Google AMP pages in Organic Search Results

This month Google began the rollout of its new AMP (Accelerated Mobile Pages) initiative in organic search results.

Google AMP results are exact replicas of conventional web pages that appeared in the top stories result of a mobile search.

AMP result,  are distinguished by a lightning bolt logo and do not take user clicks to launch pages, but rather AMPs, which load in less than one second and use 10x less data than a conventional webpage. For SEO, AMP-enabled websites don’t get any higher rankings, Google reports.

Google AMP was traditionally associated with top news stories and current events articles, but have begun expanding into retail, travel, and e-commerce pages among others displaying across entire organic SERPs.

After the initial rollout of the Google AMP project, the number of AMP documents across the web increased from 150 million in the summer to over 600 million currently. These documents are written in more than 100 languages and exist in over 230 locales. Many companies ranging from WordPress, eBay, Reddit, and WikiHow have adopted AMPs into their mobile content platforms for better results. Coupled with Google’s move to join the Coalition for Better Ads, the AMP project has become a staple of Google’s initiative to make mobile searches more user-friendly.

What Does Google’s AMP Project Mean for SEOs?

Google’s initiative to include and tag SERP listings with AMPs in their organic search results will not have a factor on rankings, according to Google. AMPs will be displayed over conventional pages if an AMP copy exists. More and more searches are becoming mobile and Google is attempting to capture a revenue stream from these mobile searches. The CPC for a mobile search is still much less than a desktop search.

The majority of mobile users time is still spent on apps and the new rollout of AMPs into organic search results will ease users’ data use and create much faster load times. This means that an increasing amount of visitors will be coming to your website under a mobile search.

This results in a huge benefit for companies, which have embraced the AMP project and converted conventional web documents into AMP documents. While load time is a factor in rankings, it does not seem like Google will punish companies who do not convert existing web pages into AMP documents, but it could have a drastic effect on CTRs for conventional webpages. Users are becoming more aware of what AMPs truly are and embracing them.

AMPs were created to enhance mobile user experience and companies that do not hop aboard the AMP bandwagon may be left behind in the mobile dust. As stated before, many big name firms are already converting to AMP documents and the AMP reach is now becoming much more viable for e-commerce sites. This translates into greater conversion rates, CTRs, and lower bounce rates if your webpage is an AMP document. In 2016, the focus of SEO has shifted dramatically to better mobile SEO campaigns and existing web firms that do not adapt to this change will not reap the rewards of this emerging market.

If you haven’t AMPed your webpages, there is still time. The move is still in its beta stage and the entire rollout will begin by the end of this year. The benefits are there; it would be foolish not to capture this mobile market for what it will soon have to offer.