“AMP pages load instantly from Google cache. AMP pages are stripped down HTML to create a super-fast loading on mobile devices. AMP pages are automatically cached by Google, for faster load times on Google search.”

Users have certain expectations when they’re on their mobile devices, they want meaningful, relevant, and faster experiences – to ensure your target audience’s expectations are met AMP are your best bet. Here are features of AMP:

• AMP stands for Accelerated Mobile Pages, a Google-backed project designed as an open standard for any publisher to have pages load quickly on mobile devices.
• The AMP Project is a web framework designed for delivering content to mobile users instantly
• AMP pages are cached for almost instantaneous loading on the web. The Google AMP Cache is a proxy-based content delivery network for delivering all correctly implement AMP documents
• AMP HTML pages, cached, and improves page performance automatically.
• AMP pages are designed to accelerate page display on mobile platforms.
• SEO webpage speed is a ranking factor of Google’s mobile and desktop indexes.
• Google caches AMP pages so when searched they open the cached page from the Google db
• Google AMP Cache is a validated AMP documents published to the web that is available for anyone to use.
• Google products, including Google Search, serve valid AMP documents and their resources from the cache to provide a fast user experience across the mobile web.
• AMP caching does offer improved speeds and is favored in Google search results
• AMP HTML is described as a “new open framework built entirely out of existing web technologies”
• A 1-second delay in web page speed can decrease conversions by as much as 7 percent
• adopting AMP for your website does come with a few caveats.
• Google AMP Cache, your HTML document, all JS files and all images load from the same origin
• AMP provides web pages that load faster, improves usability and encourages visitors to stay longer.
• AMP logic- faster load time leads to better engagement, which reduces bounce rate
• 5 uses of AMP

1. When a majority (or all) of your traffic is from mobile devices.
2. When your page load speed is too slow.
3. When you want to lower your bounce rate.
4. When you’re spending significant budget on paid ads.
5. When your Quality Score and page experience is too low.

• Google will only serve AMP pages to mobile devices.
• Google does not penalize users who have AMP only pages (i.e. no additional HTML desktop version) such as the AMP Project itself.
• AMP survives not because of its merits as a project, but because Google forces websites to either adopt AMP or forego large amounts of potential traffic.
• AMP stories provides content publishers with a mobile-focused format for delivering news and information as visually rich, tap-through stories.
• Alexis tested the AMP cache and it allowed Pinterest to be 43 per cent faster loading

Conclusion

While AMP caching does offer improved speeds and is probably favored by Google search results, adopting AMP for your website does come with issues.

• AMP only works if users click on the AMP version of a webpage
• Studies have shown that the AMP version is not always served if it’s not implemented correctly.
• Tracking data from AMP pages over Analytics, Ads or even DoubleClick is limited
• AMP HTML prioritizes efficiency over creativity.
• AMP pages only allow one advertisement tag per page.
• Implementing this code was incredibly difficult before the WordPress plugin.

So, should you implement AMP on your website:

• I do think AMP is very useful and will have a major role in mobile search moving forward and the benefits out number the negatives.