Accelerated Mobile Pages (AMP) Explained

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On Wednesday the 24th of February AMP pages will appear in Google search results.  AMP’s, Accelerated Mobile Pages, are a way of categorising content by speed and have been developed by Google to help it deal with mobile users preference for speed and fast loading pages.

AMPs are pages with stripped down code, emitting unnecessary articles that will slow the page down.  In themselves they will not produce a sudden surge in traffic, it is just another metric that Google uses to categorise content.  If two pages have similar characteristics except for speed then preference will be given to the faster pages.  In today’s mobile web speed matters and AMPS are taking it an extreme.

The initiative has been adopted by technology partners like Twitter and LinkedIn as well as publishers like the New York Times and the Huffington Post, and it’s a response to features like Facebook instant articles and Apple News.

Google’s AMP’s are open source, which opens them up to a vast amount of technology companies, as opposed to the closed technology of Facebook’s instant articles. With partners such as pinterest, expect a huge uptake for AMP making it essential to include in your content strategy.

Google expect that over time AMPS will provide a boost to pages however there are some limitations to the content, as AMP is essentially  heavily stripped down coding.  For instance images will only load when you scroll  down to them and no javascript will be allowed other than an off-the-shelf AMP library.

 

What content will AMP effect?

 

All static content pages (pages that don’t change based on user behaviour) will be affected, which for bloggers and authority and information based page sites means a lot of content. Its expected that AMP will be become an essential part of any SEO strategy in the future.

WordPress already has a AMP plugin that can dynamically generate AMP compatible versions of the posts on a WordPress site.   For those on other platforms you should consider adding AMP functionality onto your site as soon as possible.

If need to know how AMPs will affect your site or how to implement AMPs to maximise the reach of your content contact us  at Flow Ink today.

 

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