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Improve SEO in 2017, Pt. 2: AMPs and PWAs

By Andy Mullins on March 14, 2017 in SEO
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Our earlier post, SEO in 2017, Pt. 1: Moving Mobile, took a look at the upcoming ways 2017 will impact mobile SEO. By switching to mobile-first indexing, Google is shifting the focus for webmasters looking to improve SEO on their websites.

In his 2017 SEO predictions, Moz’s Gianluca Fiorelli laid out two of the SEO changes Google is implementing in order to make the mobile-first shift happen. These two new changes are Accelerated Mobile Pages and Progressive Web Applications.

Improve SEO with Accelerated Mobile Pages

What is an Accelerated Mobile Page? Will Critchlow, Founder and CEO of London’s Distilled, defines AMPs as essentially a “project from Twitter and Google designed to make really fast mobile pages.”

By now you’ve experienced spending more time than you may have preferred waiting for a mobile page to load. By introducing Accelerated Mobile Pages, Google is helping reduce the amount of time you have to wait.

Critchlow also goes on to describe Accelerated Mobile Pages as “a stripped down form of HTML, a diet HTML.” Critchlow’s head of R&D, Tom Anthony, describes an AMP this way, “Fundamentally, it’s an HTML page designed to be super lightweight.” By streamlining CSS and practically banning JavaScript, Google is ensure those looking to improve SEO strive for quicker load times by ridding their mobile website of any excess.

Improve SEO with Progressive Web Applications

According to Google’s own Pete LePage, Progressive Web Apps are built on a predetermined structure that is “progressive, responsive, connectivity independent (meaning offline or low-connectivity is now less of a problem), and more.”

Progressive Web Applications, according to Fiorelli, will perhaps be “the main trending topic for 2017.” LePage refers to PWAs as “experiences that combine the best of the web and the best of apps.”

By mandating a specific structure through PWA’s, Google’s definition of fast loading times (<3 seconds), puts the pressure on developers of m.sites to re-evaluate heavier web pages, even if they’re already well-optimized and responsive. The result for users, however, will be a much better experience. Developers and webmasters must prioritize Progressive Web Apps in order to improve SEO.

Key Takeaways

  1. Accelerated Mobile Pages are lighter, faster, “diet HTML” mobile websites that reduce the amount of user wait time.
  2. Progressive Web Applications are a restructured crossover between websites and apps that perform faster and simpler for users.
  3. In order to improve SEO, both AMPs and PWAs should be utilized as SEO shifts inevitably to mobile-first indexing.

About the Author

Andy MullinsView all posts by Andy Mullins >