Accelerated Mobile Pages (AMP) to be extended to all content


Since Accelerated Mobile Pages (AMP) were launched on 24th February 2016, their visibility has been limited to the News Articles. In a recent announcement at SMX West, Dave Besbris, Vice President of Engineering at Google, confirmed that they are looking to extend AMP across all content types.

The comment by Besbris was captured by Casie Gillette:

The comment highlights the importance of implementing AMP on your website. An example of just how important AMP has become can be seen by looking at the News Carousel, which is now solely limited to pages using AMP.

When will AMP be Rolled Out to New Content Types?

It is unclear when Google will launch AMP for the new content types, but we suspect it will be an ongoing process over the next couple of years as the technology and functionality are refined further.

It must be stressed though that the associated Schema will be required for AMP to work, and as such we suspect that the main Schema Types that already have Knowledge Graph functionality are likely to be targeted first.

Implementing AMP will Become Easier

The implementation of AMP will become easier as time rolls on. For those on a limited budget (i.e. you cannot justify paying for a developer) many major Content Management Systems such as WordPress, Magento, Drupal and Joomla will start rolling out AMP functionality out of the box.

For WordPress Users, and example of this is the AMP WordPress Plugin. Depending on your WordPress theme, though, there may be some compatibility issues, so it is worth checking your Search Console for AMP Errors. The Plugin didn’t work properly for us, as you can see from a screenshot of our Search Console below:


The point is, for adoption to be truly widespread, it will take a concerted effort by both the CMS companies, along with theme and plugin developers alike to ensure compatibility issues are minimized, especially if rolled out for all the different content types (think Schema content types).

With Schema part and parcel of AMP, and with Google changes to Schema Requirements (the requirements for Article Schema was recently updated) we fear that more complex implementations may be too difficult for the average webmaster as least in the short \ medium term. That being said, early adopters are likely to see significant benefits.

  1. Reply Infinix March 8, 2016 at 1:14 pm

    Thanks for the update. I actually installed the AMP WordPress plugin some days ago on a tech site and was expecting some traffic to the AMP page but I’m aren’t getting nothing.

    • Reply Jonathan March 9, 2016 at 12:20 am

      Have you checked the Search Console (webmaster tools), as it will tell you if you have any errors, and how many AMP pages are showing in the search results (as you can see from our screenshot in the article)

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