Google Starts Including AMP Content in Mobile Search Results

Google’s “Accelerated Mobile Pages” (AMP) allows Internet users to load content faster – an average of four times faster – on their mobile devices.  These AMP articles are now being included in Google’s search results.  In fact, AMP pages will show up in the “Top Stories” section at the top of search result pages.  The question on everyone’s mind is how AMP will impact the traffic, engagement and revenue of the publishers.

Over 5,800 developers are involved in the AMP project.  And it’s not just publishers.  Online advertising and publishing technology companies are also engaging with the initiative.  In fact, Google is making it a priority to monetize these pages well.  However, at this time, AMP pages do not support some ad formats, such as interstitials.  Other companies, such as content recommendation services (i.e. Taboola) and online analytics tool (i.e. Chartbeat) are also compatible with Google Amp.

The difference between Google AMP and Facebook Instant Articles is a big one.  Instant Articles live on Facebook.  Google AMP content is hosted on the publisher’s server.  In other words, the publisher is not only benefiting from the traffic, it also has the opportunity to keep users on their site, unlike with Facebook Instant Articles.


  1. It almost seems too good to be true.  Can you identify any pitfalls of publishers utilizing Google AMP?
  2. Will Google’s AMP project put pressure on Facebook to have Instant Articles live on the publisher’s site?
  3. What does this mean for search engine optimization?

One thought on “Google Starts Including AMP Content in Mobile Search Results

  1. Until now, I do not see any pitfalls for google AMP. I think the new technology, AMP, is a powerful defense to google’s competitor Facebook( the “instant article”). AMP helps Google build a more friendly reading platform for mobile users. Once customers search a word on google, the AMP link will appear on the top, providing relevant information very soon. In the near future, AMP is expected to be utilized on broad mobile platforms. Thus, Facebook may feel pressure to innovate its instant article against AMP.
    For searching engine optimization, Google AMP provides Internet users with the fastest available information, enhancing users’ searching experience. In other words, AMP is a remarkable progress in searching engine optimization.

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