Report: Google AMP SERPs To Go Live Wednesday 24 February

[engine]

Advertising Age is reporting that Google's AMP (Accelerated Mobile Pages) is to officially launch and go live on Wednesday 24th February.

Publishers, meanwhile, have been eagerly awaiting their chance to test AMP's efficacy in encouraging readership on mobile devices. The Wall Street Journal, BuzzFeed and the Washington Post are among those who will have AMP sites ready next week.

A Google spokeswoman declined to comment on the date of AMP's roll-out. Report: Google AMP SERPs To Go Live Wednesday 24 February [adage.com]

Google's (AMP) Accelerated Mobile Pages - What's It All About [webmasterworld.com]

[EditorialGuy]

At this point in time is there any reason that an evergreen informational site should be serving AMP pages?

That's a personal judgment call. If you think AMP will bring you additional traffic, it might be worthwhile. Then again, it might not be, depending on (a) how much you depend on mobile for traffic, (b) how much revenue you earn from mobile, and (c) whether the time spent on optimizing for AMP could be spent more productively and profitably in other areas.

For our evergreen informational site, mobile has been mostly a loss leader so far, so AMP ranks near the bottom of our "to do" list. Still, YMMV.