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AMP: How can it help to increase your website's Page Rank?

AMP: How can it help to increase your website's Page Rank?

Admin 10-12-2020

The main purpose of search engine optimization has always been to increase the page rank to attract more traffic to the website. If your webpage ranks higher in the search engine result page (SERP) for a specific keyword then there are better chances of users visiting your page.

As the page visits increase, so does the brand awareness. People start noticing your business and hence the brand recognition increases as well. With brand recognition, people start trusting your brand more which leads them to make purchases from you.

All in all, getting a higher page rank on SERPs helps your business grow like nothing else. However, many things affect the ranking factor of any page. One of the important things that affect your page rank immensely is the page speed. And Google has created something called Accelerated Mobile Pages (now AMP) to make sure that the loading time of pages decreases significantly. This allows users to access the page faster, decreases bounce rate, and increase interaction with the page.

What is AMP?

Previously known as Accelerated Mobile Pages, AMP is an open-source web element that optimizes the canonical webpages to give a better and faster user-experience to mobile visitors that make up more than 50% of the total web traffic. The project is a collaboration between Google and Twitter. And it essentially focuses on decreasing the website load time by restricting several ad formats and user interface designs.

It improves the user experience by limiting several aspects of your page design such as CSS, Javascript, and giving prioritizing the resource loading. This way it allows users to first gain access to the content that they are looking for on the web page.

AMP enables AMP caching to preload and pre-render the pages on the search engine result page. What it means is that whenever a user enters the search query, if the results have AMP pages in it, they will start gathering resources and loading the page so that when the user clicks on that link, he/she will be able to access the content on that page instantly.

The AMP results can be distinguished on the SERP by the small lightning bolt icon at the side of a result. It also is the main feature of all the top stories that appear above the results on the SERP.

Types of AMP Format

Once you open the page, you will see one of the two AMP page formats - Google AMP Viewer and Signed Exchange.

Google AMP Viewer provides you the speed of the AMP pages and allows you to gather data from the users as per the Google Privacy Policy. The domain to the original content will be added at the top to let the users know where to find the canonical page. Whereas, the search bar shows the Google AMP viewer URL.

Signed Exchange is the preferred format for including AMP pages in the search engine results. Unlike Google AMP viewer, the signed exchange allows the browser to treat your AMP page as a part of your domain. So, in the search bar, the URL that your audience will see would be your own instead of a google.com URL.

With signed exchange, you are not bound by Google’s Privacy Policies. This means that you can add cookies to your website to gather more customer analytics. To get started, you will need to create and publish AMP pages in a signed exchange format along with the basic AMP HTML.

How does AMP help increase your page rank?

AMP pages are really beneficial for your business if your audience mainly uses the internet through their mobile phones. The AMP specifically focuses on speed for access to mobile devices. With its increased speed, AMP can increase the conversion rates of your webpage.

It is known that about 40% of users tend to skip your website if it takes even a little more than three seconds, and around 47% of users want websites to take lesser than 2 seconds load time.

When the metrics are that tight, even a small change makes a huge difference in the website traffic and conversion rates. AMP page takes lesser than 1.5 seconds to load which increases the user’s on-site time, reduces bounce back rates, and increases the site interaction.

By implementing AMP pages for your popular landing pages, you can increase the average amount of time that a user spends on your website. In turn, if you do not implement AMP and leave your website with a slow loading time, there are chances that your potential customer might abandon your website and visit your competitor’s AMP optimized website.

AMP for your website also provides you better organic visibility with its different search feature categories like Top stories carousel, Host carousel, Rich results, and Web stories.

To be able to get your webpages in these search results, you need valid structured data so that Google can identify your web post accordingly and add it to one of the above categories.

These search results attract more viewers as compared to ordinary results thanks to its enhanced appearance. However, after the implementation of Core Web Vitals, the Top stories feature will apply to AMP as well as non-AMP search results as long as the pages and their content are according to the Google news content policies.

Benefits of AMP

Although AMP offers many advantages to your webpage and its ranking, here is the list of top benefits that AMP has to offer:

            Improved mobile-friendliness

            Increased page loading speed

            Better visibility in search results and Discover

            Improved Image to webpage access (with Swipe to visit feature)

            Easier user tracking with analytic tools

With these benefits, users will be able to find your pages faster, interact better with them, and will have an improved all-over page experience which can lead them to revisit your page and possibly make purchases.


The AMP pages essentially decrease the page loading time which is an important driver in page ranking. It increases the user’s time on your page, their interaction with your page and/or brand, and reduces bounce rates immensely.

Content management systems like WordPress offer AMP plugin to easily implement AMP for your canonical landing pages. You can either use them or get an SEO expert to help your business take the advantage of reaching mobile users. This is especially important when you realize that more than half the web traffic comes from mobile phones.

Are you willing to optimize your webpages with AMP? Let us know your thoughts in the comments section below.

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