Google Says AMP Not A Ranking Factor (But Does it Matter At This Point?)

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google amp ranking factor

Responding to a question asked in a Google+ Hangout, Google’s John Mueller officially stated AMP is not a ranking factor at this point. Converting pages to AMP format will satisfy the mobile-friendly ranking signal, but there’s no ranking signal that’s solely associated with AMP.

I ask if it matters if AMP is a ranking signal right now, not because few have adopted the technology, but because of how AMP content is currently being featured. In an effort to push its new proprietary technology, Google is featuring AMP content in a carousel that sits above-the-fold. Take a look at the screenshot below.

google amp ranking factor

My question is, what does it matter if AMP is a ranking signal or not if AMP content already has a one-way ticket to the top of the first page? For the most part AMP content is already ranking above organic results, which is one of the greatest ranking boosts one can ask for.

“That is more than favoring AMP, that’s putting it front and center!”, Laporte exclaimed after viewing the AMP carousel on his phone.

Leo Laporte and Jeff Jarvis shared similar concerns on this week’s This Week in Google podcast (discussion starts around the 32-minute mark) that the AMP carousel is the equivalent of Google favoring AMP content. Jarvis goes on to explain the carousel won’t always be there, indicating AMP content may not always be favored, but it for the time being.

Google has not ruled out the possibility of making AMP a legitimate ranking signal in the future.

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Matt Southern
Matt Southern is the lead news writer at Search Engine Journal. His passion for helping people in all aspects of online marketing flows through in... Read Full Bio
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  • AMP can’t really be “proprietary” if it is open source. That being said, I still don’t see how AMP is that much different than the old “m.” mobile pages of the early mobile internet. It’s a separate page that has to be created. Publishers should just be responsible with making their primary pages mobile friendly by cutting out bloat, etc. I really hope AMP is pretty short-lived. Thanks for the piece.

    • Agree with you 100% Collin. I see this as more of a push from google to say “hey, we really want people to be mobile friendly and fast.” Both things you can achieve yourself without the hassle.

  • viratsingh

    AMP is important in Ranking factor? and if it is then why i make my website amp friendly it,s good in RWD.