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了解 AMP 在搜索结果中的运作原理
Google 搜索会将 AMP 网页编入索引，以提供快速可靠的网络体验。当有可用的 AMP 网页时，系统会将其显示在移动搜索结果中，作为富媒体搜索结果和轮播界面的一部分。虽然 AMP 本身不是 Google 搜索的一项排名因素，但速度是。无论网页是采用何种技术构建而成，Google 搜索会对所有网页采用统一标准。如需详细了解使用 AMP 的好处，请参阅 AMP 项目成功案例。
当用户选择查看 AMP 网页时，Google 搜索会从 Google AMP Cache 中检索相应网页，从而实现各种加载优化（例如预渲染），网页通常会即刻显示出来。在桌面设备上，AMP 网页目前不会通过 Google AMP Cache/AMP 查看工具提供。
规范的 AMP 网页在行为方面与标准搜索结果类似。
在搜索结果中的初始显示方式
AMP 网页可以在 Google 搜索中显示为富媒体搜索结果，就像其他网页一样。为了帮助 Google 更好地了解您的网页，您可以向网页中添加结构化数据。请务必注意，Google 并不保证添加结构化数据一定会让您的内容在 Google 搜索结果中显示为富媒体搜索结果。有关详情，请参阅结构化数据常规指南。
如果您有包含相同内容的重复网页，请在所有重复网页上（而不仅仅是在规范网页上）放置相同的结构化数据。有关放置位置的详情，请参阅结构化数据常规指南。
AMP 网页也可以显示为网络故事。详细了解如何在 Google 搜索中启用网络故事。
在用户点击 AMP 内容后的显示方式
当用户在 Google 搜索中点击您的 AMP 内容后，该内容可能会通过下面这两种方式之一进行显示：
Google AMP 查看工具简介
Google AMP 查看工具是一种混合环境，可供您在支持 Google AMP 查看工具的浏览器中收集用户数据。如果我们的系统确定用户数据可以提供有用的用户体验，Google AMP 查看工具可能会呈现相应内容，尤其是在需要滑动浏览内容的情况下。Google 的数据收集行为受 Google 的隐私权政策约束。作为 AMP 网页发布者，您的内容会显示在 Google AMP 查看工具中，您的数据收集行为受您的隐私权政策约束。您的 AMP 网页的行为方式和供应商集成由您来选择，因此您必须履行相应的合规义务。
关于 Signed Exchange
Signed Exchange 允许您使用第一方 Cookie 定制内容并衡量分析数据。您的网页会在您的网址（而非 google.com/amp 网址）中显示。
在支持 Signed Exchange 技术的浏览器中，Google 搜索会将更高的优先级给予通过 Signed Exchange 而非 Google AMP 查看工具呈现的内容。为了向用户提供此格式的搜索结果，除了常规 AMP HTML 格式外，您还必须发布采用 Signed Exchange 技术呈现的 AMP 内容。
目前，在 Google 搜索中，系统仅支持对富媒体搜索结果和基本搜索结果使用 Signed Exchange，不支持对轮播界面使用此技术。如需详细了解如何为 AMP 网页设置 Signed Exchange，请参阅用 Signed Exchange 提供 AMP 内容。
如未另行说明，那么本页面中的内容已根据知识共享署名 4.0 许可获得了许可，并且代码示例已根据 Apache 2.0 许可获得了许可。有关详情，请参阅 Google 开发者网站政策。Java 是 Oracle 和/或其关联公司的注册商标。
最后更新时间 (UTC)：2025-08-04。
[null,null,["最后更新时间 (UTC)：2025-08-04。"],[[["\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,["# How AMP Works in Google Search | Google Search Central\n\nUnderstand how AMP works in search results\n==========================================\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\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\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\n### About 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\n### About 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)."]]
