Person typing on smartphone

Today, I’m taking a quick break from my series on how attorneys can use OneNote to discuss a major mobile-first ranking factor with the Google algorithm. 

A while ago, I had written about how Google would begin featuring AMP compliant sites in mobile search and how AMP is becoming important to SEO

But now, some developments are showing the extent to which AMP’s becoming a priority for webmasters. 

The main point of this post is to give a quick update. 

Attorneys whose websites are not AMP compliant, which is a lot of them, should immediately bring the topic up with their webmaster.

By the way, AMP stands for Accelerated Mobile Pages.” 

The short and skinny of it is that Google wants to display a different version of websites on mobile devices to speed up the mobile experience. The reasons why they’re doing this are interesting, but they aren’t very relevant to this article. 

Google has put out post after post (after post, after post) on their blog to explain how to deploy AMP on websites. It’s pretty rare for them to post this frequently on one given topic. 

Also, the search giant made available a tool for webmasters to test a site for AMP compliance.

Google has previously made tools available for testing a site’s loading speed and mobile-friendliness. What’s important to understand is that Google only takes the time to build these tools for things they consider important. 

When it comes to SEO, they place a massive emphasis on loading speed and mobile-friendliness — which is why those tools exist.

And AMP isn’t looking much different.

Here’s the thing: AMP clearly makes a significant difference in mobile search. We’re not just going off conjecture here, either.

Since we deployed it on this website, we’ve seen a significant amount of our mobile traffic going to our AMP compliant posts. 

Also, after we started rolling out AMP for our clients, we’re already seeing traffic go to the AMP version of pages on our clients’ websites — even though we’re still in the very early stages of the rollout. 

The gist of the story? 

  • Google is making it very clear that AMP should be implemented through its regular publishing on the topic. 
  • The search engine has also taken the time to build a tool to make sure people like me can test pages for AMP compliance. 
  • Finally, they’re already showing AMP pages in search. 

Does this matter to your SEO? Yes.

Should your site be AMP compliant? Yes.

Now is an excellent time to pick up the phone, call your web developer, and ask what they’re doing to implement Accelerated Mobile Pages on your site. 

If they try to say that it’s not essential — perhaps it may be time to reconsider your developer.