AMPs are “completely separate from a typical mobile site,” says Jim Robinson, founder andCEO of ClickSeed, a digital marketing and SEO agency. “Assuming your site has a desktop version, a mobile version and an AMP version, the desktop version will be the canonical (preferred version), and the mobile and AMP versions will each be annotated separately as alternates.”

Site publishers can serve their own ads through AMP, “although there are restrictions on sizes and placements,” Robinson says. “Most major publishers serve ads through DoubleClick for Publishers (DFP) or OpenX, both of which are compatible with AMP.”

3. What types of sites should use AMP?

Initially, AMP is focused on news stories from online publishers, the primary content Google search users currently see as AMP pages in mobile search results. However, AMP is also relevant for other types of businesses, such as ecommerce organizations, for which the AMP results carousel and other components are well-suited.

For example, on June 30, eBay announced that its AMP-powered mobile shopping experience was live, and about 8 million AMP-based “browse nodes” are in production. Such popular queries as “camera drones” and “Sony PlayStation” are already “AMP-ed.”