This means that users will now start seeing AMP compatible articles when they search for content on the web. This downgrading was done because an AMP page no longer needs a structured data element to appear in search results. However, Google had previously suggested the load time and page speed will be positive factors affecting the page rankings. The boost does not come with any changes to the search rankings, and there are no plans to add a specific AMP signal into the Google search algorithm, Richard Gingras, Google’s head of news and social products, said. Google is looking for feedback from developers and publishers, and publishers who haven’t formatted their pages for AMP can get a sense of what they’ll be missing out on. And it turns out Food.com has an AMP page for that, or at least for the next-best thing, possum casserole. Though aimed at publishers, AMP soon found itself converting webpages from Ebay, Reddi, Flipkart, Disney, and others.
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In February this year, Google introduced its Accelerated Mobile Pages (AMP) project with the aim to reduce the loading times for mobile webpages. If a page is converted to AMP, it will load in less than a second, making click-through-rate go off the charts.
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You can also check out how the sped-up webpages work by heading to AMP’s demo page (g.co/ampdemo) on your mobile device and searching for “something like “french toast recipe” or music lyrics by your favourite artist to experience how AMP can provide a speedier reading experience on the mobile web”, the search giant said in its blog. However, once it’s up and running, it will compete directly with Facebook’s own Instant Article segment, which essentially offers the same thing as AMP. But Google’s AMP has penetrated beyond news publishing, to e-commerce and more.
