If your motive for adopting AMP is Google rank, then I would wait and see how the new mobile index worth.

As for three, I am sure speed will remain a factor, the question is what the relative weights of the two factors will be - test, and wait and see how it changes.

As for 4., it depends. Why AMP? Google rank? A tool to create mobile friendly sites?

I would like an answer to 2. myself. I dislike having a separate AMP version of every page. There are significant advantages to having one url per page.

I am an AMP dummy too. My biggest site that gets 1M+ uniques per month is hand coded HTML for the vast majority of the site. I use a responsive, minimalist design that looks good on any size device (OK except for maybe massive screens like projectors). I made sure it looked good on mobile first, then tablet & desktop second, when I redesigned it.

From what I understand AMP exists to let Google serve web pages faster to mobile devices, and it helps them to get around ad blockers, which are on the rise.

1. My understanding is it's mobile only, does not affect tablet or larger.

2. I don't use a CMS so my understanding is that I'd need to hand code a bunch of duplicate AMP-only pages. If you use a CMS you might be able to add a simple plugin to do all the work for you. I've read that you don't necessarily need to convert your whole site, but at the very least do your most popular pages.

3. At the end of the day, AMP isn't all about speed IMHO. It's more about money (for GOOG). And ads. And Google having more control over the web's content. My site is on Cloudflare and is minimalist, it loads really fast. Do I need AMP? That is debatable.

4. If you are a Goog-head you say "how high?" when Google says jump.

I would like to see if there is a ranking boost to use AMP. If there is, I might make the effort. Considering I have to hand code another set of 1,000+ pages to make AMP work, I'm waiting to see what the real impact of AMP is.

I haven't used Google for an actual web search in over a year, maybe even a year and a half. I rely on them to send traffic to my site but I don't use them for search. DDG baby.

I also have a dummy question regarding AMP. My understanding is that Google will cache your AMP pages on their servers thus reducing the time required to serve the pages. So my question is, will this reduce the load on your serve since the pages are now being served from the Google cache?

I would like to see if there is a ranking boost to use AMP.

If I'm not mistaken, Google has stated that there is no direct ranking boost given to AMP pages. But the benefit, at least for sites that are "in the news" is that they can be included in the news carousel. Not being in this carousel when all you competitors are is probably not a good thing.

@Nick, I wonder if that will change in the new mobile index?

It could even end up being a negative factor if it becomes and over-optimisation indicator.

@Swanny, with regard to2. that is why you should use a CMS! You can probably script creating AMP pages.

With regard to 3., I think AMP happened because so many news sites are so bad on mobile. Google would not have bothered if more MSM had sites that worked well on mobile.

Make sure you use the AMP page testing tool [webmasterworld.com...]

There a version here, too [search.google.com...]

with regard to2. that is why you should use a CMS!

I completely disagree. I played around that WP for a year on another site but in the end, the static HTML pages I have now give me more control over placement of things, cleanness of code, lack of script updates, lack of vulnerabilities, no database, etc. There are many downsides to CMS when you are a one man show.

@Swanny, I will correct my comment:

that is why you should use a good CMS or framework.

This worked for me.. (on small clients.. not big ones yet.. still testing.. for 1-5 locations, it rocks.. now working on scale for clients above 500 locations.)

use AMP for your location pages.
Let G assign KW relevance, E.A.T., etc.. via the domain..
share AMP urls on social in a deliberate manner.
test on tablet.
tested experiment to learn AMP. =)

@0c00I why specifically location pages?