleSEOGuide #s1ep45

AMP on Google Search guidelines

All of Google guidelines?for making a site Google-friendly also apply to AMP. This document covers additional guidelines that are specific to AMP on Google Search.

• Your AMP page must follow the?AMP HTML specification. If you're just getting started, learn how to?create your first AMP HTML page.
• 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.
• Your AMP URL scheme makes sense to the user. For instance, if your canonical page is?example.com/giraffes, host the AMP somewhere like?amp.example.com/giraffes?or?example.com/amp/giraffes, rather than at?test.com/giraffes. This is because when users click a link to your AMP page from Google Search, the AMP URL is visible to the user in the browser (like any web page), and showing a URL that is completely unrelated to your main website can be confusing to users.
• Your AMP page must be?valid?so that your pages work as expected for users and can be included in AMP-related features. Pages with invalid AMP will not be eligible for some Search features.
• If you add structured data to your page, make sure that you follow Google?structured data policies.

?? FAQs about AMP

Are AMP pages mobile-only?

No. Since AMP pages can be viewed on all device types, build your AMP pages with?responsive design.

How does AMP look on desktop?

AMP pages display equally well on both mobile and desktop screens. If AMP supports all the functionality that you need, you might consider creating your pages as?standalone AMP pages?to support both desktop and mobile visitors for the same page. However, AMP on desktop doesn't get search-specific features in Google Search results.

?? Understand how AMP works in search resultsbookmark_border

Google Search indexes?AMP?pages to provide a fast, reliable web experience. When an AMP page is available, it can be featured on mobile search as part of rich results and carousels. While AMP itself isn't a ranking factor,?speed is a ranking factor?for Google Search. Google Search applies the same standard to all pages, regardless of the technology used to build the page. For more information on the benefits of using AMP, see the?AMP Project success stories.

When users select an AMP page, Google Search retrieves the page from the?Google AMP Cache, enabling a variety of load optimizations that often make these pages appear instantly, such as prerendering. Currently, AMP pages on desktop aren't served from the Google AMP Cache/AMP Viewer.?Canonical?AMP Pages behave like standard results.

Initial display in Search results

AMP pages can appear in Google Search as a?rich result, just like other pages on the web. To help Google better understand your page, you can add?structured data?to your page. It's important to note that Google doesn't guarantee that adding structured data will enable a rich result in Search results.

?? If you have duplicate pages for the same content, place the same structured data on all page duplicates, not just on the canonical page.

AMP pages can also appear as Web Stories.

After users click AMP content

When users click your AMP content in Google Search, AMP content may be shown in one of two ways:

• Google AMP Viewer: At the top of the Google AMP Viewer, the domain of your content is displayed so that users understand who published it.
• Signed exchange: A technology that allows the browser to treat a document as belonging to your?Origin.

? About the Google AMP Viewer

The Google AMP Viewer is a hybrid environment where you can collect data about the user in browsers that support the Google AMP Viewer. The Google AMP Viewer may render when their systems determine it can provide a helpful user experience, especially in situations where swiping through content is expected. Data collection by Google is governed by Google's?privacy policy. As an AMP page publisher whose content is displayed in the Google AMP Viewer, your data collection is governed by your privacy policy. Because you choose the behaviors and vendor integrations in your AMP page, you are responsible for fulfilling the compliance obligations that result from those choices.

? About signed exchange

A signed exchange allows you to use first party cookies to customize content and measure analytics. Your page appears under your URL instead of the?google.com/amp?URL. Google Search prioritizes linking to content as signed exchange over using the Google AMP Viewer in browsers that support signed exchange. To provide users with results in this format, you must publish AMP content as a signed exchange in addition to the regular AMP HTML format. Currently, signed exchange is only supported in Google Search for rich results and basic results, not carousels. To learn more about setting up signed exchange for AMP pages, visit?Serve AMP using Signed Exchanges.

?? Enhance AMP content for Google Search

You can enhance your?AMP?content for Google Search by creating a basic AMP page, adding structured data, monitoring your pages, and practicing with codelabs.

? Create a basic AMP page

1. Create your first AMP page.
2. Follow this AMP Guide for AMP pages.
3. Make your content?discoverable by linking your pages. For crawling and indexing, Google Search requires that an AMP page links to a?canonical page. The canonical page can be either a non-AMP version of the page or it can be the AMP page itself. For more information, see the?What's in an AMP URL??developer blog post.
4. Ensure that users can experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible.
5. Use the?AMP Test Tool?to ensure that your page meets the Google Search requirements for a valid AMP HTML document.
6. Use the same?structured data markup?across both the canonical and AMP pages.
7. Make sure that your?robots.txt file?doesn't block your AMP page. Use?robots meta tags,?data-nosnippet, and?X-Robots-Tag?where appropriate.
8. Follow the guidelines for?hreflang for language and regional URLs. For AMP specific examples, see?Internationalization.

? Create an AMP page using a CMS

If you serve your web content through a Content Management System (CMS), you can use an existing CMS plugin (such as for?WordPress,?Drupal, or Joomla) or implement custom functionality in your CMS to generate AMP content. If you intend to customize your CMS, follow these guidelines in addition to?Create a basic AMP page:

• Consider how AMP HTML files will fit your site's URL path scheme. If you're generating an AMP page in addition to a canonical non-AMP page, Google recommends choosing one of the following URL schemes: https://www.example.com/myarticle/amp or https://www.example.com/myarticle.amp.html
• Develop a structured data markup template. Here are some guidelines: Construct the template based on the requirements for the type of content you are publishing. Refer to?AMP Project metadata examples?for sample templates for recipes, articles, videos, and reviews.

? Optimize for rich results

You can use structured data to enhance the appearance of your page in search results. AMP pages with structured data can appear as a?rich result, like the Top stories carousel or host carousel.

1. Implement structured data.
2. Verify that your structured data parses correctly by using the?Rich Results Test.
3. Ensure that your logo meets the?AMP logo guidelines. If your logo is missing or not properly formatted, it will either be displayed poorly or not at all in the Top stories carousel.
4. Verify your complete AMP for Google Search by using the?AMP Test Tool.

? Monitor and improve your pages

Periodically check all of your AMP pages by monitoring the following reports:

• AMP status report: Catch site templating and other site-wide implementation issues that can affect large numbers of your AMP pages.
• Rich result status reports: Identify problems with your structured data and opportunities to provide additional structured data.

If you need to immediately update the Google AMP Cache to serve the latest version of your content, refer to?Update AMP Content.

If you need to stop serving your AMP pages from Google Search results, follow?Remove AMP from Google Search results.

?? Validate AMP Content and Fix Common AMP Errors

If your AMP page doesn't appear in Google Search, try the following steps:

Note: It may take time for Google to index your AMP content. If Google has indexed your content and you need to immediately update the Google AMP Cache to serve the latest version of your content,?update the Google AMP Cache.

? Make your page discoverable?by linking your pages.

• Did you add?rel="amphtml"?to the canonical page?
• Did you add?rel="amphtml"?to other non-AMP pages (for example, mobile)?
• Did you add?rel="canonical"?to the AMP page?

? Make your AMP content accessible to Googlebot:

• Edit your site's robots.txt to allow Googlebot to crawl the canonical page, AMP page, and links in the structured data (if applicable).
• Remove all?robots?meta tags and?X-Robots-Tag?HTTP headers from your canonical and AMP content.

? Ensure that your structured data follows the structured data guidelines for?your page and feature type.

If your AMP page still isn't appearing in Google Search after completing the steps, here are some additional reasons:

• Certain Google Search features might not be available in your country.
• Your site might not be indexed yet. For more information about crawling and indexing, see the?Webmaster FAQ.

?? Remove AMP Content

This header describes how web developers can remove their AMP pages from Google Search.

Key Point:?Throughout this page, Google refers to canonical pages, AMP pages, and non-AMP pages. The canonical page can be either a non-AMP version of the page or it can be the AMP page itself. You may have one of two possible page setups:

• Canonical AMP: One version of a page, where the AMP page is the canonical page.
• Canonical non-AMP: Two versions of a page that includes an AMP page and a canonical non-AMP page.

There are three options for removing AMP content:

• Quickly remove all versions of a page, including the AMP and canonical non-AMP pages
• Remove only the AMP page?that is paired with a canonical non-AMP page, while keeping the canonical non-AMP page live
• Remove AMP content with a CMS?(with options to remove all versions of a page, or only the AMP version)

? Remove all versions of AMP content,?including AMP and non-AMP

This section describes how to remove all versions of AMP content from Google Search, which includes AMP and non-AMP pages.

Caution: This method might display an error message to the user. Only use this method to remove your AMP page as quickly as possible from Google Search.

To remove AMP and non-AMP pages from Google Search, follow these steps:

1. Delete the AMP and non-AMP versions of the page from your server or CMS.
2. Use the?Remove outdated content?tool to request the removal of your page. Enter the URLs (web addresses) to your AMP and non-AMP versions of the page that you want to remove.
3. Update the Google AMP Cache?to ensure that your AMP content is removed from the cache.
4. Verify the removal of your AMP page by searching for your content using Google Search. To verify the removal of a large number of AMP pages, use the?AMP status report?in Search Console.?Watch for a decreasing trendline on the "indexed AMP pages" graph.

You can check the status of your request on the?Remove outdated content?page.

Note: When you delete your AMP page, there's a delay before the Googlebot discovers it has been removed. Google Search displays an error to the user during this time.

? Remove only AMP pages,?while preserving the canonical non-AMP pages

This section describes how to remove only AMP pages from Google Search, while still preserving your canonical non-AMP pages.

Caution: Don't remove AMP content by simply deleting content in the file. Documents that are empty and missing all markup are considered invalid. When Google Search recognizes that a document is invalid, Google Search continues to serve the oldest valid version that's available.

To remove the AMP version of your page from Google Search (while preserving the canonical non-AMP page), follow these steps:

1. Remove the?rel="amphtml"?link from the canonical non-AMP page in the source code.
2. Configure your server to return either an?HTTP 301 Moved Permanently?or?302 Found?response for the removed AMP page.
3. Configure a redirect from the removed AMP page to the canonical non-AMP page.

? Remove AMP and non-AMP pages with a CMS

Generally, CMS providers publish AMP and non-AMP pages at the same time. To remove a single page, unpublish or delete the page, which removes both the AMP and non-AMP versions of that page.

Delete a single page

To delete a page and stop publishing it in both its AMP and non-AMP forms, use the CMS interface. Check your CMS provider's help page for details on how to stop serving AMP:

• WordPress.com help
• Drupal help
• SquareSpace help

Remove all AMP pages

Another option is to disable AMP from your CMS.

Warning: This option removes all AMP pages from your site.

To disable AMP, check your CMS provider's help page or contact your CMS provider. If your site is hosted on a CMS domain, the CMS can redirect users to the canonical non-AMP page after AMP is disabled. If the redirect doesn't occur, contact your CMS provider for assistance.

To be continued...

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