What Does Amp Stand For Seo

If you want to take advantage of Google’s AMP project, it’s easy. All you have to do is download the AMP HTML file from Google and upload it onto your site. Once you’ve done that, make sure that there are no other elements on your page that could slow down loading times like heavy images or scripts for ads. If all goes well with implementing AMP, then congratulations! You just made things easier on yourself and your users by ranking higher in search results for mobile devices

In this post, we find out What Does Amp Stand For Seo, how does google amp work, what is accelerated mobile pages, and google amp discontinued.

What Does Amp Stand For Seo

If you are looking to improve your SEO ranking and get more traffic, AMP is a great way to do it. AMP stands for Accelerated Mobile Pages, which is a method of optimizing web pages for mobile devices so they load faster and improve the user experience. The AMP Project was developed by Google to help publishers create websites with more fluid, app-like experiences.

Accelerated Mobile Pages (AMP) is a method of optimizing web pages for mobile devices so they load faster and improve the user experience. The AMP Project was developed by Google to help publishers create websites with more fluid, app-like experiences.

AMP is a method of optimizing web pages for mobile devices so they load faster and improve the user experience. The AMP Project was developed by Google to help publishers create websites with more fluid, app-like experiences.

The AMP Project uses an open-source codebase that allows publishers to build fast webpages on their own site or using third-party platforms like WordPress or Squarespace.

In February 2016, Google announced that it would prefer websites that use AMP over their non-AMP counterparts in mobile search results. Between February and April 2016, it created an exclusive carousel of AMP content at the top of mobile search results pages.

  • In February 2016, Google announced that it would prefer websites that use AMP over their non-AMP counterparts in mobile search results.
  • Between February and April 2016, it created an exclusive carousel of AMP content at the top of mobile search results pages.

If your website isn’t optimized for mobile visitors, you’re missing out on a significant amount of traffic — and potentially money in your pocket. There are several ways to optimize your site for mobile devices, but implementing AMP is one of the most effective.

AMP is an open source project that lets you easily create web pages for mobile devices. AMP was developed by Google, and it’s supported by several other companies including Twitter and Pinterest. The idea behind AMP is to let users see your content as quickly as possible — on any device, no matter how small the screen size may be.

If your website isn’t optimized for mobile visitors, you’re missing out on a significant amount of traffic — and potentially money in your pocket. There are several ways to optimize your site for mobile devices, but implementing AMP is one of the most effective.

You can boost your SEO rankings with AMP

AMP stands for Accelerated Mobile Pages. It’s a method of optimizing web pages for mobile devices so they load faster and improve the user experience.

AMP is an open source project that Google has been developing since 2015, when it launched AMP to support websites in building high-quality content that loads quickly on mobile devices.

In fact, AMP was initially designed as an alternative to other popular frameworks like Facebook Instant Articles and Apple News. However, it evolved into something more than just an alternative framework: now it’s a standard for web design across multiple platforms.

how does google amp work

Heck, according to Unbounce’s 2019 Page Speed Report, nearly 70 percent of consumers said that page speed impacts their willingness to buy from an online store.

And when mobile now accounts for approximately half of web traffic worldwide, mobile-optimized web pages no longer make the cut.

No one wants fast anymore – they want instant.

But how in the world can you make your web pages load instantly? Enter Google AMP.

OK, but what is Google AMP exactly, how does it work, and how can it help you grow your business? This guide will explain it all.

What Is Google AMP?

Google AMP is an open-source, website-publishing technology that enables you to create a website that loads almost instantly on mobile devices.

AMP stands for “accelerated mobile pages.”

Google created AMP so that publishers and businesses could avoid slow-loading web pages that frustrate users.

Google AMP is compatible with many major web browsers, including Chrome (obviously) Firefox, Edge, Safari, Opera, and UC Browser.

What’s more, Google AMP is probably more prevalent than you realize.

Tons of global brands have adopted Google AMP to better serve their target audiences and customers, including giants like Facebook, Baidu, Pinterest, Twitter, BBC News, The New York Times, and The Washington Post.

In fact, there are now more than 31 million domains that have created more than 5 billion AMP.

If you browsed Google on a mobile device in the last year, you almost certainly viewed Google AMP.

Let’s look at how to identify accelerated mobile pages.

Conduct a search on Google on your mobile device, and you’ll see accelerated mobile pages displaying the lightning bolt icon scattered throughout the search engine results page.

OK, so what exactly can you use Google AMP for?

The 4 Types of Google AMP

You can use Google AMP to create four types of accelerated mobile pages:

Let’s take a closer look at each one.

1. Google AMP

Google AMPis perhaps the most straightforward of the four types of accelerated mobile pages.

Essentially, a Google AMP website is just an HTML copy of a website that is more streamlined and loads almost instantly on mobile devices.

Aside from the lightning icon on Google’s search engine results pages, it’s hard to tell the difference between a normal, mobile-optimized web page and a Google AMP website.

That said, Google allows you to switch between top AMP website news stories as they’re displayed in the search results.

Check out this Google AMP example:

2. Google AMP Stories

Think of Google AMP stories like Facebook Stories or Instagram Stories, but more flexible.

You can use Google AMP stories to share your visual narratives, just like you do on social media sites.

Here’s another Google AMP example from the BBC showing the stories format. They created an AMP story about what’s been left behind on the moon:

This is a vital step forward in meeting consumer demand.

Today, more people consume content in the stories format – in fact, each day, 500 million people use Instagram Stories alone.

So, whether it’s AMP, Facebook, Instagram, or Snapchat stories, it’s clear that this format is here to stay.

Greg Manifold, design director of The Washington Post, said,

“As a source for breaking news and information, AMP stories allows us to showcase our quality journalism when there are multiple elements we want to bring together. Combining reporting, photography, videos, and motion graphics, this gives readers a more visual entry point when they are searching for our coverage.

Remember, Google AMP is open-sourced. This means that anyone can create and integrate AMP stories into their websites. In other words, AMP stories can be shared and embedded throughout the web and aren’t confined to just one particular social media platform.

3. Google AMP Ads

Advertising is a vital component of nearly all online business models.

When it comes to advertising, every competitive advantage matters – and speed of delivery is definitely a key variable.

If your ads don’t load quickly, they might as well be this poor sloth trying to cross the road: doomed.

So, here’s the deal: Google AMP ads load up to five seconds faster than regular ads on AMP pages.

Five seconds is a long time.

The Google AMP example below illustrates what AMP ads can do for your business:

Shaun Zacharia, president and co-founder of the programmatic technology company, Triplelift, said, “They load way faster. Users pick up on every small delay, and when the ads load fast, this has a very positive impact on their perception and advertiser performance.”

This near-instant loading speed minimizes disruption for users, helps to increase visibility, and as a result, can improve click-through rates.

Plus, AMP ads are easier to build, there are new creative formats available, and they’re supported by more than a boatload of ad networks and analytics platforms.

As a result, Google AMP is revolutionizing the way businesses create and deliver ads online.

4. Google AMP Emails

Yet, compared to many new marketing channels, email is dated and lacking in dynamic features.

The key issue: Email messages are static.

This means that if someone comes back to an email a week after you sent it, the content might be out of date and irrelevant.

It also means that standard emails can only work as signposts. Users must click through to a new tab in their browser to engage with the content.

Google AMP emails solve both of these problems.

AMP emails can contain dynamic content and components that users can interact with directly within the email message.

Let’s look at this Google AMP example from Pinterest.Users can browse and interact with pins within the email itself without having to click through to another browser tab or open the app.

Consequently, Google AMP emails provide a richer, more streamlined experience for users. Plus, they also provide seemingly limitless opportunities to creatively engage with your audience.

What are the Benefits of Google AMP?

But why is speed such a powerful advantage?

“Web pages don’t have loading bars,” said Andy Crestodico, founder and CMO of web design firm Orbit Media. “So, when the page is slow, the visitor doesn’t know if the delay will be another 500 milliseconds or 15 seconds. Maybe it will never load. And the back button is right there.”

Because of this, faster loading times can increase engagement and lower bounce rates.

Forrester’s Total Economic Impact study found that AMP leads to a 10 percent increase in website traffic and doubles the amount of time spent on a page.

It’s also worth bearing in mind that most marketer’s landing pages don’t hit acceptable speeds.

In fact, Unbounce’s 2019 Page Speed Report revealed that 85 percent of participants’ landing pages were slower than Google’s recommendation of 5 seconds or less when using a 3G connection.

This makes Google AMP a reliable way to gain a key competitive advantage.

Plus, thanks to its speed, Google AMP is also especially useful for delivering content to users with slow internet connections. This includes areas with poor mobile coverage or slow public Wi-Fi networks, such as those often found in airports and coffee shops.

However, Google AMP can also help you improve your SEO efforts.

How? Well, Google’s Top Stories Carousel on mobile devices only uses AMP cache to display articles. Plus, AMP is required to rank No. 1 in Google’s mobile search results.

So, if you want to rank in this carousel, you better get with the program.

OK, but what if you’re not a publishing website, and you run an online business? How can Google AMP help you grow your ecommerce business?

Google AMP for Ecommerce

It doesn’t matter how great your products are if people never see them because they click off your web page before it even loads.

The same Unbounce report found that when ecommerce sites slow down, 45 percent of people are less likely to make a purchase, and 36.8 percent of people are less likely to return in the future.

“Page speed is one of the most overlooked and yet most important factors in customer attention, retention, and, ultimately, converting browsers to buyers,” said Krista Seiden, analytics advocate at Google. “Ensuring that you’re taking measures to increase page speed or reduce lag can be the difference between failure and success.”

This is why Google AMP can help you boost your sales.

Remember that Forrester Total Economic Impact study? Well, it found that ecommerce websites using AMP saw a 20 percent increase in sales conversions compared to ones not using it.

Google AMP’s speed is especially beneficial if you’re targeting a younger demographic. According to Google, Generation Z (today’s teens) prefer to use smartphones to make online purchases.

This leading provider of corporate-branded apparel allows customers to add their own logos to apparel and gifts.

Merchology tested the effect of Google AMP, and the impact of increased loading page times was clear.

Ads that directed users to AMP pages saw a 4.8 percent decrease in bounce rate and a 39 percent lift in conversion rates.

Users also averaged 19.2 percent more page views per session – i.e., people browsed more products.

Noah Jeffrey, senior marketing engineer at Range Digital Media, Merchology’s marketing agency, explained, “When we look at page load speeds, it’s really no surprise that the AMP pages outperformed our standard responsive pages on nearly every metric we analyzed.”

What Are the Downsides to Google AMP?

You know the deal, nothing’s ever perfect, and there are a few downsides to using Google AMP.

First, there’s an ironic trade-off when it comes to SEO.

Earlier, we mentioned how you can’t rank No. 1 in Google’s search results on mobile devices without using Google AMP.

However, Google AMP pages are hosted on Google AMP Cache servers.

This means that any domain authority or backlinks you generate for your Google AMP pages won’t be transferred to your actual website, but will just go to … well, Google.

According to Google, there’s no real way to get around this issue right now.

Next up, tracking data from AMP pages is still somewhat limited, although AMP does integrate with Google Aalytics, and the tracking capabilities are growing.

what is accelerated mobile pages

An update on where Google’s AMP project stands today offers insight into whether it’s worth adopting for your own website right now.

Google’s mobile-first index has officially been unveiled and you may have received a notification from Google Search Console that some of your websites are officially being enrolled in the index.

The mobile first index takes precedence over Google’s traditional desktop index and will serve the most appropriate results based on the device being searched on.

This further incentivizes the need for webmasters to implement a fully responsive design that is personalized for users on any device.

Google has attempted to make this transition easier for webmasters by creating its open source initiative that leverages stripped down HTML files to create fast and mobile-friendly copies of webpages. These are referred to as Accelerated Mobile Pages (AMP), which are distinguished by a lightning bolt symbol in mobile search results.

The choice to adopt AMP for your website should seem obvious when considering these factors:

Yet, many webmasters are skeptical to adopt AMP on their website. But the AMP project is still not fully developed and continues to address concerns from webmasters who have had trouble correctly implementing AMP into their website.

I’d like to provide an update on where the AMP project stands today and whether it’s worth adopting for your own website.

AMP: Where are we now?

AMP tagged pages were initially introduced to compete with Facebook’s Instant Articles and only used for news carousel results over mobile devices. Nowadays, AMP results are scattered throughout organic search results, even though you might not notice it as a user.

AMP Pages are no longer limited to news carousel results.

You might not have paid much attention to the AMP project recently. Accelerated Mobile Pages are almost three years old, and development has slowed down in some areas.

Here is a timeline of important AMP related news over the past few years:

Development of AMP for Ads and Landing Pages is not fully complete, although fast fetch rendering has made ads render faster than traditional Ads over Google, and gtag.js implementation connects AMP Ads to events in Analytics and Google Ads.

But AMP has become pretty popular across the world. AMP results are now used in the Baigu, Sogou, and Yahoo Japan. Hundreds of top publishers from around the world, including the Times of India and Slate, have adopted AMP to improve their organic search results.

Hundreds of top publishers have adopted AMP for all news and blog related content, and the number of domains that use AMP surpassed 31 million early last year.

What are Accelerated Mobile Pages?

Accelerated mobile pages (AMP) are essentially stripped down HTML copies of existing webpage content that offer faster load times than standard HTML5 documents. Websites can serve AMP pages by implementing the rel=amphtml tag into their HTML. Pages with AMP code contain a three-step AMP configuration.

AMP also reduces the need for additional CSS requests and eliminates certain onpage eliminates, including bulky pictures, CTAs in many cases, and much more backend code. This has the effect of increasing speed greatly.

Primarily, AMP speeds up webpage load times by as much a second of total load speed by enabling AMP caching. Essentially, Google leverages this functionality by preloading AMP documents using a single iFrame in the background of a search results page so that pages appear to load instantaneously.

AMP documents can also be pulled from the AMP library directly off of its original server. The AMP library consists of a document with AMP HTML and AMP JS. Unfortunately, fetching these documents do not always provide instantaneous speed.

Here’s a snippet from an SMX panel about AMP that provides more details about what makes AMP pages so fast:

Should you adopt AMP?

While AMP caching does offer improved speeds and is probably favored by Google search results, adopting AMP for your website does come with a few caveats.

For starters, AMP only works if users click on the AMP version of a webpage, as opposed to the canonical version. Studies have shown that the AMP library can reduce the number of server requests to fetch a document by as much as 77 percent, but the AMP version is not always served if it’s not implemented correctly.

Tracking data from AMP pages over Analytics, Ads or even DoubleClick is still fairly limited, although analytics for this is growing.

Most of all, implementing AMP means sacrificing a lot of UX elements of your webpage. AMP HTML prioritizes efficiency over say, creativity. But more tangibly, not only are you missing out on rendering some images on your site, AMP pages only allow one advertisement tag per page. Also, implementing this code was incredibly difficult before the WordPress plugin.

Despite all of the fervor that the AMP project created at its launch, development has been relatively slow-paced, and users are nowhere close to even recognizing what AMP served content is on a mobile device.

So, should you implement AMP on your website? Not necessarily, but there are tangible benefits. I do think AMP is very useful for publishers and will have a major role in mobile search moving forward, but unless you have easy access to implement AMP with WordPress, you might be alright just sticking with dynamic pages served over a responsive design or mobile friendly page.

Fortunately, multiple commands allow you to customize AMP documents further to make them more amenable to your SEO strategy.

How to customize AMP pages

Using Google Search Console or your HTML, webmasters can optimize AMP code to make them more customizable and trackable.

Webmasters can update their AMP cache by using the “update-cache” request.

Here are just a few examples of how to customize your AMP HTML document.

The future is AMP

Between skepticism of Google itself and Google’s lackluster marketing campaign for AMP, most users and webmasters were largely unaware of AMP for a while or unwilling to adopt it.

Fortunately, the rate of adoption is greatly accelerating. Consider how we mentioned that 31 million domains had adopted AMP early last year. That’s up from less than a million two years ago.

As SEO continues to move away from computer towers and onto mobile screens and other devices, the rate of adoption for AMP and other similar technologies will greatly accelerate. It’s now up to existing platforms to make this transition easier for us.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

google amp discontinued

When Google introduced “Accelerated Mobile Pages” (AMP) in 2015, it hoped that by loading publisher pages faster it would lead to a traffic spike for Google. That has not only faltered, but in the past year, both large US digital publishers and well-known European publishers have stopped using AMP. Today, OMR is taking a closer look at how AMP has performed, why the rift between publishers and Google has seemingly become to great to overcome and showing examples of publishers who have recently stopped using AMP.

More than any other, the past decade has been dominated by the smartphone. Over 1.2 billion of them were sold in 2020—in 2010 that figure was just around 300 million. Accordingly, the number of people accessing the Internet via mobile has skyrocketed. While one in five people still used their smartphone to access the Internet in 2011; by 2015 that figure grew to two-thirds.

Later that same year, Google addressed the trend by introducing a new standard for mobile websites, “Accelerated Mobile Pages.” The concept was simply that by using a stripped-down HTML code, mobile websites could load faster, consume less data and generally offer an improved UX, which, in turn, would lead to a lower bounce rate.

Reach booster Google News

AMP was primarily aimed at online publishers and publishers who used the product would see a little lightning bolt icon in the search results next to the URL. A better UX was not the only benefit for publishers—those that used AMP would receive preferential treatment in the Google News listings. How? Because the News Carousel at the top of the search results page or in the News Box is exclusively reserved for AMP publishers. For publishers both stateside and abroad, Google News provides a massive reach boost. Landing a coveted spot in one of the widgets on the first page of Google search results means that publishers can expect millions of readers for their articles, which then means millions in website traffic that can be monetized with ads.

The Google Newsbox as it appears when searching for German Chancellor “Olaf Scholz.” This is where every publisher aims to be—here millions of impressions are generated. Screenshot: OMR/Florian Heide

For publishers both stateside and abroad, Google News provides a massive reach boost. Landing a coveted spot in one of the widgets on the first page of Google search results means that publishers can expect millions of readers for their articles, which then means millions in website traffic that can be monetized with ads.

Declining ad revenue instead of better UX

For readers, AMP has struggled to attain widespread popularity: In Apple’s App Store, as a Tweet by tech exopert Ben Evans shows, there is an app available for a couple of euro-bucks, with which users can get rid of AMP pages via an automatic redirect to the regular pages. Publishers, too, have been critical, for example, of the limited technical options that AMP has. The page layout only offers minimal room for modification, while in some cases simple functions such as the share button or comment fields are not available in the AMP-optimized version.

But above all: instead of the promised increase in advertising revenues, publishers are faced with declining ad revenues. This is because reliable tracking of users is now more difficult than before with AMP. Furthermore, fewer ad formats can be integrated into websites using AMP than in the previous version. This has eroded further the already waning trust between publishers and search engines. Around the world, publishers have been seeking a collective agreement with Google—or lobbying lawmakers to force Google into one. Through 2021, Google has so far resisted all calls for any such agreement saying that Google’s platform is responsible for the reach in the first place.

Court action against Google

In addition, Google also seems to be exploiting its own market power here. Several US states accused Google in December 2020, among other things, of intentionally throttling websites that do not use AMP in order to better position their product on the market. Google’s response was that it was all about improving load times. Johannes Beus, founder of the SEO platform Sistrix, is also very critical of Google. “At its core, it’s always been about Google trying to dominate the Internet more,” he says.

Those who use Google usually end up on a website that is not operated by Google, i.e. outside its ecosystem. “Here, however, users fail to leave their data and, thus, no ad revenue.” The actual reason for Google implementing AMP is that AMP-optimized pages are delivered by Google itself. “Anyone who browses an AMP page stays on a Google server,” Beus says. That would be to the company’s benefit. Because there, the company can track exactly how users behave on the Internet. And Google is better positioned to to monetize that behavior.

CWVs dethrone AMP?

After receiving widespread criticism, Google made an initial attempt back in April 2021. In an update on the user-friendliness of the pages, the company announced that AMP mobile optimization will not be necessary in the future to have article appear in the News Box. Instead, publisher only need to adhere to the “Core Web Vitals,” a new set of criteria that measures the page experience for both mobile and desktop. AMP was immediately stripped of its relevance. And Google, who for years lauded AMP as the only viable solution for mobile pages and for which it erected an entire department, started phasing out the project overnight.

The AMP logo: a blue circle with a white lightning bolt

​​Soon after, a slew of digital publishers announced that they would be moving away from AMP that summer. The Washington Post started in the summer of 2021, then followed Twitter. Future plc, a British media company that publishes over 200 magazines, including Buzzfeed, The Verge and New York Magazine, also announced it would discontinue using AMP soon after.

30 percent more website traffic without AMP

In Germany, recipe site Chefkoch was among the first companies to stop using AMP six months ago. The company shut down nearly 600,000 AMP URLs, Chefkoch SEO manager Hanns Kronenberg wrote in a Linkedin post six months ago. His fears of a drop in visibility mentioned in his post turn out to be unfounded. After more than a month he posted an update, saying, that there have been “no negative developments regarding visibility.”

Tobias Willmann, who is responsible for SEO at Swiss news site Blick.ch, confirmed that they also discontinued using AMP roughly two months ago in the Seopresso podcast, while Johannes Nareyek from German tabloid Bild.de responded to OMR’s request for comment saying that Bild “began pivoting away from AMP a long time ago.”

A new standard on the horizon?

Publishers in DACH clearly seem to be moving away from AMP. However, not all of them are able, or willing, to pull the plug overnight. “These are long-standing processes, combined with website relaunches. It will take many years until publishers like BILD or Der Spiegel have completely switched off AMP,” Beus tells OMR. There are no exact details yet about the long-term effects of the switch away from AMP. One publisher familiar to OMR reported to us that ad revenue has been higher on AMP sites. However, others, such as Future plc, are reporting up to 30 percent more traffic since they stopped using AMP—hopes are for a corresponding spike in ad revenues as well.

There has been no official confirmation from Google yet that AMP will be phased out entirely. However, AMP’s chief developer, Malte Ubl, left the company three months ago. “Let’s just say I learned a lot from it,” he wrote on his personal blog the same day. SEO expert Johannes Beus feels that “Google has given up.” It seems to only be a matter of time until it is official. There may, however, already be a new standard Google will begin pushing, namely Stories a la Snapchat and Instagram. In February, the “Search Engine Journal,” for example, already took a look to the future in their article entitled “Are Web Stories the new AMP?”

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