What is Google AMP?
Google AMP is a new technology Google and others have been pushing recent months. With an increase in mobile web users, Google and other, mostly European, developers have created AMP, or Accelerated Mobile Pages. Google says, “The Accelerated Mobile Pages (AMP) project is built on top of existing web technologies to enable blazing-fast page rendering and content delivery.” Right now, news sites and blogs have no choice but to implement it. Google is giving prime search results to AMP pages in all mobile searches, and if you don’t have AMP on your site, you won’t see any of that traffic.
What Does This Mean?
Mobile web is still relatively slow for most people living in the United States, often on a 2G or 3G connection. In order to make web pages load instantly, AMP restricts what we can do with HTML pages. Design is stripped away in favor of speed. AMP is a perfect example of function over form.
What Do AMP Pages Look Like?
AMP pages are stripped down versions of normal web pages, but they do display the important content.
As with any new Google updates to search engine crawling and protocol, we’re highly recommending that clients adopt AMP as quickly as possible. If you’re using a CMS like WordPress, this process can be done quickly. If you’re still using static HTML we’ll have to duplicate every page on your website. So, if you’re using static HTML, now is the time to start considering a web re-design!
1. AMP restricts what we can do on the web.
To make web pages load faster, AMP restricts and modifies many HTML features. AMP basically delivers a 1997-era web page. While this does increase the load times, it restricts many design features like user experience. We code using CSS3 – which is standard – but AMP removes many CSS selectors that were introduced a decade ago. As we have been saying for years – Google cares more for speed!
2. It benefits a select group of larger e-Commerce, blog, and news sites.
Right now, if you have a blog or news site, you should be running AMP. We’re still unsure how this will effect product pages, category pages, etc., but we can guarantee that the move over to AMP will be coming in the next few months. Depending on the number of pages you currently have, this could be costly and time-consuming. This is not something a mom-and-pop shop should attempt to do on their own. If you are running a website without a CMS (using just HTML), you’ll have to re-create your entire website with duplicate AMP pages, all properly coded.
Rust Creative combs through an endless amount of SEO news and updates so you don’t have to. We find the most relevant and pertinent changes taking place across the internet so we can make informed decisions and relay that information to you. Here are a number of critical SEO development solutions required by Google to keep your rankings up:
4. Schema Data
We recommend AMP integration for all websites. Contact us and we’ll get you started.