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Google Bringing AMP to “Ten Blue Links” in Search Results

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amp google ten blue linksAre your sites AMP ready yet?  If not, you will want to make it a priority as Google has announced they will be launching AMP in the mobile search results for the ten blue links.

Since Google initially launched AMP, they have shown AMP results only in their news section of the search results, and more recently, for recipes.  But now Google has announced that AMP is coming to the “ten blue links.”

If a site with AMP has a page shown in the mobile search results, Google will replace that page with the AMP version of the page, and include an AMP notation at the front of the description snippet.

google amp example

There will not be any additional ranking boost simply for enabling AMP on your site, which will likely disappoint some SEOs who are always looking for that added edge.  However, they do continue to get the mobile friendly ranking boost, since they are mobile friendly pages too.  Likewise, there is no penalty for not using AMP.

Sites can also be done entirely in AMP and can rank quite well.  AMP only sites would also get the ranking boost in mobile, since they are mobile friendly.  The AMP Project is done entirely in AMP and ranks well in both the desktop and mobile search results.

If you want to check out how it looks in the search results, simply go to g.co/ampdemo and do searches – if there are AMP pages available, they will show in those search results.

There is no precise timeline for when Google plans to push this out live in the search results, other than it will be this year.  But it could be during the busy holiday season, so sites should be prepared for that possibility.

This news really isn’t a surprise.  Ever since Google initially launched AMP, I recommended even non-news sites start looking into implementing it, as I expected Google to continue rolling it out beyond news.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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