What is AMP??? It stands for Accelerated Mobile Pages. It’s a version of a webpage that loads quicker on mobile devices than any other webpage format. This is an important feature for a website – especially websites that have text-based article like content – because the number of users surfing & searching for information via mobile devices has increased drastically.
Earlier this feature rolled out & was mainly used for News related stories, since news items are generally article based content. So their type of content was visited by users heavily & using AMP helped the users load pages faster & used less resources on the server’s end of the website.
Now Google has announced that it will bring this feature to other mobile websites too (apart from news). For this, Google has launched a demo site that will allow anyone to test what this AMP-experience is like, and give developers the opportunity to fine-tune AMP support for their sites before it rolls out this feature to all users.
An average AMP page loads 4 times faster than non-AMP pages as of now, with a page loading under 1 second. Rudy Galfi, a product manager on the AMP team, has told another website that this should not affect ranking chages, which means that rankings remain unaltered, even though a website may have provided an AMP version of the page.
But seeing this from the point of view of a normal user, one is more likely to click on an AMP page than any other page because it would just save time. It would also save a user from experiencing non-mobile friendly websites that ruin the browsing experience.
Anyway, with today’s announcement, Google basically has unveiled an early preview of their expanded AMP support across search engine results. Which means one would begin to see the AMPs, in the blue links alongside other non-AMP pages. You will be able to tell the difference because AMPs will be designated by the familiar lightning bolt icon next to it.
Now with the new announcement for this feature, and even with Google’s emphasis on saying that these pages wouldn’t affect ranking changes for a website – it’s only a matter of time & experimentation that will give a more accurate picture of what really is effective for SEO.