Officially launched a year ago, the AMP project, acronym for Accelerated Mobile Pages, is undoubtedly one of Google’s priority projects. After a presentation to the general public, Google also announced the official release of its Accelerated Mobile Page project. It is indeed Google who is the leader and its lobbying around AMP is active.
Indeed, under the cover of open source project, it is clear that Google is the main leader of the project, with announcements, partnerships and integrations in the SERPs. If these latest tools allow faster access to content and therefore generate more views, advertisers also feel financially harmed by Apple and Facebook as they do not allow for monetizing of their content. AMP’s goal will be to accelerate the display of mobile web pages.
Indeed, it is not the initial partners (Linkedin, WordPress, Twitter, Pinterest) that, for the moment, are users of the implementation of the Accelerated Mobile Page. This initiative would also tend to compete with Facebook with its Instant Article project and Apple with the News app. For those who do not yet know what the Accelerated Mobile Page project is and who would like to go into details on the subject: AMP combines a revised HTML code (AMP HTML), a specific cache system and reduced scripting libraries and therefore allows faster loading.
The figures provided by Google are unequivocal. This is particularly blatant in the Google results pages. And the result is often instantaneous, allowing Google to considerably reduce the perceived load time on the user side. AMP’s goal is to make the loading of mobile pages almost instantaneous. By clicking on an Accelerated Mobile Page result, the page loads almost instantly, as Google preloads directly on the SERP part of the page to be delivered.
Why does Google care so much about AMP? Another benefit: Accelerated Mobile Page pages could benefit from an SEO advantage. The content of sites that use this type of AMP format would benefit from SEO and their links could be labeled as “fast” pages in the results of a search. The criterion of the loading time sof the cumulative page to the decrease in the rate of bounce and to the increase of the user engagement related to the technology could in fact play a major role in the positioning of the sites using the Accelerated Mobile Page.
What convinces you to try to optimize your site for SEO? Although the American giant is accustomed to some decreased results, one can legitimately think that the AMPs will be, in fact, better. Keep in mind that the main objective is to promote a decreased charging time on mobile and that Accelerated Mobile Page is not necessarily the best solution adapted for all users.
Announced officially by Google in 2016, AMP is no longer exclusively news-centric. Google is gradually preparing for the imminent use of its project, also the properties of the structured data for the articles have just been updated in order to integrate new characteristics for the Accelerated Mobile Page. A WordPress AMP plugin is also being developed to facilitate the integration of the solution that could be complex to install.
AMP’s implementation will require knowledge in development and could therefore prove costly to businesses. To summarize, the Accelerated Mobile Pages use an HTML framework that was designed to reduce page loading time, reduce data consumption and improve the mobile user experience. This is the charm of AMP for an SEO Company, as unlike an HTTPS deployment, it can be deployed page by page.
By moving forward like this, you can minimize the development side load while testing the relevance of Accelerated Mobile Page for your site. Several data corroborate the influence of site performance on mobile engagement. The ambitions of the AMP project clearly exceed the perimeter of the news sites.
The Accelerated Mobile Page project is an open-source project initiated by Google. But, it is clear that for mobile users, it is becoming a must-have. So, is AMP HTML the new standard HTML for mobile users and desktop mobile users? AMP can now be applied to all content sites.
When it is known that a larger percentage of mobile users interrupt a search if the loading time is too long, the use of such a tool makes sense. A few templates of pages can be selected and constitute your sandbox AMP.
With this solution, publishers can keep control of their content, which is internally hosted, with a fast, flexible and graphical interface. In other words, publishers are going to deploy AMP beyond news sites and will even think of the desktop. The scheme is simple: Google launched an open source standard, Google gets involved with some key partners, Google invented a label and Google associates a carrot. In the space of a few months, almost all the major publishers have deployed AMP pages. Lobbying continues with the integration of AMP results into the “classic” Google results. Indeed, initially limited almost exclusively to the news carousel, AMP recently integrated the classic results.