Google's (AMP) Accelerated Mobile Pages - What's It All About

[engine]

Those of you following the developement of Google's AMP (Accelerated Mobile Pages) will know what it's all about, but some of you may not be aware of what, when, how and why.

There's an interesting summary piece that goes into some of the detail which seems to give a much better overview of AMP, and how it's going to be used.

Here's a reminder for those of you interested in the SEO aspects of AMP.

The snowball effect will also apply for another simple reason: AMP-HTML coded items will show better in Google SERPs (Search Engine Results Pages.) If Google product managers adamantly insist on the absolute neutrality of Search, it is a known fact that rendering speed is a key contributor to better rankings. In itself, this factor should act as a powerful stimulus to create AMP pages. Google's (AMP) Accelerated Mobile Pages - What's It All About [mondaynote.com]

This week, AMP’s engineers will release the version 0.1 of the code that allows publishers to implement paywalls in the AMP ecosystem. This is a critical feature for the economy of quality news media — an advantage that Facebook’s Instant Articles, or Apple’s News are nowhere near to offering.

Earlier story
Google Accelerated Mobile Pages (AMP) Error Report In Search Console [webmasterworld.com]

[edited by: engine at 5:41 pm (utc) on Jan 29, 2016]

[incrediBILL]

I don't need google to tell me how to code a page.

It's not about them telling you how to code a page, it's about your page ranking better if you follow their advice as this will become another ranking signal. Many people had the wrong impression that they would rank better IF they made their site mobile, HTTPS, etc. because they made the changes and nothing happened. What they missed Google preparing them so that they wouldn't drop in the ranks when the new algo rolled out using those signals.

Use it, ignore it, it's all up to you.

The fewer people that do what Google says, the less impact this stuff has on the SERPS but I think that ship has sailed as there's a great majority that simply jumps through whatever hoops Google sets out there like trained dolphins eager to keep getting free fish by performing stupid HTML tricks.

However, those that do make these changes will probably kick ass in the SERPs and that's how it all starts, the butterfly effect in the SERPs as everyone sees the movement and begrudgingly gets onboard with the latest and greatest Google mess.

That's how rel=nofollow, HTTPS, sitemaps, rich data format, meta canonical, and all the other garbage clogging the web all got started, Google said jump and all the dolphins jumped. Those that didn't can be seen daily posting about their loss of fish.

Enjoy.

[martinibuster]

And here's the real reason why:

Even if the company won’t publicly admit it, Google plans to lean on AMP to curb advertising excesses on media sites.

What I believe is the between the lines goal for AMP is to rejuvenate the advertising model. Yes, curb the excesses from advertisers but also to curb the ad blocking.

I'm quite surprised that after all these months the following point has not been discussed: In my opinion AMP can become a way to lock out ad blockers.

Ad blockers work within regular HTML by detecting image sizes and scripts. AMP does away with what ad blockers are sniffing for. It's open source so conceivably ad blockers could code their way in, but I suspect that AMP is designed to lock out Ad Blockers.

Seen in this light, and if it works out this way, AMP could actually be a good thing. Which is probably one of the reasons big publishers are solidly behind the AMP initiative, because it represents a way to push their content and the advertising, thus restoring a measure of the advertising model, a way to pay for content again.

[Vader1206]

Found a plugin but I see others can customize things, and don't see where I can put back in my Adsense code... I guess I need to take a few days to really research this.

[tangor]

Simply put, Accelerated Mobile Pages is a stripped-down version of the mobile web which runs on a reinvented version of the language used to create web pages: HTML.

This reimagined version of HTML, known as AMP HTML, strips out most of the elements which cause web pages to load slower on mobile, like JavaScript and third-party scripts.

[searchenginewatch.com...]

Later:

But while Google is content to let publishers and marketers have control over numerous aspects of advertising, there are some parts of the ad experience that it is adamant about dictating.

In its blog post, Google sets out four “key principles” that guide its approach to advertising on AMP: it should be fast, beautiful, secure (use of HTTPS will be mandatory) and involve co-operation across the industry.

for some that requirement for https might be bothersome.

[martinibuster]

for some that requirement for https might be bothersome.

As bothersome as having to retire for bed while not yet feeling tired.

As bothersome as having to rise early.

As bothersome as shaving so as not resemble a caricature of a bum, a circus clown, a parody of one's own self.

As bothersome as punching a time clock and knowing the following nine hours are not your own.

As bothersome as a wet paper napkin over a sad tuna sandwich, your lunch.

As bothersome as looking in the mirror and wondering, what happened to that perky young man who wanted this job?

As bothersome as taking the bus home.

As bothersome as making dinner.

As bothersome as washing dishes.

As bothersome as having to retire for bed while not yet feeling tired, not yet.

[tangor]

@martinibuster .... been sipping some of your moniker today? (LOL!)

An additional cost of $175-$500 and up per year is nothing to sneeze at.

[EditorialGuy]

An additional cost of $175-$500 and up per year is nothing to sneeze at.

The cost of https is going down, but in any case, nobody's being forced to use AMP. It's just one potential tool in a publisher's toolkit, and not all publishers will consider it essential or worthwhile.

[incrediBILL]

The cost of https is going down,

Down in price hell, it's FREE!
[letsencrypt.org...]
This was on the home page a month ago I think, how soon we forget!
I'll never buy one again if I can avoid it, it's silly.

for some that requirement for https might be bothersome.

It costs nothing but a little time :)
So unless you just can't be bothered... :)
I'm sure someone will make it simpler for the masses to install, but it's pretty dang simple already.

[aristotle]

incrediBILL (referring to your earlier post in which you quoted me):

What I said previously is that the pages on my sites are already superfast, and that therefore I don't need any help from google to tell me how to code them.

[EditorialGuy]

What I said previously is that the pages on my sites are already superfast, and that therefore I don't need any help from google to tell me how to code them.

AMP involves more than coding (the pages are served from Google's CDN, for example), but in any case, not all of us will be able to make a business case for adopting AMP. I know i can't--I've already got fast mobile-only pages that are served from a worldwide CDN.

I do find it ironic that, a few months ago, publishers were rushing headlong into responsive design, and now some of those same publishers are back to creating separate mobile sites (a.k.a. accelerated mobile pages).

[Nutterum]

Well, Google just released info that they will incorporate AMP in to Google Analytics. I suspect that our assumptions of Google pushing for their technology are not only real, but soon may mandatory.

[EditorialGuy]

Right, just like Knol. Remember the fuss about that? :-)

[martinibuster]

AMP is entirely unlike Knol. Knol was a private project created to compete against the already free Wikipedia and many other sites.

AMP is an open source project that has full support of major publishers and social networks. In my opinion, it's a way to block the ad blockers, something most publishers would be supportive of.

[Trey_Huynh]

The AMP is like going back to the past. Clean HTML with very strict rich media features. I think this will be another Google's failed project.

[Nutterum]

But because its open source, Ad blockers may have the possibility to build themselves around AMP as well? Or maybe it is not as easy from a technical standpoint?

[aristotle]

I suspect that our assumptions of Google pushing for their technology are not only real, but soon may mandatory.

How can google make something mandatory? Are they going to remove your site from their search results if you don't bow to their wishes? Sounds like something that a totalitarian dictator might try to do. But luckily the web is too big for even google to control.

[tangor]

But luckily the web is too big for even google to control.

Not too sure about that .... I see a long list of "suggested coding practices" that many now think is the "law" if they are to survive or appear on page one. And if you look at AMP (it's simplicity) I'm pretty sure the less work to make more money crowd will pile on.

[martinibuster]

But because its open source, Ad blockers may have the possibility to build themselves around AMP as well? Or maybe it is not as easy from a technical standpoint?

I answered that question in my post previous to yours.

It's open source so conceivably ad blockers could code their way in, but I suspect that AMP is designed to lock out Ad Blockers.

[Andy Langton]

Every adblocker I've tested works already on Amp pages - there's nothing unusual about the way AMP pages show ads. For instance, a page I just checked calls the ads from [partner.googleadservices.com...]

[martinibuster]

The spec is still in development. [ampproject.org]

NOTE: The specification of amp-ad is likely to significantly evolve over time. The current approach is designed to bootstrap the format to be able to show ads.

I still believe the intent/goal is to blow past the ad blockers. Maybe it's wishful thinking but I don't think news publishers would be as enthusiastic if there weren't a way to rejuvenate ad revenues. I could be wrong or the ad blockers might code their way around a future implementation designed to lock them out.

Take a look at the guardian UK's pages. Basically, you can simply change the url to secure and add amp. before the regular URL to get to the AMP pages. But the advertising isn't loading for me in a regular browser.

https://amp.theguardian.com/sport/2016/feb/24/joe-launchbury-ruled-out-six-nations-match-ireland-twickenham-saturday-rugby-union [amp.theguardian.com]

[edited by: martinibuster at 6:57 pm (utc) on Feb 24, 2016]

[Gemini23]

I am having problems getting NextGen gallery to display on the wordpress amp - ir it doesn't display content at all - just a big white empty box...and neither AMP or NextGen are interested in offering a solution....

[Andy Langton]

I still believe the intent/goal is to blow past the ad blockers.

I can't see it happening, since adblockers usually block based on the source of ads - not their characteristics. So, if there's centralised ad-serving, ads will be blocked. The only way I can think of to get around that (not to give Google any ideas) is to serve ads from the same source as non-ad content (e.g. serve ads directly from www.google.com, or somewhere else that adblockers need to allow in order to see non-ad content).

[Nutterum]

What I believe will happen is Google will implement a carousel for AMP pages within the mobile search results (between position 2 and 3). This way even if they don't provide ranking boost per say, your AMP page will fight a different fight - for the top 3 articles in that "amp reserved" space, guaranteeing a stable above the fold positioning.

Ad blockers will adapt to the technology. I've talked with a friend who works for one of the major ad blocking mobile apps and he said they already updated their app for AMP and said that unless something very drastic is set up within the way AMP works, ad blockers will thrive in that space.

Long story short - hop on the AMP bandwagon folks as otherwise the competitive articles will sooner or later eat your mobile SERP real estate (tinfoil hat on)