The Emergence of AMP for Mobile Search Results

Google has recently introduced AMP pages for all mobile search results. AMP stands for Accelerated Mobile Pages. For long the experience of viewing web pages on mobile has been a messy affair with slow navigation and broken images. Google has noticed it and have embraced the open source platform of AMP.

At least for the moment it seems like AMP will not be affecting the rankings of mobile pages. Although Google have given importance to pages with good load speed and page speed the emergence of AMP which exactly helps in both these aspects load speed and page speed will not result in an automatic boost in ranking for accelerated mobile pages.

But what will happen is that going forward if crawlers find two identical pages with one being mobile friendly and the other an AMP, then Google will opt to serve the AMP first. The exact significance of opting to “serve” AMP first remain to be seen. There are significant differences between AMP and mobile friendly pages with AMP boasting of pages being 4 times faster and carrying 10 times less data compared to their mobile friendly counterparts. It is also said that AMP publishers experience higher CTC and click rates with ad campaigns.

AMP: Future of Mobile Technology

Google sees the emergence of AMP as a significant factor in boosting user experience with faster loading pages and lesser ad formats. After all who likes a crappy slow loading pages in this fast moving world? Depending on the acceptance of AMP one might find it slowly replacing the mobile friendly pages in the future.