Google announced a new policy for AMP/non-AMP, Web Core Vitals, and planning page experience signals in ranking.

Web Stories version

Web Stories link for the whole experience: https://ke2b.com/web-stories/google-amp-web-core-vitals-seo/

First of all

Mobile-friendly and page/user experience should be the points instead of “Content is king”, “Good speed, good SEO” or “AMP could take advantage or not”.

Author’s conclusion for you first.

Opening

Google announced something new about the rank rule for AMP/non-AMP, Web Core Vitals, and page experience on 10 Nov. And, planning page experience signals in ranking will roll out in May 2021.

Let’s see what they are. Whether you should care or not. Make your website get SEO-ready before May 2021.

Maybe you’ve read related articles including various ones for SEO marketing purposes, or don’t know/mind about it. I’ll give you my comments as objectively as possible, based on my view of WordPress, AMP, optimization, and business running practices.

Original article

Source: Google Webmaster Central Blog, November 10, 2020 (you’ll see another related highlighted date later)
https://webmasters.googleblog.com/2020/11/timing-for-page-experience.html

The article was published by Google with some key points announced:

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Web Core Vitals

This past May, we announced that page experience signals would be included in Google Search ranking.

Yes, as you can see Google has executed that by checking Search Console this year just like the announcement said.

In the past several months, we’ve seen a median 70% increase in the number of users engaging with Lighthouse and Page Speed Insights, and many site owners using Search Console’s Core Web Vitals report to identify opportunities for improvement.

I believe you have ever seen those Core Web Vitals reports in the Search Console. Some felt helpful and got pushed to engage their website optimization, and some got worried even more than that.

Today we’re announcing that the page experience signals in ranking will roll out in May 2021. The new page experience signals combine Core Web Vitals with our existing search signals including mobile-friendliness, safe browsing, HTTPS security, and intrusive interstitial guidelines.

As above image you can see, Core Web Vitals including LCP, FID, and CLS will be more serious parts of Google Search. This means you’d better not ignore the performance, optimization, and user experiences of websites anymore.

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About Google AMP

AMP (Accelerated Mobile Pages) is a simple and robust format to ensure your website is fast, user-first, and makes money.

AMP enables the creation of websites and ads that are consistently fast, beautiful, and high-performing across devices and distribution platforms. Publishers and advertisers can decide how to present their content that emphasizes a user-first experience.

You can read

• About Google AMP (Accelerated Mobile Pages) on our blog.
• “Understand how AMP looks in search results” guided by Google.

AMP vs non-AMP – Landing Page

Coincident

In the meantime, Jetpack wrote an article on AMP’s official blog on 11 November 2020 (the next day to the article we are talking about above).

No code required: Build a fast, world-class WordPress site

What about the moves of AMP and the statics compared to non-AMP

A recent analysis shows that 60% of AMP domains pass the Core Web Vitals metrics, compared to 12% of non-AMP domains passing the same criteria (“Passing” means 75% of pages on the domain passed)

We continue to support AMP content in Google Search. If you publish an AMP version of your content, Google Search will link to that cache-optimized AMP version to help optimize delivery to users, just as is the case today.

AMP Page Experience Guide

AMP Page Experience Guide is a new diagnostic tool for the AMP website.

I’ve tried facekungfu.com (mind, here you are) and xwp.co (one of the top website dev teams, including the Google AMP project ) to check the test results. Guess what? facekungfu.com has better results than xwp.co especially on the “Response Time” measure. I think the AMP Page Experience Guide is really at the Beta stage for now. It seems no AMP website will get a reasonable result and won’t get improving suggestions.

Maybe a premium CDN service matters? I don’t think so. Just wait and see, no matter whether it will be something important measure in the future or not.

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Some suggestions you should know about AMP

Always take things seriously according to official announcements/docs as possible as I can. Here is what I always say to clients and friends in WordPress meetups/groups:

• User experience is the most important factor in search results, especially on mobile.
• Content and speed both are the main factors in user experience and search results.
• AMP is one of the ways to provide users with a fast, good browser experience. A safe, simplified, and efficient way compared to various optimization ways and hosting methods.
• Google CDN is an obvious advantage when users click search results on mobile. Not really for winning non-AMP sites on SEO at all
• Yes, content is king for sure, but there’s a simple logic: You always can and you should pursue SPEED & CONTENT as well as possible at the same time no matter with AMP or not, don’t you?
• AMP could be helpful in speed and user experience and then maybe improve SEO, but there’s not an “AMP = Winning SEO ” question. There has always been, and it should be.
• Making AMP a rank base is different from making HTTPS. It might become an Antitrust event.

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About Google News

A promise for non-AMP content appears on Google News

The change for non-AMP content to become eligible to appear in the mobile Top Stories feature in Search will also roll out in May 2021. Any page that meets the Google News content policies will be eligible and we will prioritize pages with great page experience, whether implemented using AMP or any other web technology, as we rank the results.

You can take that as a promise for non-AMP content to Appear on other News surfaces. From my observation, it has been reasonable since Google announced and popularized AMP. you can also understand how AMP looks in search results through our Google AMP x News/Press/Blog service page.

Related article: Antitrust, news sites, future of AMP.

For observing the business, and market and knowing what news/press site owners think about AMP implementation. I recommend this article which with nice view and description way.

As Antitrust Pressure Mounts, Google to Pull Back Benefit to News Sites That Adopted Its Preferred MobileTechnology

Will the AMP format die as a result?

https://themarkup.org/google-the-giant/2020/11/19/as-antitrust-pressure-mounts-google-to-pull-back-benefit-to-news-sites-that-adopted-its-preferred-mobile-technology/

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A New Way of Highlighting Great Experiences in Google Search

…and we are working on one that identifies pages that have met all of the page experience criteria.

Another step in May. It seems a mysterious one this time so far. Will it be related to AMP, Web Story, or some measure of Search Console?

The Tools Publishers Need for Improving Page Experience

Here are some things you’re already familiar with. Such as Search Console’s report for Core Web Vitals gives you an overview of how your site is doing and a deep-dive into issues. Once you’ve identified opportunities, Page Speed Insights and Lighthouse can help you as you iterate on fixing any issues that you’ve uncovered.

You can head over to web.dev/vitals-tools for a roundup of all the tools you need to get started.

Just wait and see. Before that, there are 6 tools to measure Core Web Vitals powered by Google

Tools to measure Core Web Vitals powered by Google

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Conclusion

Nowadays, taking mobile-friendly and page/user experience is the top priority. They are much more suitable than ONLY some simplified principles like “Content is king”, “Good speed, good SEO” or “AMP could take advantage or not”.

The goal is with any updates about content creation, SEO rules, building methods (e.g. AMP), and optimization. It’s to highlight the best experiences and ensure that users can find the information they’re looking for. Our work is to combine them, incorporating more page experience signals going forward.

Yeah, I know SEO is important, but SEO is one of the factors in Internet marketing.
Internet marketing is one of the ways of your brand business.
A sum of factors (e.g. design, copyrighting, photos, and 4P) of brand business is what you should care about and consider seriously first.

So, of course, it’s good to learn more including SEO, but don’t overact or even more, be scared by any SEO marketing posts.

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