Does AMP affect ranking?

As of my last knowledge update in January 2022, Google has indicated that having Accelerated Mobile Pages (AMP) does not directly impact the ranking of a website in its search results. Google has consistently emphasized that AMP is designed to enhance the mobile user experience by providing faster-loading pages, especially for content-driven sites like news articles and blog posts.

Here are some key points to consider:

  1. Page Speed Matters: While AMP itself is not a direct ranking factor, page speed is a ranking factor for mobile searches. Faster-loading pages can contribute to a positive user experience, and Google values websites that provide a good experience for their users.
  2. Mobile-Friendly Considerations: Google has a mobile-first indexing approach, which means that the mobile version of a website is considered the primary version for indexing and ranking. While AMP is not the only way to create a mobile-friendly website, it is one approach that emphasizes speed and performance.
  3. Enhanced Visibility in SERPs: Although AMP may not directly influence organic search rankings, Google has sometimes featured AMP pages in a special carousel or with an icon in search results, especially in the "Top Stories" section. This enhanced visibility can lead to increased click-through rates for pages with AMP.
  4. User Experience Impact: The primary goal of AMP is to improve the user experience on mobile devices by providing faster load times. While this may not be a direct ranking factor, a positive user experience can indirectly influence factors such as bounce rates and user engagement, which can impact rankings.

It's important to note that Google's algorithms and guidelines may evolve, and the impact of AMP on rankings may change over time. Additionally, individual websites and industries may experience different outcomes based on various factors.

For the most current information on AMP and its impact on SEO, it's recommended to check Google's official documentation and announcements, as well as staying informed about industry best practices. Keep in mind that search engine algorithms are dynamic, and updates may occur after my last knowledge update in January 2022.