What are Accelerated Mobile Pages (and What Does This Mean for SEO)?

“Accelerated Mobile Pages” (AMPs) refers to a project undertaken by Google, Twitter, and other companies, intended to streamline mobile pages. It’s a set of open source standards that allow people to make websites that load much faster than usual pages.

An AMP is not the same as a mobile site. An AMP is even faster than a typical page designed for mobile. It could be described as a page that uses a stripped down form of HTML, designed to be very light on its feet.

As you can imagine, this is great for anyone accessing the web via a mobile device, which is the majority of people in the US today. Many users block ads using browsers or software. Since one of Google’s main sources of revenue is online advertising, improving the mobile advertising user experience makes sense.

Over 2 billion AMP documents are indexed in Google’s search results, via 900,000+ domains. If you are on the creation end of a website, you need to think about AMP. Google and other search engines will favor websites that load quickly and serve mobile users well. Taking steps to improve the speed and efficacy of your pages will help your rankings.


AMPs and Mobile Sites

Google has a handy tool for testing whether or not your website is mobile friendly. If your site passes, congratulations; this bodes well for your rankings. This tests the minimum requirements though.

If you are already receiving a ranking boost for mobile-friendliness, going further with AMP pages will not give you an additional ranking boost. To boost your ranking and stay ahead of the competition, think about creating AMPs, which means creating separate web pages.


What does AMP mean for SEO?

AMP pages appear differently to traditional webpages in SERPs. Searchers seeking AMP results will be more likely to be directed to your website. As more people learn about AMP and how it can make browsing faster, AMP-specific searches are likely to become increasingly commonplace.

If you create an AMP page, Google won’t list your desktop page alongside your AMP page in the rankings. It will favor the AMP page, since it perceives that as better value for its users. AMP results are tagged with a lightning bolt.

The AMP movement is picking up speed. Google Feed is displaying Accelerated Mobile Pages. Google has moved out of the News arena and into the main listings. Twitter is linking to AMP pages in mobile web. Tumblr is pushing AMP pages too.

As with most things SEO, it’s better to be ahead of the curve than playing catch up. Improving your page load speed is going to lead to happier visitors, which is good for you and good for Google, so it’s recommended to make some AMP pages.

As far as your overall SEO strategy is concerned, you are unlikely to need to do a full site overhaul. It’s worth keeping your eye on AMP though. Create AMPs if your users would benefit from faster loading times. You can make the most of this technology to increase your visibility on the web.


Get started to provide a better service for your customers and boost your business by leveraging AMP.

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