News Courtesy of Yoast.com:
A few years ago, Google announced the AMP (Accelerated Mobile Pages) project, and it’s becoming increasingly important for all kinds of websites. AMP is a technology to make webpages faster on mobile devices, improving loading times by stripping some of the design.
Initially, AMP was mainly relevant for static content, like blogposts or news articles, that didn’t need interaction from the user. But these days, it’s also useful for dynamic types of pages that site owners of (small) businesses might want to use. Implementing AMP on your site can be a bit daunting if you’re new to technical SEO. But if you manage to get it right, you may even end up preferring the clean, focused look of your AMP pages.
That was definitely the case for William Anderson, who emailed us on the subject:
I’m thinking of redirecting all my responsive pages to my AMP pages because I prefer their look. The AMP pages click through rate is astounding but I’m wondering what the SEO implications will be.
AMP has certainly gained in popularity over the last couple of years. It used to be something you’d see mostly on news posts. Now a lot of prominent websites have an AMP version of their web pages for every standard page. Google’s goal with AMP is to have those pages served as quickly as possible. The strict guidelines for pages to be accepted can cause headaches for developers. However, if done properly it can lead to an indirect benefit when it comes to SEO.
It’s no secret that a high click-thru ratio for a page can lead to a better ranking than a non-AMP page equal in other SEO areas. Maybe some of that has to do with the visual cue of the lightning bolt. A symbol of speed devoid of fluff. MOZ listed some statistics here that show how an increase in page speed can lead to a drop in sales conversions and user engagement. If you can serve content in an AMP format without too much sacrifice than it should yield better results for traffic and visitors.
If you’re wondering whether AMP is directly associated with a ranking signal, it’s not. Google Webmaster Trends Analyst John Mueller confirmed as much. Of course, that could change at some point. It is still worth some serious consideration. One note of importance is that the AMP and non-AMPed pages should look similar and not drastically different. If you can’t get a page to pass AMP guidelines because of some code, a widget, or other design factors; you should determine if that feature is really necessary.