AMP stands for Accelerated Mobile Pages and is a system that enables web pages to be loaded onto mobile phones very quickly. AMP is an open source that is supported by Google.
In the Google search results, Accelerated Mobile Pages are highlighted with the abbreviation AMP. This shows the user that these results load particularly quickly. Google is already loading the content while the user is still looking at the search results. In order for this to work, the pages must be AMP updated. For this, it is necessary to create an AMP page as an option of the regular HTML. This is a greatly simplified variant of HTML that only provides Google with the bare essentials. Such AMP pages are then operated and compressed again by Google so that they can actually appear on the phone in a flash.
With AMP, Google initially reacted to instant articles, which Facebook also uses to target news publishers. In contrast to Facebook, AMP is open source and while the instant articles are on the social media servers, AMP pages can also be accessed on any web. This makes AMP an important topic for all websites. It is foreseeable that when searching on the phone, users will very soon recognize the advantages of the fast AMP results and will then prefer them. Even if it will take some time before AMP is also comprehensively available in other countries, all website and online shop networks should now deal with this topic.
Page Speed
As mentioned, AMP is fast. That’s all well and good. There are studies that suggest that every second a visitor waits for a page to load, it is more likely to leave the page. Even a second long delay can have an impact on user behavior. About 55 percent of users leave a website if it takes longer than 3–5 seconds to load. While Google has never published its ranking factors, they have announced that they will use mobile site speed as the ranking in mobile search results. Page load speed has long been important in desktop search, but as more people run mobile searches, Google decided to add a speed update to make sure the results come quickly.
Insufficient Tracking Properties
Although the Google search allows some information to be obtained from the AMP pages, a different tag must be used than the one used on the real page. While it might not seem like a big deal if you want to convert all of your pages to AMP, you have to put that tag on every AMP page and then check the data one by one.
