Digital Strategy & SEO
Accelerated Mobile Pages & SEO - PositionMySite | Search Engine Optimization
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Accelerated Mobile Pages & SEO

what is AMP?

20 Jan Accelerated Mobile Pages & SEO

Accelerated Mobile Pages has everyone talking but what is it exactly?


AMP which is an abbreviation stands for Accelerated Mobile Pages, and they are exactly what they sound like.

Over the last year when you preform a search on the mobile internet (Google) you will notice that some articles from certain providers load really, really quickly! Those fast loading articles are powered by none other than AMP. Actually they load instantly!

Simply put AMP is a method of publishing static content to the web which enables the fastest rendering of content possible.

AMP sounds a lot more complicated than it really is, and we will discuss later on in the article how easy it is to deploy.

Let’s geek it out for a second and talk about what constitutes Accelerated Mobile Pages.

AMP consists of three different, yet very familiar parts.



– AMP Cache

AMP HTML is essentially no different than regular HTML except they have added customized AMP HTML properties such as <style amp-boilerplate>. These customized HTML properties are specifically used with AMP, although AMP can use other properties, there are specific rules and allowances on what you can and can’t do to properly validate your new AMP content.

AMP JS is a library, and it’s exactly what it sounds like. It’s a compendium of rules that allow your browser to quickly render the content you are trying to access.  One of the benefits of all of this is that AMP JS helps out significantly with one of the most important SEO signals, page-speed.

What are accelerated Mobile Pages?

AMP Search Reuslts within Google SERP

When you have to crawl the world wide web like Google crawls it you want to be able to do it quickly. The added benefits of an efficient crawl are that it conserves energy, conserves update lag time and best of all provides the end users with the latest search results faster.

As always SEO is still very keen on search relevancy and being part of that certainly has it’s privileges.

AMP JS helps by optimizing the way your page is loaded by loading say CSS externally and making it load asynchronously. This is a big deal as it doesn’t allow for the blocking of any content which normally has many webmaster smacking their heads.

The third part of this recipe is the AMP Cache, essentially again it’s exactly what it sounds like. Rather than me trying to put a spin on it i’d rather give it to you the way Google describes it:

The Google AMP Cache is a proxy-based content delivery network for delivering all valid AMP documents. It fetches AMP HTML pages, caches them, and improves page performance automatically. When using the Google AMP Cache, the document, all JS files and all images load from the same origin that is using HTTP 2.0 for maximum efficiency.

So what we have here is a system that blends a Google powered content delivery network and blazing fast mobile page speed. Where do I sign up right?

So before we get into anymore geek talk, let’s see about how we can easily implement this for your business. The larger question primarily should be do I need to implement this solution?

Before you resoundingly decide on yes, ask yourself the following questions:

– Does my company develop news content for public consumption on the web? Whether it be gossip or reviews regardless of topic or trends?

– Does my company posts more about service offerings or discuss opinion openly in a blog?

– Does the information my company posts online specifically target the public? or is it more for B2B?

If you answered for public consumption and opinion you are most likely to gain from having AMP on your website and social media.

That being said, regardless of your answers above having a fast loading mobile powered CMS system for your content doesn’t hurt. We just want to let everyone know it’s probably not necessary in terms of search engine ranking signals, YET!

That doesn’t mean that Google won’t be adding the AMP signal for SEO to it’s algorithm someday soon. Why not be prepared so that your company website can keep up with changing trends, PositionMySite always recommends these types of positive strategies.

Special Relationship with Accelerated Mobile Pages and WordPress


AMP integration and WordPressImplementing AMP on WordPress is particularly an easy task since there are so many powerful plugins that can help achieve this easily and effectively, we have had huge success implementing AMP on complicated WordPress sites who have unique prerequisites like ad inserts and adobe analytics (Omniture Tracking). Amp is a fantastic way to distribute your companies content to the world wide web in a fast and efficient manner. Taking advantage of the power of Google’s search engine, the first page becomes your advertising platform.

Social media platforms such as Facebook also have AMP for articles that are distributed through through RSS feeds, these are a little tricky to setup initially but fairly easy to maintain.

If you are seeking to upgrade your companies website, are looking for more efficient ways to coordinate your digital strategy PositionMySite is always available.