Google Amp 101

February 8, 2017  |   Marketing, SEO, Trends

With smartphones reaching right across the globe, it is no wonder then that more and more people are going online using their mobile devices. This is not a perfect space as yet and problems, such as poor site navigation, load times that are long and page elements that are broken are common.  Google has a solution that provides fixes to these problems.

Google AMP (Accelerated Mobile Pages) is an initiative based in open source that came about in order to improve the ecosystem of mobile content for all. This includes users, creators, publishers and consumer platforms. This meets the expectation that most people have of pages that load quickly and easily. AMP are pages that have been designed such that they load quickly. AMP pages load within 0.7 seconds on average while non-AMP ones take 22 seconds.

Mobile Speed Ranking Factor for SEO

How It Works

The framework for AMP HTML is made to piggybank on web technology that already exists. This makes it possible for AMP to work on just about any device or browser since it is already supported. As such, regardless of which device you use to browse, the experience will be similar. The page structure is kept simple, making loading time fast.

Should You Have AMP on Your Site?

If the website you have has blogs and news stories as its main content, then Google AMP is a must have.  Whenever someone carries out a search, the pages of your website will be presented as AMP pages when the person is on a mobile device. It is also ideal for ecommerce platforms and since many people are using mobile devices to make online purchases, making it quick for them is a plus.

Why was Google AMP created?

The main reason it was created was because users want to receive quick results. As such, Google wants to give them the speed they want. If the speed on Google is superior to that found on other search engines, then it goes without saying that they will be the best choice for mobile users. The added speed makes them more relevant in a mobile world.

How does AMP affect SEO?


Currently, Google AMP is not a factor in search engine ranking. This means that people still need to make sure that they satisfy the main SEO factors. It is however important to note that ranking does consider the loading speed of your pages. In this way, it indirectly influences ranking.

Potential AMP problems

The main challenge is that of adaptation just like it is with other big updates. It will take time for people to get used to and setting up initially can be a painful and slow process.


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