Accelerated Mobile Pages (AMP)

Google’s Accelerated Mobile Pages (AMP) is an open source project designed to improve the loading speed and readability of content for mobile users. According to Google, AMP aims to improve mobile experience by getting information to load instantaneously, including rich content like video, animations and graphics.

How does AMP work?

AMP enables content to load instantaneously by using a stripped down version of HTML and limiting the use of JavaScript on the page. This means text-based content is prioritised, with additional content loaded after the remainder of the page has rendered.

Google is able to automatically cache and pre-render AMP-enabled pages, meaning it doesn’t have to fetch content from the publisher’s server each time a user visits the page. This way, pages load instantly upon clicking. To reduce the bandwidth and CPU use to preload AMP content, only the resources above the fold are pre-rendered.

How does Google AMP affect SEO?

There is no sign that Google considers AMP to be a direct ranking signal. However, AMP can indirectly influence where Google places pages in search results.

Page loading speed
Good content is essential for any website, but if the page doesn’t load quickly the majority of visitors will leave before reading it. When a page loads quickly, the user is more likely to read the content on the page and then visit other pages on the site, thus reducing bounce rate.

Increased visibility on mobile
After the success of its “top stories” carousel, Google continues to release similar features to improve mobile search results, like the recently released “live coverage” carousel. This gives sites with AMP pages an opportunity to appear above the fold on mobile, something that has become notoriously difficult to achieve.

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