Since Accelerated Mobile Pages launched in 2015, it was clear that between their simplicity and rapid load times, AMP pages would make a dramatic impact on search engine results pages. Perhaps its most noticeable effect is on the international news cycle in its digital format. Breaking news articles are displayed prominently from a number of the biggest publishers, effectively streamlining the news cycle.
Now, over one billion people in Asia will be gain access to AMP pages across a variety of search engines, now including Baidu and Sogou. Data gathered between some of the world’s top publishers indicate that up to 7% of all their traffic now stems from AMP pages. While AMP pages have significantly decreased load times, increased click-through-rate, and overall better monetized most publishers, certain publishers report that they’re seeing decreased ad revenue, likely due to the smaller, less-intrusive interstitials on AMP pages.
While AMP pages are not technically a ranking factor, it’s clear that news articles in the AMP format gain preferential treatment, as they appear on the carousel at the very top of SERPs. Additionally, site speed is a ranking factor, illustrating that AMP pages are essential for publishers of all sizes, not limited to juggernauts like CNN.com or HuffingtonPost.com.