What is Google’s AMP? Is it important for SEO?

It is more than a year Google officially started integrating AMP (Accelerated mobile pages) listings in search results. In India, this service is started in October 2016.

What is Google AMP?

If you share any external web page on Facebook,  it loads the web page title and its one of the image within the content instantly. To do this, facebook got its own in-house software. Google bought the same concept as AMP for web browsers.

Unlike Facebook, Google bought AMP (Accelerated mobile pages) an open source project with an objective to help web publishers create mobile-optimized content that loads instantly in any mobile web browser. This open source software can be used by any website with some setup.

The official website says “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.”

Rudy Galfi, Google’s AMP product manager, said “Google AMP cache functions in a similar manner as a content delivery network (CDN), that it is free for anyone to use and that it works on “stale-while-re-validate” model. This model helps make sure the content is always up to date in the cache. The process by which it works is quite simple: When a request is made, the client receives the cached version while the document is requested again from its original server to be updated in the cache.”

AMP uses less HTML, JavaScript, and CSS. So we cannot add some features to mobile AMP website. This limits the ability to add some dynamic scripts.

How AMP (Accelerated mobile pages)  Affects SEO

Richard Gingras, senior director, news and social products at Google, explained in an interview “So, obviously we look to leverage that. Again, it is only one signal. AMP doesn’t mean adopt AMP and get a massive boost in search ranking. That is not the case. All of the other signals need to be satisfied as well. But without question speed matters. If we had two articles that from a signalling perspective scored the same in all other characteristics but for speed, then yes we will give an emphasis to the one with speed because that is what users find compelling.”

Which platforms support AMP

AMP is compatible with WordPress, drupal and major browsers like Chrome, Firefox, Edge, Safari and Opera. The complete list of AMP supported Platforms, Vendors and Partners available here.

There are some complaints on Google AMP by few popular publishers. There is a WordPress official plugin by Automattic available with a little complex setup. This plugin rated with a  3.4 out of 5 stars.

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