Nowadays, more and more consumers are using mobile phones to access the content. It has also shown in a 2020 study that mobile traffic has grown 504% since 2011. So it becomes essential to improve the mobile experience for the users and the SEO as the Google algorithm can easily detect the sites having higher bounce rates and lower the rank of those pages in search results.
Thus you can use AMP. It is an HTML framework that helps desktop-optimized sites deliver ultra-fast mobile versions of web pages. But whether it is the best tool to do that for your business website. So in this article, I will discuss what Google AMP is, how it works, its benefits and whether it helps in ranking factors or not.
What is Google AMP?
According to Google, it was created by Google and is an open-source project designed to help web publishers create mobile-optimized content that loads instantly on all devices.
The AMP version of a product page, blog post, or landing page is meant to load instantly on mobile. It may also appear differently or in a card form in the mobile SERP. The AMP lightning bolt symbol associated with a result lets users know that that page will load faster than other non-AMP pages.
Is AMP a ranking factor?
Google has debunked those claims and said AMP is not a ranking factor. But you can not ignore it because of its impact on another aspect that matters for SEO.
Amp is considered a ranking factor because of Google’s active encouragement to use it to speed up the web. And Google can force sites to use its technology to rank higher, but that’s not how the search engine works.
AMP’s primary purpose is to load pages instantly, not be irrelevant to SEO, and help sites send stronger ranking signals regarding mobile page speed. However, sites can generate the same movement without AMP.
Pushing your AMP Page Further To Meet Core Web Vitals
The Core Web Vitals metrics for a page are determined by observing real user interaction with web pages. Google has consistently communicated to the site owners that AMP can help achieve ideal Core Web Vitals scores.
“There is a high likelihood that AMP pages will meet the thresholds. AMP is about delivering high-quality, user-first experiences; its initial design goals are closely aligned with what Core Web Vitals measure today.
This means that sites built using AMP likely can easily meet Web Vitals thresholds.”
All AMP sites were five times more likely to pass Core Web Vitals than non-AMP domains. And this passing of Google’s Core Web Vitals has the potential to improve a site’s search ranking.
Again, boosting your ranking with the speed of the page can be achieved without AMP.
Other SEO benefits
The main advantage of using AMP is that it helps sites incoming the first page of SERP, which increases the chance of selection by users and thus leads to an increase in click-through rate.
But this advantage of AMP was for a while as it changed in June 2021 with the rollout of the Page Experience update, which now makes it possible for non-AMP pages to appear in the Top Stories carousel.
Another unique feature of AMP sites was that they were pre-cached by Google’s servers, displayed more quickly, and marked with a signature lightning bolt icon in the search results. Users who click more on these results interact more with AMP sites that load much faster and boost the rankings.
But Google has now removed that icon. And now, AMP pages are indistinguishable from regular pages in search results.
Google has confirmed many times that AMP is not a ranking factor. Nor does it have unique advantages that impact click-through rate, such as a lightning bolt icon and appearing on the first page of SERP.
But AMP can impact another ranking factor, such as a great way to speed up web pages.