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What is AMP and Why is it important to you?

What is AMP?

AMP (accelerated mobile pages) is an open-source library that provides a straightforward way to create web pages that are compelling, smooth, and load near instantaneously for users. AMP pages are just web pages that you can link to and are controlled by you.

AMP is a Google-backed project with the aim of speeding up the delivery of content through the use of stripped down code known as AMP HTML. Put simply, AMP is a bare-bones version of your site’s mobile pages. It displays content that matters but gets rid of all the elements that take a toll on your site’s speed and performance. AMP pages are specifically geared towards displays for mobile devices.

AMP is important because it helps web pages load faster which potentially improves usability and convinces visitors to stay longer on your site engaging with your content. The logic is straightforward: faster load time leads to better engagement, which reduces bounce rate and improves mobile ranking.

The benefits of AMP

#1 Speeds up website load time

This one is obvious. With no useless elements to slow them down, AMPs are lean, slick, and fast. Users enjoy pages that don’t make them wait, so AMPs basically guarantee that your site brings in more visitors.

#2 Increased Visibility

On the mobile SERP, Google is now showing which mobile page is an AMP page and which is not. You can expect to see a little lightning bolt next to your listing’s meta-title on the SERP. This will give your webpage a leg-up because it will show users that your site is faster than competitors. 

#3 Increases mobile ranking

Although AMP is not a ranking factor by itself (for now), it has a positive influence on mobile ranking due to its faster load time. Potentially, if Google starts prioritizing AMPs, it will have even more of an effect on SERPs.

#4 Flexible Layout

Though AMP pages are much thinner than typical mobile pages, they support a variety of layouts and designs. You can still showcase your business’s brand in the way that you want, as well as support ads that are non-intrusive to users mobile viewing experience.

#5 Improves server performance

If your site generates tons of traffic from mobile, AMP will reduce the load on your servers and improve their performance.

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