AMP stands for Accelerated Mobile Pages, which is a Google and Twitter backed project that intends to increase page load speeds on mobile devices. They are slightly different to normal HTML pages and have been designed to be lean and fast. It is open source which means it is openly available to any developer who wishes to make use of it. Google has often stated the importance of speed for improving engagement on a site and are trying to push businesses along by making it a ranking signal in its search algorithm.
AMP pages will be able to perform much better than non-AMP as they guarantee a faster loading time. With mobile devices being used heavily for internet use today, a fast mobile experience can make a big difference in keeping users on your site. AMP pages are said to load 4 times faster than standard pages. To get into the top stories in Google on mobile devices the webpage must use AMP, which is why it is being used primarily by news sites.
AMP pages take time to put together. Stripping down code correctly from current pages or building from scratch will be worth it but it’s one more job for a web developer or SEO team to get done.
Some may find the restrictions of AMP a drawback but it’s this restrictiveness that is necessary to keep pages lean and fast. Designers and clients often use as many technologies and whistles as they can get their hands on so it can be a good thing to prevent that.
We now provide AMP
We are currently updating all of our SEO clients to AMP pages and will be offering it included in all ongoing SEO campaigns.