Google’s John Mueller says the search engine’s advice to take care of parity between AMP and canonical HTML pages doesn’t apply to advertisements.

This matter got here up throughout the Google Search Central search engine marketing hangout recorded on March 26. A web site proprietor named Christian Kunz asks Mueller the next query:

“Is it a problem if the AMP version differs slightly from the canonical HTML version in that you have a small ad in the AMP version which is not in the HTML version?”

The motive why he’s asking this query is as a result of Google made it a requirement in 2017 that AMP pages will need to have the identical content as their HTML counterparts.

Google launched that rule so as to fight the issue of AMP pages getting used as “teaser” pages for the extra full HTML web page.


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Searchers would land on an AMP web page, get a paragraph or two of content, after which need to click on on a hyperlink to view the total HTML web page.

Since that’s not essentially the most excellent consumer expertise, Google made these sorts of pages exempt from search options that require AMP, such because the Top Stories carousel.

The message turned clear to web site house owners: If you’re going to make use of AMP, make sure that the content matches the canonical HTML pages.

What does Google’s documentation say?

Here’s how Google phrases it in a blog post:

“AMP was launched to dramatically enhance the efficiency of the online and ship a quick, constant content consumption expertise. In preserving with this purpose, we’ll be implementing the requirement of shut parity between AMP and canonical web page, for pages that want to be proven in Google Search as AMPs.

Where we discover that an AMP web page doesn’t include the identical important content as its non-AMP equal, we are going to direct our customers to the non-AMP web page. This doesn’t have an effect on Search rating. However, these pages is not going to be thought-about for Search options that require AMP, such because the Top Stories carousel with AMP.”


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How strict are these necessities? Does every thing, together with the advertisements, must match between every set of pages?

For the reply to that we flip to Mueller’s reply.

Google’s John Mueller on AMP Content Parity

Without any clear path on whether or not Google’s requirement for content parity between AMP and HTML pages applies to advertisements, a web site proprietor got here to Mueller asking if their AMP pages may include advert items that aren’t current on the HTML variations.

Here’s what Mueller says in response:

“That’s completely nice. The pages must be equal, must be the identical content, similar sort of photos, that sort of factor. But issues like monetization, that may all the time differ.

And even inside a standard HTML web page you would have one thing like dynamic advertisements the place typically you’ve an advert unit there, and typically over right here. So these sort of adjustments completely don’t matter.”

Now we all know it’s acceptable to indicate advertisements on AMP pages that aren’t on the canonical HTML pages, and vice versa.

It’s price noting that Google’s Top Stories carousel will quickly be capable to show extra than simply AMP pages.

When the Page Experience replace rolls out in May, Google says common HTML pages could also be eligible for the Top Stories carousel in the event that they meet the brand new Core Web Vitals thresholds.

For the total query and reply, see the video beneath:

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