Now that Google has officially announced the rollout of Accelerated Mobile Pages (AMPs) as part of organic search results on mobile devices, questions around how this'll impact marketeers have flown thick and fast over the last week.

Most importantly of all...

There isn't a rankings boost to be gained by rolling out AMPs. Let's nip that in the bud right here and now.

What has been suggested (and it's a very insightful suggestion) is that AMPs may well receive higher click through rates than non-AMP pages due to faster loading times - many people are likely already conditioned to faster load times from AMP news items and have more than likely experienced Facebook's Instant Articles.

How much of a factor is CTR? Well, it's not really but it is important as a means of quality assurance and testing SERPs. 

I believe that's how Google will utilise AMPs and create a feedback loop based on how users engage and use that to inform how effective their current algorithm is at ranking websites.

Lest we forget, organic rankings are founded upon the cornerstones of:

  • Content
  • Links

That's content plus links. Not just content. Not just links.

Future changes

Just because AMPs aren't a ranking factor now doesn't mean they won't be in the future. 

Long-term they may become baked into the algorithm, or they may simply be a test mechanism to allow Google to gain feedback on how users preference search results based on a multitude of factors.

Do & Don't

For now, marketeers should start looking at the potential benefit of AMPs on traffic but not chase early adoption in the hope of gaining an organic ranking edge.