What is the role of AMP in technical SEO? 

AMP is an open-source framework that provides a solution to mobile page speed issues. Originally launched by Google in 2016, AMP pages have become extremely popular with publishers and brands that want to create fast web experiences for their mobile users. The AMP framework allows for a faster page loading time without any need to compromise on aesthetics or functionality, and AMP is quickly becoming an important component of the modern web. 

It is also a crucial part of Google’s mobile strategy, and the search engine has said that it will no longer allow links to non-AMP content in its mobile search results or Top Stories section (until April 2020). The use of AMP is still growing, so it’s worth keeping up with the latest developments, especially if you’re managing search marketing for a site that hasn’t yet implemented AMP. 

If you’re planning to add AMP pages, make sure to track the performance of these in Google Analytics, because they will be treated differently than non-AMP pages. This is especially important if your website has a separate URL for each version of a page, because the difference can cause a significant impact on your crawl budget and your organic search results. 

In addition, it’s a good idea to ensure that AMP pages don’t have any internal links to non-AMP versions. These may result in Google treating the AMP page as an inferior version of the original. This can lead to lower ranking signals and a negative impact on user experience. 

Implementing AMP on your website will affect several aspects of your SEO, including your site’s load speed, click-through rate, and conversion rates. However, the impact will depend on your environment and how much work it takes to implement AMP. 

The speed of an AMP page depends on a variety of factors, including the number of assets it contains and how well you can optimize your web pages for the platform. For example, if you have a lot of images on your website, these will take up more space and slow down the page. Fortunately, there are ways to make images and other assets smaller in order to reduce the overall load speed. 

Despite this, there are still many benefits to using AMP on your site. For starters, AMP improves the mobile user experience and page loading speed, which can result in higher search engine rankings. 

Another positive aspect of AMP is that it can increase the click-through rate, which can be especially helpful for e-commerce websites and other sites that rely on ads to make money. Some studies have shown that implementing AMP can increase click-through rate by up to 20%, which can mean additional revenue for your business. 

If you’re planning to implement AMP on your website, make sure that you have a proper plan for removing pages that are no longer relevant. This is particularly true for AMP pages that deal with outdated news or events, as well as products that are no longer available.