In October 2015, Google announced on their official blog that they would be rolling out the Accelerated Mobile Pages Project in hopes of creating a “faster, open mobile web” experience. Accelerated Mobile Pages was launched by Google in February 2016, allowing publishers to create cached, fast-loading versions of pages on their site. Unlike other mobile publishing platforms like Facebook Instant Articles and Apple News, Google simplified the process by not involving an app or publishing tool. Accelerated Mobile Pages is still in its early days, but it seems that is here to stay and will only become more important. So let’s take a deeper look at AMP to get a better understanding of how it works, how it affects search, and what it may look like in the future.
What are Accelerated Mobile Pages (AMP)?
Accelerated Mobile Pages are stripped down, lite HTML versions of web pages created to facilitate a faster, streamlined experience for mobile users. Primarily regarded as a publishing platform, Accelerated Mobile Pages often take the form of published content such as news stories, articles, and blog posts. Distributing this content in AMP format makes mobile content more accessible than ever before.
How do Accelerated Mobile Pages work?
Accelerated Mobile Pages in SERPs
Now that we’ve been able to see Accelerated Mobile Pages in action, we can see how they will affect mobile SERPs. Where will they show up in search results? What will they look like? Accelerated Mobile Pages appear in a carousel format in mobile SERPs, and allow users to scroll through results by swiping to the left. In these results, you will mostly find news stories, articles, and blog posts being indexed by Google as Accelerated Mobile Pages. Google has also started to implement advertisements in AMP results that will be cached, fast loading versions of these ads. As Accelerated Mobile Pages continue to evolve and be inserted into mobile SERPs, there will be an ever-growing need to optimize AMP pages to increase visibility and clicks to your site.
Implementing Accelerated Mobile Pages on your site will not only create a better mobile experience but also has the potential to increase the overall visibility and SEO value of your site.
- Click-Through Rate – Faster load times and greater search visibility has the potential to increase CTRs and drive more users to your site.
- Mobile Page Speed – Faster page speed will increase the SEO value of your site and encourage more visitors to engage with page content.
- Impressions & Engagement – AMP driving more visitors to your site will help increase these two important metrics for your site.
- Future Ranking Factor? – While AMP is currently not a ranking factor, it may be something Google will look to prioritize in the future.
Accelerated Mobile Pages can have a big impact on your site in many ways. Optimizing your Accelerated Mobile Pages for search engines and users can help ensure your site is taking full advantage and reaping the rewards of AMP.
Optimizing Accelerated Mobile Pages
The Future of Accelerated Mobile Pages
As mentioned earlier, Accelerated Mobile Pages is still in its early days and will continue to evolve and change search in many ways. Currently, Google is primarily indexing news, articles, and blog posts in AMP results, but has recently published a blog post detailing an expansion of AMP results beyond the top stories section in SERPs. Accelerated Mobile Pages will now be found throughout the entire search results page, presenting many new opportunities for sites to implement AMP. For instance, the online shopping giant eBay has implemented Accelerated Mobile Pages on many of their shopping pages in anticipation of a future indexation of AMP shopping results. This is just one example, but represents the ample opportunities of Accelerated Mobile Pages in the future. Now is the time to Get Started with Accelerated Mobile Pages. Happy optimizing!