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

The upcoming Google Page Experience Update has been some of the widespread matters within the search engine optimization neighborhood previously yr, as a result of its emphasis on optimizing Google’s Core Web Vitals metrics.

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

In this column, you’ll be taught extra about upcoming modifications 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 after they see it within the SERPs, anyway?

I’ll share outcomes from a current survey on what customers actually consider the AMP icon, with commentary on what it may 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 now not be a requirement for websites to rank within the Top Stories carousel on cellular units.


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This will broaden the eligibility of websites not utilizing AMP to have the ability to seem in that SERP characteristic.

The Top Stories carousel is of probably the most coveted spots within the search outcomes for writer websites to rank, given the large quantity of natural site visitors that flows by 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 averted utilizing it as a result of unfavorable impacts on promoting income and/or the quantity of labor required to keep up compliant AMP URLs.

In concept, eradicating the AMP requirement for Top Stories on cellular may additionally end in many extra websites rating in Top Stories, provided that there’ll now 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 number of the rating elements that assist websites to look in Top Stories:


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  • Overall authoritativeness of the publication.
  • A transparent give attention to 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 fee.

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 writer.

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

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

It’s possible that Core Web Vitals will play an vital function 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 tough to compete with for non-AMP URLs.

Google Deprecating the AMP Icon

When Google not too long ago introduced that the Page Experience replace can be postponed to mid-June, additionally they snuck in a brand new element associated to AMP:

“Additionally, we will no longer show the AMP badge icon to indicate AMP content. You can expect this change to come to our products as the page experience update begins to roll out in mid-June. We’ll continue to test other ways to help identify content with a great page experience, and we’ll keep you updated when there is more to share.”

I assumed this portion of the announcement was attention-grabbing, though a lot of the different news-focused search engine optimization professionals I spoke to mentioned one thing alongside the strains 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 concerning the AMP badge?

As digital entrepreneurs, we all know what the badge symbolizes and subsequently could also be extra liable to click on on it because of this.

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

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

The most vital examine executed so far to reply the query of whether or not utilizing AMP improves a web page’s CTR is that this 2019 examine executed by Perficient Digital. Here are the outcomes of the examine:

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

  • 27.1% improve in natural site visitors.
  • 33.8% improve in SERP impressions.
  • 15.3% increased SERP click-through charges.

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


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Similar to different wealthy consequence options comparable to star scores, 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 optimization staff at Amsive Digital works with quite a lot of writer purchasers, and certainly one of them not too long ago experimented with turning AMP on and off for a 2-week interval.

I used to be in a position 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 gathering 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 impression on CTRs as a result of most customers don’t know what the AMP badge means, each the Perficient examine and my mini-analysis proved that the presence of the AMP badge can enhance CTR by not less than 11%.


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Next, I wished 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 consumer even is aware of what the AMP ‘lightning bolt’ icon symbolizes, I performed 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 dimension and, in fact, customers’ responses about how they use Google don’t at all times align with how they are going to truly behave when clicking on the search outcomes.

However, provided that we don’t get entry to this knowledge instantly from Google, I assumed it could be attention-grabbing to see what the typical consumer believes concerning the function 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’ data to the take a look at – amongst those that believed they knew what the AMP icon does, solely 34% answered appropriately that AMP serves a stripped-down model of a web page that hundreds extra shortly (the far-left column).

Interestingly, a big share (32%) of respondents thought the lightning bolt indicated that the content material was not too long ago up to date, and 22% thought AMP interprets the web page content material.

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


What does the amp lightning bolt indicate in search results?

3. 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 photos 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 robust 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 should not the identical as precise search habits.

It’s doable 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.

4. 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 subsequent query, respondents got a visible instance of an AMP consequence in comparison with two non-AMP leads to the SERP to see whether or not their response can 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 in another way than their earlier solutions after they have been offered with a real-life instance of AMP within the search outcomes.


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There was no clear winner when it comes to 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 fee, comparable to the pictures, headlines, descriptions, and timestamps additionally displayed.

Respondents may additionally have preferences in direction of sure publications that might additionally impression 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 easy query by which the consumer may 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 should not completely appropriate or relevant to all AMP pages, however it was attention-grabbing to see how customers responded.

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

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

While survey knowledge shouldn’t be completely 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 shortly and in any other case current a greater expertise.

Furthermore, the examine by Perficient, in addition to my evaluation of current consumer knowledge, each point out that the AMP badge can improve CTR by anyplace from 11.9% – 15.3%. 

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

Google has indicated that it might experiment with different badges and labels to point when a web page can have expertise,


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

More Resources:

Image Credits

In-post photos 2-4, 6-7: Amsive Digital
All screenshots taken by writer, May 2021

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