Although AMP can improve other ranking factors like speed, is it a factor in and of itself? See what the evidence indicates by reading on. A framework for HTML called AMP enables desktop-optimized websites to generate lightning-fast mobile versions of their web pages. AMP was developed by Google, which has led to assertions that it gives pages a ranking edge over non-AMP pages in mobile searches. When you consider it, AMP checks out many boxes that indicate they might be used as ranking factors:
Produced by Google
- Better mobile compatibility for websites
- Speeds up the page
Case resolved, correct?
It's simple to claim that AMP doesn't give a site a ranking boost and stop there. But we can't dismiss it and disregard how it affects other factors that are important for SEO.
Here are the findings from the evidence about AMP's influence on search results and its relationship to other ranking variables.
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The Claim: The Use Of AMP As A Ranking Factor
Table of Content
Basic Web Vitals
Reduction in AMP
Continued Decline of AMP
Conclusion: AMP Is Not A Ranking Factor
The Claim: The Use Of AMP As A Ranking FactorThe argument is simple: AMP improves a page's position in Google search results.
When Google introduced the technology in 2018, discussions regarding AMP being a ranking component started.
People believe AMP affects rankings because Google has an interest in the technology's success.
The company behind AMP, Google, actively promotes its use as a component of a larger initiative to speed up the internet.
Theoretically, Google might accelerate the adoption of AMP by making it a ranking factor.
The improved ranking would be a benefit of utilising Google's new technique. That would be unfair to any website not employing AMP, of course.
You could argue that Google would force websites to utilise its technology in order to remain relevant if it used AMP to rank search results.
Thankfully, search doesn't operate that way. However, AMP is by no means wholly unrelated to SEO.
Let's examine the data showing how AMP affects SEO.
Suggested: What is page speed analyse tool?
With the release of the Page Experience update in June 2021, Google's Core Web Vitals were transformed into ranking criteria.
Google's message to website owners prior to the update's release has always been that AMP can aid in obtaining the best Core Web Vitals scores.
This indicates that AMP-powered websites will probably have no trouble exceeding Web Vitals requirements.
Data from Google revealed that AMP domains had a five-fold higher pass rate for Core Web Vitals than non-AMP domains.
The search rankings of a website can be enhanced by exceeding Google's Core Web Vitals standards.
You can accomplish this without using AMP, as you can with the ranking bump for page speed.
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For instance, Google used to only allow AMP pages for its Top Stories carousel, which is displayed at the top of search results when seeking news stories.
A ranking benefit exclusive to AMP for a while was Top Storie's qualifying.
When the Page Experience update was released in June 2021, this situation changed because non-AMP pages could now be included in the Top Stories carousel.
Another distinguishing trait of AMP pages was the lightning bolt icon that showed up in search results to show which pages provided speedier experiences.
A lightning bolt indicator that was displayed in search results to show which pages offered speedier experiences was another distinctive quality of AMP pages.
Google has removed that icon. ebook, AMP has been steadily declining.
A change to Google News for mobile now avoids AMP URLs and delivers traffic directly to publisher websites in response to complaints from both publishers and readers.
In the past, Google has frequently released new tools, hyped them up, and then discontinued them years later. Examples include Google+, a failed social networking platform, and Google Hangouts, a Skype rival.
Although AMP hasn't been decommissioned yet, it would be in line with Google's branding to claim that this web technology it created is no longer useful.
Other web firms are removing AMP from their platforms as well, not just Google.
As Google News does, Twitter no longer accepts AMP links and instead directs users to the publishers' websites.
There is no need for you to change anything about your website as more businesses continue to restrict the use of AMP.
If you're utilising AMP right now and are satisfied with how your websites are performing in search results, keep doing what you're doing.
It's not like your website would cease functioning if Google decides to end the AMP initiative one day. Like any other HTML code on the internet, AMP is crawled and indexed.
Conclusion: AMP Is Not A Ranking FactorGoogle has often said that AMP is not influenced search engine rankings.
Additionally, it no longer offers distinct advantages that can affect click-through rates, such as a distinctive symbol and exclusivity for Top Stories.
AMP is not a ranking element in and of itself, but it can have a favourable impact on other ranking variables (like speed).
Google Ranking Factors: Fact Or Fiction has more information on ranking factors.