How Google AMP Is Changing SEO: The Good and the Bad

News content is highly popular during presidential election years, especially following an election. And if you’ve browsed your smartphone for the latest scoop, then you’ve probably noticed the AMP carousel that appears atop Google’s search results. What exactly is AMP, and why should online marketers pay attention to it?

Google AMP SERP, and the pages those results lead to.

1. AMP pages don’t generate leads.
The AMP HTML coding doesn’t offer a way to include forms on landing pages. Until that changes, AMP is somewhat worthless if you’re seeking leads such as email signups or subscriber registrations.

2. AMP doesn’t help commerce-focused sites.
AMP is mostly focused on complex long-form articles that aren’t usually answers to questions that customers would ask. However, business websites with substantial articles and blog posts may find use for AMP HTML.

3. Lackluster UX
AMP is made for speed and simplicity. While this drives engagement on content, this also makes for a worse user experience in other areas of functionality and branding. Of course, this is likely to improve as the AMP system grows.

4. AMP could hamstring your link-building efforts.
Before AMP, visitors who linked to your pages from their website added to your link network and domain authority – and that’s a crucial component of good SEO. Unfortunately, the URL of an AMP page is still rooted in, which could mean you don’t reap the full benefits of shared links.

5. Your HTML coding has to be impeccable.
Is your website professionally made? If not, then you might not be able to capitalize on AMP. Under this system, Google won’t cache your AMP-coded webpages on its worldwide servers unless it’s completely free of HTML coding errors. While this is a good thing for Web users, this can strain small business owners whose websites were made on the cheap.


It’s too soon to know exactly how the AMP Project will play out in the coming months and years. For now, AMP HTML is mostly relevant to websites that specialize in long-form content such as news articles and blog posts. In the future, Google may implement a similar mobile delivery system for business and e-commerce webpages.

Even if your website isn’t directly impacted by the AMP project, this should be a reminder that page speed is an increasingly important metric in mobile SEO. Now is the time to audit your website and brainstorm new ways to enhance its mobile performance.

Want more SEO tips? Get your free copy of our Ultimate SEO Checklist.

Author: Phil Frost

Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on,,, and many other major business media outlets.

Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.

Want more SEO tips? Get your free copy of Phil’s Ultimate SEO Checklist. Want more AdWords tips? Get your free copy of Phil’s Ultimate Google AdWords Checklist.

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