The Accelerated Mobile Pages Project from Google

Accelerated Mobile Pages

Google Accelerated Mobile Pages (AMP)Abuzz lately in the search engine marketing industry news has been Accelerated Mobile Pages (AMP). On February 24, 2016, Google officially implemented Accelerated Mobile pages (AMP) for content articles. AMP can be described as a slimmed-down HTML format, created by Google and Twitter to be the open equivalent of Facebook’s up and coming instant articles. This allows mobile to load these pages almost instantly. You can find some AMP pages already for some time now within Twitter as they load almost instantly. Google search results now gives AMP articles a different designation and some prime SERP (search engine results page) real estate. As you can see from the mobile screenshot to the right of the screen, articles that support AMP get a lightning icon and AMP designation at the bottom of the article.

These are actually separate pages than the original article, and the original article adds a rel=”amphtml” tag to point where the AMP article is. The AMP article meanwhile, uses the canonical URL of the original article. What does all this mean? Simply, since you have two pages with the same content, you won’t get penalized by Google if you follow the implementation correctly. These AMP pages only show up for mobile in the SERPs in the carousel you see in the screenshot example.

Why is Accelerated Mobile Pages so fast?

It uses limited tags (AMP HTML), streamlined CSS, AMP standard JS, components, an AMP CDN which can be easily to the fullest extent. As well, other reasons it’s faster, allows only asynchronous scripts, sizes all resources statically, inline CSS styles, and keeps out the majority of JS (third-party), animations and other scripts. There’s coding and even plugins with some customization you may implement to get your website working on AMP. For more information check out the official page from Google at

Posted on March 7, 2016 in Search Engine Optimization

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