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

January 27, 2022 Source

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.

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

December 6, 2021 Source

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.

Web Stories on AMP still require textual content for ranking purposes

October 30, 2021 Source

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.

AMP Page Content Should Match Your Normal Pages

March 17, 2020 Source

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.

Ensure Structured Data Types Used Across Different Page Versions is Consistent

January 10, 2020 Source

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.

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

December 27, 2019 Source

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.

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

December 27, 2019 Source

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.

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

December 13, 2019 Source

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.

Switching to AMP Won’t Provide an Increase to Rankings

November 29, 2019 Source

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.

Related Topics

Dynamic Serving Mobile Pages Mobile Interstitials Mobile-first Indexing Responsive Design Separate Mobile Sites