Is Google’s AMP carousel working? (Or, SEO insights from Kanye West)
Publishers are asking questions about the effectiveness of Google’s AMP carousel. Columnist Barb Palser analyzed 235 million AMP search impressions to find answers.
Google’s AMP rich cards look like theyshould work. The format is visually appealing, and AMP rich card carousels usually appear at the top of mobile search results, dominating the first viewport.
They also provide a brand showcase publishers should love.
But recently, publishers have been scratching their heads over analytics indicating AMP content has a lower click-through rate from rich cards than from general search results. They’re finding this data in Google Search Console (GSC), which now allows publishers to filter AMP performance in search based on appearance as rich cards in a carousel vs. non-rich text links.
Here’s the GSC dashboard for an aggregated group of news publishers, showing an average CTR of 3.14 percent for AMP rich results vs. 4.39 percent for AMP non-rich results, even though the rich results have a higher average position.
These numbers are perplexing at first — but, if we dig in, they begin to make sense.