AMP Mobile Pages - What is it? Does Your Website Need It?

Browsing the web on a mobile device has become the norm in today’s society. More and more of us every day are picking up our smartphones to find information rather than logging onto a computer. As a result of this we saw surges in mobile websites, then responsive websites to fit all screen sizes and the next link in the chain is Accelerated Mobile Pages (AMP).

The AMP Project has been backed by Google and it has been speculated that pages with AMP will be marked as Fast within searches. This could work in a similar way to the mobile friendly tag you see when searching. This could entice more visitors to your website and as it’s such a drastic increase in page speed, you could also see a ranking boost over time. Bear in mind that for the time being efforts to make your mobile AMP friendly should mainly be aimed at content posts rather than main pages of the website. The reason for this being that AMP pages are very stripped back versions of content pages of your website. The method behind this being that the webpage will load vastly quicker compared to the responsive website design of that page.

We recently ran a poll on Twitter to gain an understanding of whether people would be investing in AMP for their websites and a whopping 64% had not even heard about it.


You may have been using something similar to AMP and not even realising it!

Facebook in recent months released the instant articles feature which is very similar in the way that AMP will work.

That little lightning in the right hand corner of the image is what indicates that the post is an “Instant Article”. When you click it the post loads almost immediately including all images in the format you can see in the image above. This is essentially what AMP will do for your content posts on your website.

If you write regular news on your website or perhaps you are a fully-fledged blog, AMP needs to be on your radar of things to get done this year.

Test AMP Pages in Google

Google have been kind enough to provide examples of how AMP will work in search. Click here to see the demo.

Alternatively they have also posted a video on the Inside Search blog which can be found here:

Awesome! So How Do I Implement It?

Implementation of AMP uses existing web technologies so the great news is that you won’t have to learn anything new. If you are up to speed on HTML, CSS & Javascript then you’re good to go!

If your website is hosted on WordPress it’s even easier as they have created a plugin for you to utilise to make the implementation as painless as possible. You can find the plugin here. This is the official plugin for AMP created by WordPress so it’s a good start. However this plugin uses a default template so to keep in with the design of your website you will need to make edits. You can find out more on how to do this on Github.

Unless your knowledge of web design and coding is of at least intermediate level we would recommend speaking to a designer to get this done. That way you can be sure it’s 100%.

Where Is It Heading?

I predict that AMP will be huge and make a big impact on mobile web searching. More now than ever we all have an expectation of being able to gain information instantly. The quicker you can present that information to the reader, the better experience they will have on your website.

It’s still to announce whether AMP will have a direct impact on other Google Modules such as News and Local but I’m betting it’ll roll out quicker than we expect it too. Google plays heavily on pushing page speed and its importance so this was the next natural step in mobile search.

The best part of AMP is a whole is that the project is completely open source so it’s available to everyone at zero cost. It’s still very early days and no doubt the AMP technology will evolve over time working towards a better and speedier browsing experience on mobile devices.

We can help you get started with your organic search strategy today, contact us now!

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