The Google-backed Accelerated Mobile Pages Project gained more steam today, as Google announced that AMP pages was integrated into its search engine in February 2016. As a way to increase page speed it’s likely to provide a ranking boost over time.

AMP: Accelerated Mobile Pages

AMP stands for Accelerated Mobile Pages, a Google-backed project intended as an open standard for any publisher to have pages load quickly on mobile devices.

The AMP Project was formally announced on Oct. 7, 2015, with support from Google, Twitter, WordPress and several publishers and other companies.

Those using AMP will already have their pages load fast within Twitter, the company has said.

Google shared the news in a blog post, along with announcements of other developments. In addition, it held a special press event in San Francisco today.

From the event, two important tidbits: AMP pages may get a ranking boost and perhaps a “fast” label designation, similar to how Google shows labels for mobile-friendly pages. Both points are speculative however.

Google discussed mobile page speed as an existing ranking factor (there’s debate about how much of a factor). Since AMP improves load time and page speed, publishers that have AMP pages will likely be prioritized in search results. Google didn’t confirm this explicitly but reiterated the importance of page speed. AMP is likely to be the most accessible way to improve page load times.

I asked about whether AMP-enabled pages would ultimately receive a label such as “AMP’d,” (like “mobile friendly”). Google responded informally that it was more likely they would label pages “fast,” which is more intuitive for consumers.

Google made clear that AMP wasn’t the only way to speed up mobile pages. The company also said that any label wasn’t certain and that it was still working on the user interface and experience for integrating AMP pages.

Google already runs a test site where you can see how AMP pages appear. How they’ll appear when integrated into regular Google search may differ from that — a fast designation is just one example of this.


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