At the beginning of August Google gave people an early preview of their expanded AMP support. What’s AMP? It stands for Accelerated Mobile Page (AMP) Project – an open source initiative for optimizing mobile content.

Ten months earlier Google announced the launch of the AMP initiative. The goal was to begin building webpages that made mobile searching and reading a better user experience. An open framework known as AMP HTML is the lifeblood of the initiative. Essentially, this code can create lightweight web pages that load faster and support rich content without hang-ups.

At the time of launch 30 publishers had been recruited to help test the platform, and now less than a year later there are more than 150 million AMP docs in the Google index. Google estimates that about 4 million new AMP pages are being added each week.

It’s About User Experience, Not Search Ranking

Google has been very vocal that AMP isn’t a search ranking factor. As of right now it’s just about creating a better user experience, which is just as beneficial for businesses.

Ultimately, it’s the exact philosophy behind our 3 Step Approach to SEO. Search ranking isn’t the end goal. Once a user clicks on a search result the website needs to deliver a great user experience, or they’ll just bounce right back off the page. It’s a combination of having a solid technical foundation to build on and great content that engages the user.

With AMP HTML in place rich content options are being expanded for mobile pages. The aim is to also have the code work seamlessly across all mobile platforms and devices. The AMP project group plans to accomplish this with a new form of caching that enables publishers to continue to host their content but distribute it through Google's global cache.

You can try out AMP on your mobile device by visiting g.co/ampdemo. AMP pages have a small lightening bolt icon at the beginning of the meta description, and they’re usually at the top of the results.

At SearchRPM we know how important mobile search is for our clients and their customers. The issues that have been experienced in the past with mobile search can make it difficult to convert users and earn revenue off of ads. Our team will definitely be keeping track of the AMP roll out, and we’re already testing out a few AMPed up pages to become familiar with the implementation process.

Once you’ve AMPed up your pages it’s a perfect time for step three of the SearchRPM SEO approach - a site announcement letting others that link to you know how well your pages are working on mobile devices.

P.S.

Just a head’s up – Google plans to make the AMP feature widely available later this year. When that happens you may notice a change in mobile search traffic if users begin looking for results with the AMP icon.

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By Michael Ramirez
SearchRPM Founder