What is AMP?

25 Dec 2016

AMP stands for Accelerated Mobile Pages, a Google-backed project designed as an open standard for any publisher to have pages load quickly on mobile devices. On Feb. 24, 2016, Google officially integrated AMP listings into its mobile search results.

Why Google Created AMP?

Google wasn’t too thrilled about how long it was taking for WebPages to load on iPhones and Android smartphones. This slowness is caused by mobile websites having images that are too large, scripts that run before the content is loaded (scripts are like little programs that run inside your web browser), and a slew of other issues. So, to solve this issue Google created the “Accelerated Mobile Pages” project, or AMP, to fix this. Everyone knows about Google Search Console, it has one module “Search appearance” & in this dropdown a tab called “Accelerated Mobile Pages”.

Accelerated Mobile Pages, or AMP, is an open source project that aims to speed up WebPages on mobile devices. AMP in action consists of three different parts AMP HTML, AMP JS, and Google AMP Cache. It allows users to visit a page on your site instantly by rendering much faster than a typical HTML page. Essentially, it supplies the user with a stripped down version of the HTML called AMP HTML. The AMP JS library ensures the fast rendering of AMP HTML pages. The Google AMP Cache can be used to serve cached AMP HTML pages.

A good example of AMP’s optimization is that text always loads first, so you can begin reading an article before any pesky advertisements load. Content feels like it’s loading instantly when loading an AMP website. The technologies behind AMP are available to any web developer for free, so we’ll be seeing more and more AMP pages in the future. Like stated earlier, you’ll notice a small icon The AMP logo on Google. next to AMP-enabled websites on Google. Other than that,

however, it isn’t possible to see if you’re on an AMP website without looking into its code. Many of your favorite sites may already be using AMP. For example, Pinterest, Trip Advisor, and The Wall Street Journal are using the platform.

Benefits of AMP

1. Google is continuing to increase its focus on usability as a ranking factor. Combining that with its obvious love for mobile search.

2. AMP just seems like obvious solution to improving user’s mobile experience.

3. Google has not specifically stated that the AMP is a Ranking Factor, we do know only about its loading speed & mobile friendliness.




How Will Google AMP Affect Organic Search Results?

While I understand that AMP is not a ranking factor (yet!), AMP affect only on clicks, impressions, and user experience, which in turn affects SEO. AMP is only seen in the News carousel right now. Google is currently holding the News carousel above-the-fold on mobile, therefore, pushing down organic search results. So, if you’re not on the AMP bandwagon, then you’re most likely going to see a drop in clicks, impressions, and user engagement.

How Will Google AMP Affect Paid Search Results?

Google Adwords is already sort of a wonder fix for brands looking to pay their way to the top of the search results. With the removal of the right-hand page ads on Google, I believe we’ll see quality over quantity take place when it comes to the AMP ad placements. Now a day’s meaningless paid advertising options and more competition are increased in a big way. Brands that pay to play may see improved paid search impressions.

Also, faster-loading mobile pages will result in more page views, which will lead users to more ads.



Google has already stated that there will be many options for publishers to choose from in terms of ad formats when publishing on AMP pages.
Google vaguely summarized “key principles” with ads on AMP:

Faster: Ads in AMP will be just as fast as AMP itself.
‘Beautiful’: Ads in AMP will be engaging, beautiful, and innovative.
Safe: All ads must use HTTPS.
Better together: AMP ads want support from broad market landscapes.

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One comment on “What is AMP?

  1. Jaromir Dubiel

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