Every decade brings with it the advent of a new era in the world of digitisation. While ten years down the line, desktops and laptops created a massive sensation in the market, today, they have been overtaken by mobile phone to a great extent. The two, though have different means and ends, but with the advancement in the mobile phone technology, most smartphones nowadays give you the leverage of doing everything that laptops and desktops allow. This shift from desktop browsing to mobile browsing, when deeply analysed, however, has given birth to a new many challenges. To cater to these defies, AMP was introduced.  

But, what is AMP?

Short for Accelerated Mobile Pages, the primary objective of this open source initiative introduced by Google has been to help the publishers create mobile optimised content just which could be used for publishing over various platforms.    

The main idea behind the launch of this initiative by Google was to make the mobile browsing experience at par with the need of the hour. The data was found to be plagued with several issues such as slow website loading speed, improper display of pages, and more. Looking at the impatience of customers and their short attention span, a new development was very much needed.

The next question on this list is, how can AMP improve the page loading time?

To this, many experts claim that AMP aids in removing all the “fat” from the system which causes the web pages to load sloppily. This means further means – you get a streamlined CSS, there’s no need for custom Javascript and tags are limited. To put in other words, AMP is an enhanced version of a website developed primarily for speed and readability. Moreover, being a lighter form of a regular web page, it loaded at a faster speed. And, these trimmed versions are also cached by Google.      

What’s the impact of AMP on SEO?

Peeping into the past, AMP pages created their own scalable carousel when someone searched for something on their mobile devices. Today, these AMP pages appear alongside the conventional organic search results on the search pages and a lightning bolt sign pops up next to the links which demonstrates that it’s an AMP.    

Combining AMP search lightings with organic search aids in accessing the current performance of the website and its ranking on Google. According to experts at Google, AMP poses no effect on SERP ranking of a website. However, on the other hand, SEO professionals are cynical about the proclamation.

It is speculated that a page’s speed is an important factor that aids in determining the ranking of a page, and AMP makes a website load in a matter of microseconds, such an update can indirectly affect the overall ranking of the site. At the same time, if AMP has no such impact over SEO, it certainly doesn’t mean that an update won’t happen soon.

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