Accelerated Mobile Pages (AMPs) are now being rolled out worldwide.

In August 2016, Google announced that AMPs would be moving into the main SERPs as opposed to just “Top Stories”. The effort was seen as an attempt to improve overall engagement and user experience on mobile, as users tend to spent most of their mobile browsing time within apps.

Representatives from Google have reinforced the fact that this does not mean a rankings change, meaning that accelerated mobile pages will not see movement in rankings simply because of their nature.

However, Google will preferably link to the AMP when there are two versions of the same page. This may be due to the fact that AMP pages load much faster than other standard web pages.

AMPs have continued to roll out, with 600 million AMP versions of standard web pages currently live – a significant increase from the 150 million AMPs that were live this summer.

Lead product manager for AMP at Google, Rudy Galfi, commented on the great response AMPs have seen, with companies such as Bing, WordPress, Reddit, eBay and Shopify leading the way. Google also added that AMPs would not only extend to news features, but to shopping, cooking, travel and entertainment content as well.

Galfi also told Search Engine Land that the entire AMP roll out would be complete by the end of the year.

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Lisa Coghlan is a digital and content coordinator at ClickThrough Marketing. She writes SEO content for many of the company’s larger clients, and assists in the implementation of content strategy. She writes live gig reviews and has a mild obsession with finding new documentary podcasts.