See the top 10 mistakes people make with AMP based on our study of the top 300 publishers in 8 countries and see the tools that help you see mistakes.

Step 1: Install and activate your AMP plugin(s)
Step 2: Set up Google Analytics
Step 3: Configure plugin settings
Step 4: Test/validate your AMP setup
Step 5: Submit your most important AMP URLs for indexation
Step 6: View in Google Search Console to troubleshoot for errors
Step 7: Test page speed

Here are a few good next steps to learn more or to get started:

• Read the AdWords help article about AMP.
• Read the AdWords Developer’s Guide to AMP, which covers some of the typical concerns around personalized content, conversion tracking, A/B testing and more.
• Test the impact for your own site. If you don’t have a testing tool, you can use AdWords’ Draft & Experiments (D&E) where you create a draft campaign, add the AMP URLs as the Mobile Final URL (for each ad), and then launch this as an experiment.

There are a few caveats when using Experiments:

• You will need a lot of conversions in your campaign to receive a statistically significant result.
• D&E decides a searcher’s A/B assignment with every query, so if your customers likely click your ads a few times before buying, this might not give you a true sense (since the conversion will be attributed to whether or not the last click followed an AMP page interaction).

TIP: Make sure every landing page in the draft has an AMP equivalent page, so this is a true apples-to-apples comparison.

If you are using the Google-backed Accelerated Mobile Pages, there appears to be an excellent chance that those AMP pages are not being tracked correctly, if you use Google Analytics.

Christian Oliveira, a technical SEO consultant, posted a long, technical explanation of the issues AMP is giving with proper tracking in Google Analytics. Malte Ubi, Google’s technical lead for the AMP project, confirmed the problems and that they have no easy solution, in tweets today.

In case you missed it, Google has launched a new type of AMP rich card carousel in mobile search results — in addition to the Top Stories carousel we’re used to seeing.  

The new AMP carousels appear in the main mobile results list, showcasing related articles from a single publisher. They started appearing at the end of 2016 without fanfare from Google. Let’s call them “single-source carousels.”

Google appears to be invoking the single-source AMP carousel when a publisher offers multiple AMP results with high relevance to the search term. However, there’s no guarantee a publisher will get a carousel for a particular query, even if they have numerous relevant results. The “when” and “why” of the single-source carousel is a mystery.

There are pros and cons to having Google pull your website from its own server. The most obvious pros are:

Speed

• Better rankings (if Google gives AMP pages priority)
• Less drain on your servers if you get a lot of mobile traffic .
• There are also some cons to Google pulling your website from its own server. 

The most obvious cons are:

• No ad revenue, because ads would be stripped
• No analytics, because your server would not be tapped
• Content variation between desktop and mobile. 

That seems like a pretty clear basis for deciding whether an AMP ghost site is right for your website, or whether you’d rather tough it out with one regular responsive website.  That’s my plan, stick with responsive. A lot of SEO pros agree."

Discover the top 8 facts that you must know about Google’s Accelerated Media Pages update or AMP.