Search engine optimization (SEO), like any other discipline, constantly evolves, though it arguably changes faster than most. We must adapt our strategy at the speed of technological advancements, which requires vigilance and constant research. Mobile optimization has been the watchword in recent years, which led to the concept of Accelerated Mobile Pages (AMPs). Learn what they are and the role they play in your SEO.
What Are AMPs?
AMPs is the name given to a project between Google and Twitter that’s designed to create fast mobile pages by stripping down HTML codes and making them lightweight and more agile. AMPs must run off a streamlined CSS, and you can’t use elements such as forms or JavaScript, which slow loading times. AMPs will ultimately play a role in your search engine result page ranking.
How It Affects Search Engine Result Pages (SERPs)
AMPs are mobile format and only affect mobile search results. But this is still significant, since data shows mobile users have overtaken laptop and desktop users. But by using the open-source code, you can improve your search engine ranking, as well as make a more user-friendly experience for your visitors.
It’s important to realize, however, that your entire website should not utilize an AMP. While it drastically improves speed, it also strips your website down to its bones, so leave your landing pages the same. Those who benefit most from AMPs are those who routinely publish content, like news organizations. Making your entire site an AMP might also have a negative effect on your conversions, so apply it strategically. For example, making your blog, updates, or news section into a mobile page might improve your user experience – while product pages will not.
AMP Versus App URLs
Another driving factor in converting part of your website to AMPs is that Google is now listing AMPs before app URLs in mobile search results. Google and Twitter are incentivizing businesses to create AMP pages for users, and it won’t be long until they use it as a specific marker for rank results.
AMPs are still in the early adopter stage – many businesses are unfamiliar with the concept and are even less familiar with how to implement it. Getting ahead of the curve now will assure your place in the top of the search engine results, even placing before the organic mobile results. Accelerated mobile pages are quickly becoming an essential part of your SEO strategy.
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