Google AMP is about to become a much bigger deal

Google is now planning to show AMP links everywhere in its mobile search results — that is to say, in a place that probably drives a lot of traffic to your site. Wherever there’s an AMP page, Google will display it in the result (with an accompanying AMP lightning bolt).

The boost does not come with any changes to the search rankings, and there are no plans to add a specific AMP signal into the Google search algorithm, Richard Gingras, Google’s head of news and social products, said. (Though page speed, which AMP targets, is already a small signal.)

Users can test out how AMP pages will be displayed in an “early preview” — type in some search terms to try it out here on a mobile device. Google is looking for feedback from developers and publishers, and publishers who haven’t formatted their pages for AMP can get a sense of what they’ll be missing out on.

“This is a very big step forward simply in terms of the amount of traffic we will now see going to AMP files — by far the biggest so far, in terms of increasing overall AMP adoption and traffic,” Gingras said. “This launch is a great step forward for the ecosystem, shifting the focus towards better performance of published content.”

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