AMP SEO impact
SEO

Should You Implement AMP Pages on Your Site?

On 23rd February 2016, Google introduced us to Accelerated Mobile Pages or AMP. This project by Google and Twitter is an open source coding meant for publishers. The main aim of AMPs is to make the content on a website easily available for mobile phone users and to make the website load much faster in mobile devices. Even since the introduction of this new concept, it has been under a lot of scrutiny about AMP SEO impact. If you have been wondering about the same thing, we are here to clear all your doubts.

Let’s start with the basics.

What is AMP?

Accelerated Mobile Pages or AMP is a simple way of building web pages in terms of static content that can reach out at a faster pace. In simple words, an AMP is a web page that has been designed to be very light in weight and to be able to load faster. Google and Twitter rolled this project out as a kind of response to Facebook’s Instant Article Project. It was designed to be open in terms of response and thus, it is an open source project.

There are three basic components of an AMP. The first part is AMP HTML, the second one of AMP JS while the last part is Google AMP Cache. AMP HTML is just like any basic HTML that has been extended with the inclusion of AMP properties. This is responsible for a more reliable performance and gives a richer content beyond the basic HTML. AMP JS is the library that is responsible for the speed of AMP pages. It implements all the performance practices of AMP. It manages the loading of resources and makes all the custom tags required available to you. On the other hand, Google AMP cache is a delivery network about proxy-based content. It delivers all the valid AMP documents, fetches AMP HTML pages and gets them caught. All these steps lead to an improved performance of your website and its pages. AMP SEO impact is also a huge factor that may make you switch.

How does AMP work and why is it important?

If a website makes use of AMP, whenever someone clicks on a particular post of yours from the carousel, the article will load almost instantly. While the time taken in the loading of an article has always been connected to the speed of your internet connection, it won’t be affected by the internet speed once you start using AMP. This is the major difference that many AMP users have been swearing by.

According to recent surveys, AMP pages load almost four times faster than normal pages and they use eight times lesser data than the conventional pages optimized for mobile phones. For social media platforms like Facebook, Twitter, Pinterest, which are often used from mobile phones only, this is the reason which makes AMP a very relevant component.

Now that we know that AMP pages load much faster, you are probably wondering what makes it so fast and efficient. Right? Well, the three components of AMP- AMP HTML, AMP JS, and AMP CDN work together in making it so successful AMP HTML is a subset of HTML and this includes the custom tags and properties required. All pages that are running on custom HTML can adapt to AMP HTML. AMP javascript is a framework specially designed for mobile pages. This is responsible for handling all resources and asynchronous landing. Remember that third-party Javascript is not permitted to be used with AMP. AMP Content Delivery Network is an optional network that will cache your pages and make the required optimizations automatically.

How does AMP affect your website’s SEO?

Let’s come back to the question where we started- AMP SEO impact or rather does AMP impact SEO positively or negatively? The main intent behind AMP pages is to speed up the rendering of pages in mobile devices. It has been designed by considering two factors- 1) that the internet connection of your visitors is slow, 2) that your website or your business will be benefitted by a faster loading speed. Google has endorsed this project officially and it has been encouraging websites to make use of AMP as well.

In fact, Google has claimed that the websites using AMP will be able to get a major boost in their rankings. While Google has made many similar announcements in the past, we have noticed that if a user sees an AMP flash in front of a website, he is more likely to click that website and thus, the engagement improved by a huge percentage. The publishing sector has readily adopted the changes made by AMP but other webmasters are facing a hard time in making the change from basic HTML to AMP HTML.

When we think about AMP SEO impact, higher page speed and mobile-friendliness have always been two factors that will improve your rankings based on SEO. It is quite obvious that AMP improves these two factors in a much better way. Let’s consider some other factors as well-

  • The posts that are AMP-enabled are more likely to rank above in Search Engine Results Page (SERP). If you are using AMP, your page is likely to appear on the top pages in Google as an AMP icon will appear below the link on the results page.
  • AMP makes your content more reachable to a larger number of audiences. When users click on your page link from Google’s SERP (which will appear much higher), your SEO will definitely improve. Plus you will get a lot more traffic to your website.
  • Once a user clicks on a content that is based on AMP, they will most likely go back to the results page and check out what else is available. This will improve the number of your paid search impression.
  • As opposed to Facebook’s Instant Articles, which is limited to some publishers only, AMP is open to all publishers. You can change your content as when you want.

Since AMP is relatively new in the market, it will take some time to develop perfectly. But if you understand the concept of AMP, you can definitely go for it.

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