What is Google AMP?
AMP is an open source venture intended to web distributers make portable enhanced substance that heaps in a split second on all gadgets, as indicated by Google. "We need pages with rich substance like video, livelinesss and design to work nearby shrewd promotions, and to stack promptly," Google wrote in a blog entry. "We likewise need the same code to work over different stages and gadgets with the goal that substance can show up wherever in a moment — regardless of what sort of telephone, tablet or cell phone you're utilizing."
Google's objective with AMP is to convey the most ideal versatile experience to its clients. "Google needs to get data to the end client as quick as could be allowed," says Michael Bertini, a quest showcasing master for computerized advertising office iQuanti. "Google doesn't need the client to need to hold up to peruse or see something."
How does Google AMP work?
The open AMP HTML framework piggybacks on existing web technologies, but it also lets site owners create "light-weight" web pages, according to Google. "AMP-HTML is simply HTML5 with a set of specifications (requirements and restrictions)," Google's Galfi told SearchEngineLand.com. "The optimization is powered by JavaScript, styling can be customized via CSS3, and pages are cached."
Caching is core to AMP, Galfi said. From SearchEngineLand.com:
"[Galfi] explained that Google AMP cache functions in a similar manner as a content delivery network (CDN), that it is free for anyone to use and that it works on 'stale-while-revalidate' model. This model helps make sure the content is always up to date in the cache. The process by which it works is quite simple: When a request is made, the client receives the cached version while the document is requested again from its original server to be updated in the cache."
AMPs are "completely separate from a typical mobile site," says Jim Robinson, founder and CEO of ClickSeed, a digital marketing and SEO agency. "Assuming your site has a desktop version, a mobile version and an AMP version, the desktop version will be the canonical (preferred version), and the mobile and AMP versions will each be annotated separately as alternates."
Site publishers can serve their own ads through AMP, "although there are restrictions on sizes and placements," Robinson says. "Most major publishers serve ads through DoubleClick for Publishers (DFP) or OpenX, both of which are compatible with AMP."
Why did Google create AMP?
Web surfers want rapid search results, according to Eric Enge, CEO of digital marketing agency Stone Temple Consulting. "This means Google wants to give users speed, because they have serious competition in today's world. And if they can offer superior speed for content accessed via search results, they will maintain or win market share," Enge says. "Also, Google wants to keep people on the mobile web. While Google has five of the nine most-installed mobile apps, the reality is that their market share is far less certain there."What does AMP mean for SEO?
AMP is not directly a search engine ranking factor, and sites that adopt AMP won't "get a massive boost in search ranking," according to Richard Gingras, senior director of news and social products at Google, who spoke to AdAge.com. "All of the other (search engine ranking) signals need to be satisfied as well," he said. However, "speed matters" in search engine ranking, according to Gingras. "If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes, we will give an emphasis to the one with speed because that is what users find compelling." AMP can also indirectly influence where Google places pages in search results, according to Petty. If an AMP gets more clicks and fewer bounces because it's faster to load, Google determines that the page is valuable to users, and it's likely to get higher placement in search results.
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