Google AMP Web Changes

Googles AMP Or Accelerated Mobile Pages Will Help Websites Load Super Fast But Not Without Changes First

Currently reading on the mobile web is very slow and frustrating but that is all about to change. The Accelerated Mobile Pages (AMP) Project is a global, industry-wide initiative with publishers large and small all focused on the same goal: a better, faster mobile web. It is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere. In essence, Google’s AMP Is Speeding Up the Web By Changing How It Works.

GOOGLE’S NEW ACCELERATED Mobile Pages, aka AMP, makes websites load fast by doing 2 things.  First, it requires web developers to use a narrow set of web technologies to create pages. Most JavaScript is forbidden. Second, it serves pages from its own servers, at least when you visit an AMP page via a Google search.

To use AMP, you create an alternate version of your site that conforms to the specifications published by the AMP project. These standards are a lot like traditional HTML, but pared down to what Google considers to be the bare minimum. Typically you’ll give your AMP-optimized site a separate address, for example:

Sites that follow these specifications to the letter will receive special treatment from Google.  That sounds great for publishers who have decided to build AMP sites, but there’s a big catch: if readers decide to share a link to an AMP page they’ve clicked on through a Google search, the link points to (for example,, not to your site. A Google spokesperson confirms that there isn’t a way to both have your AMP-optimized appear in Google’s prioritized search listings without having that content hosted on Google’s AMP Cache servers.

Google AMP WebsitesThat’s a big change in how the Google search engine works. Historically, Google has acted as an index that points people away from Google to other websites. With its AMP search results, Google is amassing content on its own servers and keeping readers on Google.

Speed is a longtime obsession for Google. How fast a Website loads is a major flavor in the powerful secret sauce of its search algorithm. Sites with AMP tags will now surface at the “Top Stories” section inside search. Many outside Google believe that having AMP tags will also impact how well mobile sites rank in other results, too.

“Speed matters,” said Gingras, although he would not say if AMP tags triggered better search result placement.

“Clearly AMP is an effective means at getting a very good speed result,” he said. “You can win the race with a high performing car. I’m not saying you have to use a Porsche.”

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Click To learn more about the how you can get help with moving over to the new Google AMP Website Design requirements.

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