An SEO Case Study

Can you rank in Google’s Top tales with out AMP?

The reply ought to have been no.

But on this column, you’ll study what we discovered by testing non-AMP versus AMP on Top tales efficiency and the affect it had on visitors at Independent News and Media, the place I lead SEO.

We’ll discover Google’s documentation on the subject, see what’s taking place within the wild, and try and reply a couple of urgent questions in information SEO:

  • Can non-AMP articles carry out in Top tales?
  • How does the natural search efficiency of non-AMP articles examine to AMP?
  • How does mobile-first indexing affect Top tales efficiency?
  • Will publishers drop AMP when the Page Experience replace rolls out?
  • Is AMP actually value it?

But first, let’s begin with one essential query.

Is AMP Required for Top Stories Eligibility?

According to Google’s documentation,

“To be considered for the carousel section of “Top stories” on cellular, content material must be revealed in Accelerated Mobile Pages (AMP) format with article-specific structured knowledge”

Google introduced that they’re eradicating the AMP requirement from Top tales eligibility on cellular when Page Experience rating alerts are launched.


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I’ll allow you to in on a secret, although; non-AMP pages are already showing in Top tales and have been for fairly a while.

Here’s an instance from Belgian information writer De Standaard, which has not adopted AMP.

Here. we see them rating above an AMP information article:

nonAMP result in top stories in Belgium

We see the identical consequence for one of many publishers in our group,, which additionally ranked within the Top tales on cellular with non-AMP within the instance under.

Irish news publisher irish independent ranking in top stories with nonAMP in Google Ireland

How is that this doable?


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One phrase: relevance.

Google just lately up to date their Core Web Vitals FAQ useful resource to reaffirm the affect of the replace on rankings:

“Intent of the search query is still a very strong signal, so a page with a subpar page experience may still rank highly if it has great, relevant content.”

And in December 2019, Google introduced that:

“Publishers no longer need to submit their site to be eligible for the Google News app and website. Publishers are automatically considered for Top stories or the News tab of Search.”

Newzdash just lately analyzed the proportion share of non-AMP tales in Top tales and compiled a report inspecting the affect of this announcement.

Their knowledge (reflecting US information publishers) as proven under signifies that about 5-8% of all cellular Top tales on Google are non-AMP URLs.

AMP versus non-AMP URLs in top story % in the USAMP versus non-AMP URLs in high story % within the US

Google usually assessments most main rollouts extensively, which may clarify why we’re seeing much more non-AMP URLs in high tales in 2020 and 2021.

With all of that in thoughts, we determined to look at whether or not non-AMP may produce the identical visitors as AMP.

What would the affect be if we decommissioned AMP?

Considerations for a/B Testing on a News Site

The problem when testing AMP versus non-AMP for a information writer is that information causes too many visitors spikes.

Unlike conventional key phrase analysis, which predominantly makes use of 12 months of aggregated knowledge, information key phrase analysis is predominately based mostly on trending matters or those who haven’t been searched earlier than.

Take [COVID-19] pre-2020, for instance.

Further, though sure information matters repeatedly seem within the information agenda, these are arduous to foretell.

Take the favored celeb identify [britney spears], for instance. In Ireland, Britney final made the headlines with information on her documentary.

Outside of that, there was little to no search curiosity.

See the question’s search efficiency on

google search console performance for brittney spears in the news in Ireland

We see comparable patterns for many information tales — a spike in visitors adopted by little search curiosity and clicks.


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This can be noticed for the rankings on a information website.

For instance, when a celeb or matter is within the information,  usually, information websites will rank effectively. But if that celeb or information matter will not be trending, the SERP will “reset,” inflicting information websites to lose these rankings.

This basic idea is called QDF – Query Deserves Freshness and it impacts information websites maybe greater than any others.

Google’s Freshness algorithm comes into impact when a subject sees a sudden rise in relevancy/mentions (information studies) and visitors (search quantity).

When it involves forecasting with information websites by way of visitors or rankings, for probably the most half this idea makes the info much less dependable for predictions or correlations.

Therefore, it’s important to discover a extra evergreen part on a information website for testing. Even so, I word that it’s nonetheless not resistant to the unpredictable nature of the information agenda.

How to Test AMP Versus Non-AMP on a News Site

Understanding how AMP indexing works is essential when testing AMP versus non-AMP.


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Following Google’s tips on eradicating AMP, you may contemplate the next steps.

Step 1. Remove the hyperlink tag with the relation “amphtml” from the canonical.

Googlebot discovers AMP articles by crawling the canonical and discovering a hyperlink tag with the relation “amphtml.” See the instance under:

AMP indexing AMP link tag

The first step in testing AMP versus non-AMP is to take away this tag.

If you have been inquisitive about new articles solely, that is all you want to do. But as we had 1000’s of listed AMPs, we would have liked two extra steps.


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Step 2. 301 Redirect the AMP variant to the canonical.

Once Googlebot has listed the AMP variants, these will stay in Google’s AMP cache and have to be redirected to the canonical.

Step 3. Resubmit XML sitemaps.

Although it’s doable to request that Google replace its AMP cache, this isn’t scalable because it needs to be completed one URL at a time.

We discovered it was sooner to resubmit the XML sitemaps. In the case of a information website, this additionally means resubmitting the News XML sitemaps.

How to Measure AMP Versus Non-AMP on a News Site

Measuring AMP versus non-AMP is totally different relying in your URL construction.

In this take a look at on, we had a separate URL construction ( for desktop, ( for cellular internet, and ( for AMP.

We determined to check the affect of AMP versus non-AMP on Google Search visitors by eradicating AMP from articles in a single part of the positioning and evaluating it to AMP in one other.


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We had additionally thought of cut up testing articles on the ID degree, and even testing each second revealed article utilizing Cloudflare Workers.

But once more, none of these eventualities would take away the unknown nature of the information agenda. One article might have a excessive search curiosity, whereas one other might not.

The Life part on the positioning was chosen to check with out AMP, because it was thought of to be probably the most evergreen part. (We outlined this part evergreen because it had matters driving clicks from seek for greater than 3 months).

It additionally had an analogous common visitors degree month-over-month.

As a management, we selected the Style part as a result of it had comparable common search visitors ranges however was a bit extra “spikey” attributable to celeb information desked in that part.

For measurement, we arrange a easy Google Analytics customized report filtered by hostname and website part.

Google Analytics Custom Report

User segments have been then filtered by Google search visitors solely:

custom dimension set to google organic in google analytics

We set situations to incorporate internet natural visitors and exclude AMP visitors, in addition to internet visitors with AMP visitors after which AMP visitors solely.


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How Does the Organic Search Performance of Non-AMP Compare to AMP?

AMP versus nonAMP life section Independent

As talked about within the customized report arrange above, the AMP vs non-AMP remoted natural visitors to the AMP variant (*).

This knowledge was in comparison with natural visitors excluding AMP (*) and (*), in addition to natural visitors together with AMP (||


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Prior to testing, AMP accounted for roughly 50% of all search visitors to the positioning.

Our speculation was that complete search visitors ought to decline with the Life part of having non-AMP solely.

On February 1st, 2021, when AMP was faraway from the Life part of the web site, the orange line above (customers excluding AMP), merged into the inexperienced line (all customers) with the blue line (AMP) lowering to null.

This discovering means that visitors with out the AMP article variant merely merged into the non-AMP.

Total search visitors within the Life part remained on par with the earlier interval.

When we examined the identical graph on the Style part (the management), which had AMP, we noticed that customers from search remained fixed on each non-AMP (*|*) in addition to AMP (*).

style section with AMP

Our conclusion is that having an AMP variant solely cut up the visitors. It didn’t add any additional profit than our non-AMP information articles.


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As talked about above, the take a look at was performed on evergreen content material. AMP is believed to play a much bigger position in information websites as a result of cellular Top tales carousel — not a lot in common natural search.

In March 2021, our firm made the choice to decommission AMP throughout all publishers within the group.

If we run the identical report for Google natural search visitors to the information part of, we see an analogous graph to what we noticed within the take a look at above.

This discovering now provides additional affirmation to our assumptions that AMP didn’t supply extra natural visitors than non-AMP.

It merely cut up the visitors between properties.

Non AMP comparison with a news section

However, as talked about above, measuring visitors alone doesn’t paint the complete image.


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We have been additionally inquisitive about measuring efficiency in Top tales and Google Discover as each of those referrers have been believed to learn from AMP solely. The perception was that we would have liked AMP for these channels.

How to Measure Mobile Top Stories Performance on Google

To measure cellular Top tales efficiency by way of visitors (clicks), we used the next Google Search Console efficiency report settings.

1. Select a tool filter to “Mobile”

google search console device setting mobile to measure top stories

2. Select a search look as “rich results”

google search console device setting mobile to measure top stories


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Note that the Google Search Console efficiency report filter ‘Rich Results‘ can give insights into the search performance of Top stories.

However, it is important to bear in mind that the data is sampled and averaged over a period of time.

Arguably, for a more accurate Top stories ranking visibility comparison you could look at specific Top stories rankings tools such as NewzDash or NewsDashboard.


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If we were to run the test again, we would possibly explore such tools.

Here’s why.

Mobile-First Indexing Impact on Top Stories Performance

The visibility of reports matters we cowl has remained unchanged. However, with non-AMP solely, our efficiency for “news” key phrases has declined since decommissioning AMP.

See the screenshot under for our place over time on cellular (orange line) for “news” key phrases that article element pages are triggered on.

news ranking positions after AMP

We have gone from rating on common #2-3 on cellular to a median place of 4-5.


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Let’s take a desktop consequence for the question [irish news] we see, for instance.

Irish News Keyword

If we examine the web page in incognito and change consumer agent to cellular, will not be discovered within the Top tales carousel for the very same question.

irish news search query mobile

As you possibly can see, all publishers are actually AMP solely., now absolutely non-AMP, has been swapped out with one other AMP different.


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For numerous different key phrase variations checked outdoors of “news” the SERP is equivalent on desktop and cellular. This is as a result of we’re the one main writer in Ireland to have decommissioned AMP.

This might recommend that Google’s eligibility might solely apply to news-type queries in Top tales.

However, there’s a caveat. has not switched to mobile-first indexing.

On cellular in Top tales, for contemporary queries, Google is utilizing our canonical and never our cellular alternate.

desktop first in news index top stories

However, for older information (1-2 hours+), Google has no subject discovering and swapping to the cellular different.

brian o driscoll serp news query

What this will likely imply is that it isn’t a lot an AMP subject as it could be a mobile-first index subject, with Google nonetheless crawling desktop first.

desktop first indexing

In the longer term, it will be attention-grabbing to check AMP versus non-AMP on a responsive web site to see if comparable outcomes have been discovered.


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Can Non-AMP Articles Perform in Top Stories?

google top stories performance over time for life section
Above, you see clicks for Life part content material on from November 2020 to February 2021.

Similar to what we noticed with visitors, impressions and clicks are relative to seasonality. Again, it’s troublesome to measure trigger and impact on a information website.

A most attention-grabbing discovering is that the typical place on Google’s cellular Top tales remained comparatively the identical at a median place of 2-3, regardless of the life part of solely having non-AMP.


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Also, the Life part obtained clicks from Top tales.

This discovering suggests to us two issues:

  1. We noticed no noticeable affect on our Top tales visitors from not utilizing AMP.
  2. Non-AMP content material can rank on cellular Top tales on Google.

Can Non-AMP Perform in Google Discover?

When we plotted out Google Discover clicks over time, we noticed the identical form of fluctuations in each November and January as we did with search visitors.

life section discover performance over time

Despite the anecdotal assumption that AMP is required for Google Discover, we discovered that non-AMP within the testing interval of February 2021 for obtained 6.9% extra clicks than in February 2020, once they have been AMP.


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In quick, we noticed no affect from eradicating AMP on Google Discover efficiency.

How does non-AMP examine to AMP with Core Web Vitals efficiency?

As documented within the Core Web Vitals FAQs, we are able to anticipate

“…a signal for ranking will apply only to mobile Search”.

Google Search Console teams web page sorts from CrUX report knowledge.

Therefore, we felt Google Search Console can be one of the best supply to measure this.

We arrange as a brand new property in its Google Search Console, permitting us to isolate metrics to this part solely.

As you possibly can see under, there’s a dramatic dropoff at that time of “good” URLs. This represents the interval by which AMP was switched off on this part,  on the primary day of February 2021.

what happens to web vitals when amp is switched off

What was most attention-grabbing about this take a look at was that each the article element web page templates on* and* used the very same code.


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The solely distinction was the AMP cache.

Although AMP code is taken into account a “stripped down” model of the web page, the actual profit publishers get is the AMP cache.

See our Lighthouse assessments for AMP html with out the AMP cache:

web vitals performance nonAMP

And AMP html with the AMP cache (“”):

AMP cache impact on web vitals performance

The outcomes of the above take a look at point out that Google could also be utilizing the model of the AMP cache in its Page Experience replace.


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Is it doable that though AMP is not a requirement for eligibility in Top tales, it scores completely with Core Web Vitals?

This would imply that every one AMPs might have a rating profit with web page expertise by default.

See this AMP cache instance for Search Engine Journal:

Search engine Journal AMP cache example

How Will Non-AMP Compete with the Speed of AMP?

AMP versus Average mobile site

AMP was developed with web page expertise in thoughts, however that isn’t why all AMP variations completely with Core Web Vitals.


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The motive AMP has the benefit over the typical cellular website is due to the AMP cache.

Best practices for Core Web Vitals equivalent to picture optimization, quick server-response occasions, and efficient font-loading can’t be applied client-side.

AMPs that seem on Google Search or Bing are served from the AMP cache. Google’s servers carry out all of those optimizations in your website.

In quick, non-AMP content material would require “hand-tuning” for cellular loading velocity, responsiveness, and content material stability.

How Will the Page Experience Update Impact Top Stories?

According to the Core Web Vitals FAQs,

“…all web pages irrespective of their page experience status or Core Web Vitals score are eligible for Top Stories carousel.”

Compliance with Google News content material insurance policies would be the solely requirement.

I imagine that when Google rolled out its AMP Top Stories in 2015, it was very a lot a “carrot and a stick” for publishers.

To entice publishers in, they supplied extra unique cellular actual property for information on cellular search.


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Back then, it was marketed as Google’s answer to “What could Google do for news?” and got down to assist publishers tackle the change in consumer conduct to cellular.

It was meant to assist them present a greater cellular internet expertise.

To give credit score to Google the place it’s due, again then some information publishing cellular experiences took a median of 19 seconds to load.

From my perspective, what AMP actually did was present the answer to, “What could Google do for users?”

On the writer aspect, there have been plenty of growth and performance sacrifices, error dealing with, price and advert income losses for a lot of.

Outside of the eligibility documentation for Top tales, it’s essential to notice that Google has not come out publicly and acknowledged that having AMP enabled in your website is a rating sign.

They have at all times marketed it as a “framework site owners can use to build performant web pages to help improve page experience.”


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But as we discovered within the experiments above, it’s now doable to rank in Top tales with out it.

Is AMP Really Worth It Then?

Having AMP could be a shortcut to attaining velocity and efficiency.

We noticed this when AMP was applied on, as general visitors from cellular search elevated by ~55%.

This was probably as a result of first-mover benefit of extra visitors from the AMP Top tales carousel, and in addition as a result of at the moment, we had a very sluggish cellular website.

But it’s not all optimistic AMP experiences inside our group.

When we launched AMP on one in all our regional title’s in 2019, for instance, we noticed no measurable visitors affect however a disappointing 49% decline in cellular digital advert income.

This was partially attributable to AMP adverts restrictions and errors.

Our titles will not be in isolation. Research supplied by Chartbeat along with the Daily Beast exhibits that only one in 3 publishers analyzed in that research may see clear statistical proof of a visitors enhance because of AMP.


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Will Publishers Drop AMP When the Page Experience Update Rolls Out?

What it takes to achieve information SEO with Top tales hasn’t modified — you continue to want a fantastic cellular expertise.

Publishers that combine legitimate AMP can “ensure highly performant web pages.” And as we discovered above, non-AMP information articles may also rank in Top tales. However, publishers that don’t undertake AMP shall be at a transparent drawback in the event that they ignore their poor cellular web page expertise.

Some publishers might want to make investments closely in “hand-tuning” their websites if they’re to compete with AMP in Top tales by way of web page expertise going ahead.

The excellent news by way of rating in Top tales is that starting in mid-June 2021, the Top tales carousel characteristic on Google Search will “officially” be up to date to incorporate all information content material.

My prediction is that we’ll not see an excessive amount of shift in Top tales, as most publishers have adopted AMP.

What we are going to see are an increasing number of high publishers decommissioning AMP.


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More Resources:

Image Credits

Featured picture and all screenshots taken by creator, April 2021

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