Google’s Accelerated Mobile Pages project (AMP) enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.

The AMP has been a significant initiative in terms of mobile page speed and it has been welcomed widely.

Econsultancy columnist Stuart Shaw has shared an article highlighting important aspects of AMP.

Shaw says, “Since its release, Accelerated Mobile Pages (AMP) has been a major bone of contention within the SEO community.

Like other search agencies, at Zazzle Media we’ve been banging the ‘site speed’ drum for a while with an aim to improve user experience (among other factors). When we first started to see AMP within the search engine results pages (SERPs) in February 2016, there was a real worry that preference would be given to sites that had shelled out and undertaken the work required, essentially creating a two-tier search environment; where sites could find a glass ceiling beyond which only those with funds (and patience) would be adequately rewarded.

With a mobile-first index now a reality and a January 2018 announcement from Google about how page speed will be a stronger ranking factor on mobile searches from July 2018 – there has never been a better time to look at this and honestly ask yourself – do I need AMP?”

Is it time to have another look at Accelerated Mobile Pages?

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