Over a year has passed since Google rolled out their well-publicized update of “Mobilegeddon,” giving major bonuses to websites that were mobile optimized and heavily penalizing any website that was not mobile friendly. Webmasters and SEO specialists alike took notice, as it was the only major Google update that the company publicly announced months ahead of time, to encourage business and website owners to take the time to make that transition before ranking penalties would abound.

Not All Mobile Is Created Equal
One option, in the beginning, was to have a responsive website, which means the programming on the website responds to whatever tool (and screen size) that the person is using and shows a version of your website that is the proper size to work on that device whether laptop, smartphone, or tablet. Another option was simply to have “a mobile version” that was separate from the non-mobile version.

While this is an acceptable solution, there’s little question among most ranking professionals that having a responsive website is still judged as being better than a website that is not responsive but has a mobile version.

This means that keeping up with the changes being made in the mobile landscape and staying ahead of the competition means understanding that not all “mobile solutions” are considered equal.

So What Is AMP & Why Is It Important?
AMP is an open source HTML project that is working to develop a way for fast mobile loading of any website. This is a project that has been closely associated with Google, and although direct studies haven’t been done yet, many people in the industry believe this is the future for what Google and other major search engines are going to want to see when it comes to fast loading mobile-friendly websites.

AMP pages are still a growing trend with many websites, but the reason so much attention is being given because of just how obviously interested the largest search engine in the world is in these pages. If Google is already encouraging the process, then this is something every search engine optimization specialist needs to concentrate on.

Building An AMP File
Building an AMP file is still tricky for many webmasters who aren’t familiar with the programming being used. But the good news is that the programming language is fairly simple, and that means there are already many tutorials out there on how to create a basic AMP file for a website theme. If that seems too technical for what you want to take on, there are freelance programmers out there willing to step up and help out with development.

What’s This All Mean?
Any webmaster or SEO specialist needs to keep on top of the ever-changing rules when it comes to a mobile website. Having some version of a website that is mobile isn’t enough anymore. You need to understand how Accelerated Mobile Pages (AMP) work now, and how similar changes will continue in the future.