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AMP stands for Accelerated Mobile Pages. It is an open source project by Google, and the aim is to speed up websites accessed by mobile devices. As the market share of mobile devices increases year after year, Google has decided that fast loading on mobile devices is extremely important.  A website will not only benefit SEO wise because the pages will be loading faster, but  some say Google will be ranking sites that use this technology higher, which in simple terms, it can be labeled as “stripped” down version of html. I don’t want to waste your time with too many details, because making a WordPress site AMP capable is one plugin activation away. Install and activate AMP and you are done. There are no settings.

As of now there are a few things to remember with this plugin:

– Mobile devices will be directed to the AMP enabled posts through Google’s search results, mobile devices won’t be directed to the amp posts automatically.

– As of now, the AMP is only good for posts and not for Archives and Pages.

– My tests show that in order to test the AMP generated pages your website has to be live on the Internet, as on my localserver, all I am getting are blank pages when testing the pages that end with /amp

We can have non responsive websites, or sites that are simply not mobile friendly. But because Google now gives such high priority to mobile friendly sites, responsive sites are absolutely necessary. I think in the end, AMP will become the norm in building sites, just like responsive design, especially if one care a bit about SEO. I will let you do your own research and come to your own conclusions. All I can tell you is that by  using this plugin, making your site AMP ready is extremely easy. You have to do some work however to customize the styling -which btw, I don’t intend to do.



One comment on “Is AMP necessary or is it just hype?

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david schneider on March 1, 2016 2:29 am

Thanks for the post on AMP Nick.
My initial research ( provided an introduction and reading the 1st comment in the (moz-linked) page was relevant for me – “…is this relevant for me/my client’s site?”
Will Critchlow (presenter in Moz video-link) replies “…For a smaller site, I wouldn’t prioritise this highly…”
I understand that the way to check your AMP compliancy is to use the developer tools in Chrome… and webmaster tools too.

I look forward to reading anybody else’s thoughts etc. and seeing where the next developments take us.


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