Accelerated Mobile Pages (AMPs) and SEO

Posted on 24 Feb by Mark Davie.

Accelerated Mobile Pages is a new open standard for publishers that intends to create streamlined pages which will load quickly on mobile devices. The idea is that users on mobile devices do not wish to use as much data to stay under metered usage levels, as well as loading pages almost instantly, even on poor mobile connections.

AMP is a Google-supported project which was announced in October 2015 with the backing of many social media networks, publishers and content management system providers, such as WordPress. Although AMPs aren’t currently being included in the SERPs, there is a Google Search AMP demo which can be found here.

How AMP Search Results Look

AMP search results will primarily show a carousel as shown below:

amp

What this shows is that creating AMP-friendly pages will give your posts the edge on your competitors. By making your pages accelerated on mobile, there’s a much higher chance that they will be boosted right to top and shown in the carousel, providing a substantial increase in exposure. These types of SERPs are now in the process of rolling out, so you can expect to see more of them in the future.

How to Implement Accelerated Mobile Pages

If you’re using WordPress you can easily implement AMP to your website by installing the Accelerated Mobile Pages Project plugin. Once you’ve done this, then your blog posts will include a <link rel=”amphtml” “http://yourdomain.com.au/blog-post/amp/” /> which will point search engines towards your AMP version of the content.

The main limiting factor for many will be the extremely minimal design and functionality of AMPages. These pages┬ádon’t allow the use of JavaScript unless you use an off the shelf library that is provided for you. You’ll also need to use a minimised version of your CSS and some kinds of HTML tags aren’t available. You can see the result below:

mobile-accelerated-page-example-01

The result is a very fast-to-load page, however design and functionality is cut down to the bare minimum. If you’re considering implementing AMP on your website, first consider if you’re willing to sacrifice design and functionality for traffic.

If you would like to learn more about Accelerated Mobile Pages or need it implemented on your website, talk to us today!