What is Google AMP (accelerated mobile pages)?

que es google amp paginas moviles aceleradas

AMP, or Accelerated Mobile Pages, is an open source framework created by Google that creates pages that load very quickly on mobile devices.

What is AMP and why it benefits SEO

The goal of AMP is to make it easy for webmasters to make their websites extremely fast on mobile devices. This is an important consideration, as speed is a critical component of the user’s experience of your website.

While no one will argue that improving the speed of your website is good, improving load time is often a huge task that requires a large development team with specialized skills in PHP, HTML, CSS, etc…

While no one will argue that improving the speed of your website is good, improving load time is often a huge task that requires a large development team with specialized skills in PHP, HTML, CSS, etc…

This is the problem that Google AMP is trying to solve through this technology and it leverages a framework that most developers should be able to implement.

Any site can implement AMP pages but they are most beneficial for content-based sites. Since third-party JavaScript is not allowed in the AMP environment, interactivity is very limited and Google’s accelerated mobile pages are best suited to read content.

Although third-party JavaScript is not allowed, Google has worked with several advertising and analytics companies to support many of the most common configurations

How Google AMP works

When you are on the mobile device and there is an equivalent AMP URL for a given search result, Google swaps out the “normal” URL (even if it is mobile-friendly) for the AMP URL. You can easily identify these Google AMP URLs by the lightning bolt logo followed by “AMP” associated with a search result on your mobile device.”

From a more technical perspective, there are three components to Google Accelerated Mobile Pages: AMP HTML, AMP JS and the AMP cache/CDN. All of these elements work together to create a lean and fast user experience.

1. HTML AMP HTML

AMP HTML is a restricted subset of html that contains some unique properties and tags. To get a Google AMP result, you only need to use Google AMP HTML and meet the following AMP HTML requirements:

  1. Start with the <doctype html> tag
  2. Contain a top-level <html?> or <html amp> tag
  3. Contain the <head> and <body> tags
  4. Use the <meta charset=”utf-8? > as the first child of your <head> tag
  5. Call AMP JS through the <script async src= “https://cdn. ampproject.org/v0.js” </script> tag as the second child of its own <head> tag
  6. Contains a canonical tag pointing to the equivalent desktop URL in the <head> tag
  7. Contains a <meta name= “viewport” content= “width=device-width, minimum scale=1?> tag within its <head> tag. Google recommends including the initial scale=1

2. AMP JAVASCRIPT

Similarly, Google has its own JavaScript framework specifically optimized for the mobile user experience. The biggest advantage of the AMP JS library is that it is optimized for resource handling and asynchronous loading. This causes everything coming from external resources to load simultaneously, preventing anything on the page from blocking the rendering.

This is also one of the most important negative aspects of Google AMP: AMP JS is the only JavaScript allowed in AMP (There is no third-party JavaScript allowed in Google AMP). Therefore, you may lose functionality on your site if it has components that rely heavily on JavaScript.

For online stores, there is a high possibility that you can lose optimization of the web and this leads to the loss of conversions on the same, so you should walk with great care when implementing AMP in your online store.

You must evaluate the functionality you need in your pages for your business to succeed and determine if it is capable of working the functionality within the AMP JavaScript framework.

3. AMP CACHE / CDN

The third component of Google AMP is the AMP Cache / CDN. Google will cache your AMP HTML pages on their server.  The pages cached on Google’s servers are actually what is displayed to users instead of your own URL.

Advantages of Google AMP

  1. AMP will make your mobile site really fast
  2. Implementing AMP typically requires fewer development resources than are normally needed to make significant page speed improvements on your site

Google offers other benefits with AMP, such as ad platform integrations and web analytics integration.

Does Google AMP improve your search engine rankings

Google has explicitly said that AMP has no impact on your SEO ranking.

Most people only see a benefit to SEO traffic if they are within the news, as they can be included in the Google AMP carousel at the top of the search results, something that will undoubtedly give us visibility.

This is the only way to get positive SEO value from Google AMP, and it is only offered to two types of sites. In general, there is no SEO benefit with Google AMP, but there is a bonus in results.

Should you use AMP?

If you have a news website, then yes, you should do AMP right away! For the rest of the websites, seeing that it does not affect positively but not negatively the SEO, but it does help the user experience, it is advisable to put it as long as you don’t need excessive resources to implement it.

On the other hand,  it is very likely that in the future AMP will be an SEO factor to be taken into account so staying ahead of the competition, can be decisive in the near future, when the AMP project evolves.

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