Getting AMP’ed Up with Mobile Pages


Big surprise: Google has struck again with yet another potentially huge SEO ranking factor-Google AMP. In late 2015, Google announced AMP Accelerated Mobile Pages, which is a framework designed to provide lightweight versions of page and post content to mobile devices more quickly than with a standard page layout. Not only are the AMP pages more lightweight, they are often cached in Google’s data centers to assist with even faster delivery to mobile devices.

Chalk this change up to Google’s goal of the best, and fastest, user experience.

Another SEO Opportunity Ignored

Since the inception of the Google AMP project, only 23% of search engine optimizers have made any moves towards implementing AMP on new and existing sites. That’s according to a survey conducted by SEO PowerSuite. That means 77% of SEOs in the industry haven’t gotten on board or are unaware of Google AMP.

Why Is AMP Important?

Google has done stuff like this in the past, such as the infamous “mobile-geddon” shift in late 2014 and early 2015. Search engine optimizers who routinely watch Google for shifts noticed changes to search results in 2014 that indicated whether or not a site was “mobile friendly.” Just prior to the announcement, they were quietly testing several ways to indicate in SERP (Search Engine Results Pages) if a website offered a mobile interface. Reading the writing on the wall, forward-thinking SEOers began to inform clients that they should build mobile-friendly interfaces. A scant few months later, Google announced that having a responsive site was going to have an effect on page rank.

Likewise, with AMP, attentive SEOers started to notice additions to Google’s standard toolset as early as January of 2016 when an AMP tool suddenly appeared in Google Search Console. The tool informs webmasters of any issues with AMP-formatted content on a site.

This time around, Google didn’t make a ton of announcements until early September, when they didn’t mince words about AMP starting to effect SERP. Google issued back-to-back blog posts about AMP this week, which means they are taking this change seriously. It only makes sense to add AMP versions of content to any site before it starts to have a negative effect on page rank.

How Difficult is Google AMP?

Google AMP is easy, especially if you’re running a WordPress based website. In fact, several plugins automate the creation of AMP content and even ensure that vital SEO elements remain in the code while blocking non-compliant items such as JavaScript. Several of the plugins go one step further and assist with the creation of Facebook Instant Articles as well.

Neither AMP or FIA (Facebook Instant Articles) are particularly difficult to enable in WordPress, but there are some caveats. You should start with a solid theme, even if it is a custom design, because best-practices like using featured images within WordPress are a must for the automation to work properly.

Get a Head Start

If your business thrives on inbound lead generation, then this is a box that you will want to check. AMP, just like good SEO practices [and building an ADA compliant website ahead of the 2018 deadline (learn more from our recent post)  ] can make all the difference when trying to surpass the competition.

Simply put, working with the team at GRIT will help make your site work harder in search. Our digital team works ahead of Google’s changes whenever possible to keep our clients at the top. Don’t find yourself with one of the nearly 80% of SEOers that still haven’t moved on AMP.

Contact GRIT today to get AMP’d up over the competition.