All Script And Tols For Free: 🔍 AMP and Core Vitals

🔍 AMP and Core Vitals

Jul 28, 2020

Good morning Search Marketer, AMP hints at the value of speed.

Love it or hate it, AMP can have a material impact on page speed. Yes, the AMP requirement to appear in Top Stories is going away, but "before publishers and developers say 'good riddance' to AMP, it's important to understand what they might be giving up," says Greg Sterling, even as (or maybe especially since) Google moves to evaluating Page Experience factors for rankings.

AMP findings from 3 recent studies:

9.2% uplift in average order value from AMP: Deloitte.
27% lift in organic traffic for AMP-enabled sites: Perficient Digital.
29% mobile revenue lift among sites in the travel segment from AMP: Milestone.

Milestone also found that AMP sites score better on Core Vitals metrics, the new factors in Google's Page Experience update. If you've got AMP enabled, take these findings into consideration and run your own tests. To learn more about Core Vitals and how you should be preparing, see our guide here.

Communication skills are more important than ever. In my Live with Search Engine Land conversation about skills with SuretyBond.com's Michael Henderson and T-Mobile's Natalie Barreda, both mentioned the importance of communication skills, especially now that teams are working remotely. Tell us how your communication processes or the tools you use have evolved since everyone started working from home. I'd love to hear your experiences for a follow-up article: gmarvin@thirddoormedia.com.

Keep reading for a Pro Tip from Andy Taylor on considering the lag time between ad click and conversion from Amazon search advertising.

Ginny Marvin,
Editor-In-Chief

Pro Tip

How to account for latent orders from Amazon Sponsored Products

"Given how Amazon attributes orders and sales, it's crucial that advertisers have an idea of how quickly users convert in order to value traffic effectively in real time," says Andy Taylor, director of research at Tinuiti.

"[M]any advertisers do find incremental value from orders that occur days or weeks removed from ad clicks, and putting thought into how these sales should be valued will help ensure your Amazon program is being optimized using the most meaningful performance metrics."

Read more »

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Search Shorts

Google may improve the Rich Results Test Tool

Google to improve Rich Results Test Tool. John Mueller from Google said that Google may expand upon the Rich Result Test Tool after numerous complaints that Google is deprecating the Structured Data Testing Tool. Make sure to give John Mueller and Google feedback.

Intro screens. Google says don't use them, just give people your content, all of it, right away. Do not play intro screens for your users, said Mueller.

Self-referential canonical. He also noted, "yes, self-referencial canonical is fine."

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