Data bug with Google Search Console's Search Analytics report

Google has posted about a data anomalies bug with the Search Analytics report found in the Google Search Console. The specific issue shows up when you use the “AMP non-rich results” search appearance filter and look at the clicks and impressions between December 14, 2017, and December 18, 2017.

Google said there “was an error in counting AMP non-rich results impressions and clicks” between those dates and you “might see a drop in your data during this period.” It did not impact the actual search results; it was just an analytics bug.

Here is what the report might look like for you:

The data should return to normal on or after December 19, 2017, but those few days will have some inaccurate data.

Twitter broadens its AMP support to include analytics

Twitter is broadening its support of AMP (accelerated mobile pages) to include article analytics.

According to the announcement on Twitter’s developer blog, when Twitter loads an AMP version of an article, it will now ping the original article URL to record the view, in addition to passing the query arguments from the original article redirect into the AMP run-time. This will allow publishers to receive the data using the amp-analytics component.

“Pings to your original article are annotated as coming from Twitter,” writes Twitter product manager Ben Ward, “So that you can better understand the origin of the traffic, and distinguish it from organic views of your pages.”

While Twitter has supported AMP since its launch by making it possible to embed tweets within AMP articles, it has not offered analytics attached to AMP content shared on the platform until now. With this latest update, publishers will have deeper insight into how their AMP content is performing on Twitter.

“With this update, Twitter uses AMP to present your articles to more people, faster and more reliably,” writes Ward.

AMP: A case for websites serving developing countries

Like Taylor Swift, Accelerated Mobile Pages (AMP) have a reputation. In a not-very-official Twitter poll, 53 percent claimed AMP was “breaking the web.”

What do you think about AMP?

— Maximiliano Firtman (@firt) March 23, 2017

The mobile ecosystem is already complex: choosing a mobile configuration, accounting for mobile-friendliness, preparing for the mobile-first index, implementing app indexation, utilizing Progressive Web Apps (PWAs) and so on. Tossing AMP into the mix, which creates an entirely duplicated experience, is not something your developers will be happy about.

And yet despite the various issues surrounding AMP, this technology has potential use cases that every international brand should pause to consider.

To start, AMP offers potential to efficiently serve content as fast as possible. According to Google, AMP reduces the median load time of webpages to .7 seconds, compared with 22 seconds for non-AMP sites.

And you can also have an AMP without a traditional HTML page. Google Webmaster Trends Analyst John Mueller has mentioned that AMP pages can be considered as a primary, canonical webpage. This has major implications for sites serving content to developing counties.

Yes, AMP is a restrictive framework that rigorously enforces its own best practices and forces one into its world of amphtml. However, within the AMP framework is a lot of freedom (and its capabilities have grown significantly over the last year). It has built-in efficiencies and smart content prioritization, and a site leveraging AMP has access to Google’s worldwide CDN: Google AMP Cache.

Source: “AMP: Above & Beyond” by Adam Greenberg

All of this is to say that if your brand serves the global market, and especially developing economies, AMP is worth the thought exercise of assessing its implications on your business and user experience.

What in the world-wide web would inspire one to consider AMP?

1. The internet is not the same worldwide

Akamai publishes an amazing quarterly report on the State of the Internet, and the numbers are startling — most of the world operates on 10 Mbps or less, with developing countries operating at less than 5 Mbps, on average.

If 10 Mbps doesn’t make your skin crawl, Facebook’s visual of 4G, 3G and 2G networks worldwide from 2016 (below) will.

Source: Facebook

The visuals show a clear picture: Developing countries don’t have the same internet and wireless network infrastructure as developed economies. This means that brands serving developing countries can’t approach them with the same formula.

2. Websites overall are getting chunkier

While all of this is happening, the average size of website is increasing… and rapidly. According to reports by HTTParchive.org, the average total size of a webpage in 2017 is 387 percent larger than in 2010.

Despite the number of requests remaining consistent over time, the size of files continues to trend upward at an alarming rate. Creating larger sites may be okay in developed economies with strong networking infrastructures; however, users within developing economies could see a substantial lag in performance (which is especially important considering the price of mobile data).

3. Mobile is especially important for developing economies

The increase in website size and data usage comes at a time when mobile is vital within developing economies, as mobile is a lifeline connection for many countries. This assertion is reaffirmed by data from Google’s Consumer Barometer. For illustration, I’ve pulled device data to compare the US versus the developing economies of India and Kenya. The example clearly shows India and Kenya connect significantly more with mobile devices than desktop or tablet.

Source: Consumer Barometer with Google

4. Like winter, more users are coming

At the same time, the internet doesn’t show any signs of slowing down, especially not in developing countries. A recent eMarketer study on Internet Users Worldwide (August 2017) shows a high level of growth in developing countries, such as India, at 15.2 percent. Even the US saw a +2.2 percent bump in user growth!

User penetration as a percent of a country’s total population shows there is still room for growth as well — especially in developing countries.

5. The divide in speed is growing

In the chart below, I choose nine developing countries (per the United Nations’ World Economic Situation and Prospects report) to compare with the United States’ internet speed (which ranked 10th worldwide in the last report). Despite the overarching trend of growth, there is a clear divide emerging in late 2012 — and it appears to be growing.

[Click to enlarge]

Why is this significant? As internet connection speeds increase, so do page sizes. But as page sizes increase to match the fast speeds expected in developed nations, it means that users in developing nations are having a worse and worse experience with these websites.

So, what should one do about it?

The data above paint a picture: Worldwide internet penetration worldwide continues to grow rapidly, especially in developing nations where mobile devices are the primary way to access the internet. At the same time, webpages are getting larger and larger — potentially leading to a poor user experience for internet users in developing nations, where average connection speeds have fallen far behind those in the US and other developed nations.

How can we address this reality to serve the needs of users in developing economies?

Test your mobile experience.

AMP isn’t necessary if your site leverages mobile web optimization techniques, runs lean and is the picture of efficiency; however, this is challenging (especially given today’s web obesity crisis). Luckily, there are many tools that offer free speed analyses for webpages, including:

Test My Site tool (via Think With Google)Page Speed Insights tool (via Google Developers)Mobile-Friendly Test (via Google Search Console)WebPageTest.org

Develop empathy through experience.

Allow yourself to step into your customers’ shoes and experience your site. As former CEO of Moz, Rand Fishkin, once aptly stated, “Customer empathy > pretty much everything else.”

Regular empathy is hard. Empathy for people you don’t know is nearly impossible. If we don’t see the problem, feel it and internalize the challenge, we can’t hope alleviate it.

Facebook introduced a 2G Tuesdays, where employees logging into the company’s app on Tuesday mornings are offered the option to switch to a simulated 2G connection for an hour to support empathy for users in the developing world. If you’re looking to try something similar, any Chrome/Canary user can simulate any connection experience through Chrome Developer Tools through the Network Panel.

Consider if AMP is right for your site.*

You should entertain the thought of leveraging AMP as a primary experience if your brand meets the following criteria:

Your site struggles with page-speed issues.You’re doing business in a developing economy.You’re doing business with a country with network infrastructure issues.The countries you target leverage browsers and search engines that support AMP.Serving your content to users as efficiently as possible is important to your brand, service and mission.

*Note: AMP’s architecture can also be used to improve your current site and inform your page speed optimization strategy, including:

Paying attention to and limiting heavy third-party JavaScript, complex CSS, and non-system fonts (where impactful to web performance, and not interfering with the UX).Making scripts asynchronous (where possible).For HTTP/1.1 limiting calls preventing round-trip loss via pruning or inlining (this does not apply to HTTP/2 due to multiplexing).Leveraging resource hints (a.k.a. the Pre-* Party), where applicable.Optimizing images (including: using the optimal format, appropriate compression, making sure images are as close to their display size as possible, image SRCSET attribute, lazy loading (when necessary), etc.)Using caching mechanisms appropriately.Leveraging a CDN.Paying attention to and actively evaluating the page’s critical rendering path.

Educate your team about AMP, and develop a strategy that works for your brand.

AMP has a plethora of great resources on the main AMP Project site and AMP by Example.

If you decide to go with AMP as a primary experience in certain countries, don’t forget to leverage the appropriate canonical/amphtml and hreflang tags. And make sure to validate your code!

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

LaterPay offers first paywall platform for AMP pages

AMP (accelerated mobile pages) is designed to deliver publishers’ pages quickly on mobile devices, but the stripped-down format lacks functionality in some areas.

This week, the German-Swiss online payment infrastructure provider LaterPay is releasing what it says is the first AMP-enabled paywall and subscription platform, called AMP Access.

While there are other custom solutions, such as from The Washington Post, LaterPay CEO and founder Cosmin Ene told me he is unaware of any other out-of-the-box offering.

[Read the full article on MarTech Today.]

Google will require AMP and canonical pages to match as of February 1, 2018

Google has said that beginning in February 2018, Accelerated Mobile Pages (AMP) and canonical pages must match or have very “close parity.” AMP pages that do not match the content of canonical pages “will not be considered for Search features that require AMP, such as the Top Stories carousel with AMP.”

Content parity has been a requirement for some time, but Google is now stepping up enforcement. However, the company is simultaneously emphasizing that AMP is not a ranking signal, and there will be no penalty — other than the above loss of potential visibility — for pages that fail to comply.

Google is doing this because it is seeing AMP used, in some limited contexts, on “teaser pages” that offer only limited content. Google uses the example of a news article whose AMP page features an excerpt with a prompt to click for the “full story.” In such cases, users are being required to “click twice to get to the real content.”

If Google finds a non-compliant AMP page after the deadline, it will send users to the “non-AMP equivalent.” If that’s a slow-loading page, users are likely to abandon. Google also says that it will “notify the webmaster via Search console as a manual action message and give the publisher the opportunity to fix the issue before its AMP page can be served again.”

Google says it’s doing this to promote a better user experience. It’s also seeking to protect the integrity of the AMP initiative itself.

Accelerated Mobile Pages (AMP) conquer the competition for shoe retailer

In the highly competitive footwear vertical, no season matters more than late summer, when shoppers spend $27 billion on supplies and clothing for the coming school year.

According to the Deloitte back-to-school survey for 2017, some 55 percent of that spend, about $15 billion, is devoted to clothing and accessories. Late summer may be only the second-biggest shopping season of the year in the United States, but for verticals like footwear, it’s number one.

A top shoe retailer came to Brandify (disclosure: my employer) for a solution to boost local store visibility online. To achieve the retailer’s goal, we worked in collaboration with SEO consultant Steve Wiideman to implement Accelerated Mobile Pages (AMP) for the retailer’s nearly 500 US stores.

The open-source AMP Project, led and heavily promoted by Google in collaboration with Twitter, WordPress, Pinterest and LinkedIn, defines a lightweight standard for publishing web pages that makes them load very quickly on mobile devices. The standard includes special implementations of HTML and JavaScript, as well as the concept of an AMP Cache, which is a repository for serving pages converted to AMP.

Google’s AMP Cache is by far the biggest, and since early 2016, Google has been featuring AMP results prominently, first at the top of the mobile SERP in “zero position,” and later in the year as part of the ordinary list of search results. Google has reported that pages converted to AMP typically load in less than half a second and use one-tenth of the data used by the same page in non-AMP format.

It would seem like a no-brainer to use AMP for local store pages, and yet the local search industry has been slow to adopt the standard. During the first phase of the AMP Project’s rollout, it was believed that AMP, with its stripped-down publishing format, was only suited to news sites and blogs, where presentation of text content is the main point of the web page.

This began to change when eBay launched 8 million AMP product pages last summer, proving that e-commerce sites could benefit from fast page loads and simplified presentation. As Brafton’s Ben Silverman wrote on his company’s blog, “The auction site’s confident leap into the world of the accelerated mobile experience proves that fast-loading, neatly formatted, easy-to-use content is the best way to drive conversions and sales.”

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We were eager to bring the benefits of AMP to our multilocation brand clients, and the shoe retailer’s request for a boost in traffic created a good opportunity. The switch to AMP involved a modest redesign of the local page layout for the brand, though because the retailer already preferred simplicity and utility in its web pages, the changes did not need to be dramatic.

The possibilities for interactive content are limited with AMP, and the presentation must remain simple, but developers and brands should not shy away from AMP for that reason. After all, quick access to relevant information is what mobile searchers want.

This supposition was borne out by the results for the shoe retailer. Even though AMP implementation by itself is not considered to be a ranking factor, the improvement in page design and load time correlated with a notable increase in session traffic.

Comparing the 20-day periods before and after the launch of pages converted to AMP on July 27 of this year, we saw an increase, period-over-period, of 32 percent in overall session traffic. What’s more, the impact was noticeable almost immediately on July 28, one day after launch.

Screenshot of Google Analytics showing AMP deployment on July 27 and subsequent spike in sessions.

The year-over-year results were even more dramatic, with sessions increasing 45 percent between July 28 and August 17, 2017 over the same period in 2016. Other factors may have contributed to this increase, but the immediate jump in traffic upon AMP launch is hard to deny as evidence of AMP as an isolated and significant contributor.

We also examined the retailer’s Google My Business (GMB) Insights and found a possible add-on effect. Greater prominence of local pages for the retailer seems to correlate with increased views and actions on Google listings for the brand.

Comparing the 20 days before and after launch, we saw a 9.4 percent increase in customer actions for the retailer’s Google listings, such as clicking to visit the brand website, requesting directions and clicking to call. Moreover, comparing the first 20 days after the launch of pages converted to AMP to the same period one year before, we measured a 21.3 percent increase in customer actions.

GMB Insights for shoe retailer shown in the Brandify dashboard

The implication of this result is that Google can connect pages hosted within its own AMP Cache with their corresponding website links in a store’s GMB listing. Performance of one’s business website is a known ranking factor for local listings, and AMP appears to be a great weapon for boosting local as well as organic results.

The retailer benefited significantly from the switch to AMP over a remarkably short period of time, ensuring the brand would remain at the forefront of consumer attention during the competitive back-to-school season. During the time period of the AMP campaign launch, no other significant changes were made to the retailer’s local campaign, so we feel we can claim with confidence that barring any external factors, AMP was the major driver of the positive results we measured.


Want to learn more about this case study and others related to AMP? Join us in New York for our SMX East search marketing conference, and be sure check out the “AMP: Do or die?” session, featuring the author.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

Google extends olive branch to publishers, lays out new focus on subscriptions

In a rare joint appearance, Google executives Philipp Schindler, chief business officer, and Sridhar Ramaswamy, SVP of ads and commerce, addressed a group of several dozen publishers and broadcasters at an event held at the company’s Chicago offices Tuesday. And, at that event, he extended an olive branch.

In his opening remarks, Schindler said Google returned $11 billion in ad revenues to publishers last year, while acknowledging, “We also know it has not been easy.”

Everyone in the room knew that one key reason publishers have had difficulty generating ad revenue is that Google and Facebook draw some 80 percent of the growth in digital ad dollars directly. But Ramaswamy said there are limits to what the ad ecosystem can do for publishers, adding that the industry must focus on both ads and subscriptions. Schindler said Google is committed to building out subscription programs and plans to significantly ramp investment in this area.

“We come in peace…We are all invested in seeing you [publishers] succeed” — Google chief business officer Philipp Schindler

The “leadership summit” came a day after Google announced the end of its decade-old First Click Free program in response to years of publisher complaints about the requirement to offer free access to content in exchange for Google rankings. Instead, Google said it will offer Flexible Sampling programs that give publishers more control over the subscription process without being penalized in the rankings for putting up paywalls.

Schindler touched on the three elements of Google’s new focus on subscription efforts:

     Google will use machine learning to determine when to present a subscription offer instead of an ad on publisher’s sites to users deemed likely to subscribe. The system will also use publishers’ audience data to build lookalikes much in the way Google does in ad targeting, to identify new potential subscribers. This is in very early testing now, and it’s unclear exactly how this will look.Reduce friction in the subscription signup process with mobile-optimized checkout flows. Again, Google is doing something similar on the ad product side with Purchases on Google ads enabled with Android Pay. In a briefing last week, Google VP for News Richard Gringas said all subscriber data would be passed to and owned by the publishers.Help users get more from their subscriptions to boost renewal rates. For example, users might opt in to share subscription information with Google. Content from publications a user subscribes to may then show higher in Google search results for that user. Ramaswamy stressed this is “early days.”

Facebook announced this summer that it will begin testing ways to let publishers sell subscriptions in Instant Articles and place content behind a paywall after a user reads at least 10 articles.

In framing the new focus on helping publishers drive subscription revenue, Schindler said, “We come in peace,” as he splayed his fingers in the Vulcan peace sign, clearly anticipating publisher skepticism at Google’s motives. “We are here to listen to you. We are all invested in seeing you succeed.”

“We deeply value the publishing ecosystem,” said Ramaswamy later. “It’s also selfish on our part,” he acknowledged, “because Google is nothing without quality information.” Ramaswamy said Tuesday’s announcements are part of a long and ongoing effort. “The advertising ecosystem has been profitable for Google and publishers, but there are limitations. We need to pay attention to subscriptions and commerce.”

Schindler told reporters that details on how the subscription advertising program will be structured in terms of revenue splits haven’t been decided. “The plan isn’t for this to be a huge revenue driver or the next big business or Google,” he said. It could be a revenue share or some other model, but the idea isn’t to push this much beyond cost covering, said Schindler.

Why the olive branch to publishers? “I think what you’re seeing is an arc, but we also hear the feedback that this is a tough transition,” said Ramaswamy. In his talks with publisher CEOs, they kept asking, “How can you help us with subscriptions?”

Attendees at the event included representatives from Vice, The New York Times, NewsCorp, Business Insider, The Wall Street Journal, USA Today Network and Pandora, among others. The overall attitude seemed to be cautious optimism.

Other announcements made Tuesday include plans to give publishers insights into their audiences based on Google’s own data, which can then be used to package audiences in direct deals sold through DoubleClick, “insights cards” about revenue, latency, viewability trends within DFP and new brand safety controls.

[This article originally appeared on Marketing Land.]

Google testing blue 'instant' AMP label in the search results

Google is testing a new way to label AMP content in the mobile search results. Instead of using a gray AMP lightning bolt icon with the AMP letters next to it, Google is testing showing a blue lightning bolt icon with the word “instant” next to it.

This was first spotted by @Jonny_J_, however, I am personally not able to replicate it.

Here is a screen shot from Jonny:

Here is what I see, which is what you probably see as well:

Google is often testing different user interfaces — so this comes as no surprise.

Google releases a variety of Accelerated Mobile Pages Project (AMP) updates: scrolling animations, video analytics, fluid ad support

Yesterday, Google announced several Accelerated Mobile Pages Project (AMP), technical updates. These included scrolling animations, an improved responsive-navigation sidebar, support for video analytics, fluid ad support and other features to improve ad targeting.

Here’s a little more color on the list of new capabilities:

Scrolling animations: enables “parallax effects, subtle zoom or fade-in of images, and starting or stopping animations”
Responsive sidebar: “improvements to amp-sidebar enable changing display format based on the width of the viewport”
Native video analytics support in AMPImproved Client ID information to enable consistent ID recognition as users migrate between AMP and non-AMP pages Fluid-ad support for publishers: enables publishers to request ads where the ad size is unknown

The post that goes into more technical detail about each of these updates is here.

The open-source AMP project was announced by Google in 2015 to speed up the mobile web. Specifically, AMP was aimed at improving the rendering of content pages on mobile devices. Since that time, AMP has been greatly expanded to include ads and analytics. AMP for Ads (and landing pages) was introduced in mid-2016. Meanwhile, AMP-enabled content pages moved out of the “top stories” section — where news results are displayed — and into main search results in August of 2016.

AMP pages load roughly four times faster and use one-tenth the data of pages and objects not built in AMP, according to Google research. The company also says that AMP-powered mobile display ads load up to five seconds faster than traditional display ads. Many publishers on the DoubleClick exchange reported higher eCPMs on AMP pages as well.

The project is not without controversy, though, regarding the AMP URLs vs. publisher URLs. However, in iOS 11, Apple attempts to remedy that: Safari changes AMP URLs back to publisher URLs when shared.

AMP links at large: What's a publisher to do?

Disclosure: at the time of the writing of this article, the author was the head of product for an AMP conversion platform company. That company’s technology was acquired by Google on October 9th, 2017.

AMP critics and advocates alike have welcomed the news that the Safari browser in Apple’s iOS 11 will use canonical URLs when sharing mobile content — even when the page the sharer is seeing is an accelerated mobile page (AMP).

Google’s AMP Project tech lead, Malte Ubl, noted on Twitter and elsewhere that Google had been asking Apple and others to make the change. In a Hacker News discussion forum, Ubl wrote:

Just wanted to clarify that we specifically requested Apple (and other browser vendors) to do this. AMP’s policy states that platforms should share the canonical URL of an article whenever technically possible.

Malte Ubl, Google’s AMP Project tech lead

Opinions may vary on the benefits and downsides of AMP, but both sides seem to agree unintentional sharing of AMP links is not ideal.

The scale of the AMP-sharing problem (if you consider it a problem) is relatively small; the vast majority of AMP views are driven by Google and other apps and mobile websites that intentionally link to AMP pages instead of standard web pages.

To understand how AMP URLs are sometimes shared unintentionally — and even rendered on desktop browsers — it’s useful to know how AMP links and AMP sharing work.

What’s in an AMP URL?

AMP pages can be cached and presented in a variety of ways which impact how browsers and sharing utilities handle them. The construction of an AMP URL will tell you a lot:

1) Original AMP URL: A publisher’s original AMP page will often start with amp. or have /amp somewhere in the URL, like this:

http://www.thiefnews.com/breaking-news-amp-goes-roof-280280/amp

2) AMP Cache URL: When cached and served from the AMP Project content delivery network (CDN), URLs will look like this:

https://searchengineland-com.cdn.ampproject.org/c/searchengineland.com/breaking-news-amp-goes-roof-280280/amp

3) Google AMP Viewer URL: When Google delivers pages from the AMP Cache, Google’s Viewer frame gives them URLs like this:

https://www.google.com/amp/searchengineland.com/breaking-news-amp-goes-roof-280280/amp

The Google Viewer is the most common user experience, since most AMP pages are encountered in Google’s environments — but referrers linking to AMP URLs can use any version. Here are some key characteristics of each:

Which link gets shared?

When an AMP page is shared, the shared link can be the AMP URL in the browser address bar, the desktop URL, or the canonical URL specified in the page source. The method of sharing makes the difference:

Here’s a visual of the three sharing methods described above:

Share method determines which link is shared. Android/Chrome shown here.

How are shared AMP links handled?

When the Google AMP Viewer URL is shared, Google’s Viewer frame detects whether the request is coming from a mobile, desktop or tablet device. Mobile users get the Google-framed AMP page, while desktop and tablet users are helpfully redirected to the canonical page. Fortunately, this is the most common experience, since users are most likely to encounter and share the Google AMP Viewer URL.

In the odd case where the Original AMP URL or AMP Cache URL is shared or linked, which usually occurs when a person manually copies the link, the browser (including Safari) will simply open the AMP page.

Desktop/tablet edge case

That explains how AMP pages sometimes show up on desktop and tablet screens. When an Original AMP URL or AMP Cache URL is pasted into a social post, or linked by a referring website, browsers will display the AMP page regardless of screen size.

Publishers might be puzzled to see desktop views in their AMP analytics, but the overall impact is minimal; in August, our company’s AMP platform tracked just over one percent of AMP views to desktop screens and two percent to tablets. Non-mobile views came mostly from Yahoo (which often links to original AMP URLs from its desktop site), user posts to Facebook and other referring websites that link directly to AMP pages.

The resulting user experience varies by publisher execution. For example, in late August, drudgereport.com linked directly to an AMP page on the Fort Worth Star-Telegram (a client of our company). That meant that the substantial traffic surge from Drudge desktop users went to traffic to the Star-Telegram page. Fortunately, the newspaper has a responsive AMP page that performs well at any size.

Left: Original article. Right: Responsive AMP page.

Other AMP pages don’t display as nicely on larger screens. To see how any publisher’s AMP pages look on desktop, install the AMP Validator Chrome extension which detects and displays AMP pages.

What should publishers do?

AMP is an open web format, so it can show up anywhere. Practically speaking, there’s not much publishers can do to stop AMP URLs from leaking into social posts and referral links — other than opting out of the AMP program altogether. Browser developers could stem the frequency of inadvertent AMP shares by following Safari’s approach — but users and referrers will continue to copy and paste AMP URLs into social posts and website links.

Instead, publishers who choose to implement AMP should be aware that these pages are surfacing in more places and plan accordingly. Building responsive, desktop-ready AMP pages might be ambitious for many publishers at this point, but making AMP look halfway decent on desktop is a good goal. And AMP pages should always include social sharing tools that are configured to use the URL the publisher wishes to share.

None of this is worth losing sleep over for publishers with good, engaging AMP pages. Inevitably, more platforms, referrers and users will link to AMP URLs, spreading the intentional and incidental exposure of AMP across the mobile web.

Users might see complicated URLs sometimes, but they’ll also likely get a fast load and a quality experience, so long as the publisher has created one. Some might even prefer it.

Looking for more information on implementing AMP, AMP ads and AMP landing pages? Join us for these sessions at our SMX conference:

AMP: Do Or Die? ~ publishing, e-commerce and technical experts will discuss the whys, why nots, benefits and cautions on adoption of AMP.Getting AMPed: Essential Info About Google Accelerated Mobile Pages ~ technical experts on AMP implementation will discuss how to get up and running on the platform.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.