Google AMP Test – How Much Do Accelerated Mobile Pages Matter in Search and Discovery

Would you like to read about my AMP test and how much accelerated mobile pages matter in Search and Discovery because this will be useful for your website development?

Google AMP Test – How Much Do Accelerated Mobile Pages Matter in Search and Discovery

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Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

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Let’s compare my website before I put Google AMP on it and after. Both before I put it on and after I put it on, and then, even after I took it down.

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I think you’ll find this very helpful if you want your page to load as fast as possible and you want to get the most clicks out of Google even in places not directly in Search.

What allows Google to rank pages with AMP so much higher is that these pages actually load directly on Google, which gives users the fastest experience. This means when you’re on your mobile device and you click a page that has Google AMP on it, then the page is immediately loaded in Google. It doesn’t even have to download a new page.

Google actually pre-loads this when you search. When you compare that to some website that takes a while to load, and users back out of a website that is taking a while to load, and then Google sees that as not as good of a user experience and ranks the page lower.

You can see why adding Google AMP makes for an outstanding opportunity to get more search traffic and to give users the best experience.

Let’s see the comparison on my website before and after.

What we’ve got here is three months of data on my website and I put Google AMP on after the new Google update came out and my website took a slide in search results as Google started giving AMP websites even higher page ranking from what I saw.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

My clicks on my formerly slow website went down from about 1,000 or so a day at peak down to 500 or 600.

Huge hit.

What I did is I put AMP on my website, and I’ll show you. You can see exactly how that’s in there. If I go to “Search results,” we can see actually an overview.

I’ll show you more detail down here.

This is in Webmaster Tools.

You can look and see the enhancements here and it has a field for AMP.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

What I’ve done is I put AMP on my website, on my old theme, then I did an AMP takeover where the entire website was AMP, including the desktop, because my old website was so slow, and then, I’ve switched over to a new theme without AMP, and now I just put AMP back on my website.

Let’s take a look at the data. If I click over on here, I click on “Open report,” then, I’ll show you my AMP history.

How Much Do Accelerated Mobile Pages Matter?

When I did the total AMP takeover, it resulted in some errors and that got me to switch my WordPress theme.

Let’s look here.

I only have two valid pages currently because Google has not re-indexed my old pages yet, but let’s look at what happened in my search results. You can see I had nothing on there in October and my search results were flat. I didn’t test or do anything significantly new here. What I did is then I got AMP on my website at the beginning of November and these are the AMP pages.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

Then, I did the AMP takeover and started getting all these errors.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

I don’t recommend doing it that way.

You just want it on the mobile pages and therefore, don’t try and use it as a desktop if your website is really slow.

I got all these AMP pages indexed.

Now note right around when these are all starting to get indexed at almost 200 valid pages here on Monday, November 11, and then, as I take AMP off my website and switch over to a new theme. You can see the history of it there.

The dates we’re looking for is the search performance at the beginning to middle of November.

Let’s go back now.

Let’s go over first to Overview, we can look and get a general idea. We can look at the time period and see the search clicks maybe were trending upwards a little bit.

However, as soon as I start getting these AMP pages indexed on my website, the search traffic peaks and actually goes right back up, even maybe a little higher than it was before the last Google update.

Thus, look right here. This is when I start putting AMP pages on my website.

How Much Do Accelerated Mobile Pages Matter?

Now, look how high the search clicks go up almost immediately.

Then, I start taking AMP pages back off my website, and then switch to a new theme that’s faster. The search clicks drop back down a bit from there after I take AMP off my page.

As you can see, the only significant change I made on my website was AMP right here.

This was a perfect test I did.

I didn’t put hardly any new content on, and there’s nothing on my website blowing up. Everything is pretty just consistently growing a little bit.

The AMP here taking my search results up a lot, but here’s what actually excites me even more.

In Google, there are search results.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

Search results are what you’re used to. When you google something, you show up that search result, but in Google there’s a discovery page where Google will recommend articles you’ll want to read. I just found out about this as anything of significance.

Let’s click “Open report” and take a better look.

Now, here’s something that gets me really excited. When I start putting AMP on my website, notice that I start getting all these impressions and clicks out of discover.

How Much Do Accelerated Mobile Pages Matter?

These are totally free clicks that aren’t related to my search engine position. This is literally Google just giving me free traffic. Maybe when people are browsing in places like news articles or there’s just articles that appear and when you click on “Discover Appearance,” look at this.

AMP article.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

That means AMP articles are specifically being placed in the “Discover appearance.”

That’s exciting because this is not happening hardly at all without the AMP articles on my website, but as soon as I even start putting the first fraction of my content, I actually have thousands of pages on my website.

I have at least 800 posts that I should be getting indexed in AMP. Therefore, even with just a small part of my posts, I started immediately getting impressions and clicks as soon as I put AMP on, even the first 25% of my posts.

Therefore, what I’m seeing here indicates I likely, by having AMP on my whole website for a longer period of time, I’m on my way to having probably hundreds of clicks a day in Google discover, plus all the impressions from that totally for free just off of AMP articles.

Therefore, Google AMP is an essential part of a search engine optimization strategy for a web developer or designing your own website.

You can see the value of having AMP both for discover and for just search results.

If you’re creating something, a blog, considering the marketing aspects and getting people to find it is essential. What I’ve seen after testing this is conclusive evidence that my site does better with AMP on it, especially on the mobile pages, and therefore, today I just turned AMP back on my website.

How Much Do Accelerated Mobile Pages Matter?

I’ve done that because of the data I’ve seen.

I read a blog post from Kinsta, my web host. They put up a blog post saying that their traffic, their leads went down by putting Google AMP on their website.

Now, for me, I didn’t notice any change in my leads and for a company like Kinsta, who does so much to develop and make their website fast anyway, they still are potentially missing out on having their articles discovered in those AMP articles.

However, the better your website is already optimized, if your page load time is close to 100 already on mobile, then you might not need AMP, but for me even with a fast WordPress theme, my mobile load time is 50, 60, 70.

I was able to get these results with Google AMP on my old theme, my mobile page load score was 10 or 20, sometimes even one or two.

Thus, this made a huge difference for my slow theme and what’s better is putting AMP on my website helped to get me motivated to go through the painful process of taking probably 10 hours of my time to switch from my old WordPress theme to a new faster WordPress theme.

Google AMP Test - How Much Do Accelerated Mobile Pages Matter in Search and Discovery

Thus, putting Google AMP on my website has inspired a lot of development for a better user experience and for a better future for my entire brand online.

I’m very grateful that Google makes it so easy to use these accelerated mobile pages and what we are doing here is showing you how to get started with that.

Thank you very much for watching all the way to the end.

I hope you found this useful.

You can continue learning with us in the full class today “My WordPress Course for a Fast Ecommerce Website with Kinsta, Astra, WooCommerce, and LearnDash” at https://uthena.com/courses/wordpress-learndash.

I love you.

You’re awesome.

I appreciate the chance to serve you today and I will see you again soon.

Love,
Jerry Banfield

Edits from video transcript by Michel Gerard at www.michelgerardonline.com.