AMP on Google Search guidelines

All of our guidelines for making a site Google-friendly also apply to AMP. This document covers additional guidelines that are specific to AMP on Google Search. To learn more about AMP on Google Search, read our developer guide.

Your AMP page must follow the AMP HTML specification. If you’re just getting started, learn how to create your first AMP HTML page.
Users must be able to experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible.
Your AMP URL scheme makes sense to the user.For instance, if your canonical page is example.com/giraffes, host the AMP somewhere like amp.example.com/giraffes or example.com/amp/giraffes, rather than at test.com/giraffes. This is because when users click a link to your AMP page from Google Search, the AMP URL is visible to the user in the browser (like any web page), and showing a URL that is completely unrelated to your main website can be confusing to users.
Your AMP page must be valid so that your pages work as expected for users and can be included in AMP-related features. Pages with invalid AMP will not be eligible for some Search features.
If you add structured data to your page, make sure that you follow our structured data policies.

Additional AMP topics

The following topics describe how to work with AMP and how it works in Google Search.

Topics
Understand how AMP works in search results	Learn how AMP appears in Google Search results.
Enhance AMP content for Google Search	Learn how to enhance and monitor your AMP pages.
Validate AMP content for Google Search	This article contains tips and pointers about how to validate AMP pages.
Remove your AMP pages from Google Search	Learn how to remove your AMP pages from Google Search.

FAQs

Are AMP pages mobile-only?

No. Since AMP pages can be viewed on all device types, build your AMP pages with responsive design.

How does AMP look on desktop?

AMP pages display equally well on both mobile and desktop screens. If AMP supports all the functionality that you need, you might consider creating your pages as standalone AMP pages to support both desktop and mobile visitors for the same page. However, AMP on desktop doesn’t get search-specific features in Google Search results.

Understand how AMP works in search results

Google Search indexes AMP pages to provide a fast, reliable web experience. When an AMP page is available, it can be featured on mobile search as part of rich results and carousels. While AMP itself isn’t a ranking factor, speed is a ranking factor for Google Search. Google Search applies the same standard to all pages, regardless of the technology used to build the page. For more information on the benefits of using AMP, see the AMP Project success stories.

When users select an AMP page, Google Search retrieves the page from the Google AMP Cache, enabling a variety of load optimizations that often make these pages appear instantly, such as prerendering. Currently, AMP pages on desktop aren’t served from the Google AMP Cache/AMP Viewer. Canonical AMP Pages behave like standard results.

Initial display in Search results

AMP pages can appear in Google Search as a rich result, just like other pages on the web. To help Google better understand your page, you can add structured data to your page. It’s important to note that Google doesn’t guarantee that adding structured data will enable a rich result in Search results. For more information, refer to the Structured Data General Guidelines.

If you have duplicate pages for the same content, place the same structured data on all page duplicates, not just on the canonical page. For more information on placement, see the Structured Data General Guidelines.

AMP pages can also appear as Web Stories. Learn more about how to enable Web Stories on Google Search.

After users click AMP content

When users click your AMP content in Google Search, AMP content may be shown in one of two ways:

Google AMP Viewer: At the top of the Google AMP Viewer, the domain of your content is displayed so that users understand who published it.
Signed exchange: A technology that allows the browser to treat a document as belonging to your Origin.

An illustration that compares how AMP content can be displayed. The first image shows AMP content displayed in the Google AMP Viewer. The callouts point out the Google AMP Viewer URL and the Original AMP Source bar. The second image shows navigation using signed exchange. The callouts point out the website's URL and more space for the website.

About the Google AMP Viewer

The Google AMP Viewer is a hybrid environment where you can collect data about the user in browsers that support the Google AMP Viewer. The Google AMP Viewer may render when our systems determine it can provide a helpful user experience, especially in situations where swiping through content is expected. Data collection by Google is governed by Google’s privacy policy. As an AMP page publisher whose content is displayed in the Google AMP Viewer, your data collection is governed by your privacy policy. Because you choose the behaviors and vendor integrations in your AMP page, you are responsible for fulfilling the compliance obligations that result from those choices.

About signed exchange

A signed exchange allows you to use first party cookies to customize content and measure analytics. Your page appears under your URL instead of the google.com/amp URL. Google Search prioritizes linking to content as signed exchange over using the Google AMP Viewer in browsers that support signed exchange. To provide users with results in this format, you must publish AMP content as a signed exchange in addition to the regular AMP HTML format. Currently, signed exchange is only supported in Google Search for rich results and basic results, not carousels. To learn more about setting up signed exchange for AMP pages, visit Serve AMP using Signed Exchanges.

Enhance AMP content for Google Search

You can enhance your AMP content for Google Search by creating a basic AMP page, adding structured data, monitoring your pages, and practicing with codelabs.

Create a basic AMP page

Create your first AMP page.
Follow the Google Search guidelines for AMP pages.
Make your content discoverable by linking your pages. For crawling and indexing, Google Search requires that an AMP page links to a canonical page. The canonical page can be either a non-AMP version of the page or it can be the AMP page itself. For more information, see the What’s in an AMP URL? developer blog post.
Ensure that users can experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible.
Use the AMP Test Tool to ensure that your page meets the Google Search requirements for a valid AMP HTML document.
Use the same structured data markup across both the canonical and AMP pages.
Apply common content best practices:
1. Make sure that your robots.txt file doesn’t block your AMP page. Use robots meta tags, data-nosnippet, and X-Robots-Tag where appropriate.
2. Follow the guidelines for hreflang for language and regional URLs. For AMP specific examples, see Internationalization.

Create an AMP page using a CMS

If you serve your web content through a Content Management System (CMS), you can use an existing CMS plugin (such as for WordPress, Drupal, or Joomla) or implement custom functionality in your CMS to generate AMP content. If you intend to customize your CMS, follow these guidelines in addition to Create a basic AMP page:

Consider how AMP HTML files will fit your site’s URL path scheme. If you’re generating an AMP page in addition to a canonical non-AMP page, we recommend choosing one of the following URL schemes:
- http://www.example.com/myarticle/amp
- http://www.example.com/myarticle.amp.html
Develop a structured data markup template. Here are some guidelines:
- Construct the template based on the requirements for the type of content you are publishing.
- Refer to AMP Project metadata examples for sample templates for recipes, articles, videos, and reviews.

Optimize for rich results

You can use structured data to enhance the appearance of your page in search results. AMP pages with structured data can appear as a rich result, like the Top stories carousel or host carousel.

Implement structured data.
Verify that your structured data parses correctly by using the Rich Results Test.
Ensure that your logo meets the AMP logo guidelines. If your logo is missing or not properly formatted, it will either be displayed poorly or not at all in the Top stories carousel.
Verify your complete AMP for Google Search by using the AMP Test Tool.

Monitor and improve your pages

Periodically check all of your AMP pages by monitoring the following reports:

AMP status report: Catch site templating and other site-wide implementation issues that can affect large numbers of your AMP pages.
Rich result status reports: Identify problems with your structured data and opportunities to provide additional structured data.

If you need to immediately update the Google AMP Cache to serve the latest version of your content, refer to Update AMP Content.

If you need to stop serving your AMP pages from Google Search results, follow Remove AMP from Google Search results.

Practice with codelabs

Here are some codelabs to practice building AMP pages for Google Search:

Learn how to build AMP pages with the AMP foundations codelab.
Add features like analytics, video embedding, social media integration, and image carousels to your AMP pages with the Advanced concepts codelab.
Build a beautiful, interactive, and canonical AMP pages codelab that incorporates many AMP features and extended components.
Use AMP components to build a PWA experience with the AMP+PWA codelab.

Resources

Now that you’ve created your AMP pages, here are some resources for learning more about other Google product integrations for AMP:

Learn how to Create AMP ad units.
Implement DoubleClick and AMP to monetize your fast-loading pages.
Use Google Tag Manager to optimize and measure marketing initiatives.
Add analytics to your AMP pages to track user interactions with built-in Google Analytics support.

Validate AMP content for Google Search

After you’ve created AMP content, here are some ways to validate your AMP content for Google Search:

Use the AMP Test Tool to ensure that your AMP content is valid for Google Search.
For applicable AMP content types, use the Rich Results Test to verify that your structured data parses properly.
Use the AMP status report to monitor the performance of all AMP pages on your site.

https://youtube.com/watch?v=n2mrpZLTtug%3Forigin%3Dhttps%253A%252F%252Fdevelopers.google.com%26video-id%3Dn2mrpZLTtug%26enablejsapi%3D1%26widgetid%3D13

Fix common AMP errors

If your AMP page doesn’t appear in Google Search, try the following steps:Note: It may take time for Google to index your AMP content. If Google has indexed your content and you need to immediately update the Google AMP Cache to serve the latest version of your content, update the Google AMP Cache.

Make your page discoverable by linking your pages.
- Did you add rel="amphtml" to the canonical page?
- Did you add rel="amphtml" to other non-AMP pages (for example, mobile)?
- Did you add rel="canonical" to the AMP page?
Follow the Google Search guidelines for AMP pages.
Make your AMP content accessible to Googlebot:
- Edit your site’s robots.txt to allow Googlebot to crawl the canonical page, AMP page, and links in the structured data (if applicable).
- Remove all robots meta tags and X-Robots-Tag HTTP headers from your canonical and AMP content. For more information, see Robots meta tag and X-Robots-Tag HTTP header specifications.
Ensure that your structured data follows the structured data guidelines for your page and feature type. For more information about structured data requirements for AMP, see About AMP on Google Search.

If your AMP page still isn’t appearing in Google Search after completing the steps, here are some additional reasons:

Certain Google Search features might not be available in your country.
Your site might not be indexed yet. For more information about crawling and indexing, see the Webmaster FAQ.

Resources

To debug validation and cache errors, see the following ampproject.org resources:

Remove your AMP pages from Google Search

This page describes how web developers can remove their AMP pages from Google Search.Key Point: Throughout this page, we refer to canonical pages, AMP pages, and non-AMP pages. The canonical page can be either a non-AMP version of the page or it can be the AMP page itself. You may have one of two possible page setups:

Canonical AMP: One version of a page, where the AMP page is the canonical page.
Canonical non-AMP: Two versions of a page that includes an AMP page and a canonical non-AMP page.

There are three options for removing AMP content:

Quickly remove all versions of a page, including the AMP and canonical non-AMP pages
Remove only the AMP page that is paired with a canonical non-AMP page, while keeping the canonical non-AMP page live
Remove AMP content with a CMS (with options to remove all versions of a page, or only the AMP version)

Remove all versions of AMP content, including AMP and non-AMP

This section describes how to remove all versions of AMP content from Google Search, which includes AMP and non-AMP pages.Caution: This method might display an error message to the user. Only use this method to remove your AMP page as quickly as possible from Google Search.

To remove AMP and non-AMP pages from Google Search, follow these steps:

Delete the AMP and non-AMP versions of the page from your server or CMS.
Use the Remove outdated content tool to request the removal of your page. Enter the URLs (web addresses) to your AMP and non-AMP versions of the page that you want to remove.
Update the Google AMP Cache to ensure that your AMP content is removed from the cache.
Verify the removal of your AMP page by searching for your content using Google Search. To verify the removal of a large number of AMP pages, use the AMP status report in Search Console. Watch for a decreasing trendline on the “indexed AMP pages” graph.

You can check the status of your request on the Remove outdated content page.Note: When you delete your AMP page, there’s a delay before the Googlebot discovers it has been removed. Google Search displays an error to the user during this time.

Remove only AMP pages, while preserving the canonical non-AMP pages

This section describes how to remove only AMP pages from Google Search, while still preserving your canonical non-AMP pages.Caution: Don’t remove AMP content by simply deleting content in the file. Documents that are empty and missing all markup are considered invalid. When Google Search recognizes that a document is invalid, Google Search continues to serve the oldest valid version that’s available.

To remove the AMP version of your page from Google Search (while preserving the canonical non-AMP page), follow these steps:

Remove the rel="amphtml" link from the canonical non-AMP page in the source code.
Configure your server to return either an HTTP 301 Moved Permanently or 302 Found response for the removed AMP page.
Configure a redirect from the removed AMP page to the canonical non-AMP page.
If you want to remove an AMP page from non-Google platforms in addition to removing from Google Search, complete these steps:
1. Remove your AMP page so that it is no longer accessible by configuring your server to send an HTTP 404 Not Found for your removed AMP page. This ensures that the Google AMP Cache doesn’t serve stale content to other platforms.
2. Update the Google AMP Cache to ensure that your AMP content is removed from the cache.
3. Verify the removal of your AMP page by searching for your content in Google Search. To verify removal of a large number of AMP pages, use the AMP status report in Search Console. Watch for a decreasing trendline on the “indexed AMP pages” graph.
4. If you want to keep permalinks active, configure your server to send an HTTP 301 Redirect for your removed AMP page to your canonical non-AMP page.

Remove AMP and non-AMP pages with a CMS

Generally, CMS providers publish AMP and non-AMP pages at the same time. To remove a single page, unpublish or delete the page, which removes both the AMP and non-AMP versions of that page.

Delete a single page

To delete a page and stop publishing it in both its AMP and non-AMP forms, use the CMS interface. Check your CMS provider’s help page for details on how to stop serving AMP:

Remove all AMP pages

Another option is to disable AMP from your CMS.Warning: This option removes all AMP pages from your site.

To disable AMP, check your CMS provider’s help page or contact your CMS provider. If your site is hosted on a CMS domain, the CMS can redirect users to the canonical non-AMP page after AMP is disabled. If the redirect doesn’t occur, contact your CMS provider for assistance.

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AMP on Google Search guidelines

Additional AMP topics