March this year heralded the first ever AMP conference in New York, which alluded to the next steps for the AMP project. And recently there have been a couple of key developments, which makes it timely to visit the subject in this blog.

Accelerated Mobile Pages is a Google-led initiative to significantly speed up the web. Its aim is to provide a super fast experience for users viewing static content on their mobile devices, and somewhat controversially, putting the needs of consumers before those of the publishers.

So how does this all work? For the consumer, things won’t look all that different, but what they’re getting is a restricted subset of the HTML they would normally receive on their device. Dawdling tags like <image> and <iframe> are heavily restricted, as is any javascript that isn’t graduating from an elite library known for its efficiency. And for the bonus point, you can optionally have your AMP page served from one of Google’s own machines, with its aggressive caching facilities. The beneficial result of all this is a lightning fast experience.

The advantages of a fast loading website should be self-evident to any online proprietor. But why go through the hassle of setting all this up? Why not simply make my current pages faster?

Firstly, it offers enhanced visibility in organic search. Ever since February 2016, the top stories section of a hot topic search has been a carousel of Accelerated Mobile Pages.

Secondly, and it might strike you as more importantly, Google announced it was rolling out the benefits of AMP to its search and display ads. The beta launch of Adwords plus AMP allows marketers to direct traffic from paid search campaigns smack dab onto an Accelerated Mobile Page. The search giant has explicitly stated that by providing faster landing pages via AMP, you are likely to see improvements in ad ranks and pricing.

So, in summary: from a tentative beginning, the AMP project has matured to its current pillar in everyday organic search. Its success in the publishing industry has motivated expansion into paid online advertising and e-commerce. Now is the time to make it a part of your content and advertising strategy.

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