Google Will Require AMP And Canonical Pages To Match
The only constant thing about Google and other search engines is their appetite for dynamism when it comes to search engine ranking metrics and algorithms. The most recent announcement by Google is regarding AMP pages. Google has stated that as of 1st February 2018 AMP pages and canonical pages must match or have very close parity. What this means is that AMP pages that do not match the content of canonical pages will no longer be considered for search features that require AMP such as the Top Stories carousel with AMP. If that’s a slow loading page, users and consumers are likely to abandon it. And if Google finds a non-compliant AMP page after the deadline day, it will send users to the non-AMP equivalent. Google will also notify the webmaster via search console, as a manual action message and give the publisher an opportunity to fix the issues before its AMP can be served again.
Fundamentally, Accelerated Mobile Pages are HTML pages designed to be super lightweight and support fast loading. So the idea is that the whole platform is designed just for pure readability and pure speed. This is all designed to be heavily cached so that google can host these pages, host your actual content right there and so they don’t even need to fetch it from you anymore.
When using canonical linking in regular HTML pages, it is necessary to set up this bidirectional linking so that search engines may understand the relationship between regular AMP document and regular HTML canonical document. You should explicitly provide the links in this format to search engines so that there is no room for ambiguity in the search results
Content parity has been pointed out for some time now, and Google is stepping up to enforce it. What users should understand, mostly SEO companies in Chicago, is that AMPs are not a ranking signal, hence there is no penalty for pages that fail to comply with this parameters. The only loss is that pages may lose visibility to organic searches. In simple terms, you don’t have to do it if you don’t want to; but not doing it could hurt your business.
Google is doing this because it is seeing AMP being used in some limited contexts offer only limited content. Examples of news articles are given by google where AMP page features an excerpt with a prompt to click for the whole story. And in such cases you will find that users are required to click twice to get full results. A need to improve user experience is also a motivating factor behind this move by Google.
For brands, this move will have other advantages such as increased visibility of your pages on Google organic searches. Others are high click through rate and greater authority. All of these are essential in building trust and generating leads. Moreover, there may also be a higher ad click-through rate as mobile users are likely to click on your Accelerated Mobile Pages. A SEO experts point out that websites that don’t implement these changes, would rank lower in mobile search rankings than those that do. However, they may not directly affect your mobile search ranking. But nevertheless, Google pays great attention on emphasis of mobile optimization since most users and consumers nowadays access websites through mobile devices. In addition, advertising on AMP-linked websites can also greatly improve your performance as ads look better on AMP and are difficult to block.