accelerated mobile pages Google AMP

Google Makes More Changes to Speed Up the Web

What Is Google AMP, and What is the Impact to Your Business Website?

My last blog post was about Google AdWords eliminating ads on the right side of your search page. Well Google has made another change to Google Search that will impact site owners. It’s called Google AMP.  AMP is short for accelerated mobile pages.  AMP is an open-source initiative that allows Google to show optimize pages that will load instantly from the Google search engine. Here’s what site owners need to know.

Google launched AMP in the last week or so. The idea is when you search for something on using the Google Search Engine, Google will show the accelerated mobile pages before they show any other pages on the Internet. This is good and bad news for most of us.  The good news is if you are prepared for and have taken the necessary steps to make sure that your web pages are amplified (get it AMPlified) and you verify that this is working then you will not move up the Google Search Results for some of the queries related to your website.  Conversely if you have not taken care of ensuring that your website is taking advantage of AMP then you reap the rewards.  

Standard Web Page vs AMP on Scott Gombar

Left side is this blog post without AMP. The right side is the same post with AMP.

From what I have gathered there is no plan to penalize websites that are not using Google AMP but if other sites do and yours does not then you may see your competitors leap frog over your site in the Google Search Results.

With that being said there’s a few things you should understand.  I’m going to try to keep this in in terms that are not very technical so that everybody can understand. If your web page comes up on a Google search as an accelerated mobile page and the user that performed the search clicks on the link it will not take them to your website.  It will actually take them to a version of your website that is now stored on Google servers. In the past if you searched for something on Google, you would click on it and be taken to an external website not on a Google server. With amp these pages are going to be stored on a Google server so that’s important to know. I’m still researching on how they plan to provide analytics for these pages so there will be more on that. I’m actually running amp now to see how things look and work as a result of using AMP.  There will be a follow up post to this one.

If your site is using WordPress (as my site is) then there’s good news. There is a plugin called AMP that you can install in Wordpress.  It will automatically add an extension for your blog posts however it will not add it to your web pages.  This means your  pages will not have the amp extension but your blog post will be able to be found on Google’s new search results with AMP.

So what is Google’s intention with Accelerated Mobile Pages?  It is simple really.  Google wants to speed up the internet for mobile devices.  If you have ever tried to load a large website on your mobile device you’ve probably noticed that some of them will take a while to load.  Even those sites that are optimized for mobile may take a little while to load.  AMP basically strips down your webpages removing code that will slow down your web pages and provides an optimized link to the content without all the extra stuff.  As an example when I post blog entry  there will be an AMP version of this post on my website and if you type / amp end of the URL you will see that version of the web page.  I mentioned in blog post a while back that Google’s next step after their algorithm update that essentially made it a priority to make your website mobile friendly that they’re next algorithm update would involve the speed of your website.  If you have unnecessary things, for example you’re using several different analytics providers that means you have JavaScript code for all the different analytics providers. You’re going to want to try to eliminate some of that because Google is trying to speed up the web. Some steps you can take include:

  • create optimized images
  • remove JavaScript that you don’t need
  • make sure your code is compliant

accelerated mobile pages Google AMPTo get a complete list of the necessary steps to speed up your specific website you can log into Google Search Console.  There you can get pointers on how to speed up your website and take the necessary steps to do so.  If you feel the actions needed to speed up your site are above your knowledge of web development I would strongly encourage you to hire someone to take care of the items needed.  I did say almost a year ago that Google’s next algorithm major algorithm update would have to do with the speed at which a website loads and now you’re  starting to see signs of that with the accelerated mobile project and I anticipate more coming down in the future.  It’s probably best to get started on removing unused or irrelevant items from your website now.  After all, it will provided a better user experience and ultimately that is what Google is trying to accomplish.

That’s all I have for you on this blog post on AMP.  There has been some information floating around the internet over the last week or so.  I shared some other blog posts on AMP, just check out my Twitter (@scottgombar). I think it’s critical that you understand the plan is to speed up the internet, speedup how websites load on mobile devices and that’s really the important thing to understand.  I know it can be a hassle whenever a major Google update is released.  Now you have to go through and make sure your website is compliant.  Just remember it is about the user experience.  In this case Google is looking for ways to have content load “instantly” on mobile devices.  If you made the change over to a mobile friendly site last year (or if you have been mobile friendly all along) then this update will be an easy one.   If you have any questions/comments 203-806-0736 or info@

2 replies

Trackbacks & Pingbacks

  1. […] A week or 2 after we parted ways I started receiving alerts from the Google Search Console for AMP errors. […]

  2. […] PageSpeed Insights to check for opportunities within your website.Google has already launched the Accelerated Mobile Project (AMP) so the first step would be to set this up on your website.  It’s quite simple if you’re using […]

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published.