Accelerated Mobile Pages or AMP is an open-source HTML framework with light-weight pages designed to load instantly and give more engaging experience. Google's goal with AMP is to deliver the best possible mobile experience to its users.
Why AMP should be part of your SEO campaign?
Whilst AMP itself isn't essentially a ranking factor, speed is. Most mobile site visitors leave a page that takes more than 3 seconds to load. Yet most mobile sites miss that mark by an average of 19 seconds. In most cases, AMP involves creating a stripped-back, mobile-optimised AMP copy of existing HTML5 page content. Load speed has a knock-on effect for your SEO as it reduces bounce back rates, improves time spend on the site and increases conversion rates.
Using AMP for Google Ads
AMP is a great way to create attractive Google Ads landing pages that load more quickly and increase conversions. AMP landing pages often give users a much better landing page experience and is an important factor for your Quality Score and Ad Rank.