Google\u2019s Accelerated Mobile Pages Project (AMP) is an open source project geared toward\u00a0enabling content to load instantly for mobile readers<\/strong>.<\/p>\n AMP\u2019s lightning fast loading of content on a mobile device is accomplished by:<\/p>\n AMP pages can be fast and highly interactive with AMP components like carousel, video and light box. Pages can be customized with amp-iframe to embed components not yet supported by AMP.<\/p>\n To sweeten the attraction of AMP, we know that mobile-friendly pages get an organic ranking boost<\/a> in Google. Currently, AMP results are delivered as a cluster in a carousel at the top of a search results page. Later this year, within Google\u2019s mobile search results, AMP pages will be\u00a0indicated<\/a> with a small grey circle with a white lightning bolt.<\/p>\n There is an\u00a0AMP report<\/a>\u00a0within Google Search Console that shows webmasters and SEOs the AMP pages of a site that have been successfully indexed or caused errors (reported by type) when crawled.<\/p>\n <\/a><\/p>\n There are more than 650,000 domains publishing AMP pages today, according to Google.<\/p>\n Google AMP is for:<\/p>\n \u2026 with more applicable content types sure to be added over time.<\/p>\n \u201cGary Illyes from Google revealed what the next big thing for 2016 would be (\u2026)\u00a0AMP, also known as Accelerated Mobile Pages<\/em><\/strong>.\u00a0And he said\u00a0they will be pushing it aggressively in 2016<\/em><\/strong>.\u201d \u2014Jennifer Slegg,\u00a0TheSEMPost.com<\/a>\u00a0(emphasis added)<\/p>\n Typically, when Google says \u201cthis is important and you should do this,\u201d the SEO community jumps to it \u2013 especially with today\u2019s focus on\u00a0mobile SEO<\/a>.<\/p>\n <\/a><\/p>\n Mobile users are used to the fast-loading content experience like that delivered by Facebook Instant Articles and Apple News. Those platforms often exclude the ability to embed advertisements, however, an issue that Google is keen on solving. AMP is a response to search traffic getting left out of the mobile conversation.<\/p>\n With Instant Articles, publishers\u2019 content on Facebook loads really quickly because all those pages are prerendered. You click and it\u2019s there.<\/p>\n People are getting used to that experience, but Google obviously doesn\u2019t have control over the speed of a publisher\u2019s page load from the SERP, and it\u2019s very important for them to make sure that people are still using Google and visiting some of the more than 2 million websites that are part of Googles Display Network.<\/p>\n When a SERP click leads to a site that\u2019s incredibly slow and gives a bad user experience, it\u2019s almost like people are going to associate that poor experience with Google.<\/p>\n With AMP, webmasters have a solution for speedy loading content served to searchers that doesn\u2019t exclude Google\u2019s advertisements. And advertisers have a framework for developing fast-loading landing pages which brings us to our second problem solved.<\/p>\n AMP is also a response to the proliferation of ad blockers. Ad blockers are a serious problem for Google AdSense and the publishers that serve AdSense ads.<\/p>\n Neither Google nor publishers make money on ads when web users block ads. According to the latest study,\u00a016% of U.S. Internet users block ads<\/a>. The latest Apple mobile operating system, iOS 9, supports ad blocking in the Safari browser.<\/p>\n Apple\u2019s move to block ads including AdSense is intended to speed up the Internet on phones, and it leaves Google out in the cold. AMP is a response to this.<\/p>\n Google knows it needs to give mobile web users a fast experience or they\u2019re going to stop trusting the search engine as a content discovery engine.<\/p>\n As ad blockers are a symptom of a degraded mobile user experience caused by advertising, it\u2019s no coincidence that Google reps first announced the AMP Project to the assembled webmaster\/publisher community at the\u00a0Google AdSense keynote at Pubcon<\/a>\u00a0Las Vegas in October 2015.<\/p>\n Placing ads on AMP pages is easier than ever with support of ad platforms<\/a>. Outbrain, AOL, OpenX, DoubleClick and AdSense are advertising platforms that work within the AMP framework. There are many ways to optimize the speed of a website, and all should be examined by the technical side of the house.<\/p>\n The starting place for AMP is the AMP Project\u2019s Get Started tutorial<\/a>. Included in the tutorial is everything you need to create an AMP page, how to configure analytics, how to include media and iframes and third-party content, guidance on making your page discoverable and how to validate (test) your AMP pages.<\/p>\n For your convenience, we have outlined the basic steps to AMP in our quick-start guide on how to implement AMP<\/a>. <\/em><\/p>\n SEOs also have a number of effective tools for cranking up site speed apart from AMP, which you can get started with using the Mobile SEO & Design Checklist<\/a>. This guide takes you through selecting a mobile platform (responsive, dynamic and mobile site), optiming for crawling and indexing, mobile UX optimization and testing and tracking.<\/p>\n![\"CMOs](\"http:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2016\/02\/CMOs-Guide-to-AMP-e1473275821922.png\")
\n<\/a><\/p>\nWhat Is Google AMP?<\/h2>\n
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Who Is Google AMP For?<\/h2>\n
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The Problems AMP Solves<\/h2>\n
AMP Is Google\u2019s Answer to Facebook Instant Articles and Apple News<\/h3>\n
AMP Is Google\u2019s Answer to Ad Blockers<\/h3>\n
\n<\/a><\/p>\nThe SEO\u2019s Toolbox for Page Speed Optimization<\/h2>\n
![\"mobile-seo-and-design-checklist\"](\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/06\/mobile-seo-and-design-checklist.jpg\")
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