What is amp

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.

If not, your business might be adversely effected by the search engine page results. Moskalensky says Google will "punish" slow-loading web content in their rankings. Like any significant technological change, AMP takes some getting used to, according to Petty. Manually hand-coding meta tags and other elements was the norm. The main pitfall "is understanding the limitations of the AMP platform," Enge says.

Another downside is that when readers share links to AMP content that they clicked on through a Google search, the links point to Google. This change could negatively impact content developers' site traffic, according to Mike Kisseberth, chief revenue officer of digital content and services firm Purch. AMP "creates a potential challenge on the analytics side, as it's impossible to be percent sure where a publisher's content will be loaded from, as well as complications with visitor identification due to tight cookie restrictions," says Paulsen.

For more on the potential complexities of AMP deployments, read eBay's blog post on the topic. IT "will likely play a big role in adopting the AMP standard because there are some behind-the-scenes prerequisites they'll need to help with," Robinson says. There will likely be some coordination with any CDN vendor.

Most of the work can be handled by developers from there, but there's definitely a bit of technical work involved. Faster web browsing is very important to mobile users. Slow load speeds can negatively impact bounce rate, conversions, sales, and revenue.

AMP pages help to avoid these issues. Several website builders will create AMP pages automatically when you create regular web pages. Alternatively, you can also create AMP pages using specialist building and coding tools, although these often require some technical knowledge.

Read our reviews of the website builders discussed here, including our Wix review , our Shopify review , our Squarespace review , our Weebly review , and our BigCommerce review. This guide to the best practices for mobile web design is also super useful. Paul is a professional writer who creates extensively researched, expert, in-depth guides across business, finance, and technology.

He loves the challenge of taking complex subjects and breaking them down so they are easy to understand. He can quote 'The Princess Bride' in its entirety and believes the secret to good writing is Earl Grey tea. What is AMP? Paul Maplesden. Topics website. If a website takes any longer to load, then the majority of mobile internet users will bounce and leave the page. AMP is a good idea because it is specifically designed to create websites that load as quickly as possible on mobile devices.

How quickly web content loads depends on the speed of the connection and the file size of the website. Both aspects are related. Some pages will load slowly even if the connection speed is fast, if the volume of files to be loaded is too large. Similarly, even a technically optimized page may load slowly if the connection is too slow. AMP cannot influence the available capacity of an internet connection, so the technology focuses on the aspect of load times it can impact. AMP creates the best conditions for a mobile website to load quickly, even when data transfer is slow.

To do this, it limits the number of JavaScript and CSS elements required, ensuring that only a few resources must be loaded in order for a page to be viewed. Another important factor is a proxy server that keeps a cache of the target page ready. This content is transmitted over a Content Delivery Network, which has the advantage that the page can always be constructed at the same speed, wherever the user is accessing it from.

Generally speaking, all servers can read AMP Source Code because the code is based on well-known scripts. The following three elements are characteristic of AMP:. Any audiovisual media content has to be marked with special AMP tags, for example amp-img, amp-video, amp-audio or amp-iframe.

AMP is a web framework that integrates across a range of Google products. Whilst AMP is not a search engine optimisation ranking factor , speed is a factor, and AMP delivers a fast, reliable web experience.

Or, if you currently have a website generating AMP version of pages, then you may want to measuring the impact AMP has on your user experience and website visibility. AMP has been rolled out in response to projects such as Facebook Instant Articles , in which Facebook can host and render publishers content directly within their news feed, meaning the process of viewing a piece of content is much quicker than opening the equivalent web page in a mobile browser.

Google will be using AMP to quickly serve content on mobile devices without users having to click through to a website to view the content. Pages that have a valid AMP version will be served within the mobile results as a carousel above the rest of the results for a particular topic. This is clearly a huge opportunity for publishers who have created AMP versions of their content to outrank those who are slow to adopt AMP.

Publishers who choose to create AMP versions of their content will still need a regular desktop version of those pages. The inter-dependencies between the desktop and AMP versions of a piece of content were highlighted by the guys at Distilled in a recent Whiteboard Friday diagram which you can see below:. Despite the fact that there are 2 references of the AMP version of a page on the diagram above, the Guardian only needs to create and host one AMP version of each article on their site.

If you are creating AMP pages on your site, there are two ways to measure the impact it is having on your search visibility. Here is a quick guide to getting started in Search Console. And you can use your Google Analytics data to measure the behaviour of users interacting with your AMP pages.

Google has written a guide here. AMP HTML is designed to improve both the speed and readability of content, meaning the code used is heavily stripped-down. Thus, there are some visual limitations to this approach, which are as follows:. In cases like this, it appears that the AMP version would appear above the regular results. Need I say more?

If you need help with your Search Engine Optimisation don't hesitate to contact us. What is AMP and who actually needs It? What is AMP? How will AMP be used? Examples of AMP Publishers who choose to create AMP versions of their content will still need a regular desktop version of those pages.

The inter-dependencies between the desktop and AMP versions of a piece of content were highlighted by the guys at Distilled in a recent Whiteboard Friday diagram which you can see below: Source: Moz Whiteboard Friday Despite the fact that there are 2 references of the AMP version of a page on the diagram above, the Guardian only needs to create and host one AMP version of each article on their site.

Measuring the impact of AMP on search visibility If you are creating AMP pages on your site, there are two ways to measure the impact it is having on your search visibility. Here is a quick guide to getting started in Search Console If your AMP pages are not appearing, keep in mind you can use Google Discovery Ads to advertise on this platform.

Thus, there are some visual limitations to this approach, which are as follows: No JavaScript will be allowed other than an off-the-shelf AMP library Images will only load when you scroll down to them lazy load functionality A streamlined version of your CSS will be required You can read more about the technical requirements for AMP HTML here. What can I do to prepare?