What is the buzz about AMPs?

If you are an owner of a Search Console account, or read Google’s Webmaster Central Blog, you’ve probably read some articles about AMP. Maybe you glazed over, maybe it was #tlrd so we’ve put together a short post on everything that you need to know!

AMP is short for ‘Accelerated Mobile Pages’ which are essentially a ‘stripped-down’ form of website code. Think of it like this. When you have a Formula 1 car, they strip as much as they can out of the engine, frame and insides to engineer it to be as fast as possible. It’s the same with AMPs, they strip out the code (remove things like Forms, and install streamlined CSS) so that the pages load faster on mobile devices.

To get technical, AMP consists of 3 basic parts:

  • AMP JS (Javascript)
  • AMP CDN (Content Delivery Network)
  • Google and Twitter teamed up to create the AMP Project which is an open source mission to improve the experience for everyone searching and using the web on mobile devices worldwide. In their words, it, ‘embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.’


    At this stage there are 2 main ways that web masters are utilising AMPs.

  • Increased rankings on mobile searches
  • The obvious assumed advantage of using AMPs that because it’s pushed by Google, they will use this as a positive ranking factor on mobile devices. The demos are showing that a carousel that will appear about the other listings that users can swipe. Because the pages load so quickly, you can swipe and swipe and swipe and continue to see new content quickly!

  • – Aiding exposure on PPC networks
  • It’s a little bit of a stretch, it is thought that one reason that people started using ad blockers because ads slowed down page loading speed. AMPs has been seen as a response to that issue as they help browser loading speed and hopefully in turn, people will be able to stop using ad blockers. If people stop using ad blockers, that will equate to more exposure in PPC networks as a results of AMPs.

    If you’re an online publisher or a business that relies on mobile traffic and business, you need to start thinking about Accelerated Mobile Pages. Want to know more? Give us a call on 0800 878 833.