Google Ditches AMP Badge In Search; Will It Matter? [Survey]

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The upcoming Google Page Experience Update has been one of the crucial standard subjects within the search engine marketing neighborhood up to now yr, attributable to its emphasis on optimizing Google’s Core Web Vitals metrics.

But there are another facets of the replace that haven’t obtained as a lot visibility, comparable to what Google plans to do with AMP: Accelerated Mobile Pages.

In this column, you’ll study extra about upcoming adjustments to AMP, notably round Google’s deprecation of the AMP icon.

Does the AMP icon improve CTR and what does the typical searcher consider the badge once they see it within the SERPs, anyway?

I’ll share outcomes from a latest survey on what customers actually consider the AMP icon, with commentary on what it might imply when it’s taken away.

Let’s begin with a little bit of useful background for context.

Google is Removing the AMP Requirement for Top Stories

In May of 2020, Google introduced that as a part of the Page Experience Update (now launching in mid-June), AMP will not be a requirement for websites to rank within the Top Stories carousel on cellular units.


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This will increase the eligibility of web sites not utilizing AMP to have the ability to seem in that SERP characteristic.

The Top Stories carousel is among the most coveted spots within the search outcomes for writer websites to rank, given the large quantity of natural visitors that flows by means of there.

This side of the Page Experience Update is welcome information for a lot of publishers who’ve been skeptical of adopting AMP in addition to those that have prevented utilizing it attributable to damaging impacts on promoting income and/or the quantity of labor required to take care of compliant AMP URLs.

In principle, eradicating the AMP requirement for Top Stories on cellular might additionally lead to many extra websites rating in Top Stories, provided that there’ll not be a technical barrier to entry.

However, the remaining necessities for rating in Top Stories are strict.

According to Google News skilled John Shehata, these are a few of the rating elements that assist websites to look in Top Stories:


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  • Overall authoritativeness of the publication.
  • A transparent concentrate on entities within the headlines and content material.
  • Topical authority of the publication (i.e., sports activities, native information).
  • Trustworthiness (credible authors, factual integrity).
  • Citations and buzz (hyperlinks and social media shares).
  • Article click-through price.

Google patent skilled Bill Slawski additionally wrote a radical article final yr a few patent Google was granted in March of 2019 referred to as Automated News Digest.

In this patent, Google explains the way it assigns “Importance Scores” to pages, which then determines how these pages are ranked in Top Stories.

The elements that contribute to a information story’s Importance Score largely resemble the above suggestions made by Shehata, comparable to recency, social shares, and the authority of the publication and the creator.

For websites hoping to capitalize on the expanded eligibility of Top Stories rankings, the above suggestions will proceed to be essential.

However, AMP not serving as a technical requirement for rating in Top Stories on cellular units doesn’t indicate that web page efficiency gained’t be an essential rating issue for this SERP characteristic.

It’s seemingly that Core Web Vitals will play an essential position within the rankings of Top Stories content material, maybe much more so than in the remainder of the search outcomes.

This is particularly true if some publishers proceed utilizing AMP, which gives Core Web Vitals efficiency metrics that may be troublesome to compete with for non-AMP URLs.

Google Deprecating the AMP Icon

When Google just lately introduced that the Page Experience replace could be postponed to mid-June, in addition they snuck in a brand new element associated to AMP:

“Additionally, we’ll not present the AMP badge icon to point AMP content material. You can count on this modification to return to our merchandise because the web page expertise replace begins to roll out in mid-June. We’ll proceed to check different methods to assist establish content material with an amazing web page expertise, and we’ll maintain you up to date when there may be extra to share.”

I believed this portion of the announcement was fascinating, though many of the different news-focused search engine marketing professionals I spoke to stated one thing alongside the traces of, “It won’t matter; no one pays attention to the AMP badge.”


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This is a query I’ve been questioning about for years. Do customers care in regards to the AMP badge?

As digital entrepreneurs, we all know what the badge symbolizes and due to this fact could also be extra susceptible to click on on it in consequence.

However, as with many ways in which search engine marketing execs navigate the SERPs, this habits shouldn’t be essentially reflective of the typical person.

Does the AMP Badge Increase Click-Through Rate (CTR)?

The most important research achieved up to now to reply the query of whether or not utilizing AMP improves a web page’s CTR is that this 2019 research achieved by Perficient Digital. Here are the outcomes of the research:

Overall, 22 of the 26 web sites (77%) skilled natural search features on cellular. Other areas of enchancment embrace SERP impressions and SERP click-through charges. A abstract of the outcomes throughout all 26 websites is as follows:

  • 27.1% improve in natural visitors.
  • 33.eight% improve in SERP impressions.
  • 15.three% increased SERP click-through charges.

According to this research, AMP undoubtedly will increase click-through charges. Despite many search engine marketing professionals believing that the looks of an AMP badge alongside an article has no affect on CTR as a result of most customers don’t know what the badge does, the outcomes of this research didn’t shock me.


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Similar to different wealthy consequence options comparable to star rankings, timestamps, picture thumbnails, and sitelinks, the presence of a particular ‘badge’ alongside an natural consequence might be sufficient to extend CTRs, even when customers don’t totally perceive what it means.

An Updated Analysis: AMP’s Impact on CTR Using Client Data

My search engine marketing group at Amsive Digital works with quite a few writer shoppers, and one among them just lately experimented with turning AMP on and off for a 2-week interval.

I used to be ready to make use of this knowledge to research the efficiency of the identical articles with and with out AMP enabled.

I managed for place by accumulating CTR knowledge solely when the article was rating in the identical place with AMP turned on or off.

I additionally filtered by outcomes utilizing the AMP Non-Rich Result filter in Google Search Console.

(These outcomes present up within the 10 blue hyperlinks, with the one distinction being that the lightning daring badge is displayed.)


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I in contrast the 2 weeks throughout which the articles have been AMP-enabled to the 2 prior weeks when AMP was not getting used. I additionally filtered the outcomes to cellular units solely.

AMP CTR analysis.Client URLs are redacted

Among the 186 articles analyzed, the CTR improved by 11.9%, on common, with AMP enabled.

Although it’s believed that AMP has no affect on CTRs as a result of most customers don’t know what the AMP badge means, each the Perficient research and my mini-analysis proved that the presence of the AMP badge can enhance CTR by a minimum of 11%.


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Next, I needed to dig into whether or not it’s true that almost all customers don’t know what the AMP badge is or does.

What Does the Average User Think About the AMP Badge in Search Results?

To get a deeper understanding of whether or not the typical person even is aware of what the AMP ‘lightning bolt’ icon symbolizes, I carried out a small survey utilizing Mturk, to keep away from the outcomes being skewed amongst digital advertising and marketing professionals. There have been 250 respondants.

Disclaimers: This survey makes use of a small pattern measurement and, after all, customers’ responses about how they use Google don’t all the time align with how they’ll truly behave when clicking on the search outcomes.

However, provided that we don’t get entry to this knowledge straight from Google, I believed it will be fascinating to see what the typical person believes in regards to the position of the AMP icon in search outcomes.

AMP Survey Results:

1. Do You Know What the AMP Lightning Bolt Indicates within the Search Results?

This query was offered with 4 visible examples of articles displaying the AMP lightning bolt badge, with the badge circled.

Do you know what the AMP lightning bolt indicates in search results?

Fifty-four p.c of respondents indicated that they knew what the AMP badge means in search outcomes.


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2. For Those Who Answered “Yes” to the Above Question, What Does the AMP Lightning Bolt Icon Indicate within the Search Results?

This query put the customers’ information to the check – amongst those that believed they knew what the AMP icon does, solely 34% answered accurately that AMP serves a stripped-down model of a web page that masses extra rapidly (the far-left column).

Interestingly, a big share (32%) of respondents thought the lightning bolt indicated that the content material was just lately up to date, and 22% thought AMP interprets the web page content material.

In different phrases, a a lot increased share of respondents bought this reply flawed than they did proper.


What does the amp lightning bolt indicate in search results?

three. Are You More Likely to Click on a Search Result That Has an AMP Lightning Bolt Icon Displayed on It Than One Without It?

This query had no pictures or visible cues about what the AMP lightning bolt seems like within the search outcomes.

Google Ditches AMP Badge In Search; Will It Matter? [Survey]

Interestingly, a powerful majority of respondents indicated that the presence of an AMP lightning bolt would improve the probability of them clicking on that consequence.


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But once more, this query was not offered with any visible cues and survey responses will not be the identical as precise search habits.

It’s potential customers aren’t totally conscious of how they work together with search outcomes.

To add to that, as proven within the query above, most respondents don’t even seem to thoroughly perceive the aim of the AMP badge.

Four. Does the Grey AMP Lightning Bolt Icon Displayed Below (third Result) Have Any Impact on Your Desire to Click on Any of the Search Results?

For the following query, respondents got a visible instance of an AMP consequence in comparison with two non-AMP ends in the SERP to see whether or not their response could be any completely different.

See the screenshot under for reference.

does the grey AMP lighting bolt icon displayed below (3rd result) have any impact on your desire to click on any of the search results

Perhaps unsurprisingly, respondents answered otherwise than their earlier solutions once they have been offered with a real-life instance of AMP within the search outcomes.


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There was no clear winner by way of whether or not the AMP badge made customers wish to click on on that consequence extra, maybe as a result of they realized that there are different elements that contribute to the click-through price, comparable to the photographs, headlines, descriptions, and timestamps additionally displayed.

Respondents may additionally have preferences in direction of sure publications that would additionally affect CTR.

5. If You Are More Likely to Click on Results With the AMP Icon, Why Do You Prefer Clicking on These Results? Select All That Apply.

if you are more likely to click on results with amp icon

This was a extra simple query during which the person might choose a number of choices about why the AMP icon is interesting to them.


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Of course, not all of those solutions will not be totally right or relevant to all AMP pages, nevertheless it was fascinating to see how customers responded.

The majority indicated that they like AMP due to the higher UX of AMP pages and their quick load instances, which is in keeping with the general mission of the AMP challenge.

Will It Matter That Google Is Taking the AMP Badge Away?

While survey knowledge shouldn’t be totally dependable, there are some indications within the above responses that customers did admire the presence of an AMP badge to point that pages would load extra rapidly and in any other case current a greater expertise.

Furthermore, the research by Perficient, in addition to my evaluation of latest shopper knowledge, each point out that the AMP badge can improve CTR by wherever from 11.9% – 15.three%. 

This might trigger some upcoming fluctuations in CTR and visitors for websites which have traditionally benefitted from that elevated CTR stemming from the AMP badge.

Google has indicated that it could experiment with different badges and labels to point when a web page may have an excellent expertise,


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Perhaps we gained’t miss the AMP badge an excessive amount of when it results in the lengthy listing of issues Google has deprecated through the years.

More Resources:

Image Credits

In-post pictures 2-Four, 6-7: Amsive Digital
All screenshots taken by creator, May 2021

Source hyperlink search engine marketing

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