Get the most important digital marketing news each day.
Google opens the AMP fire hose
Columnist Barb Palser believes that the broad surfacing of AMP content in mobile search will expose a universe of AMP content that’s been hidden from view.
Google’s expansion of Accelerated Mobile Pages across mobile search results is underway, gradually turning the trickle of AMP traffic to a steady flow.
The September start of the “blue links” rollout, along with announcements from some high-profile participants in the AMP Project, are advancing the open-source initiative on multiple fronts.
Google’s AMP expansion
Since Accelerated Mobile Pages first appeared in Google search results in February 2016, AMPs have been mostly concentrated in the Top Stories area of mobile search results:
The current expansion, which was announced in August and started in mid-September, will surface AMPs throughout standard mobile search results, aka “blue links.” When the phased blue links rollout is complete, Google will always present the validated AMP version of a page to mobile users instead of the standard web link.
At this stage, Google is only surfacing a portion of available AMPs; a September 25 query returned a mixture of AMP and non-AMP results in the blue links area. When the expansion is complete, all available AMPs will be displayed.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.