What is Google AMP?<\/h2>\n
Google AMP<\/a> (Accelerated Mobile Pages Project) was originally launched back in October 2015.\u00a0The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages. To put it simply, it offers a way to serve up a stripped down\u00a0version of your current web page.<\/p>\n From day one, a key focus for AMP has been speed. \u00a0It is arguably one of the most frustrating things about the mobile web \u2014 borne out by recent Google research<\/a> that shows that 53% of people will leave a site that fails to load in three seconds or less. That\u2019s the worst of all worlds for users, businesses, publishers, websites and the mobile web as a whole. — David Besbris, AMP project lead at Google<\/p><\/blockquote>\n According to the latest\u00a0State of the Online Retail Performance\u00a0report by\u00a0Akamai<\/a>,\u00a0every tenth of a second matters. Even a slight increase in page load time to 2.8 seconds, saw a 2.4% drop in conversion rate.<\/p>\n A lot of large companies have adopted Google AMP over the past year, this includes WordPress, Reddit, eBay,\u00a0Pinterest, Washington Post, Wired, Gizmodo, etc. According to Google<\/a>, Slate saw a\u00a044% increase in monthly unique visitors<\/strong> and a 73% increase in visits per monthly unique visitor<\/strong>.<\/p>\n When a page is served via AMP in Google it will have the AMP symbol\u00a0next to it as seen below in the New York Times demo<\/a>. Note, you must be on a mobile device to test this. You can also use the device emulator in Chrome devtools.\u00a0Structured data markup allows Google to present your content more prominently in search results. For example, AMP articles that include the appropriate markup properties may get the coveted carousel\u00a0spot in SERPs as shown below.<\/p>\n And here is an example of what an AMP page looks like on The New York Times website. As you can see it is very basic and simplistic, which is the goal of AMP. This ensures that it loads fast and offers better usability.<\/p>\n As with any new platform you should weigh the pros and cons and decide if it is the right move for your business and or website.<\/p>\n As of February 2017, Google AMP has begun to show direct publisher’s URLs. Previously it only showed Google’s version<\/a> that is serving from cache. This presented concerns from people from a branding perspective. Thankfully Google realized this as well and made a change.\u00a0Now, the URL field of a browser will continue to show a Google URL. However, the AMP header area will display a link or chain icon, what it calls the \u201canchor\u201d button. Clicking on this will make the publisher\u2019s direct URL appear, so that it can be easily copied and pasted. This is still not a perfect solution, but\u00a0it’s better than nothing.<\/p>\n Here is another example of losing branding.<\/p>\n Another reason to not use Google AMP –> You lose your brand :) cc @HuffingtonPost<\/a> you might want to think about it :) pic.twitter.com\/n3LEHIOEBZ<\/a><\/p>\n — Syed Balkhi (@syedbalkhi) January 19, 2017<\/a><\/p><\/blockquote>\n![\"conversion](\"https:\/\/kinsta.com\/wp-content\/uploads\/2016\/10\/conversion-rates-on-mobile.png\")
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Pros of Google AMP<\/h2>\n
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Cons of Google AMP<\/h2>\n
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