Wondering if AMP is worth the investment? Columnist Stephanie LeVonne walks through how to set up a test to determine what kind of boost, if any, you can expect from implementing AMP across your mobile site.

Though Google has repeatedly stated that Accelerated Mobile Pages (AMP) are not a ranking factor, many have speculated that they may soon become one. AMP pages are built for speed — so when you consider Google’s recent announcement that page speed will become a mobile ranking factor later this year, right around the same time the full rollout of the mobile-first index is expected, it certainly seems possible that mobile sites with AMP implemented could soon see a boost in rankings and traffic.

Even so, the conversation around convincing clients to implement AMP is often fraught with concern about wasting both time and resources. In fact, many SEOs make the counterargument that why even implement AMP when you could just build lightning-fast mobile pages to begin with? However, that’s a story for a different day.

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