Google’s Accelerated Mobile Pages: What You Need To Know (AMP)

Google’s Accelerated Mobile Pages (AMP) was established because having a responsive mobile presence is important – but it isn’t enough.

With the popularity of smartphones and mobile devices to explore the internet, the convenience of portable devices is hampered by the current speed of the mobile experience. Slow performance hinders user experience and is a barrier to people’s ability and willingness to interact with your site.

There are many factors that go into the success of a digital advertising campaign and ultimately what your ROI could look like. Aside from having a presence on the right platforms, your website’s page load time has a big impact on your bottom line. In today’s world of instantaneous information, people don’t like to wait for a website to load.

If you’ve already invested in a premium web site, your next focus should be on your loading speed.

According to Kissmetrics, 47 percent of visitors expect a website to load in less than 2 seconds, and 40 percent of visitors will leave the website if the loading process takes more than 3 seconds.

You have very little time before you lose those hard earned eyeballs.

There is a growing importance placed on speed when online, and one of the turning points of this was way back in 2010 when Google updated its search algorithm and announced that site speed would be a factor in search rankings.

What is AMP?

AMP or Accelerated Mobile Pages is an open-source framework that enables fast-loading mobile web pages.

It enables publishers to improve their loading speed, along with user experience, so that their viewers achieve maximum interaction with the page. This, in turn, enables publishers to satisfy their readers without sacrificing any ad revenue which is critical for maintenance and expenses.

While other venues like performance optimisation software can assist with achieving similar results, AMP allows faster loading times without compromising the primary mobile web experience.

AMP is critical because when you’re on-the-go, your connection may also be spotty, so the framework was established to optimise the experience of mobile browsing through the standardisation of the mobile version of your website.

When it comes to AMP, the ones that stand the most to gain are publishing sites that produce content. However, the reality is that faster loading pages, even when it’s not the entirely of your web page, benefits all websites.

AMP Increases Mobile SEO

One of the most appealing advantages of AMP is its contribution on mobile SEO. In order for your site to rank well, web pages need to be mobile friendly. With AMP, pages, as well as blog posts, will load quickly on mobile devices giving you both satisfied readers and better Google mobile search engine results pages (SERPs).

In addition, AMP also has analytics which enables users to gauge site performance. As a joint initiative between Google and major publishers, the technology seeks to optimise your pages for the mobile web. With instantaneous loading, you can format your site to be simple and easy to digest on cellphones.

The biggest reason why AMP helps SEO rankings is that it enables your pages to show up on the Google News carousel – a priority placement on mobile searches. An AMP page means you’ll get more attention and access to a larger viewership.

With readers able to load pages quickly, you’ll have more readers staying on your page for longer periods of time. This enables you to improve your bounce rates and enables you to validate to search engines to know that your page is offering helpful content that audiences find useful.

As the mobile web grows, sadly, without the right tools, your organisation’s performance will not be able to grow with it. Here at Contevo, we are long term digital marketing professionals who know what it takes to ensure your growth online.

Learn more about how AMP can help you with your digital presence by contacting our team today.