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21 April 2020
3 Reading minutes

What are AMP pages and what are they for?

What are AMP pages and what are they for?

"Today, after lengthy discussions with publishers and Tech-Companies around the world, we announce a new Open Source initiative called Accelerated Mobile Pages (AMP), which aims to significantly improve the performance of the Mobile Web. We want content rich web pages like videos, animations and graphics to go hand in hand with Smart Ads and load instantly. We also want the same code to work across many platforms and devices so that content can appear anywhere in an instant, no matter what type of phone or tablet you're using.

With these words Google announced on 7 October 2015 the beginning of a revolution. But what are MPA pages and what are they for?

These are pages - mainly related to news sites and blogs - that load in very few moments from any mobile device and allow users to experience a far more satisfying experience from the point of view of usability.

What are the most important privileges?

Loading speed

Being simplified versions of normal web pages, they are designed to perform perfectly on all kinds of Mobile Devices. The loading speed is also a very important parameter to keep in mind for indexing.

They are in line with Google's algorithm

The Mountain View search engine considers as deserving of a better indexing those pages that are more useful, usable and rich for users who make a given search. In order for a page to stand on the top floor of the SERP today, it is essential that it is optimized for mobile viewing. Creating an AMP Page means taking a further - very considerable - advantage over competitors left over from the desktop era. The AMP pages will be pushed further up the results page and marked with a small lightning bolt, as shown in the picture below.

How to add the AMP pages?

To get an AMP version of your normal page, you will need to create your pages in an alternative format that is in line with the AMP Pages specifications. This means that the two versions of the same page will live together and one will not obscure the other.

Creating an AMP page could be a conceptually complex operation, especially if you do not have development expertise or reference sites where specifications are listed. But the good news is that the most important CMS (Content Management System), one of them all: Wordpress, have already started to create and make available extensions that greatly facilitate the implementation of AMP Pages on your site.

Once created the AMP pages it is necessary to validate them before publication and once validated it is advisable to do a further test through the tool provided by Google. For everything to work it is also necessary that the Google Search Console is connected to the site: there you will receive the official response from Google on the goodness (and health) of your AMP Page.

How do you get them to perform at their best?

First of all, choose a location that makes sense for your AMP page. A word of advice? The classic subdomain:

In order for Google to understand the correlation between the normal page and the AMP version, let's make sure to insert inside the normal page the attribute rel="amphtml" that brings back to the AMP page and on the latter the attribute link rel="canonical" that brings back to the Canonical Page.

In summary?

< link rel="amphtml" href="" / > normal to AMP and" / > AMP to normal.

All right?

AMP page limits

Yes, because for all the advantages that such pages give, there are a couple of limits that you have to be aware of:

Limit your imagination

Implementing AMP pages involves following very strict guidelines that may limit some features of the site. These implementations certainly work better on news sites and not too complex sites.

Give even more control to Google

The AMP pages were created by Google in response to the Facebook Instant Articles. As you may have noticed with respect to the above, Google will be even more present on your site: the positive effects are linked to the benefits in terms of indexing, the negative ones are linking your business so closely to a company that does not have to do your interests.

AMP pages are very useful but they don't have magic powers

If you want a page of your blog to position itself well for a particular Query, you need to treat the content in a maniacal way that is interesting, engaging and gives readers all the information they can find interesting.

An AMP page with poor or outdated content won't save you from oblivion!

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