Person typing on smartphoneI’m taking a quick break from my series on how attorneys can use OneNote to discuss some recent changes from Google. I’ve written over the last few months that Google would begin featuring AMP compliant sites in mobile search and how AMP is becoming important to SEO. Some new developments from the search engine show the extent to which they are making AMP a priority for webmasters. I’m writing this post to give a quick update. Attorneys whose websites are not AMP compliant, which is virtually all of them, should bring the topic up with their webmaster immediately.

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 as a way of speeding up the mobile web. The reasons why they’re doing this are interesting, at least to a nerd like me, but they’re not really relevant to this article. Over the last few months Google has put out post, after post, after post, after post on their blog giving additional details about deploying AMP on websites. It’s rare for them to post this frequently on one given topic. Also, on October 13th 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. It’s important to understand that Google would only the time to build these tools and make them publicly available if they considered something important; they place a large emphasis on loading speed and mobile friendliness which is why those tools exist.

AMP is clearly making a difference in mobile search. Since we deployed it on this website we have seen a significant amount of our mobile traffic going to our AMP compliant posts. Also, we have begun rolling out AMP for clients of our attorney website design services. 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 roll out. The gist of the story? Google is making it clear that AMP should be implemented through their regular publishing of literature 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? Yep. Should your site be AMP compliant? Yep.

Now is a good time to pick up the phone and 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 important then……..well………ok.