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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.
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.
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.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-02-04 UTC."],[[["\u003cp\u003eGoogle Search indexes AMP pages to enhance speed and user experience, potentially featuring them in rich results and carousels, although AMP itself is not a direct ranking factor.\u003c/p\u003e\n"],["\u003cp\u003eWhen users select an AMP page, Google Search often retrieves it from the Google AMP Cache for faster loading, with AMP pages on desktop currently not served from this cache.\u003c/p\u003e\n"],["\u003cp\u003eAMP pages can be enhanced with structured data to potentially appear as rich results, but Google doesn't guarantee this outcome and recommends placing the same structured data on all duplicate pages.\u003c/p\u003e\n"],["\u003cp\u003eAfter clicking AMP content in Google Search, users may view it through the Google AMP Viewer, which displays the content's domain, or via signed exchange, which allows the browser to treat the document as belonging to the publisher's origin.\u003c/p\u003e\n"],["\u003cp\u003eSigned exchange enables the use of first-party cookies and displays the content under the publisher's URL instead of \u003ccode\u003egoogle.com/amp\u003c/code\u003e, with Google Search prioritizing this format over the Google AMP Viewer in supported browsers.\u003c/p\u003e\n"]]],["Google indexes AMP pages for faster mobile web experiences, featuring them in rich results and carousels. While not a direct ranking factor, speed, enhanced by AMP, influences rankings. When selected, AMP pages are often retrieved from the Google AMP Cache for quick loading. AMP pages can include structured data for better search understanding. Content can appear in the Google AMP Viewer or as a signed exchange, which lets publishers use first-party cookies and display their own URL.\n"],null,["Understand how AMP works in search results\n\nGoogle Search indexes [AMP](/amp)\npages to provide a fast, reliable web experience. When an AMP page is available, it can be\nfeatured on mobile search as part of rich results and carousels. While AMP itself isn't a\nranking factor,\n[speed is a ranking factor](/search/blog/2018/01/using-page-speed-in-mobile-search)\nfor Google Search. Google Search applies the same standard to all\npages, regardless of the technology used to build the page. For more information on the\nbenefits of using AMP, see the\n[AMP Project success stories](https://amp.dev/success-stories/).\n\nWhen users select an AMP page, Google Search retrieves the page from the\n[Google AMP Cache](/amp/cache), enabling a variety of load optimizations that often\nmake these pages appear instantly, such as prerendering. Currently, AMP pages on desktop aren't\nserved from the Google AMP Cache/AMP Viewer.\n[Canonical](/search/docs/crawling-indexing/consolidate-duplicate-urls) AMP Pages behave\nlike standard results.\n\nInitial display in Search results\n\n\nAMP pages can appear in Google Search as a [rich result](/search/docs/appearance/structured-data/search-gallery),\njust like other pages on the web. To help Google better understand your page, you can add\n[structured data](/search/docs/appearance/structured-data/intro-structured-data) to your page. It's\nimportant to note that Google doesn't guarantee that adding\nstructured data will enable a rich result in Search results. For more information, refer to the\n[Structured Data General Guidelines](/search/docs/guides/sd-policies).\n\nIf you have duplicate pages for the same content, place the same structured\ndata on all page duplicates, not just on the canonical page. For more information on placement,\nsee the [Structured Data General\nGuidelines](/search/docs/guides/sd-policies#location).\n\n\nAMP pages can also appear as Web Stories. Learn more about how to\n[enable Web Stories on Google Search](/search/docs/appearance/enable-web-stories).\n\nAfter users click AMP content\n\n\nWhen users click your AMP content in Google Search, AMP content may be shown in one of two ways:\n\n- **[Google AMP Viewer](#about-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.\n- **[Signed exchange](#about-signed-exchange)** : A technology that allows the browser to treat a document as belonging to your [Origin](https://en.wikipedia.org/wiki/Same-origin_policy).\n\nAbout the Google AMP Viewer\n\nThe Google AMP Viewer is a hybrid environment where you can collect data about the user in\nbrowsers that support the Google AMP Viewer. The Google AMP Viewer may render when our systems\ndetermine it can provide a helpful user experience, especially in situations where swiping\nthrough content is expected. Data collection by Google is governed by Google's\n[privacy policy](https://www.google.com/policies/privacy/). As an AMP page publisher\nwhose content is displayed in the Google AMP Viewer, your data collection is governed by your\nprivacy policy. Because you choose the behaviors and vendor integrations in your AMP page, you\nare responsible for fulfilling the compliance obligations that result from those choices.\n\nAbout signed exchange\n\n\nA signed exchange allows you to use first party cookies to customize content and measure\nanalytics. Your page appears under your URL instead of the `google.com/amp` URL.\nGoogle Search prioritizes linking to content as signed exchange over using the Google AMP\nViewer in browsers that support signed exchange. To provide users with results in this format,\nyou must publish AMP content as a signed exchange in addition to the regular AMP HTML format.\nCurrently, signed exchange is only supported in Google Search for rich results and basic\nresults, not carousels. To learn more about setting up signed exchange for AMP pages, visit\n[Serve AMP using Signed Exchanges](https://amp.dev/documentation/guides-and-tutorials/optimize-and-measure/signed-exchange)."]]
