Lo explica perfectamente Fernando Plaza en Ayuda WP, con este plugin «imprescindible»:
http://ayudawp.com/personalizar-amp/
Y para ampliar:
http://ayudawp.com/amp-wordpress/
http://ayudawp.com/amp-seo-wordpress/
Por cierto, claro:
Datos del dominio ampproject.org
Domain Name: AMPPROJECT.ORG
Domain ID: D177248413-LROR
WHOIS Server:
Referral URL: http://www.markmonitor.com
Updated Date: 2015-10-31T03:45:45Z
Creation Date: 2015-08-31T16:13:25Z
...
Registrant ID: mmr-87489
Registrant Name: DNS Admin
Registrant Organization: Google Inc.
Registrant Street: 1600 Amphitheatre Parkway
Registrant City: Mountain View
Registrant State/Province: CA
...