AMP—which stands for Accelerated Mobile Pages—is an initiative created by Google that’s designed to emphasize the importance and rankings of web pages that are created with mobile devices in mind. More and more people access the internet via smartphones and tablets, and that change in accessibility has changed the way Google ranks and “rewards” certain websites.

Because AMP has become such a core focus for Google, website owners and publishers who aren’t using AMP may find themselves left behind and lagging in their search result rankings. However, it’s important to note that utilizing AMP doesn’t just mean creating mobile-friendly website designs—it also means adopting new development, user interface, and content philosophies.

4 Things You Should Know about AMP

At its core, AMP is designed to make using the internet a faster, more efficient, and more pleasing experience for mobile users. Websites that are AMP-compliant include a few key differences from standard desktop-friendly websites and non-AMP mobile-friendly websites, such as:

  • Websites load faster due to simplified coding and code restrictions.
    If you’ve ever clicked on a link and had to wait several seconds before the page fully loaded—even with a fast connection—chances are, the website was developed with complex code. AMP requires simplified coding and prohibits the use of slow-loading code like JAVA to help streamline websites. That makes them appear on screen much faster for mobile users.

  • Your entire website doesn’t need to be AMP-compliant for Google to take notice.
    While it’s important that you begin incorporating aspects of AMP-compliance into your website as soon as possible, you don’t have to convert your entire website right away. In fact, Google says that it’s best to start the conversion process with just a few pages that contain static content and are the top pages that people land on from search results.

  • AMP alone won’t improve your rankings, but getting compliant may help.
    You shouldn’t expect any overnight changes in your search engine rankings after your website becomes AMP-compliant. However, the process of becoming AMP-compliant may make your website perform better. Google rewards websites that have simple code, fast load times, and more time spent on site by visitors—and those three factors are common with pages that have received the AMP treatment.

  • AMP-compliant websites could eventually overtake responsive-designed websites.
    Smartphones and tablets have revolutionized the computing industry and the internet dating back to the original iPhone release in 2007. In response, designers and developers soon began making websites with responsive design features that allowed them to quickly load and automatically resize based on the device that was viewing them. However, AMP-complaint websites load even faster than websites with responsive designs, leading some to speculate that AMP could overtake it as the preferred design philosophy for all websites in the future.

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