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Google’s Accelerated Mobile Pages are used to load websites faster on mobile phones; this makes faster sites which have typically lower bounce rates, higher time-on-sites and improved conversion rates. AMP also benefits natural search performance.

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AMP uses technology to load pages four times faster than non-accelerated pages and at a tenth of the mobile data use. AMP is an open technical standard which use technology to dramatically improve the performance of the mobile web by increasing the speed of the load time.

In nearly eight months since Google introduced AMP, support of the publication world has been immense, with adoption by Pinterest, the Washington Post, Wired, and included into the WordPress Platform.

For searchers AMP Pages are placed on the top of search result and tagged with a  little lightning bolt AMP icon.

Will AMP work for Ecommerce Sites

Shoppers are desiring more faster loading pages, but with more complex ecommerce site adoption has lagged behind. Limitation of code of the website including Javascript and CSS can be used to limit the functionality of ecommerce sites on AMP, making it a less attractive option to many major brands.

The relative importance of load speed and the complex functionality of the site is something that every brand should consider. If your ecommerce site is little less complex or with smaller ecommerce catalog then you should consider AMP.

Ecommerce sites should include AMP framework on their blogs, and other textual content-rich pages to compete more strongly with publishers for valuable non-branded searches.

For example, if a store specializes in creating bags for women, then a blog on creating and maintaining bags is of high importance. Creating compelling content to handle these fields are important, but most other companies have the same outlook towards this. If your blog ranks high on such phrases, then AMP for its article content could represent a competitive advantage for their mobile search strategy.

Websites such as Wired, saw 25 percent increase in clicks from search results; publishers are seeing much more Google mobile search traffic after implementing AMP pages. Ecommerce Sites and Wired Websites are different niche so we can’t compare search results and click through rates, however think about the search result you want to be competitive in and really analyze te other site’s ranking.

AMPs Working Algorithm

AMP uses a subset of HTML called AMP HTML, which is really just a subset of the larger HTML standard with custom tags and properties added. There are also restriction on CSS, fonts and image tagging that developers need to become familiar with.

JavaScript is allowed in AMP, but a subset of it called AMP JS subset of the standard JavaScript developers are used to. Complex JavaScript is allowed withing iframes, as well, but keep in mind that it will load after everything else on the page, and that content within iframes is not typically crawlable for search engines.

On the testing and enhancement side, Google Search Console now includes an enhanced, mobile friendly testing tool, which uses Google’s live web search infrastructure to analyze the AMP page with the real Googlebot to test validity of the page’s AMP markup and structured data implementation.