AMP Project Explained

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The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.

Implementing faster mobile web pages mainly benefits users, who are increasingly frustrated with slow loading times. The latest Google research shows that 53% of people will leave a site that fails to load in three seconds or less. AMP is a set of rules that form a simple, lighter version of HTML. And pages built in compliance with AMP are sure to load super-quick on all mobile devices.

1. What is the AMP project?

The Accelerated Mobile Pages (AMP Project) is an open source initiative that came out of discussions between publishers and technology companies about the need to improve the entire mobile content ecosystem for everyone – publishers, consumer platforms, creators, and users.

Today, the expectation is that content should load super fast and be easy to explore. The reality is that content can take several seconds to load, or, because the user abandons the slow page, never fully loads at all. Accelerated Mobile Pages are web pages designed to load near instantaneously – they are a step towards a better mobile web for all.

2. What are the benefits of AMP?

Speed matters and instant is the ideal. Research has shown higher bounce rates associated with slower-loading web pages. Using the AMP format will make it far more compelling for people to consume and engage with more content. But this isn’t just about speed and performance.

We also want to promote enhanced distribution so that publishers can take advantage of the open web’s potential for their content to appear everywhere quickly – across platforms and apps – which can lead to more revenue via ads and subscriptions.

3. Is Google AMP a ranking signal?

No. Gary Illyes, Webmaster Trends Analyst at Google, stated during his SEJ Summit Chicago appearance that, “Currently, AMP is not a mobile ranking factor.”

But of course you can pull that “Currently” apart as much as you like, and read into it a high likelihood that Google will probably use it as a direct ranking factor one day soon.

As Danielle Antosz from SEJ reports, Illyes further pledged that Google will be expanding AMP vertices to include Google News, Google Now, Play Newsstand, Now On Tap, and in the near future it will likely expand to product pages for ecommerce sites like Amazon.

4. AMP Label

One of the major benefits of implementing AMP is that Google will designate any AMP articles with an AMP label on its SERP. This means that when a user does a search, they’ll be able to see which articles are AMPed and which ones aren’t.

This is an advantage because mobile users will be able to identify what content will load immediately on their mobile devices, which means that they will most likely give preference to content with the AMP label.

Update: Google just recently dropped the mobile-friendly label from its search results page. AMP labels however, still remains, giving AMPed website a clear distinction in the search results.

4. How to get content into AMP?

Publishers and Content Management System (CMS) providers can develop an integration with their CMS to generate AMP content. Automatic has already published a WordPress AMP plugin and we hope that all content management systems will add support for AMP HTML pages.

It may take a little time to get a full grasp of how AMP works, but it’s worth the effort. Because of Google’s emphasis on mobile, there’s a very good chance that AMP will become more and more important in the future.

Consider reading my article on: “Ways To Improve Your Instagram Engagement” that shows simple tactics that can help elevate your profile.

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