Google AMP Breaks the Desktop Search Results

Google AMP Breaks the Desktop Search Results

It’s said like the Google desktop search results are partially broken right now. If you happen to search Google on desktop for any query that returns pages that AMP-ready such as [amp], Google will show an AMP logo next to the result.

If you click on to the result, it doesn’t work out.

There are two bugs:

Google should not show AMP results on desktop. They should only show in the mobile results.

If you any time try to click on it then doesn’t take you to the page. Truth is that it doesn’t take you to the AMP version but now it takes me nowhere

It seems like a bug.

Google’s AMP tech lead, Mate Ubl, stated on twitter that he is informing about the search team now. So it stated like Google is already trying up to fix its search results.

Postscript: After about an hour or more of this bug, Google is now rolling out a fix — at least it looks like a fix is rolling out now.

Four pillars of the future of SEO

SEO has come up a long way from all about on page optimization, creating relevant content and building backlinks. SEO is right now moving towards more inclusive strategy beyond new ways of content marketing or link building

SEO practices are right now brand building and influencing search queries as to start with a keywords and creating content around them. While keywords, links, contents and site optimization said to remain the building blocks for SEO

Let’s see what these pillars below.


RankBrain is the third most ranking factor in Google algorithm. Its speculation and counter speculation never end. RankBrain is one of few other algorithm updates that Google has first revealed to other news publication.

According to Gary Illyes and Andrey Lipattsev of Google, RankBrain doesn’t act upon backlink profile, click through rate or content quality. It only helps the algorithm search queries to be better and match them with relevant page content.

Google can do what does best with the help of less human intervention that will gain more significance. Jeff Dean revealed that RankBrain now processes every single Google search (that’s at least 63,000 a second) — up from barely 15 percent nine months before.

Accelerated Mobile Pages (AMP)

In February 2016, Google integrated results from its Accelerated Mobile Pages project into its search results in the form of a “Top Stories” carousel in mobile results. After six months, Google started displaying links into AMP Pages into main organic search results.

Today, Google has 150 million indexed AMP documents at its index and has encouraged by mainstream including eBay and Bing has announced that users search from mobile devices are said to be directed towards the relevant AMP pages even if an equivalent app page exists.

Google user knows about the significance of an AMP result yet. In a survey conducted by Glenn Gabe, only three of 44 respondents could correctly identify what AMP icon on to the SERPs stood for.

The Knowledge Graph and rich answers

Google’s knowledge Graph was launched in the year 2012 to organize the world’s information and to make it more accessible. Knowledge Graph is nothing but a knowledge base used by Google in order to enhance its search engine’s search results through semantic-search information gathered from wide variety of sources.

The “wide variety of sources” includes Wikidata (to which Google moved its Freebase data and actively contributes), Wikipedia and the CIA World Factbook.

 Knowledge graph elements are said to be in the form of structured information boxes with authoritative sources links of further information. Common formats has knowledge panel displayed in the right of SERP and answer box displayed on top of other organic results.

Brand managers and marketers are increasingly looking forward to control over the conversation, impression and queries. Moving forward is one of the most effective ways to try influence about Google information.