Accelerated Mobile Pages (AMP) is an open-sourced Google initiative that aims to provide faster mobile web browsing.

Publishers are being asked to come up with lightweight and super-fast web pages via AMP HTML, a new open framework.

Essentially, there are two versions of some pages: the standard web page and the AMP’ed version. Both of these run alongside each other.

WHY AMP?

It’s pretty clear that the future is mobile and Google is one of the key forces that is leading the way forward in this idea.

For a long time, Google has recommended that developers and site publishers focus their efforts on creating mobile-responsive pages and sites. Pages that are mobile-responsive can get favorable treatment when it comes to Google rankings and those that fail to adhere to Google’s recommendations may find themselves being penalized.

So, what are the effects in Google’s SERP rankings? Well, the longer you can get a visitor to stick around on your page and the more you can reduce your bounce rate the better your ranking gets. It’s that simple. A big example of the importance of AMP pages is the introduction of Google’s AMP page carousel that presents itself on the first page of mobile search results. Here, an array of articles are featured that are related to the query, including the display of an image along with the article heading.

Google is promoting AMP pages and articles. At the moment this is relatively limited but it should be picking up pretty soon.

If you ignore AMP then you could be missing out on a pretty significant boost from Google. This means you could be missing out on a lot of potential visitors.

FEATURES OF AMP

AMP essentially exists to streamline pages, and the size of inline CSS is less than 50kb. Some of the key features include:

• Analytics and Ads are accepted on AMP. In this respect they will be like regular web pages.

• Lazy load image function ensures that images will only show up when the user scrolls down.

• Javascript should be avoided.

• Forms are not permitted.

• In order to include videos, an approved AMP extension is required.

• For any custom font, image width and height needs to be declared, with the font being specially loaded.

• Use the AMP Validator to validate AMP sites. This comes bundled with the AMP JS Library.

How to create Accelerated Mobile Pages

When assessing how to go about creating accelerated mobile pages, you should carry out an assessment of your site. This is because each site differs in terms of content management system and how each page is created.

Two potential methods are as follows:

1. WordPress sites – Thankfully for publishers using WordPress, there are two plugins that simplify the whole process. These are WordPress AMP plugin and Glue for Yoast plugin. Even though these plugins are effective, they can be quite rigid in how they get things done and don’t allow for a great deal of configuration. That’s why it’s essential to use Google’s AMP validator tool.

2. Perch CMS sites – For a very customizable solution, using Perch as a CMS allows you to create both regular posts and AMP’s without having to jump through a whole bunch of hoops.

It’s well worth investing the time and effort to get ahead of the game and create accelerated mobile pages. It’s not necessarily essential for all pages of your site, but when it comes to things like news pages and articles it makes perfect sense.

On the other hand, however, investing the time and effort to create AMP pages may not be worth it for everyone. For example, if you’re a commercial business, with a goal to dazzle and impress site visitors, then having accelerated mobile pages could affect the perception of quality, since AMP pages are, by default, designed to be slimline and more economical. This is something that you need to assess and consider before making a decision.

Google is in the process of developing its framework, so it could be a little while before the changes filter through and you get the full benefits. However, having a more mobile focus will definitely keep you ahead of the game.

Source By: https://www.enthuons.com/what-is-amp-and-how-is-it-relevant

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In August of 2019, 1,584 professionals in the field of Search Engine Optimization (SEO) took a survey sharing their opinions on the relative use and merit of various inputs in Google’s ranking systems. This report shares the aggregated results of that survey. Each year, the survey will be repeated to show trends of how ranking factor opinions shift.

How Google Weights Ranking Inputs

Respondents were asked whether they believed ranking inputs were fixed in the algorithm’s weighting system, or whether certain types of queries (or all queries) weighted ranking elements differently.


The responses show that nearly 2/3rds of survey takers believe Google has a wide variance of how ranking inputs are weighted depending on the query words used. This makes analysis of the ranking systems vastly more challenging (as a ranking input might be very important for one set of queries, and relatively unimportant for another). Hence, in the ranking input weighting results below, results should be interpreted with knowledge of this potential variance. I.E. SEOs generally believe certain factors outweigh others in importance, but not necessarily in the universality of this ordering.

Ranking Factors Overview

The question text shown to each participant was the same: “For each of the following factors, enter your opinion of how much weight it receives in Google’s organic ranking systems (the classic, ten-blue-links style results).”
Participants in the survey were given a 0-10 scale to rate each of 26 ranking factors with the following labels:

• 0 – Not Used
• 5 – Moderately Weighted
• 10 – Very Heavily Weighted

Consensus vs. Variance of Opinions

Using standard deviation, we can see how on some factors, survey-takers generally agreed (i.e. their responses were tightly clustered around a number) vs. had more disagreement (i.e. responses were spread out). The visual below ranks the factors by level of disagreement.



As might be expected, there’s relative consensus around the top ranking factors (“relevance of overall page content,” and “quality of linking sites & pages”), and more disagreement toward the bottom of the list. This suggests that some SEO practitioners still feel very strongly that factors like keyword-use in domain name, and age of website are powerful influencers, while others think they have little to no impact.
Most interesting to me was the relatively high disagreement on two factors in particular: “Use of Google” AMP and “Content accuracy with accepted facts.” Given that both of these are, in my opinion, used situationally in the ranking algorithms, the high distribution of responses makes sense. One could argue that Google AMP is “all or nothing” factor — in the AMP box on mobile, it’s essential to even being considered, and in all other cases, it makes little difference. A similar case could be made for content accuracy — that it’s used when Google’s applying a high trust parameter to YMYL-type queries, and not applicable at other times.

Comparison of Self-Described “Top 10%” of SEO Professionals vs. All Respondents

Those taking the survey were asked to rate their level of SEO knowledge and experience from “0” (New to SEO) to “10” (Top 10% of the Field). The distribution of those responses is below.


The visual below compares the responses from the 8.1% (129) of survey-takers who said they were in the “top 10%” of the field to the average across all survey-takers.



Perhaps surprisingly, the comparison is not particularly striking. The most variance comes on keyword use in the URL (-1.06) and age of website (-0.97). In general, those with more self-described knowledge and experienced rated all factors a little lower than those with less, perhaps evidence that those with greater experience find more complexity in Google’s ranking systems.

Which trends will have the biggest impact on SEO in the next 3 years?

Each survey-taker was asked to rate the following trends based on their perceived impact to the field of Search Engine Optimization (SEO) over the next 3 years.

These results show that professional SEOs generally think Google’s own activities, especially their layout choices in the SERPs (Search Engine Result Pages), their decisions to enter more verticals as a publisher and competitors, and their technological/product advancements will have a far greater impact than any government, competitive, or outside influence.

Source By: https://sparktoro.com/blog/resources/google-ranking-factors-2019/

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