The Impact of Google’s Accelerated Mobile Pages Full Roll Out

By Jason McClain | September 7, 2016 | 0 Comment

Google's Accelerated Mobile Pages Roll Out Impact

If you haven’t heard about Google’s Accelerated Mobile Pages and how it can help you as a marketer, then welcome aboard! Google’s Accelerated Mobile Pages or AMP is the new kid on the search engine optimization updates block. Since it’s from Google, that means you have to play with the new kid whether you want to or not. Bowing to the Google gods can get tiring, but it’s almost always profitable to do so. That’s why we need to talk about Google’s AMP and the full roll out thereof.

What are Google Accelerated Mobile Pages?

Just to recap, Google’s AMP is basically a framework designed to deliver content to mobile users more quickly. Google rolled out the initial platform back in February of 2016, and has seen a big response with a list of more than 300 big brands using it and a reported 4 million new pages each week.

Google has emphatically denied that Accelerated Mobile Pages will be a ranking factor. Instead, they will simply serve the AMP version if available in place of regular pages indexed in their SERPs. It should be noted that the only marketers who should not implement Google’s Accelerated Mobile Pages for themselves are those using ad networks that are not compatible.

How Google’s AMP Works

For those of you who are still procrastinating on making your websites mobile-friendly, Accelerated Mobile Pages for Google isn’t the answer. You should make sure your website is mobile-friendly first. While there isn’t a penalty attached to AMP’s, there certainly is a penalty for sites that are not optimized for mobile.

The easiest way to set up AMP on your own site is by using a plugin. If you use WordPress or Joomla, there are already plugins available to get the job done. Since it’s from Google, there are also ways to view just your AMP numbers in Google Analytics.

Additional Information about Google’s AMP

So, will anyone click on AMP results in search? As word gets around that Google’s Accelerated Mobile Pages are less ad heavy than normal pages, I actually think the platform will grow in popularity. Everyone is looking for the fasted results when it comes to serving up content and AMP is a huge answer to that want.

So far Google says they have over 150 million AMP’s indexed. Those documents are coming from a total of 650,000 separate domains. New sites are getting on board with AMP everyday, so these numbers are only growing as of this writing.

When Google’s AMP goes live for the entire world, you will see results in the “ten blue links” or the organic search results. This excludes things like the map pack and the ads at the top of the SERPs. Currently, it’s only possible to see these in the News section of Google if it’s live where you are.

If your website isn’t built on one of the aforementioned CMS platforms where you can easily implement Google’s AMP by installing a plugin, now is the time to get to work. You’re facing a bit of a learning curve. It’s due to launch to a wider audience later this year. The previous delays and this interim time is perfect to get the logistics figured out. Use this time wisely and be on top of your SEO updates.

If you’d like to see an example of what Google’s Accelerated Mobile Pages are going to look like, conduct a search from a mobile device using this URL:

Wrap Up on Google’s Accelerated Mobile Pages

What do you think about Google’s Accelerated Mobile Pages? Do you think it’s something that will fizzle out or a viable update? I’m not exactly sure on this one. I think it’s a logical move given the evolution of everything toward mobile, but I’m not sure it’s the right innovation in regard to developments in virtual reality.


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