Accelerated Mobile Pages, or AMP, is a new initiative online to make mobile sites and pages load faster and more efficiently. In a world that’s moving increasingly mobile, it was only a matter of time before someone found a way to do it faster. Google is backing the project and has already integrated AMP into its mobile search engine result pages. Let’s look at what AMP is, why websites should be using it, and how it affects your SEO campaign.

What is AMP?

AMP is a framework that makes fast-loading mobile web pages. It’s open source, allowing developers and designers to work together to find ways to load pages quickly across mobile devices. Once enabled and integrated into a mobile website, those pages can be rendered on mobile devices across platforms without the frustration of designing a site that conforms to a dozen different browser standards.

Currently, websites need to be optimized for different platforms on a computer setup. On mobile, there’s been no standard except to make sure your page is mobile. Now, there will be a standard through AMP on how to efficiently render and present pages to users on the go.

How Does AMP Effect Websites?

Most websites will need to be rewritten on some level to integrate AMP into its current framework. For some platforms, this will be easier said than done. You’d maintain two separate pages for a single page, an AMP version, and the original version. Many on-page elements you see now, such as contact forms, comments, and more will be stripped from the AMP version to keep it from being bogged down by page loading requests. Pictures, videos, and other forms of multimedia will need to be changed as well, using AMP-based formats to be displayed.

How Does AMP Effect SEO?

Google has made changes to its search engine algorithm in the last year to incorporate the mobile world we live in. Mobilized proved Google is invested in bringing only quality results to mobile users, and that now includes speed which they hope AMP will be able to bring to the table. If you don’t have a mobile-friendly site now, sites that are competing for the same keywords will rank higher than you on mobile.

It’s possible that you site might be outranked by lesser quality sites that have opted to use AMP when you haven’t. This is why SEOs should be talking about AMP with clients and integrating it into their SEO campaigns. This may mean an initial investment or boost in budget, but it’s well worth it to stay on top of the changes Google makes to its algorithm.

AMP will change the way the mobile web works forever. Whether you’re investing in SEO or not, knowing how this affects your website and what you can do to stay ahead is key to ensuring your website is seen.