by Mark Hayes

For years now, Google has been on a mission to improve mobile functionality and create a faster, more efficient mobile internet for all.

Recently, they took a huge step toward doing just that.

In October of last year, the search engine powerhouse rolled out its Accelerated Mobile Pages (AMP) project, which promises to change both mobile marketing and browsing forever. Here’s what you need to know.

What Is AMP?

AMP is an open-source update that offers simplified versions of WordPress web pages for browsing on mobile devices. The update uses a new version of HTML, known as AMP HTML, which strips pages of the things that often cause them to load slowly, such as JavaScript.

While many experts are calling AMP a direct response to Facebook’s Instant Articles feature, it’s important to remember that, while Instant Articles requires publishers to have a relationship with Facebook, AMP is entirely open-source and can be used independently by anyone.

As it stands now, AMP-enabled pages load about 85 percent faster than non-AMP pages.


How Marketers Can Adjust to AMP

While many publishers are excited about AMP, some adjustments will be required to market effectively with AMP-enabled pages. Here are some tips for marketers who want to adapt:

Enable AMP Pages ASAP

Since Google’s infamous “Mobilegeddon” update, page load time has been a significant ranking factor. In light of this, AMP-enabled pages are likely to appear at the top of Google’s SERPS, pushing non-AMP pages further down the results.

In light of this, marketers who want to secure top listings should enable AMP as soon as possible.

Be Prepared to Maintain Two Versions of Everything

Because AMP works by stripping the infrastructure from enabled web pages, webmasters will need to keep an AMP and a non-AMP copy of every page of their sites.

While this may seem like an additional burden, AMP pages perform just as well without their comments and JavaScript elements, and maintaining two versions can help you rank higher in the SERPs and provide a better user experience.

Add AMP-ing Tags to Videos and Images

For multimedia to function well, you’ll need to add AMP elements to images and videos on your pages. Images will need amp-ing elements while videos and animated gifs will need amp-anim elements.

While Google’s AMP presents some new challenges for publishers, installing the open-source project has the potential to help mobile pages function better and provide a more positive user experience.

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