Everything You Need to Know about AMP in 2020

Accelerated Mobile Pages( AMP) is a contentious engineering. On the one side, according to its own website, it’s a way to create user-first websites and ads.

On the other, concerns about privacy and Google’s monopolistic propensities abound. With AMP no longer a requirement for the “Top Stories” SERP feature, there are new questions to be asked about AMP.

What is its real value for websites and their ranks? And should we give in to Google’s pressure to adopt their project?

Let’s take a closer look at how AMP got the road it is, and what implications it carries for webmasters around the globe.

Why websites use AMP?

Ever since portable pas desktop utilization, portable page speed has been a hugely important consideration for any webmaster: it’s enormous for customer experience and an important ranking factor for Google.

This means that accelerate optimization plays a crucial role in both your website’s usability and its rankability.

AMP is the technology created specifically to improve mobile page speed quickly and readily. AMP accommodates bare-bones, stripped-down HTML versions of your material. Aesthetically, they are comparable to Facebook Instant Articles and Apple News.

The logic here is that higher page fast and smoother lading know will to be translated into higher used pride, which, in turn, will lead to higher engagement.

Of course, that’s only part of the storey, as one of the main reasons websites, chiefly word bureaux, were actively implementing AMP to their news pages, was to get into the “Top stories” SERP feature on mobile.

Google’s “Top stories” carries massive value for bulletin websites, as they occupy almost an entire screen when researched on portable 😛 TAGEND

And even on the desktop, “Top stories” are automatically sat above any of the blue-link SERP develops, constructing them the de facto# 1 ranked ensues, and the closest thing many websites can get to a Featured snippet.

Add to that the fact that “Top stories” are basically rich SERP develops, which normally require additional optimization exertions to get.

I should note that there are different ways to increase your page quicken — but the preferential treatment in search for a while was provided to Google’s own property.

Faced with the prospect of not going into a SERP feature, it was obvious that news websites would be using AMP as the staple for their information pages.

Of course , now that AMP is no longer the primary required to get into this SERP feature, news business will have a bit more freedom to choose the format they prefer.

How AMP operates

AMP pages load very fast thanks to a few core ingredients 😛 TAGEND

All AMP pages come pre-rendered and loaded onto Google/ Bing AMP Cache. This means that if you’re accessing them through the correspond search engines, your browser doesn’t have to render the page from scratch. AMP pages follow some very strict coding rulers. That means that in addition to being pre-rendered it simply can’t have any of the elements that would slow-witted it down thanks to restrictions on HTML/ CSS and JS constituents imposed on AMP pages. “There hasnt” practice JavaScript gave on AMP pages — instead, every interactive JS element is handled by the specific AMP parts. With that, only the asynchronous JavaScript can be implemented into AMP pages, which further helps page rapidity, as browsers don’t have to wait for the entire page to laden to open it.

With all of those conditions met, the AMP version of the page, hosted and pre-loaded by Google, would both load very quickly and have a chance to appear in the “Top stories” SERP feature.

There are three seams to the AMP configuration of any webpage.

First, you have to code the page with the AMP HTML — you basically create a skeletal version of your webpage, coded with some peculiar AMP labels within a normal HTML framework.

Then you turn to AMP JavaScript — which, as explained above, are pretty inhibited, but can still be used to deliver certain resources.

Once your page is created, it will automatically get cached by AMP CDN — a proxy-based network too called Google( or Bing) AMP Cache, used to store and give the actual pages.

While you are eligible to opt out of AMP Cache, the best way to do that is to remove the attribute from your HTML.

However, if you decide to delete the attribute, “youre ever”: a) determining the document an invalid AMP page, disqualifying it from “Top stories” SERP feature; b) basically destroying one of the most significant influences held accountable for your lightning-fast page speed.

Time AMP give you a position boost?

According to Google’s own John Mueller, AMP itself does not influence positions. That’s as easy an answer as you can imagine, but the savage is in the details.

The addition of AMP might not give you any grading improve, but page rapidity, increasing which is AMP’s entire raison d’etre, is a very important standing factor.

This means that with all the rest being equal, an AMP page will supposedly have a higher chance to rank compared to a non-AMP page, simply because the latter will be slower.

In reality, though, things aren’t so simple. There are dozens of factors influencing standing, and AMP is not a guarantee of anything. From the backlink chart to the way a sheet is coded, there is a great number of things to work on besides AMP.

Handicap of using AMP on your website

While the benefits of using AMP are obvious: rapidity and an additional SERP feature — the drawbacks are also numerous.

Unclear who’ll own used data — a very popular concern about AMP pages has everything to do with privacy. Since Google caches every AMP page, what it signifies is that the page, functionally, is not really yours — it’s a imitation of your page stored on Google’s server with some bare-bones design. In such a situation, it’s not entirely clear who’ll be the owner of the information sourced through the AMP pages, and it might be a better idea to trample with precaution.

Fewer customization alternatives — all AMP pages examine accurately the same, according to the same UX-centric standard imposed by the format. It’s merely going to contain text with portraits smashing it up from time to time. For a lot of webmasters, having all or the majority of members of their webpages convert to the instead drab-looking AMP format is not super desirable. Not to mention that for a lot of websites a certain design flair form a part of content’s appeal.

Your inbound ties-in might not count — since an AMP page is not hosted on your own server, but instead on Google’s own URL, the backlinks your part of content might’ve received will not actually go to you. This doesn’t matter too much for word websites making AMP pages. But there are some webmasters who integrate AMP to up the sheet hurry and improve rankings. The question will then be that the backlinks they get to that fast sheet will not count toward their link profile.

Should you use AMP?

This will depend on the goals of each of your webpages.

It’s clear that AMP technology is not about to disappear in the next couple of years. In part, because sheet move will remain key to rank in the future of search. And in part, because portable transaction will not go down any time soon.

AMP comes with a series of issues, namely that Google has essentially action news websites to use its engineering; that AMP pushes the Web into a dres and bland wording; that it’s unclear how the subscribers data is being protected by the search engines employing AMP — even with all of these issues considered, there’s still a question of usability.

Users do actually adoration when the sheet is loaded within half a second, and AMP is a great way to achieve that. However, it’s not the only way, and we need to remember that as we try to create the best websites possible.

Overall, today, if you’re operating a word website, AMP seems like the only logical choice to realise. And if not, AMP seems worth their own efforts only if: a) most of your public is mobile, b) all you want out of your page is text with some static images.

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