Google has announced their modified html called AMP – Accelerated Mobile Pages – will be visible to users in results pages. The AMP pages are indicated by a little lightning bolt⚡. It’s an attempt at creating faster mobile load times and is not to be confused with ExactTarget’s AMPscript language.
1) It’s extremely similar to html with a few small changes
2) You define the document by using the lightning emoji ⚡ which is pretty great.
3) You can set what content gets loaded first. This is super helpful for the user, because currently many sites do not define whether ads or share buttons get loaded before content.
4) It sets the size of items on the page so there’s no resizing while reading content. This makes things quicker and prevents content from jumping around.
5) It doesn’t affect SEO rankings – but maybe it does? From Search Engine Land:
I spoke with Google’s VP of Engineering David Besbris yesterday. He told me that AMP pages will not receive a ranking boost, though Google has suggested in the past load time and page speed are (or will become) mobile ranking factors.
6) There will be two pages – one desktop and one mobile.
7) AMP pages are 4x faster and use around 10x less data than non-AMP.
This is a huge development for publishers with a lot of content and ads. Many larger publishers have already adopted it – eBay, Reddit, etc. Google, of course, sells and distributes a lot of display advertising for these large publishers, so it makes sense they want a more harmonious experience.
The only problem is that it is kind of taking a step backwards in order to move forwards. Responsive sites eliminated the need for a mobile version and a desktop version of the site which looks like what is happening again. Anybody in dev will have to take a close look to see whether the benefits will outweigh the need to manage two sites again. Then again, AMP pages are way faster and use way less data so it looks like it might happen no matter what.
Here’s Google Developer’s video Intro to AMP.