AMP project one year on

It’s been over a year since the launch of the AMP Project – or Accelerated Mobile Pages Project – and Google are announcing strong results.

The AMP Project is basically about loading content more quickly – if you’re on a mobile device and a website utilises accelerated mobile pages, then these will load for you rather than the “regular” website pages and will do so very quickly. The pages have less styling than normal web pages and are generally used for things like news articles or blog posts, rather than brochure websites.

Google announced recently that over 700,000 websites now use AMPs, generating between them over 600,000,000 pages. The case studies they’re particularly proud of are that The Washington Post reports a rise in returning visitors of 23% whilst Wired claim their CTR (click through rate) from search results has gone up by 25%.

Google’s Search Console (formerly Webmaster Tools) now has a section for you to see how your AMPs are doing, and if your website comes up in someone’s Google search results you may get a carousel of your AMP articles underneath your listing – drawing a user to your result and giving them some enticing images and content to click on.

Below’s their pretty gif on how things are going – and if you haven’t already got AMP set up on your website your developer can get started here. You can view a list of Web Guild members who have experience of implementing AMP here.