Use AMP HTML

AMP stands for Accelerated Mobile Pages and is an open-source project dedicated to speeding up the mobile web. When you use AMP HTML to build your pages, Google Search results can indicate this to users by displaying the AMP icon (AMP lightning bolt icon). This lets Search users know that content from your site will load quickly on their device or network.

The table below lists the places where AMP content might appear in Google Search results.

Location Requirements
Top Stories carousel Structured data for one of the following types: Article, NewsArticle, BlogPosting, VideoObject
Other rich cards and rich snippets Structured data for a qualifying content type
(for some types, also explicit opt-in)
Standard Google Search results Additional structured data is recommended, but not required
Last updated September 26, 2016

AMP for existing web content

If you are already publishing your content on the web, we recommend building an AMP page that links to your existing web content. This is called a paired AMP. For this, you need to make sure to link your AMP and non-AMP pages:

  1. Add a link from your AMP HTML files to their canonical version (this is usually the desktop version):
    <link rel="canonical" href="http://example.ampproject.org/article.html" />
    
  2. Ensure that the canonical (and any alternate) versions of your pages link to their AMP HTML versions:
    <link rel="amphtml" href="http://example.ampproject.org/article.amp.html" />
    
  3. Ensure you use valid AMP HTML. Only valid AMP HTML files will be shown in Google Search. You can check the AMP Report in Google Search Console for AMP-related errors detected when Google crawls your site, or run the AMP Validator on your pages (available as a web interface).
  4. Use the same structured data markup across both the canonical and AMP pages. Google uses the canonical version of the page as the data source for rich cards, so make sure the markup is consistent.

As a publisher, you may serve your web content through a CMS. In this case, you can implement an additional template that uses AMP, possibly by using an existing plugin.

AMP for new web content

If you are publishing content previously only available in your mobile app, or have not yet published your content, we recommend exposing it on the web as a standalone AMP. Since AMP pages are valid HTML, you do not need to create both an AMP and non-AMP version of your content. Make sure you do the following for standalone AMP content:

  1. Add a canonical link to the page that refers to itself:
    <link rel="canonical" href="http://example.ampproject.org/article.amp.html" />
  2. Ensure you use valid AMP HTML. Only valid AMP HTML files will be shown in Google Search. You can check the AMP Report in Google Search Console for AMP-related errors detected when Google crawls your site, or run the AMP Validator on your pages (available as a web interface).

Once these steps are complete, your creative content should be eligible to surface in AMP-enabled Google Search features. Certain features are in a pilot mode, meaning that they are open to a small list of early testing partners.

AMP plugins

If you are using a vendor-provided CMS, consider reaching out to your vendor to see if a plugin is available such as for WordPress, Drupal, or Joomla. If you intend to develop AMP HTML pages for your CMS yourself, follow these steps:

  1. Consider how AMP HTML files will fit your site's URL path scheme. For example:
    • http://www.example.com/myarticle/amp
    • http://www.example.com/myarticle.amp.html
  2. Make sure the AMP HTML files can be both crawled (check robots.txt) and indexed (make sure they don't include any robots meta tags that prevent indexing).
  3. Develop a structured data markup template. Construct the template based on the requirements for the type of content you are publishing. We recommend JSON-LD as your format. Make sure any resources specified in your markup can be crawled by Google. AMP Project metadata examples contains sample templates for recipes, articles, videos, and reviews.

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