Google AMP; In today’s societies, people do not like to expect something because instant satisfaction is much more important. For this reason, more than 25% of the visitors leave a site that does not load within six seconds.
In 2016, Google introduced a solution to improve low-speed mobile pages. They called this solution “Accelerated Mobile Pages”. This project, known as AMP, enables a site to be loaded in less than a second and uses less than 10 times the data of normal sites.
What is Google AMP?
Google AMP is a site publishing technology that allows you to get a site instantly loaded on mobile phones. Since the beginning of 2016, more than 25 million domain names have published 1.5 billion AMP pages.
To create AMP pages, you need to create another version of your site that follows the standards of the AMP project. Once you’ve done this, your AMP site will have its own URL. However, it will become compatible with the most popular browsers, Chrome, Firefox and Safari.
Visiting an AMP page on a Google search means that the page loads as quickly as possible. Google hosts the page on its servers and presents the content directly on its site. The same applies to Facebook Instant Articles, which allows users to read articles without leaving Facebook’s mobile app.
The main difference between the two technologies is that AMP pages do not depend on a single platform. Popular search engines, social platforms, content management systems and e-commerce sites support AMP technology. Supporters of this technology include Bing, LinkedIn, Pinterest, Reddit, Twitter, Medium, WordPress, Squarespace, Tumblr, eBay and BigCommerce.
Google also prioritizes search rankings on AMP pages. For example, for a news site that wants to get involved in mobile search results, AMP is now a requirement.
However, the improved speed of AMP pages and increased search rankings come with a different change: links to AMP pages found through Google search do not transmit any link value to the site. The link value of a referring domain goes directly to Google’s domain name, since the page is technically hosted on Google’s site.
In terms of advertising, it is not possible to say that publishers are limited to this criterion. In 2016, an initiative called AMP Ads Initiative was launched, allowing publishers to upload ads faster, easier to create, and more innovative than ever before. Thus, the major news sites were able to generate the same amount of advertising revenue from AMP pages as standard mobile pages.
The rising popularity of AMP technology has enabled Google to have more control over internet publishers and content creators, especially for mobile.