IS AMP AND ALT TEXT A SEO FACTOR?HOW?

For each debated ranking factor, we looked at:

• The Claim: Why people believe it may or may not be a ranking factor.

• The Evidence For It: Any confirmation from Google or solid evidence pointing to its status as a ranking factor.

• The Evidence Against It: Logic, expert opinion, or other evidence it is not a ranking factor.

• Our Verdict: The author’s determination of whether Google uses that factor in its ranking algorithm — or not (or even not anymore)

AMP

AMP: Is it a Google Ranking Factor?

AMP is an HTML framework that helps desktop-optimized sites deliver ultra-fast mobile versions of webpages.

AMP is created by Google, which has led to claims it gives pages a ranking advantage in mobile search over non-AMP pages.

Google has debunked those claims and said AMP is not a ranking factor.

Case closed, right?

It’s easy to say AMP doesn’t give a site an advantage in rankings and leave it at that.

But we can’t write it off and ignore the impact it has on other elements that do matter for SEO.

Here’s what the evidence says about AMP’s impact on search results and how it’s connected to other ranking factors.

THE CLAIM

AMP is a Ranking Factor

The claim here is straightforward – AMP gives pages a ranking boost in Google’s search results.

AMP has come up in discussions about ranking factors ever since Google launched the technology in 2018.

Why?

One reason AMP is thought to be a ranking factor is because Google has a stake in its success as a technology.

Google is responsible for the creation of AMP, and actively encourages using it as part of a larger effort to speed up the web.

In theory, Google could increase the adoption rate of AMP by turning it into a ranking signal.

The ranking boost would be like a reward for using Google’s new technology. Of course, that would be unfair to any site not using AMP.

If Google used AMP to rank search results, you could argue it would be forcing sites to use its technology in order to stay relevant.

Thankfully, that’s not how search works.

But AMP isn’t irrelevant to SEO by any stretch.

Let’s look at the evidence on how AMP impacts SEO.

THE EVIDENCE

The Evidence Against AMP as a Ranking Factor

This one is pretty easy – Google has confirmed that AMP is not a ranking factor. Again. And again.

In Google’s Advanced SEO guide, the company says it ranks all pages using the same signals regardless of how the page was developed:

This quote touches on something we mentioned earlier about AMP impacting other things, like page speed, which are confirmed ranking factors.

Sites that use AMP can potentially benefit from these other signals.

As of July 2018, page speed has been a ranking factor for mobile searches.

Because AMP is designed to load pages instantly, it can help sites send stronger ranking signals in terms of mobile page speed.

This has the potential to lead to better rankings. However, sites can generate the same signals without AMP.

Core Web Vitals

Google’s Core Web Vitals became ranking factors when the page experience algorithm update was rolled out in June 2021.

Leading up to the launch of the update, Google’s communication to site owners has always been that AMP can help with achieving ideal Core Web Vitals scores.

Google presented data showing that AMP domains were five times more likely to pass Core Web Vitals compared to non-AMP domains.

Passing Google’s Core Web Vitals thresholds has the potential to improve a site’s search rankings.

Again, as with the page speed ranking boost, this can be achieved without AMP

Other SEO Benefits of AMP

AMP used to carry with it various perks that could enhance how a page appears in search results.

For example, Google’s Top Stories carousel, which appears at the top of search results when looking for news stories, used to only accept AMP pages.

Top Stories eligibility was a ranking advantage unique to AMP for a period of time.

That changed in June 2021 with the rollout of the Page Experience update, which now makes it possible for non-AMP pages to appear in the Top Stories carousel.

Lastly, another unique feature of AMP pages was that a lightning bolt icon appeared in search results to indicate which pages offered faster experiences.

Google has done away with that icon. Now, AMP pages are indistinguishable from regular pages in search results.

OUR VERDICT

AMP as a Ranking Factor

Google has confirmed multiple times that AMP is not a Google ranking factor.

Further, it no longer has unique advantages that could have an impact on click-through rate, such as a special icon and Top Stories exclusivity.

AMP can positively impact other ranking factors (e.g., speed), but it is not a factor on its own.

ALT TEXT

Is Alt Text a Google Ranking Factor?

Alt text is used to help computers read images.

But can alt tags affect your organic search rankings?

Read on to learn whether there is any connection between alt text and improved Google rankings

THE CLAIM

Alt Text as a Ranking Factor

What is Alt text?

Alt text is an HTML image attribute. It allows you to create an alternative text version of your image in the event the image is unable to load or there is an accessibility issue.

Because of its importance to Google Image Search, it is considered a ranking factor.

THE EVIDENCE

Google emphasizes the importance of Alt text in multiple ways.

In Google Search Central’s Search Engine Optimization Starter Guide, they state the following about the use of alt tags:

In Google Search Central’s Advanced SEO documentation, you will find a page on image best practices. In a section called about alt text, Google discusses the use of alt text.

While they don’t specify that alt text will improve your rankings, they do warn webmasters that improper use can harm your website

They also offer the following examples of good and bad alt text usage

In 2020, John Mueller, Google Search Advocate, answered a question about the alt text of a quote image during a Google Webmaster Office Hours. In the answer, he talked about how Google uses it.

Moz mentions ranking factors in relation to alt text. Instead of saying that the alt text itself is a ranking factor, Moz advises:

In 2021, during a Twitter discussion about alt text having a benefit on SEO, Google Developer Martin Splitt said;

OUR VERDICT

There is no specific mention of alt text as a ranking factor for Google search.

It’s clear that if you want your images to appear in Google image results, then you do need to craft descriptive, non-spammy alt text.

So, based on the comments made by Google representatives, plus all the supporting information we’ve found, we’re calling alt text a confirmed Google ranking factor.