Today we are launching certain pages of our website with support for AMP (Accelerated Mobile Pages). This initiative is part of a small research project we’ve undertaken which aims to assess the impact of our search engine positioning for mobile users of our website.
Accelerated Mobile Pages (AMP) is a Google-led initiative which has one objective: to speed up the mobile web. Initially we will focus on product pages and our blog, then depending on the results we may roll out support for all of our pages
You can read more about the AMP initiative here
Not only that, the HTML markup has changed quite significantly, requiring new tags for images and an HTML restructure, with many changes needed in the header and footer.
From a web developer's perspective, it will not require a complete rewrite of all the pages on your website, as most of the standard text elements can be reused, but it’s still a fair amount of work for a clearly coded, well structured website. Wordpress, Joomla and Magento developers using pre-made themes, be prepared...
As the focus for AMP seems to be blogs and news portals, although there is a useful place for AMP in other areas of a website, such as contact information and product pages.
It remains to be seen whether AMP pages will rank higher than non-AMP pages, but as is the traditional Google approach, offering recommendations rather than making demands, one can only assume “faster” means better, which in turn results in higher search engine ranking.
I hope AMP will continue to evolve, and in doing so, will become an important part of an evolving online strategy for businesses who are focused on organic listings. Perhaps those of us who do not embrace AMP may find traditional, non-optimised pages slowly dropping from page 1, in favour of AMP-enabled content, time will tell.
If you have any AMP related experiences, please let us know in the comments below.