AMP Page Content Should Match Your Normal Pages
AMP pages should consistently match what users would see on normal pages, regardless of a site being moved to mobile-first indexing. It’s OK if some features are missing, but the AMP page content should generally match the content on your normal pages.
Ensure Structured Data Types Used Across Different Page Versions is Consistent
If a site has different structured markup on their desktop and mobile sites, Google would use the schema that is on the version they are currently crawling and indexing. It’s a little different with AMP as certain structured data types are required for some AMP features, so Google also takes this into account. John recommends ensuring the structured data types used across the different versions of a page are consistent.
Speed Testing Tools Don’t Reflect Google’s Ability to Pre-render & Cache AMP Pages
When displaying AMP pages, Google is able to pre-render and cache them directly from the search results, which saves the time typically spent retrieving the initial HTML to get the rendered version. However, this isn’t something that is taken into account in the testing tools.
Testing Tools Will Display Results For Original Page if There is No Redirect to AMP Version
If there is no redirect to the AMP version of a page, Google testing tools will test and display results for the individual regular URL rather than the AMP version, unless you explicitly the test the AMP URL.
Include Structured Markup on Both AMP & Normal Page to Show in SERPs
Structured markup needs to be included on both the AMP and the normal version of a page to be displayed in search e.g. article markup.
Switching to AMP Won’t Provide an Increase to Rankings
Google rank AMP pages the same as they rank other pages, so there is no inherent ranking advantage when using AMP. However, AMP pages are typically faster than HTML pages, which can provide site speed benefits, particularly on mobile. Some search features also require AMP in order to display correctly due to actions such as pre-caching.
Use of AMP or PWA Should Be Determined By The Needs of the Website
When deciding between implementing AMP or a PWA for your site, John recommends choosing the one most suited to your needs. For example, PWAs will be useful for websites providing interactive elements and offline accessibility, whereas AMP is great for publishing content.
AMP Stories Treated as Normal Pages by Google
Google sees AMP Stories as normal pages in search and they should be linked to like normal pages on a site. Google can, however, struggle to rank AMP Stories because they commonly have thin content.
You Don’t Need to Have AMP to Appear in Google Discover
Regular HTML pages can appear in Google Discover, it isn’t limited to showing AMP. However, if you want to show large images for your site in Google Discover you need to go to the Help Center and submit a form.