What Is Google Amp And How Does It Work?


The next big thing in SEO is AMP, or Google"s Accelerated thiết bị di động Pages. Search pros break down AMP và nói qua insights on what you need to lớn know lớn stay ahead of the curve.

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Last year, the search engine optimization (SEO) community was all abuzz about "Mobilegeddon," or Google"s mobile-friendly search engine algorithm.

This year, the sản phẩm điện thoại SEO buzz is focused on Google"s Accelerated mobile Pages (AMP), though this time there"s less "doomsday" urgency. But what exactly is AMP? Who needs khổng lồ implement it & why? What are the potential pitfalls? And what role does the IT department play? 

We asked a number of SEO experts for answers.

1. What is Google AMP?

AMP is an open source project designed khổng lồ help web publishers create mobile-optimized nội dung that loads instantly on all devices, according khổng lồ Google. "We want webpages with rich nội dung lượt thích video, animations và graphics lớn work alongside smart ads, và to load instantaneously," Google wrote in a blog post. "We also want the same code to lớn work across multiple platforms and devices so that nội dung can appear everywhere in an instant — no matter what type of phone, tablet or điện thoại device you"re using."

Google"s goal with AMPhường. is to deliver the best possible Mobile experience lớn its users. "Google wants to get information lớn the over user as fast as possible," says Michael Bertini, a search sale expert for digital sale agency iQuanti. "Google doesn"t want the user khổng lồ have sầu to lớn wait to read or see something." 

Rudy Galfi, Google"s AMP. hàng hóa manager, said at a recent sale conference that the median load time for AMP-coded nội dung is 0.7 seconds, according to lớn SearchEngineLvà.com. In comparison, the median load time for non-AMP pages is 22 seconds, or "the time it takes for you khổng lồ leave sầu the site & never come baông chồng," Galfi said.

On February 23, 2016, Google officially integrated AMP-powered web pages into lớn its mobile tìm kiếm results. AMP-coded pages appear in a thiết bị di động search results "carousel," & they feature an AMP.. inhỏ that looks lượt thích a thunderbolt, as well as the acronym "AMPhường."


2. How does Google AMPhường work?

The open AMPhường. HTML framework piggybacks on existing website technologies, but it also lets site owners create "light-weight" web pages, according khổng lồ Google.

"AMP-HTML is simply HTML5 with a set of specifications (requirements and restrictions)," Google"s Galfi told SearchEngineLand.com. "The optimization is powered by JavaScript, styling can be customized via CSS3, và pages are cached."

Caching is core to lớn AMPhường, Galfi said. From SearchEngineLvà.com:

" explained that Google AMPhường cache functions in a similar manner as a nội dung delivery network (CDN), that it is miễn phí for anyone to use and that it works on "stale-while-revalidate" model. This model helps make sure the content is always up khổng lồ date in the cađậy. The process by which it works is quite simple: When a request is made, the client receives the cached version while the document is requested again from its original server to lớn be updated in the cache."

AMPs are "completely separate from a typical mobile site," says Jyên Robinson, founder & CEO of ClickSeed, a digital sale & SEO agency. "Assuming your site has a desktop version, a Smartphone version and an AMP version, the desktop version will be the canonical (preferred version), & the di động and AMP versions will each be annotated separately as alternates." 

Site publishers can serve sầu their own ads through AMP, "although there are restrictions on sizes và placements," Robinson says. "Most major publishers serve ads through DoubleClick for Publishers (DFP) or OpenX, both of which are compatible with AMPhường."

3. What types of sites should use AMP? 

Initially, AMPhường is focused on news stories from online publishers, the primary content Google tìm kiếm users currently see as AMPhường pages in Smartphone tìm kiếm results. However, AMP is also relevant for other types of businesses, such as ecommerce organizations, for which the AMPhường results carousel and other components are well-suited.

For example, on June 30, eBay announced that its AMP-powered thiết bị di động shopping experience was live, and about 8 million AMP-based "browse nodes" are in production. Such popular queries as "camera drones" và "Sony PlayStation" are already "AMP-ed."

The ability lớn develop AMP-based hàng hóa pages is likely khổng lồ "create a huge commercial incentive sầu for websites to lớn adopt the standard," according to Robinson.

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"AMP is an incredibly important part of a balanced marketing strategy for publishers today, given the project"s cchiến bại ties with search engine results và advertising impression rates," says Trevor Paulsen, a hàng hóa manager with Adobe Analytics. "Adoption has been strong, given the battle for di động ad dollars & the fact that Google prioritizes AMPs in tìm kiếm results. That being said, Google is interested in keeping people within their ad network, so it will be interesting lớn see whether ads are more successful on the sản phẩm điện thoại website or in apps."

"As with any evolutionary change in the tìm kiếm engines, people need lớn pay attention to AMP & adjust," says Thomas Petty, president và digital sale trainer with Bay Area Search Engine Academy. "Over time, it will become an influencing factor. Just as Google has been recommending mobile-responsive websites, this is another step in that direction." 

4. Why did Google create AMP?

Web surfers want rapid tìm kiếm results, according to Eric Enge, CEO of digital marketing agency Stone Temple Consulting. "This means Google wants khổng lồ give users tốc độ, because they have serious competition in today"s world. And if they can offer superior speed for content accessed via search results, they will maintain or win market nói qua," Enge says. "Also, Google wants to lớn keep people on the sản phẩm điện thoại website. While Google has five sầu of the nine most-installed Mobile apps, the reality is that their market nói qua is far less certain there."

5. What does AMP mean for SEO?

AMP is not directly a search engine ranking factor, và sites that adopt AMP.. won"t "get a massive sầu boost in tìm kiếm ranking," according to lớn Richard Gingras, senior director of news & social products at Google, who spoke to lớn AdAge.com. "All of the other (search engine ranking) signals need to lớn be satisfied as well," he said.

However, "speed matters" in search engine ranking, according khổng lồ Gingras. "If we had two articles that from a signaling perspective sầu scored the same in all other characteristics but for tốc độ, then yes, we will give sầu an emphasis lớn the one with speed because that is what users find compelling."

AMPhường. can also indirectly influence where Google places pages in search results, according lớn Petty. If an AMP gets more clicks & fewer bounces because it"s faster khổng lồ load, Google determines that the page is valuable to lớn users, and it"s likely lớn get higher placement in search results.

"Google is constantly changing up the rules of what performs best in tìm kiếm," says Miné Salkin, digital marketing manager of Absolute Smartphone Solutions, a digital sale agency. "Is your website mobile-friendly và does it pass the speed test? If not, your business might be adversely effected by the tìm kiếm engine page results." 

"With thiết bị di động becoming more & more prevalent in just about every aspect of people"s lives, & with the majority of people using Google to find just about everything, AMP. will be an essential tool now and going forward to lớn ensure good rankings & findability on the web," says Oleg Moskalensky, president of Productive Computer Systems, a company that develops IT solutions for small businesses. Moskalensky says Google will "punish" slow-loading web content in their rankings. "So even if you bởi vì everything you can to improve sầu SEO, without AMP, you"d be potentially spinning your wheels." 

And a recent SEO Powersuite survey of 385 SEO professionals found that 50 percent of respondents expect AMP.. khổng lồ "significantly affect" their mobile tìm kiếm result rankings.

6. What are Google AMP"s potential pitfalls?

Like any significant technological change, AMP. takes some getting used khổng lồ, according khổng lồ Petty. "It"s harder lớn implement at first, but tools, plug-ins và add-ons evolve sầu khổng lồ make it almost automatic," he says. "Think of where SEO was a few years ago. Manually hand-coding meta tags and other elements was the norm. Now SEO plug-ins prompt users with exactly what they should vì to lớn improve ranking, without having to lớn know SEO." And an AMP WordPress plug-in "does a pretty good job, và it will evolve sầu over time" to make it simpler for everyone, Petty says.

The main pitfall "is understanding the limitations of the AMPhường platkhung," Enge says. "One of the big reasons AMP. is faster is that it restricts how you can code your pages in significant ways." For example, you have sầu to use an AMP-supplied JavaScript library (if you use JavaScript), which is very limited in what it can vì chưng, he says. "Currently, you can"t implement forms unless you use iframes, & even then, they must be below the fold." 

"It"s a bit lượt thích going back to the early days of HTML websites, so it may not allow your fancy branded kiến thiết the way you"re used khổng lồ doing it or give you all the functionality you"re used khổng lồ having on your pages," Enge says. "Effectively, you"re starting your site design over again, but this time you make site tốc độ one of the top two or three requirements. "

Another downside is that when readers nội dung link to AMPhường content that they clicked on through a Google search, the links point to Google.com URLs, rather than lớn the content developers" sites, as pointed out by Wired.com earlier this year. This change could negatively impact content developers" site traffic, according lớn Mike Kisseberth, chief revenue officer of digital nội dung & services firm Purch.

AMP.. "creates a potential challenge on the analytics side, as it"s impossible to be 100 percent sure where a publisher"s nội dung will be loaded from, as well as complications with visitor identification due lớn tight cookie restrictions," says Paulsen.

(For more on the potential complexities of AMPhường. deployments, read eBay"s blog post on the topic.)

7. What role does IT play in AMP? 

HTML code and programming are involved in AMPhường initiatives, so the IT department must be involved, according to Moskalensky. "IT needs lớn work with others for nội dung creation và planning, but the actual implementation and maintenance would need lớn be done by IT either within the company or by a freelance company hired to bởi vì the job."

IT "will likely play a big role in adopting the AMP standard because there are some behind-the-scenes prerequisites they"ll need lớn help with," Robinson says. "For example, depending on the chosen configuration, a server admin may need khổng lồ set up additional sub-domains or install secure certificates. There will likely be some coordination with any CDoanh Nghiệp vendor. Most of the work can be handled by developers from there, but there"s definitely a bit of technical work involved."

8. Is AMP really the future of the sản phẩm điện thoại web? 

The reality is that AMP"s future is still uncertain. "AMP potentially has big implications for the sản phẩm điện thoại website, but it all depends on whether it becomes widely adopted as a standard," says Robinson. "Not everything Google pushes for gains traction. Google pushed for adoption of Authorship markup, for example, which required publishers to implement code changes and encourage their writers lớn phối up & connect Google+ accounts. But Authorship markup is now irrelevant & some publishers feel lượt thích they were sent on a wild goose chase."

AMP "may stvà a better chance at becoming a widely adopted standard since it"s less proprietary than alternatives, like Facebook Instant Articles or Apple News," Robinson says. "As a result, publishers may be more willing to develop AMPs. That combined with the resources Google has put into lớn promoting AMP as a new thiết bị di động standard mean it should be given a serious look."