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Is it time to have another look at Accelerated Mobile Pages?

Since its release, Accelerated Mobile Pages (AMP) has been a major bone of contention within the SEO community.

Like other search agencies, at Zazzle Media we’ve been banging the ‘site speed’ drum for a while with an aim to improve user experience (among other factors). When we first started to see AMP within the search engine results pages (SERPs) in February 2016, there was a real worry that preference would be given to sites that had shelled out and undertaken the work required, essentially creating a two-tier search environment; where sites could find a glass ceiling beyond which only those with funds (and patience) would be adequately rewarded.

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