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Google AMP Project

Google released AMP as a means for changing the way page results show up on mobile devices. With this new coding system, Google is reacting to population demand; faster page results. How does AMP stack up and how has it affected SEO efforts, especially when it comes to mobile devices?

Google AMP

 

What Is AMP?

AMP stands for accelerated mobile pages. It is an open-ended, Google-backed project allowing all web publishers to create pages that load faster and quicker on all mobile devices. Now, webpages that include rich content such as graphics or videos, will still load instantaneously on all types of devices such as smartphones and tablets. AMP delivers the best experience through mobile pages no matter the device being used for all possible users. It was officially integrated into Google’s mobile search results on February 23, 2016.

How Does It Work?

Google AMP-coded pages appear in mobile search results with an AMP icon that reflects a thunderbolt. It also includes an acronym that spells out AMP, and appears in mobile search results within 0.7 seconds. It’s powered by JavaScript and uses HTML5 with a set of requirements and restrictions. It can also be customized through CSS3 and cached pages. Caching is actually the foundation for Google AMP. As mentioned before, it is free for use by anyone and works by making sure content is up to date in the cache. When a request in a Google search is made, the consumer receives the cached version while the document is requested again from its original server to be updated in the cache.

What Does This Mean for SEO?

The thing about Google AMP is that it is not a search ranking factor, so utilizing AMP’s services won’t create a boost in your page’s search ranking. Simply put, it makes an article or web result show up faster. However, if someone decides to use an article powered by AMP, and it ends up getting more clicks due to showing up faster, then Google will begin to place the page higher in search results. Ultimately, the page will show up right there for the consumer to see, increasing its chances of getting clicked.

The Future of Google AMP

More publishers have been using AMP to gain an edge. With AMP, articles will be the first to show up in mobile search results, and because of the ongoing usage of mobile devices, AMP will continue to gain momentum. It’s a cutthroat market out there and publishers want their posts to be seen first, so similarly to the way SEO works, taking advantage of this opportunity to gain even more trust with Google is just one of the few ways to make an impact. Google AMP deserves serious recognition, especially if you’re serious about your company and the pages you post.