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Pages AMP (Accelerated Mobile Pages)

If you have questions about the Accelerated Mobile Pages (AMP) pages for which Google is the main player, read this folder which compiles absolutely all questions / answers about AMP.


  1. Presentation of AMP pages
  2. How to migrate your site to AMP
  3. AMP and SEO pages (SEO)
  4. Other questions about AMP

Presentation accelerated pages for mobile ”  AMP  “

What is AMP ?

Accelerated Mobile Pages Project

AMP stands for Accelerated Mobile Pages , that is, “accelerated mobile pages”. The AMPproject is an open source initiative to improve mobile web pages to make them much faster. This project is led by publishers and technology providers, the most famous being certainly Google.

You can find official information on the main website  ampproject.org (itself available in AMP format ).

The goal is for AMP pages to appear almost instantaneously, which is typically 90% faster than usual.

Thanks to this high speed, the mobile user experience is greatly improved, which according to studies is dropping the bounce rate.

In order for web editors to adopt this format, even though the format is very much simplified, the AMP project has included the possibility of including images, videos, some audience tracking scripts as well as advertisements.

How do AMP pages work ?

For simplicity, we can consider AMP as a framework with these 3 main features:

  • the pages are coded in HTML AMP , a kind of simplified HTML: you take the standard HTML but you remove all the elements that can slow the loading. Even the tag <img> is removed, replaced by an equivalent.
  • the third-party scripts are forbidden , except in special cases. For example, javascript is not totally forbidden, but only some predefined and ultra-fast libraries are allowed: it is AMP JS .
  • even if these pages are stored on your site, it is possible to go through a cached version located on Google’s servers: AMP CDN

This does not prevent AMP pages from including images and even videos: phew!

For more information, see thetechnical overview of AMP pages

Who can use AMP on his site?

Everybody ! You have nothing to ask anyone, just put on your site an AMP version of each page, or some only: as you want.

Where are the AMP pages hosted?

When a site editor offers a page in AMP format , it is stored on its own server , like the other pages of the site. On the other hand, some actors of the AMP project can choose to manage a cached version of the AMP pages found, in order to accelerate their display even more.

This is the case of Google: when it indexes an AMP page , it stores it in cache on its servers (we speak of CDN ); then when a user consults the page AMP listed in the results of Google, it is the cached version at Google is displayed, which allows for an instant display. The duration of the cache seems to be a few minutes, you do not have to worry about it at this level. This ”  CDN AMP  ” at Google is free.

So at this level very different from  Facebook Instant Articles and  Apple News  because with them, your content can be found at Facebook and Apple …

What are the differences between AMP and Facebook Instant Articles?

It is clear that the AMP project is reminiscent of Facebook Instant Articles and Apple News . A big difference is that AMP pages stay at home on your site (your server), unlike the solutions proposed by Facebook and Apple that are confined to their ecosystems.

AMP HTML pages are stored on your server, unlike Facebook Instant Articles

Another difference is that the AMP project is open (see GitHub ), you can participate without asking anyone. While with Facebook and Apple you have to apply and be approved (tell me if I’m wrong!).

For those who display advertisements on their pages, know that this remains possible (not in all cases) with AMP . It is possible also with Facebook and Apple, but they will sting you 30% of your income by the way! According to the documentation , advertising boards compatible with AMP are AdSense and DoubleClick (from Google), but also A9, Ad Reactor and AdTech (AOL). Tell me if you have spotted others, there may be others.

For ads, contrary to what was said at the beginning, it is not mandatory to have his site in HTTPS to display. You do not have to switch to HTTPS to enjoy both AMP and advertising.

Incidentally, just because ads are displayed in AMP- format pages does not mean that they can not be blocked. Trust ad blockers to tackle these ads as well …

For my part, I prefer to be independent of the giants that are Facebook and Apple. I prefer to bet on open technology, even if it’s still Google behind.

Set up AMP on his site

Can we use AMP on all types of sites?

Yes, the AMP format is not restricted to certain types of sites. It’s certainly more difficult for some types of content, but know that since 23/08/2016 AMP is possible for ecommerce sites !

All this is evolving, it’s up to you to see if it’s possible for your site! For example, eBay developed the AMP version of 8 million pages in June 2016 ( source ).

Moreover, one of the advantages of the AMP format is to have a page displayed in the carousel among the Google results, and for that it is necessary that the page is a news or a blog article.

However, Google announced in August 2016 that “soon” any type of site will see its AMP pages displayed in the standard results (on mobile of course).

Can I use AMP on listings / categories pages?

Yes of course, this is not restricted to articles (even if some plugins currently work like this).

Can we manage the AMP version in subdomain or on another domain name?

Yes, of course, you use the URL format you want (not necessarily with /ampthe end of the URL). You can even choose to use a subdomain for AMP (as the Guardian did on amp.theguardian.com), or even a different domain name.

In any case, be careful to define relationships:

  • on your regular HTML page, tell Google that it is available in AMP format , by integrating a tag link rel=amphtmlthat provides the URL of the AMP HTML version
  • on your AMP HTML page , tell Google that the official version of this content exists in HTML format, including a taglink rel=canonical

Should we tag its pages with the NewsArticle type of schema.org?

To have a chance to be displayed as a carousel, your page must be a news article (in this case it must be declared as NewsArticle via schema.org) or a blog post (BlogPost), like indicated in the specs.

But it’s not mandatory for all AMP pages ! If you do not put it, you will get a warning message in Search Console, heading “Accelerated Mobile Pages” (before August 2016 it was even considered an error).

Is an image mandatory to be valid AMP ?

No, you can have a valid AMP page even without an image. On the other hand, to have a chance to be in the carousel of the pages AMP , it is necessary indeed at least an image ( source ). Declared by structured data, it must be at least 696 pixels wide.

How to install AMP on a WordPress site?

If you are on the wordpress.com platform you have nothing to do, it is already planned.

If you use the WordPress CMS on your own hosting, you need a specific development. See my explanations on AMP plugins for WordPress .

How to install AMP on a Joomla site?

You can test the wbAMP plugin for Joomla that I described here .

How to install AMP on a Drupal site?

You can test the Drupal AMP module that I described here .

How to validate the code of my AMP HTML page ?

I give you below a summary, but I also wrote a complete file on the subject: review AMPHTML validators .

To validate that the format of your page meets the requirements of the AMP Project, you can simply follow these steps:

  1. display the Javascript console in your browser
  2. add #development=1at the end of the URL of your AMP page and validate to reload it

Tip: To view the Javascript console in Chrome, use a keyboard shortcut:

  • On Mac: ⌘ + Option + J
  • On Windows and Linux: Ctrl + Shift + J, and then click Console

You should see the list of AMP validation errors , or the message ”  AMP validation successful  ” if everything is OK:

Note: To save time, install the official Chrome extension for easy validation testing.

You should also validate that the structured data is included. To do this, use Google’s structured data test tool . Time saving tip : Add this tool to your bookmarklets .

Can ads be displayed on AMP pages ?

Yes, but only for some boards, currently AdSense and DoubleClick (Google), but also A9, Ad Reactor and AdTech (AOL).

If I have forgotten, thank you to indicate it in the comments.

For advertising on AMP , must it be in HTTPS?

No it is not mandatory, unlike information that was circulating at the beginning. For example, the WebRankInfo website serves advertisements via AdSense on AMP pages with the HTTP protocol.

AMP in Google results ( AMP and SEO)

Is using AMP a criterion taken into account for SEO?

No, AMP is not a criterion of Google’s ranking algorithm. For the moment ?

On the other hand, a page AMP is still favored in SEO because it is very fast and mobile compatible .

Share the info on Twitter:

AMP pages : no direct benefit in SEO on Google, but indirect (speed and carousel)CLICK TO TWEET

How AMP is displayed in the SERPs ?

At the beginning, the AMP pages could only be displayed via the “carousel”, which I describe at length below.

Then (since the end of 2016), Google displays the AMP version of a mobile page (if the AMP version is correctly declared, see below) saksoff5th.com.

Can AMP pages appear elsewhere than in the carousel?

Icône AMP

AMP icon in Google results

Yes, Google displays the AMP pages in the rest of its result pages, fully blending the regular HTML and AMP pages . Pages in the AMP format are indicated by the acronym AMP in gray (at the beginning it was in green).

To test it, look for example ” AMP WebRankInfo guide ” on Google mobile.

Here is what it looks like:

The AMP label appears when Google decides to display the AMP version of a mobile page in its SERPs

I also made a small video demonstration of AMP results in Google :

What is the carousel of AMP pages ?

Google sometimes displays in its results pages carousels, consisting of a gallery of results displayed prominently as here:

Example of carousel AMP pages in Google’s mobile results

Once you see an article, you can move to the previous or next carousel with a swipe swipe to the right or to the left.

To better realize this, watch my video demo:

Find this video ”  Demo carousel pages AMP  ” on the Youtube channel of WebRankInfo

How to appear in the carousel of AMP pages ?

It is necessary :

  • the page is in AMP format , without validation error
  • the page contains the correct structured data (see below)
  • that the page is indexed by Google
  • the page is selected to appear in the carousel

As you understand, you have to meet certain technical conditions, but that’s not a guarantee …

Which structured data should be included in AMP pages ?

An AMP page does not require structured data to be valid, but this data is needed to have a chance to appear in the carousel among the Google results.

For the moment, only the pages presenting an article or a video are accepted by Google in the “Top Stories” (carousels).

If your page is an article, you must choose one of the following 3 types:

  • schema.org/Article
  • schema.org/NewsArticle
  • schema.org/BlogPosting

If your page is a video, the type must be schema.org/VideoObject.

For details, read the specs here (structured data for “Top Stories”).

In which countries is the AMP carousel displayed?

AMP pages are displayed in the Featured section for mobile search users in 15 countries (Brazil, Canada, France, Germany, Korea, France, India, Indonesia, Italy, Japan, Mexico, United Kingdom, Russia and Turkey).

Google is working on rolling out the carousel Featured in other countries.

AMP pages in Google News

Since April 2016, Google has included AMP- formatted pages in the Google News results ( source ). This is a format for mobile phones (smartphones), announced in late 2015 and released early 2016, which speeds up the loading of web pages. It’s a kind of lightweight HTML 5 for the mobile.

On mobile (iOS or Android), Google displays in the Headlines part a carousel of pages AMP , that is to say, 14 thumbnails (image + summary) pointing to articles referenced by Google News.

Carousel of AMP format pages in Google News

For the moment there is no official advantage granted to those who use AMP , but if Google displays them in a predominant way, there is ultimately an impact in terms of visibility in the SERPs .

For more information:Google News

Should AMP pages have the same content as the standard version?

Some sites use their AMP version to encourage users to check their standard version. Basically, they do the minimum in AMP format (the beginning of the article) to appear in the SERP specifically.

This is now contrary to Google’s instructions ( source ):

Since February 2018, each page in AMP format must give access to the same content as that of the ‘standard’ version of the page.CLICK TO TWEET

Sites that violate this rule will no longer see their AMP pages (affected) in Google results …

A warning message will also be sent to them in Google Search Console.

How to avoid duplicate content with the AMP version ?

You will not have any problems if you follow the following instructions, valid for a site using the responsive design technique:

  • on your regular HTML page, tell Google that it is available in AMP format , by integrating a tag link rel=amphtmlthat provides the URL of the AMP HTML version
  • on your AMP HTML page , tell Google that the official version of this content exists in HTML format, including a taglink rel=canonical

#SEO With the link tag rel = amphtml, no duplicate content for AMPpagesCLICK TO TWEET

What tags include to declare AMP on a mobile site apart?

If you have opted for the mobile site method (eg m.example.com), you will need to specify 2 link tags in your desktop HTML page and 1 canonical URL tag in each mobile version:

  • on your HTML desktop page, tell Google that it’s available on your mobile dedicated site, including a tag link rel=alternatethat provides the URL for the mobile version
  • always on your HTML desktop page, tell Google that it is available in AMP format , by integrating a link tag rel=amphtmlthat provides the URL of the AMP HTML version
  • on your mobile page, declare the URL of the desktop HTML page as a canonical URL
  • on your AMP page , declare the URL of the desktop HTML page as a canonical URL

If you are in the particular case of a site that only has AMP HTML pages , you must still include canonical URL tags (which refer to themselves).

AMP pages can be added to your mobile version. Beware of the config for the #SEO!CLICK TO TWEET

Should internal links point to the AMP version ?

In the content of your AMP version articles , you can make internal links to other articles in your article point to their AMP version . I do not think this poses SEO problems, and it’s probably better for the user.

If you have an opinion or feedback on this subject, thank you in advance!

Should AMP pages be added to a sitemap.xml file?

It’s not worth it, especially since these are URLs that are not canonical. But to speed up the crawl the first time, you can do a specific sitemap . Then remove it.

Do AMP pages consume the crawl budget?

This is a question that may seem foreign or incomprehensible to some, so I explain it a bit … What I call the budget crawl ( crawl budget ) is the idea that there is a limit to the number URLs crawled every day on a given site. Maybe this “budget” is not a number of URLs but time or bandwidth, but in the end it must be understood that Google does not have infinite resources! It is therefore important not to crawl Google URLs without any interest, because it is at the expense of good URLs.

If you do not know this notion, read my crawl budget file .

Then yes :

When Google crawls your AMP pages , it counts in the crawl resources allocated to your siteCLICK TO TWEET

If you ever propose an AMP version of all the pages of your site, it could thus decrease by 2 the number of crawled URLs per day, in all on your whole site. Note that it is very theoretical, but it is better to have it in mind …

Structured data and Open Graph

As with other HTML pages, you can (and should!) Include structured data, at least to describe the type of content, its title, description, and an illustrative image. Do this for example by integrating a JSON-LD script based on the schema.org repository.

It seems possible to add open graph tags on AMP HTML pages , but I do not have the confirmation yet.

How do I know if Google has indexed my AMP pages ?

In your Google Search Console account, see the “Accelerated Mobile Pages” report located in the “Appearance in Search Results” topic.

The AMP report displays the number of correctly indexed AMP pages or errors related to the AMP features encountered when Google crawled your site. Connectivity errors, non-functional links, and other errors are not included in this report. Pages with AMPerrors or missing mandatory data elements are not displayed in the AMP pages of Google search results.

Here’s what it looks like at the launch of AMP support in February 2016:

Sample Accelerated Mobile Pages Report in Google Search Console

The errors are grouped by type: click on a line to see the pages concerned, then on a page to access the details.

To download the list of problematic URLs, you must first select an error type and click the Download button.

Once you’ve corrected the error on a page, you’ll have to wait for Google to crawl it again, and have the reports updated in Search Console (a few days later).

To speed up the crawl, add your pages to a sitemap file. If you have very little, ask Google to explore them immediately with the “Explore like Google” feature located in Search Console, heading Exploration.

About Google indexing: In May, during the I / O 2016 conference, Richard Gingras (Google) said that 125 million AMP pages are currently indexed, resulting from 640,000 (names of) domains.

How do I know if my AMP pages are generating traffic?

By going to your Search Console account, under “Search Traffic> Search Analysis”, you can filter to ask to see only the statistics of your AMP pages . Just choose ”  AMP  ” in the filter “Appearance in search results”.

You will know:

  • how many times a page of your site has been displayed in Google results in its AMP form
  • how many times these pages have been clicked
  • and therefore the clickthrough rate
  • as well as their average position

Here is an image that tells you where to select this filter:

The AMP filter in Search Console allows you to have stats on AMP version pages in Google search results

Other questions about AMP

Is AMP compatible with AdWords?

For now there is no official indication that AdWords can use the AMP format . However, it seems natural to me to offer a landing page in AMP format to a mobile user, especially since AdWords takes into account the loading time of the landing pages.

Can we track AMP page traffic in Google Analytics?

Yes, you need to integrate Google Analytics with your AMP pages . You can do it in a new property, or in the same as the rest of your site. If AMP pages are easily identifiable by their URL, you can isolate this traffic using a filter or an advanced segment in Google Analytics.

Where can I get help with the AMP format ?

You can ask your questions in the official forum but also more simply in the forum of WebRankInfo!

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