AMP: Accelerated Mobile Pages - What You Need to Know About AMP

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What is an Accelerated Mobile Page (AMP for short)? 

 So an Accelerated Mobile Page (or AMP, for short) is a project from Google and Twitter designed to make really fast mobile pages. At its essence, it's basically a stripped-down form of HTML, a diet HTML if you will. Tom will talk a little bit more about the actual details on that. 

In any case, fundamentally, it's an HTML page designed to be super lightweight and critically designs really fast loading. So Google, Twitter, a group of other companies have moved this out — sort of in response to projects like the Facebook Instant Articles project from Facebook and Apple News and so forth. This is designed to be the open response. So it's open source, and there are all kinds of elements of openness to the project.

What is AMP? It stands for Accelerated Mobile Pages. It's a version of a web page that loads snappier on mobile devices than any other web page format. This is an important feature for a website – especially websites that have a content based article like content – because the number of users surfing and searching for information via mobile devices has increased drastically. 

Earlier this feature taken off and was mainly used for News related stories since news items are generally article based content. So their sort of content was visited by users heavily and using AMP helped the users load pages faster and used fewer resources on the server's end of the website. 

Presently Google has announced that it will convey this feature to other mobile websites too (apart from news). For this, Google has launched a demo site that will allow anyone to test what this AMP-experience resembles, and give developers the opportunity to calibrate AMP support for their sites before it rolls out this feature to all users. 

An average AMP page loads 4 times faster than non-AMP pages as of now, with a page loading under 1 second. Rudy Galfi, an item manager on the AMP team, has told another website that this should not affect ranking changes, which means that rankings remain unaltered, despite the fact that a website may have given an AMP version of the page. 

Be that as it may, seeing this from the perspective of a normal user, one is more prone to tap on an AMP page than any other page because it would just save time. It would also save a user from encountering non-mobile well-disposed websites that demolish the browsing background. 

Anyway, with today's announcement, Google basically has revealed an early see of their expanded AMP support across search motor results. Which means one would start to see the AMPs, in the blue links alongside other non-AMP pages. You will have the capacity to differentiate because AMPs will be designated by the familiar lightning bolt icon by it. 

Presently with the new announcement for this feature, and even with Google's emphasis on saying that these pages wouldn't affect ranking changes for a website – it's only a matter of time and experimentation that will give a more accurate picture of what really is successful for SEO.

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