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Accelerated Mobile Pages (AMP) Results Now Live: What Should You Do About It?

You may have already noticed — Google has rolled out the AMP “Top Stories” carousel in mobile search.


Announced last October on their blog, Google has officially launched Accelerated Mobile Pages (AMP) globally. This open source initiative “aims to dramatically improve the performance of the mobile web.”

The mobile web being very, very slow.

Since it takes so long to open a page on a mobile browser (most pages are packed with ad code), users have been depending on their Facebook newsfeeds to read recent news.

Google is tackling this problem head-on by offering a solution where content can “appear everywhere in an instant.” Just how fast is AMP HTML? Apparently, 15% to 85% faster than a non-AMP page.

What is AMP?

AMP or an Accelerated Mobile Page is an HTML page that is lightweight and stripped down, and works a lot like Facebook Instant Articles. This brings a better experience to the mobile user: content that is faster, more engaging, and easier-to-read.


Before you think this is selfless of Google, carrying the torch for the best user experience, remember: the whole point of AMP, just like Facebook Instant Articles, and Apple News, is to keep a user on their site. More time on their site means more Google ad views.

Not surprisingly, AMP HTML specifications are pretty strict in order to win Google’s favor. Also, there will be a ton of limitations on on-page advertising. Make sure to follow these rules and then validate for publication.

Why Should Marketers Care about AMP?

Remember Mobilegeddon last year? AMP is a way for Google to make sure brands and businesses are keeping up with Google’s mobile standards. Especially, since a major part of the mobile-friendly algorithm was quick load times and a better mobile user experience (sound familiar?).

Though AMP is not officially a Google ranking factor, it’s something we should pay attention to. Because even if it’s not a ranking factor, it still has the potential to get your business to the top of the SERP. twitter-icon

Right now, mostly publishers are utilizing AMP. But even if you’re not a publisher, the AMP project is worth checking out and also worth tracking to see if your competitors are leveraging them.

How can Conductor Searchlight help you with AMP? 

While Conductor Searchlight already reports on “News Results” as a universal result type, Conductor Searchlight will begin to report on “Carousel Results” for smartphones and tablets. “Carousel Results” will capture all different types of swipeable results on both smartphones and tablets:

Tracking Carousel Results in Content Type Explorer

AMP result URLs will be reported on and incorporated into News Results and Carousel Results.

AMP isn’t the only industry update. See updates to Structured Data and Google Penguin 4 here.

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