Google has today started to display Accelerated Mobile Pages (AMP) pages in SERPs that trigger a news listing. To see the new AMP results, search for anything that triggers the news results box such as ‘The Brits’ or ‘Pensions’ from a mobile device.
You can identify the AMP compatible pages by the green lightning icon and AMP next to it.
When you click onto an AMP result, it loads a version that Google has cached. This is to help increase the speed that the page loads. You can also swipe left and right to see more results, rather than having to go back to the SERP and clicking onto the next result.
If you run a website that triggers a news result SERP, you should start to implement AMP as soon as you can. There is plenty of documentation out there, but we recommend looking at the official AMP site for more information. If you use WordPress, you can install this plugin to help optimise your pages for AMP.
How does it work?
AMP works like the majority of other HTML pages, apart from it uses a reduced set of functionality that will still load in any modern mobile web browser. There are a number of technical and code based advantages when using AMP which helps page load time and the user experience.
Google also caches the AMP pages in the cloud to make the load time even better for users.
As it is a fairly new technology, it will be interesting to see if Google starts rolling this out to non news based SERPs. We are monitoring it closely here at Artemis to see how it progresses.