Google’s AMP Pages: How They Will Affect SEO
On February 23 this year, Google made some changes into its mobile search results by introducing AMP listings. People found that their web pages’ loading time was four times faster by following few simple steps.
But for starters, what is Google’s AMP?
Well, AMP, which is abbreviation for Accelerated Mobile Page, is Google’s open source initiative created to enhance the mobile web’s performance. It is Google’s solution to the growing demand for a fast and efficient mobile experience. In a layman’s language, it means that whenever you are searching for a particular news search term, Google will display carousel that highlights stories on websites, which are AMP-enabled.
There are more than 5,000 developers working on Google’s Accelerated Mobile Pages program’s Github repository, and AMP is really making things supercharged and amazing for mobile users. AMP has basically overhauled the key elements of how mobiles construct their mobile pages.
Possibly you have already noticed a change in carousel Twitter search results when you Google.
The main difference now is that the article will load promptly the moment you click onto one of the news search term links located in the carousel – thanks to AMP. Although this might not sound exciting initially, publishers are happy with it.
John Parise, Pinterest’s product engineer was quoted saying that in the early tests, they realized that AMP pages load four times faster. Besides, the data they used was found to be eight times lesser than the usual mobile-optimized pages. An improved and faster mobile web is obviously better for everyone. This includes platforms like Pinterest, users and publishers.
Jonathan Abrahams, Nuzzel’s founder, stated in an interview with Fortune that when Google’s AMP is enabled, a page loads in under half a second instead of loading the average page in three seconds.
According to Google, any website that takes longer than 3 seconds to load will see 40% of users abandoning it.
When it comes to SEO and website rankings, the way users interact with websites and navigate search engine results are turning out to be larger factors. Slow load times are bad for both, business and SEO.
So what effect will Google AMP have on organic search results?
With the AMP in full effect, there are various opinions about what will happen to the organic search results – keywords, domain and page authority, organic traffic. Actually, Google’s Webmaster Trends Analyst confirmed this statement as true in a Google+ Hangout: AMP is not a ranking factor.
Although AMP understandably is not a ranking feature as yet, it actually affects clicks, impressions, and user experience, and this in turn affects SEO. Presently, AMP can only be seen in the News carousel. Google is pushing down organic search results since it is presently holding the News carousel above-the-fold on mobile. This means that if you have not jumped on the AMP bandwagon, you might experience a reduction in clicks, impressions, as well as user engagement.
Jeff Jarvis explained that carousel will not be there permanently. However, following last year’s announcement of Mobilegeddon, mobile friendliness is indeed a ranking factor. Sites that failed the Google Mobile-Friendly Test plunged from top position to nowhere. Google is hinting at another update scheduled for May this year. It is assumed that AMP will become more significant.
How Will Paid Search Results Be Affected By Google AMP?
Google Adwords is already a kind of magical solution for the brands that want to pay their way right to the top of search results. Now that the right-hand pages on Google have been removed, it is believed that we will be seeing quality over quantity happening when it comes to AMP ad placements. Brands that pay in order to play are likely to see better paid search impressions. Apart from that, mobile pages with faster loading times will lead to more pageviews and this in turn will direct users to more ads.