AMP critics and advocates alike have welcomed the news that the Safari browser in Apple’s iOS 11 will use canonical URLs when sharing mobile content — even when the page the sharer is seeing is an accelerated mobile page (AMP). Google’s AMP Project tech lead, Malte Ubl, noted on Twitter and elsewhere that Google had been asking Apple and others to make the change. In a Hacker News discussion forum, Ubl wrote: Just wanted to clarify that we specifically requested Apple (and other browser vendors) to do this. AMP’s policy states that platforms should share the canonical URL of an article whenever technically possible.Malte Ubl, Google's AMP Project tech lead Opinions may vary on the benefits and downsides of AMP, but both sides seem to agree unintentional sharing of AMP links is not ideal. The scale of the AMP-sharing problem (if you consider it a problem) is relatively small; the vast majority of AMP views are driven by Google and other apps and mobile … [Read more...] about AMP links at large: What’s a publisher to do?
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The Accelerated Mobile Pages project has some big numbers on the scoreboard: More than 860,000 domains are publishing over 35 million AMPs per week, according to stats shared by Google at a recent AMP developer conference, where the company also announced the expansion of AMP to more than a billion additional users in China and Japan. AMP already represents 7 percent of top US publishers’ web traffic, according to Adobe. As the light, fast-loading mobile format is embraced by leading social platforms, e-commerce sites and content publishers, some digital managers are still trying to evaluate the importance and urgency of AMP with respect to their specific strategies. The AMP-curious include smaller e-commerce sites, professional sites, blogs, academic publishers, niche content sites and even news publishers in small markets. In general, they like what they hear about AMP’s benefits and are eager to improve search performance — but are also juggling a long list of … [Read more...] about Advice for AMP-curious publishers
The Accelerated Mobile Pages (AMP) standard was designed to bring the fast-loading, clean experience of native apps to the open web. With most large publishers now producing AMP versions of their content, distribution platforms and other referrers are starting to experiment with AMP as an alternative to standard outbound links and app web views. Publishers might see this trend in their AMP referral analytics. At Relay Media, we’ve tracked an increase in non-Google referrals to the AMP content we convert for publishers — beyond the usual traffic from users sharing AMP links on social media. Here are our top non-Google referral sources over the past five months: Google still represents about 80 percent of total AMP referral sessions to Relay Media’s platform, with another 8 percent categorized as “(direct) / (none)” in Google Analytics. Identifiable non-Google sources represent around 10 percent of total referral sessions. It’s a modest piece of the … [Read more...] about Links to AMP content are showing up outside of search results
Google’s expansion of Accelerated Mobile Pages across mobile search results is underway, gradually turning the trickle of AMP traffic to a steady flow. The September start of the “blue links” rollout, along with announcements from some high-profile participants in the AMP Project, are advancing the open-source initiative on multiple fronts. Google’s AMP expansion Since Accelerated Mobile Pages first appeared in Google search results in February 2016, AMPs have been mostly concentrated in the Top Stories area of mobile search results: The current expansion, which was announced in August and started in mid-September, will surface AMPs throughout standard mobile search results, aka “blue links.” When the phased blue links rollout is complete, Google will always present the validated AMP version of a page to mobile users instead of the standard web link. At this stage, Google is only surfacing a portion of available AMPs; a September 25 query returned a … [Read more...] about Google opens the AMP fire hose
Google’s AMP rich cards look like they should work. The format is visually appealing, and AMP rich card carousels usually appear at the top of mobile search results, dominating the first viewport. They also provide a brand showcase publishers should love. AMP “Top Stories” scrolling rich card carousel in Google mobile search But recently, publishers have been scratching their heads over analytics indicating AMP content has a lower click-through rate from rich cards than from general search results. They’re finding this data in Google Search Console (GSC), which now allows publishers to filter AMP performance in search based on appearance as rich cards in a carousel vs. non-rich text links. Here’s the GSC dashboard for an aggregated group of news publishers, showing an average CTR of 3.14 percent for AMP rich results vs. 4.39 percent for AMP non-rich results, even though the rich results have a higher average position. These numbers are perplexing at … [Read more...] about Is Google’s AMP carousel working? (Or, SEO insights from Kanye West)