Mobile traffic forms a majority of the total traffic on Google. Keeping in mind the same, Google had debuted Accelerated Mobile Pages (AMP) earlier this year. It is an open source initiative which lets mobile web pages load 4 times faster. At present, the feature is available to only mobile news sites but now the search giant feels that AMP is “ready for more”.
Google revealed that since its launch, many websites in addition to news websites have also adopted AMP. These include segments like e-commerce, entertainment, travel, recipe sites and so on. And that is the reason Google is now expanding the scope of AMP.
Announcing the same, Google wrote in a blog post,
To date we have more than 150 million AMP docs in our index, with over 4 million new ones being added every week. As a result, today we’re sharing an early preview of our expanded AMP support across the entire search results page –not just the “Top stories” section.
Google has launched a preview demo website (http://g.co/ampdemo) to give users and developers a taste for AMP web pages. You can visit the above website from your mobile and search anything to experience AMP pages. Like AMP news results, those results will carry a lightning bolt sign.
Those pages are extremely lightweight in size and load super fast giving a smooth mobile browsing experience. When you tap on any AMP result, you can view that page within the AMP viewer.
In June this year, Google had also partnered with eBay to show e-commerce results in AMP format. The above new demo site now features pages from sites like Flipkart, Reddit, Squarespace, TripAdvisor, etc. as well.
AMP pages beat mobile friendly web pages both in terms of load time and browsing experience. However, Google has clarified that adding AMP support to your website will not have any effect on the ranking of your page.
Still, Google automatically gives a higher priority to page load speed when it comes to ranking them in search results. So one could expect to have an edge in search engine ranking with AMP support with all other factors being constant. As a user also, one is more inclined to click on those attractive AMP results as compared to non-AMP pages.