Published: 14 December, 2017

There has been quite some popularity about the AMP pages for websites. Where some rumors tend to promote it, there are many others that are completely against their implementation. So, what are these pages and how do they influence SEO or your traffic? Here we describe this feature in detail, helping you understand the role of AMP in your website performance.

An Accelerated Mobile Site (or AMP, for brief) is a special service from Google made to make web pages work very fast on mobile. At its substance, it is quite simply a stripped-down form of HTML. Fundamentally, it is an HTML site made to be super light and portable so that it really makes the web pages load fast. The service is an open source system, employing different services from a variety of sources.

What is the use of AMP?

Simply put, surfing on mobile as long as you are on-the-go means that your web speed is not necessarily fast. AMPs work great to boost this search speed and to load pages faster. However, let us not assume that everyone will want to make his or her services or E-commerce webpages into AMP. One major reason is that it might be stripped down of its first-impressions. That could defeat the goal of your original design.

Therefore, AMP is not for everyone. The websites that will gain the most from AMP are posting sites. Sites that produce content. These sites simply display words or articles and images that are read by viewers. Downsizing these pages hardly has any effect on the layout. In fact, it actually accelerates these pages, loading content faster for better user experience. Aside from this, AMP has a major role in SEO as well. There are various ways that it affects the on-site SEO, which is discussed in further detail below.

What is the amp in Google search results?

To utilize AMP, you create another version of your site that conforms to the requirements posted by the AMP service. These specifications are nearly the same as traditional HTML but stripped down to what Google considers to be the smallest amount. Typically, you will give your AMP-optimized site another address, for example page/amp. If you are using WordPress, there is a plugin that will automatically create these different variations and help Google find them. Nevertheless, you could, theoretically, just substitute your complete site with AMP optimized web pages and it could still work generally in most modern browsers, though it could be somewhat boring.

Sites that follow these requirements will get special preference from Google, which is the ulterior motive. AMP-optimized new testimonies will now appear near the top of Google's mobile SERP's. However, there is a catch. Your AMP site will be linked to a Google mediator. Clicking on your site will not directly open your web page. Instead, it will go via google to open the link.

What is the amp in Google search results?

If you are using Accelerated Mobile Web pages, your website will be viewed in a manner by google. The largest difference in the manner that Google shows AMP web pages and regular web pages their carousel and through their AMP label.

Quick Read Carousel

A good way to look at what an AMP feature can look like over a mobile device is by heading to demo over a smartphone. Search up anything that you can think of and a carousel will be drawn up near the top of the SERP (search engine page) containing the very best AMP articles.

After the carousel is up, you can select one of the articles, which is embedded into the SERP for quick reading. To learn other AMP articles in the carousel, all you need to do is swipe left and find another article of your liking. Because they are all inlayed in the carousel, viewers will not have to demand publisher's webpage. Several major content web publishers have already carried out AMP and have content that may be within Google's Quick Read Carousel, like the Guardian and the Washington Post.

AMP Label

Among the major benefits associated with implementing AMP is the fact Google will specify any AMP articles with an AMP label on its SERP. Which means that when someone searches for a particular term, they will be in a position to see which articles are AMPed and which are not. This obviously means that mobile users can tell the Amp pages apart from the regular web pages and consider the lower burden of the pages on their internet will opt for them. This means an extra load of traffic will be directed to the AMP pages.

AMP carries a special analytics label that allows web publishers to send data to pre-screened analytics providers such as Chartbeat, Adobe, and That is handled by an individual JavaScript file instead of separate files for different providers. That data file is packed Google’s machines, which can rate things up significantly for web pages that use multiple analytics providers. Advertising work similarly. The AMP analyzers analyze content based on performance, security, and personal privacy, so a few of the most detrimental offenders may be screened out. However, those who abide by the code are given preference, which helps promote their pages above the many others.

What Effect Does AMP Have on SEO?

There are a number of ways that AMP pages can affect the SEO of a page. First and foremost, it is given preference by google. Furthermore, viewers prefer to open these pages in comparison to the other non-optimized pages. Here we discuss some SEO advantages in detail.

Increased View by Carousel

Think about the vast amount of work you placed into optimizing your website for SEO all in the hope of boosting your search engine rankings. The bigger you are on Google's SERP, the more appealing you are to googles market. Now, the carousel is situated at the top of the Google Homepage- above the outlined websites, above even the websites that are ranked first! The huge benefits of this kind of coverage are numerous, including:

Potentially Increased Mobile Ranking

Due to Google's effort to focus on mobile marketing, there are two types of search engine rankings that you need to worry about now. One is the original search engine ranking positions and the mobile search engine positioning. There are different factors, which determine how Google determines each ranking - nevertheless, they are both extremely essential for promoting your website.

Right now, you should recognize that overlooking mobile is not smart - a sizable ratio of your website's traffic is visiting your site via mobile, meaning your mobile rankings on Google are just as important if you anticipate mobile searchers to find you. However, you need to keep in mind that implementing AMP will not just boost your numbers immediately. On the other side, not employing it means that you are simply giving sites that do use the service a leg up, promoting them even further.

Even though you have a higher mobile search engine rank, users may be drawn to the appealing content being viewed on the carousel instead - therefore diminishing the traffic you might have gotten. Therefore, in ways, not implementing AMP might have a similar impact to having a search engine ranking demotion - even when it is not actually a demotion, but the addition of another position above your result.

Enhanced Mobile User Experience

Despite the fact that smartphones have been with us for a long time now, the web experience can be pretty spotty. More than 50 percent of internet searches are performed on mobile - and many of those queries are performed locally while away from home.

People using cellular devices do not have lots of time or data on their cell phones. Which means that they are less inclined to go to a site and wait for it to load. By employing AMP and getting content exhibited in the carousel, users can gain access to your content and never have to visit your site and await pages to load. If indeed they like what they see in the carousel, they can visit your genuine site.

Improved Click-Through-Rate

Users are more likely to select your web page if it comes with an AMP label. This is an assurance that the site will cost fewer data and will have a better, faster working design.

If they have the choice of going to one of two sites and only one has been chosen with the AMP label, they are more likely to choose the AMP site. This, subsequently, can help improve your click-through-rate significantly.

Improved Advertisement Performance

That is right; advertising on AMP will actuality perform better. Around 90 percent of AMP, content web publishers have observed higher click-through-rates as well as higher eCPMs (effective cost per thousand impressions).

All of these advantages signify the immense benefit of employing AMPs on your site. With the coming time, using AMP may be more of a need than a choice. It is evident that you need to optimize your site for mobile users, considering more than 50% of your visitors are logged in from their handheld devices and AMPs can help do that for you.

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