Senior SEO Consultant

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Friday’s (November 4 2016) Google Webmaster Central office-hours hangout, Google’s John Mueller has confirmed that currently AMP (Acellerated Mobile Pages) is not a ranking factor.

The question from Simovici to John was “do you think that implementing AMP for video websites will help in the future?

Because I know at the moment AMP is not really helping video websites” The response from John to Simovici:

So, with regards to ranking itself, I believe that AMP isn’t a ranking factor and I’m not aware of kind of any efforts to make it a ranking factor. If you mean like help, with better ranking in search then it’s probably not going to happen.

However AMP pages are extremely fast and if you have a number of complex pages that take a while to load on a mobile browser and an AMP version of that page is a lot faster, then AMP might be an option.

Google currently displays AMP articles on mobile in a ‘now-card’ format, similar to how it used to display news stories if the topic was ‘newsworthy’ or being written about.

There are still a number of benefits for publishing sites, and in my opinion other websites (such as ecommerce) to make the transition and have user friendly AMP pages now so that in the future, if and when AMP becomes universal for all mobile pages, you’ll be ahead of the curve.

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