AMP - Accelerated Mobile Pages

What is AMP?
AMP or Accelerated Mobile Pages is an open source initiative by Google launched in October 2015. AMPs are lightweight pages designed to load quickly on mobile devices. It is a set of protocols similar to HTML where you can use to restructure your site, and make it easier to be loaded and viewed on a mobile device. Unlike responsive web pages, AMPs are designed to load lightning fast. It’s similar to Facebook’s Instant Articles, but in the body of search results.
Responsive Web Design [RWD] Vs AMP
RWD and AMP both work on mobile devices but both are having different goals.
* RWD is focused on flexibility. Responsive Web Design is a method of web designing so that it works on any device, from a desktop computer to a mobile phone.
AMP is focused on speed. The AMP Project is a web framework designed for delivering content to mobile users instantly.
* AMP can work with an existing website but RWD would replace a current website.
* AMP currently only works with static content, RWD can be used for any website.
* Responsive websites are created by redesigning the existing website but implementation of AMP can be done easily without the need of redesigning.

Benefits of AMP
1. Increased Speed
Compare to RWDs, AMPs load twice faster, and have only one-tenth the latency.
2. Low Bounce Rate
The best mobile compatibility and instant loading, lower the bounce rate of the AMP enable website.
3. Increased Visibility
AMPs are eligible to be displayed in Google’s “Top Stories” carousel, which are at the top of search results pages. Apart from that, AMP pages are showing in the organic search results as well with the AMP logo can be seen just beneath the meta title.
4. Increased Visitor Engagement
The minimalist design of AMPs makes it easier for visitors to navigate through the content on your page. Visitors will be more likely to leave comments, watch embedded videos and follow links when they aren’t distracted by the clutter typically found on non-AMP pages.
5. Increase Conversion Rates
AMP enabled product pages on ecommerce sites has shown significant increases in conversion rates and a decrease bounce rates.
6. Increase Mobile Ranking
Implementing AMP as a rank-boosting factor will not only affect website’s ranking, but also add an attraction to make users bound explore the linked services.
7. Support For Ads
The primary goal of AMP is to deliver ads that load fast on mobile devices while allowing the placed content to look good on variations of screen sizes. This tactic helps marketers and advertisers increase their brand influence by earning great ROI on each ad.
8. AMP Utilization For Backlinks
If the placed AMP content is informative, newsworthy and quality-oriented, then improved page visibility can automatically lead to creating a wide number of backlinks.

Disadvantages
* Need different Google Analytics code to your AMP pages: Google serves a cached version of AMP pages to visitors and not accessing your servers, Google Analytics won’t track visits from users unless you make some configurations to Google Analytics.
* Extra Work: Developing pages in AMP can create additional work, as the same page may need to be built both for desktop and AMP.
* Design Issue: Because AMP focuses on keeping load speeds fast, the HTML is stripped down, meaning that certain designs-built using standard HTML are not possible in AMP and there can be differences between the RWDs and AMPs.

Conclusion:
For improved site speed, better user experience and more revenue, AMP is definitely having strong reason to implement. If you are looking for SEO and still haven’t approached AMP as a ranking factor, this is the right time to think about it. Definitely, you will get lucrative SEO results.