Google released information about AMP, or Accelerated Mobile Pages project back in October of 2015. It is basically an open-source content delivery platform that says it will help load mobile images instantly. Google says that publishers have to strike a balance between making money off of your content through ads and such, and having a fast loading website. Google continues with, “We want web pages with rich content like video, animations, and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.”
With this announcement, on top of the major announcement of the mobile-first index, Google is pushing more and more for a mobile utopia (so to speak), and what’s best, it is being received well. It has already outpaced Facebook’s Instant Articles. This is compounded by the fact that from a survey from 9to5Google saying that over 50% of polled people “prefer the stripped down versions of websites than reading something.”
So how does this affect you as a regular user? Well, this means faster article load times and less ‘clunkiness’ on the viewing page.
How about a website developer? Well, Google released the new framework for it, called AMP HTML. When it first came out, WordPress.org, Pinterest, Twitter, Chartbeat, Parse.ly, Adobe Analytics, and Linkedin were all existing web tech that utilizes it. I am sure most, if not all, have it implemented in some way. But has it made the splashes that usual Google announcements usually do? I would say no. It has not created the waves in the Search Engine Optimization world that just the announcement of the mobile-first index did.
Current AMP timeline:
- October 7, 2015: Google AMP is officially introduced.
- February 24, 2016: Google AMP officially launched.
- September 20, 2016: AMP web pages are included in organic search results.
- November 4, 2016: Google announces over its blog the creation of a new mobile-first index.
- March 2017 AMP Conference: Google announced that AMP will be available over the Baidu, Sogou, and Yahoo Japan search engines.
- May 23, 2017: Paul Muret announces AMP will now be available over AdWords for display and search ads.
- TBD: The rollout of the mobile-first index. Thinking Early 2018.