The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites that are consistently fast, beautiful and high-performing across devices and distribution platforms. Google is fanatical about serving the mobile visitor (now accounts for 80% of all searches) with content that loads instantly.
To best demonstrate AMP on a mobile device, the 3 images below show how it works.
In Image 1 we searched for ‘news’
In Image 2 we see the lightening bolt which indicates the site is AMPED
In Image 3, after we have clicked on the AMP website the site loads instantly .
PLEASE NOTE :
The URL is www.goggle.co.za. As you can see it is NOT the actual website which would normally be using a url such as www.timeslive.co.za.
This demonstrates that AMP site is actually being delivered to the searcher from the nearest Google server.
Now explore further – (Image 4) by clicking on any of the navigation links you are returned to the websites original server, i.e www.timeslive.co.za.
How did this happen? – This actual search was done from Ramsgate on the South Coast of Kzn. As you can see from image 5, the content was served to the searcher from the Google Server in Durban
What does this mean? Google has servers based in every data centre around the world – If you AMP your website, it is duplicated onto Google servers around the world, and is thus served to the searcher from the searchers nearest Google Server.
How does that help? Being served from the nearest server means the content is delivered to the mobile device of the searcher instantly, thus the Page Load Speeds are dramatically faster than a Non – Amp website. On a NON AMP website, the content would be served from where the actual website is based, which could be anywhere around the world.
Why is Page Load Speed so important? Because it is ONE of the IMPORTANT ranking factors in determining how Google ranks your website in the SERP – It is also a major contributing factor to the Ad Quality Score if you are running adwords, and will have a dramatic impact on your Price Per Click.