What Exactly is Google AMP?

Estimated Reading Time 4 minutes

It’s been a big year for Google so far (is there ever not a big year for Google?) with right hand side listings being removed, expanded text ads being introduced, and the arrival of the Accelerated Mobile Pages (AMP) project. Although AMP was actually introduced back in February, you may still be wondering what AMP actually is.

AMP Project is “an open source initiative” aimed to improve the performance of the mobile web, primarily through stripped down versions of web pages. Google puts the user experience first, always, and have gone as far to say that content is King, and UX is Queen.

Articles appear with a lightning symbol, which signifies that if you are to click on the article, you’ll be delivered a streamlined version that is available immediately. What’s more, once you’ve clicked through to an article, you can swipe between other AMP articles from other publishers. Again, it’s all about the UX, and we’re all extremely familiar with swiping left and right now (from Tinder or otherwise….)

google amp pages

With mobile search overtaking desktop, paired with the astounding stat that 29% of smartphone users will switch to another site if it’s too slow, it’s no surprise Google implemented this update.

Currently, according to Gary Illyes, AMP is not a ranking factor. Note the word, ‘currently’. That’s not to say that it WILL be a ranking factor, who knows, but with Google’s preference to mobile friendly sites, I for one would not be surprised. There have already been notable updates, with Google announcing at the start of this month that they plan to expand AMP beyond the ‘Top Stories’, to the whole search results page, whilst clarifying that it is not a ranking change. In true Google style, they have not announced when this update will come, but they have provided a link to a demo enabling users to get a feel for it, available atg.co/ampdemo, but be aware it only works on mobile devices.

amp demo

Unfortunately, AMP pages aren’t something that just ‘happen’. You need to implement them yourselves, or at least, talk to your developer about it. Thankfully, Google offer a step by step tutorial walking you through the steps to creating your first AMP page.

For more information on the AMP Project, or to discuss implementing your first AMP pages, feel free to contact us.

Sophie Burrows
With over 5 years’ experience, Sophie is fast becoming a recognised paid search (PPC) specialist in both Google Ads and Bing Ads. With numerous qualifications in Digital Marketing and Planning under her belt, Sophie is in demand as a pragmatic problem solver and can show immense return on investment (ROI) where others could not. Sophie’s skills lie in understanding a brief and delivering exceptional results for her clients. A true digital maven.
Moved by the opening of what was then called the Great War, Laurence Binyon penn
Moved by the opening of what was then called the Great War, Laurence Binyon penned

Posted 3 days ago.

Moved by the opening of what was then called the Great War, Laurence Binyon penned "For the Fallen" incorporating “Ode of Remembrance” which is read and recited all over the world for those that gave up their lives in the First World War . . . . #remembranceday #forthefallen #lestweforget #guildford #guildfordsurrey #lestweforget🌹 #britishlegion #poppy #digitalclarity #helpforheroes

×
We are all enjoying the bold new ad by @theofficialselfridges .
.
.
.
#selfridge
We are all enjoying the bold new ad by @theofficialselfridges .
.
.
.
#selfridges #westend #christmasad #oxfordstreet #advertising #urban #bold #modern #christmas

Posted 4 days ago.

We are all enjoying the bold new ad by @theofficialselfridges . . . . #selfridges #westend #christmasad #oxfordstreet #advertising #urban #bold #modern #christmas

×
What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be
What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be involved with this wonderful event #luxuryproperty #investmentproperty #fx #theluxurypropertyshow #london

Posted 1 week ago.

What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be involved with this wonderful event #luxuryproperty #investmentproperty #fx #theluxurypropertyshow #london

×
The American astrophysicist, author, and science communicator, Neil deGrasse Tys
The American astrophysicist, author, and science communicator, Neil deGrasse Tyson has been raising and answering questions that make us think and look at life, the universe and everything
.
A postdoctoral research associate at Princeton University, he studied at Harvard and his written several books that have in certain cases remained in the New York Times bestsellers list for an extraordinary amount of time.  Notable books include: . 
Astrophysics for People in a Hurry
.
Death by Black Hole: And Other Cosmic Quandaries
.
Letters from an Astrophysicist
.
.
.
#neildegrassetyson #neildegrasse #neildegrassetysonquotes #science #astrophysics #sciencequotes #digitalclarity #artandscience #perspective #context #hitchhikersguidetothegalaxy #douglasadams #42

Posted 1 week ago.

The American astrophysicist, author, and science communicator, Neil deGrasse Tyson has been raising and answering questions that make us think and look at life, the universe and everything . A postdoctoral research associate at Princeton University, he studied at Harvard and his written several books that have in certain cases remained in the New York Times bestsellers list for an extraordinary amount of time. Notable books include: . Astrophysics for People in a Hurry . Death by Black Hole: And Other Cosmic Quandaries . Letters from an Astrophysicist . . . #neildegrassetyson #neildegrasse #neildegrassetysonquotes #science #astrophysics #sciencequotes #digitalclarity #artandscience #perspective #context #hitchhikersguidetothegalaxy #douglasadams #42

×
Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a
Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a first of its kind webinar where you can learn first-hand from the industry's brightest and most experienced minds; those working for big brands like SAP, Lego, Microsoft, Uber, BBC, LinkedIn, WeWork, Outbrain, Vodafone, Unicef, and many more
.

This event is more than just another marketing conference; it's a chance to get inspired and walk away with practical strategies that will transform marketing in 2019 and beyond
.
.
.
.
#semrush #seo #globalmarketingday #globalmarketingday2019 #digitalclarity #marketing #ppc#socialmediamarketing #digitalmarketingagency #digitalagency #digitalmarketing #guildford #surrey #london #analytics #googleads

Posted 2 weeks ago.

Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a first of its kind webinar where you can learn first-hand from the industry's brightest and most experienced minds; those working for big brands like SAP, Lego, Microsoft, Uber, BBC, LinkedIn, WeWork, Outbrain, Vodafone, Unicef, and many more . This event is more than just another marketing conference; it's a chance to get inspired and walk away with practical strategies that will transform marketing in 2019 and beyond . . . . #semrush #seo #globalmarketingday #globalmarketingday2019 #digitalclarity #marketing #ppc#socialmediamarketing #digitalmarketingagency #digitalagency #digitalmarketing #guildford #surrey #london #analytics #googleads

×
Diwali, the festival of lights - symbolises the spiritual victory of light over
Diwali, the festival of lights - symbolises the spiritual victory of light over darkness, good over evil and knowledge over ignorance. 
A very happy Diwali to all our clients, friends and associates 🙏🏻
.
.
.
.
#diwali #deepavali #dipavali #dipavali2019 #diwali2019 #🕉 #deepavali2019 #🇮🇳 #festivaloflights #guildford #london #surrey #hants #berks #guildfordsurrey

Posted 2 weeks ago.

Diwali, the festival of lights - symbolises the spiritual victory of light over darkness, good over evil and knowledge over ignorance. A very happy Diwali to all our clients, friends and associates 🙏🏻 . . . . #diwali #deepavali #dipavali #dipavali2019 #diwali2019 #🕉 #deepavali2019 #🇮🇳 #festivaloflights #guildford #london #surrey #hants #berks #guildfordsurrey

×
Life throws curveballs. And while there might be blockers to success, it's imper
Life throws curveballs. And while there might be blockers to success, it's imperative to keep pushing with the knowledge mistakes will be made and failure is inevitable
. .
.
.
#motivationalquotes #motivation #motivational #motivación #successquotes #success #abundance #growthmindset #oprahwinfrey

Posted 2 weeks ago.

Life throws curveballs. And while there might be blockers to success, it's imperative to keep pushing with the knowledge mistakes will be made and failure is inevitable . . . . #motivationalquotes #motivation #motivational #motivación #successquotes #success #abundance #growthmindset #oprahwinfrey

×
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in t
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in the ‘Best Use of Search in B2B’
.
The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail .
We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market
.
.
.
#digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

Posted 1 month ago.

Digital Clarity have been shortlisted for the prestigious UK Search Awards in the ‘Best Use of Search in B2B’ . The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail . We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market . . . #digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

×