With this month’s announcement of an incoming speed update from Google, it may be useful to start presenting your blogs as AMP pages to speed up the load time of your content.
Here are 10 things you might not know about AMP including how to install the functionality on your website…
1. What is an accelerated mobile page?
In October 2015 an open source project was introduced by Google aimed at speeding up the load time of pages on mobile phones. It was also viewed as a rival to Facebook’s instant articles.
If you have AMP installed on your website it will display your web pages as very basic stripped down version of the original page. This means it will load much faster than a conventional web page in most cases.
It is possible to modify your AMP page to match your branding but the main emphasis is on making your articles easily accessible. There is no point producing content if people are left waiting too long for a page to load.
2. If my original web pages load slow will AMP help?
Google has recently confirmed in this article that it will take AMP page load time into account in search results. If a web page is loads slow it is worth taking steps to speed it up rather than rely on traffic from mobile and missing out on the 40 plus percent of traffic still coming from desktop.
3. AMP pages are highlighted in mobile search results
If you type in a particular search query on your mobile phone browser, it will display content relevant to that query with a lightening bolt next to it.
When AMP is enabled on the web page and may give a slight edge in terms of click through rate if your audience understands that these pages are set up specifically for a fast user experience on mobile phones.
The example below demonstrates how this works with a recent article I wrote on keyword research.
4. Google is retiring AMP specific urls this year
When AMP was originally rolled out, it meant that an amp specific url was used rather than the original web address. This will no longer be the case and urls will be displayed the same as the original url.
Will this give a boost in ranking? This is unclear but urls are important to page rankings and if these urls are uniform then it could provide a boost.
5. Will AMP impact on Desktop search results?
AMP is purely aimed at mobile so the original web page will displayed in search results on desktop rather than an accelerated mobile version.
6. How easy is it to install AMP on a website?
The answer to this is very easy if you have a WordPress site.
Other platforms may make their own provision for AMP pages but with a self-hosted WordPress site, it is simply a matter of installing a plugin to do the job. There are various plugins out there including this one below:
In the WordPress dashboard you will also have the option to amend how your AMP page with some basic editing of colour schemes.
Don’t expect a lot of room for design though, remember this is all about stripping out the bells and whistles you would normally find on a web page.
As with installing any WordPress plugin it is worth getting someone experienced to handle installation to ensure that the plugin is compatible with your particular setup.
7. Where do I go to find out more about AMP?
There are plenty of resources out there covering AMP but the main ones to look at are:
Tells you all about AMP and is the main go-to resource for the project.
If you want to find out how to develop and enhance your AMP pages then Google provides a lot of advice and tips here.