Google’s AMP Project: Future Plans and Insights

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Brent Csutoras
Brent Csutoras SEJ STAFF
Google’s AMP Project: Future Plans and Insights

At SEJ Summit 2016 in Chicago, I had the opportunity to talk with Gary Illyes, Webmaster Trends Analyst at Google, about the Google AMP Project, what’s next, and some best practices in implementing AMP.

Here are some key takeaways from the video:

  • Google is looking for ways on how they can expand AMP to other verticals. In fact, it was announced during the last I/O event that AMP is now available for recipe pages.
  • Google wants to bring AMP to as many features and services as possible. For example, Google News recently launched AMP support in their results. Meanwhile, voice search is a bit different because it boils down to the query itself.
  • Breaking out of the carousel results for AMP is something that Google is also thinking about, and very likely to experiment with. If you have AMP-ified pages then it doesn’t make much sense to restrict them into a carousel only result page.
  • One of the most common issues is that the AMP HTML code is not valid. AMP doesn’t support every single normal HTML tags. If you use unsupported tags, the validation will fail then the AMP page won’t be used in the carousel. To know if your AMP page is valid, check out Google’s AMP validator tool.
  • AMP has some benefits that are very hard to beat with traditional HTML and other coding. When you make the switch, it’s guaranteed that your pages will load very, very, very fast. And you will also benefit from AMP CDNs.

Special thanks to our sponsor, Page One Power: The Link Builders You’ve Been Looking For!

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Brent Csutoras

Chief Marketing Officer at PeakActivity

Chief Marketing Officer at PeakActivity and Managing Partner at Search Engine Journal. Brent has over 10 years experience in Social ... [Read full bio]