What is AMP and how is it relevant?
Accelerated Mobile Pages (AMP) is an open-sourced Google initiative that aims to provide faster mobile web browsing.
Essentially, there are two versions of some pages: the standard web page and the AMP'ed version. Both of these run alongside each other.
It's pretty clear that the future is mobile and Google is one of the key forces that is leading the way forward in this idea.
For a long time, Google has recommended that developers and site publishers focus their efforts on creating mobile-responsive pages and sites. Pages that are mobile-responsive can get favorable treatment when it comes to Google rankings and those that fail to adhere to Google's recommendations may find themselves being penalized.
So, what are the effects in Google's SERP rankings? Well, the longer you can get a visitor to stick around on your page and the more you can reduce your bounce rate the better your ranking gets. It's that simple. A big example of the importance of AMP pages is the introduction of Google's AMP page carousel that presents itself on the first page of mobile search results. Here, an array of articles are featured that are related to the query, including the display of an image along with the article heading.
Google is promoting AMP pages and articles. At the moment this is relatively limited but it should be picking up pretty soon.
If you ignore AMP then you could be missing out on a pretty significant boost from Google. This means you could be missing out on a lot of potential visitors.
FEATURES OF AMP
AMP essentially exists to streamline pages, and the size of inline CSS is less than 50kb. Some of the key features include:
i) Analytics and Ads are accepted on AMP. In this respect they will be like regular web pages.
ii) Lazy load image function ensures that images will only show up when the user scrolls down.
iv) Forms are not permitted.
v) In order to include videos, an approved AMP extension is required.
vi) For any custom font, image width and height needs to be declared, with the font being specially loaded.
vii) Use the AMP Validator to validate AMP sites. This comes bundled with the AMP JS Library.
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