With a mobile-first index now a reality and a January 2018 announcement from Google about how page speed will be a stronger ranking factor on mobile searches from July 2018 – there has never been a better time to look at this and honestly ask yourself – do I need AMP? Google’s speed scorecard should help you to immediately answer that question.
Many developers and web professionals have deliberately shunned AMP, seeing it as a Google-owned project being implemented into an otherwise 100% open-source system of glorious (and flawed) HTML.
AMP is also still trying to shrug off the perception that it only has worth within article/news based content, but when you look at one of the UK’s largest keywords (car insurance) the mobile SERP speaks for itself:
In addition to three out of the top four listings being AMP pages, position six is also occupied by a ‘latest stories’ section (shown below), followed by regular non-AMP pages.
Correlation doesn’t always equal causation – especially given that the first port of call for financial products are branded searches or comparison tools – but with the SERP being so dominated by the AMP symbol you do have to consider the impact these pages may be having on both the search results and how users perceive their expected experience on such pages (quick!).