AMP was announced by Google on October 7, 2015 and is here to stay. Surprisingly, a recent survey showed that 25% of SEO’s had no idea what AMP even is.

Let us take a closer look at what AMP is…

The pace of change knows no bounds. It seems like it was only moments ago that I predicted optimizing pages for mobile devices would be at the forefront of SEO. It was in fact 12/31/2012 and far ahead of Googles official announcement, made February 26, 2015. Skip to today and we can look back on how tablets and smartphones have revolutionized the way we search for information. Webmasters and publishers use the web to engage with their readers and clients, but slow loading pages, lead to reader frustration. If a page takes too long to load then consumers abandon the site.

Studies show that if a page has not loaded within 4 seconds, 25% will abandon the page.

This is what prompted Google to introduce AMP. In November 2015, the search giant launched an open source initiative that they called Accelerated Mobile Pages, in order to improve the performance of the web on mobile devices. This allows pages with rich content (graphics, video and animation) to load instantaneously. The same code can be used across multiple platforms and devices.

Why, you may ask, have I written this brief introduction to AMP? The answer is because I was surprised at the results of an article that I read on They surveyed 385 SEO professionals, in-house SEOs, SEO companies, agencies and outside SEO consultants from North America and Europe. Most of them, as you would hope, or expect, are aware of AMP. Surprisingly, 25% of those surveyed had never even heard of it and only 18% said that they had looked into it deeply, yet 50% expect AMP to have a significant effect on search results.

The study also shows that only 23% of those surveyed have begun to write AMP coding into their mobile sites; 29% think that they will begin in the next six months and a worrying 5% say that they have no plans to implement it.

The study finishes by saying that early adopters will see a distinct advantage, and the statistics show that AMP has created an opportunity for companies that employ agile marketers.

Conclusion: We will share our vision and the importance of AMP when asking you to consider that Verti Group International a.k.a. SEO Seattle® currently has most all clients websites some degree of AMP enabled pages and several were manually coded as early as December 2015. Most all of our own clients’ websites are already optimized for AMP and future clients can rely on the forward-thinking approach that we have employed since 2009. 

AMP Updates:

AMP is still on the rise – did you explore making your site AMP ready? – July 24, 2017

Google AMP Update: Aug 24, 2017