The Adrac delivery team have been talking about AMP for some time now (as early as 2015). The Adrac delivery team and indeed anyone working in digital knows making the web faster and making information more compelling is only ever going to get more pluses for your website.

AMP become more important when mobile internet usage soared, when it demonstrated improved user experience and (lets be honest) when Google said they liked it.

It must be important because of the major search engines Google has gone the furthest setting up the AMPproject and dedicated some of its biggest and brightest minds to the project incusing David Besbris – Vice President of Engineering, Google Search.

So just what is AMP?

AMP or Accelerated Mobile Pages is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped down code known as AMP HTML (the webpage).

and why is it so important?

Because Google likes it – that really is the major takeaway here, Google likes it and Google has already added into the mobile search results algorithm

So let’s imagine there are 3 different sites serving 3 how to guides on the same topic, and only one of the sites is serving an AMP version of that content. In cases like this the AMP version would appear above the regular results. Need we say more?

What do I get if I implement AMP?

  • Faster, more user friendly web pages that Google likes (and will in mobile search rank you higher and will soon do the same on desktop)

For the more techie of you

  • Web pages that load four times faster
  • Improved bounce rate and abandonment ratios – 40% of users abandon if a page takes longer than 3 seconds to load.
  • Improved click through rates – 90% of publishers are already seeing higher CTRs
  • Removal of heavy, non-optimal content means better user experience
  • A chance of getting into the Google mobile search results header carousel containing the image heavy, attractive posts
  • Your one of a handful (Only 20 – 30% of SEOs are currently working on AMP implementation) of innovators that are ahead of the curve and not following it

If you still need more

It is not going to be long before AMP is a main stay of the general Google ranking algorithm and It is not a far stretch of the imagination to think that Bing is not far behind.

For those of you with a short attention span the article ends after this next paragraph:

AMP is a clear opportunity for you to get ahead in Google’s mobile results by creating AMP versions of your content. AMP is an opportunity (in our opinion) to get ahead in Google results prior to Google incorporating AMP into their main results.

For those of you more techie in nature: read on

Is AMP new?

Not really Facebook Instant Articles has been using AMP within their news feeds for some time.

So whats changed ?

The Google backed AMP project uses an open-source framework, meaning that it can be used by a whole host of other companies to serve content that’s been built using AMP HTML, including platforms such as Twitter, Pinterest and Google search, which is big news for content publishers.

Google has been making noises about AMP being included in its ranking algorithm for some time finally announcing the integration of the aspect into mobile search results in Feb 2016.

Whilst not yet official the safe bet is it’s not going to be long before AMP becomes a ranking factor in Google (and Bing) algorithms proper.

How will AMP be used ?

Search engines will be using AMP to quickly serve content on mobile devices without users having to click through to a website to view the content

How do I take advantage of AMP ?

Publishers who choose to create AMP versions of their content will still need a regular desktop version of those pages. For example, if you have an AMP version of a particular page, you would need to mark it with a rel AMP HTML link on your desktop page, which would point Google in the direction of your AMP HTML page. So, publishers that choose to adopt AMP would end up with a page on their domain constructed of AMP HTML, as well as a regular HTML version of the page.

What should I watch out for?

No JavaScript will be allowed other than an off-the-shelf AMP library

Images will only load when you scroll down to them (lazy load functionality)

A streamlined version of your CSS will be required

I am convinced: how do I go about getting this done. Contact your account manager and they will be happy to quote you for the work.