What to do about AMP

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“What Do I Need To Know About AMP?”

Google recently rolled out its newest service – a joint project with Twitter, Accelerated Mobile Pages. As more and more people are using their mobile as their preferred option when browsing the web, Google decided a service was needed that allows websites to load faster when compared with regular browsing.

One key feature that enables AMP to load pages faster is by using far less web technologies, such as Javascript, which tend to load slower. In addition to this, Google is actually serving web pages hosted on its own servers –  particularly when web browsers access AMP approved pages through Google.

AMP search

This affects us more in the world of SEO (search engine optimization) more than PPC (pay per click) – this is because if websites are not mobile optimised then they are penalized by Google. As we know, more and more people are using mobiles year on year and there are now more searches done on mobile devices than desktops.

Websites that conform with the various specifications will benefit in terms of search engine optimisation, specifically AMP optimised websites are more likely to appear at the top of Google’s mobile search results.

Google claims that pages created with AMP HTML load between 15 and 85% faster than non-AMPd pages. Which is quite a wide range!

Kissmetrics estimates that 40% of users will abandon a website if it takes longer than 3 seconds to load. On mobile, that problem is exacerbated, as signal issues can lengthen that time.

 

AMP page before
AMP page before

AMP page after
AMP page after


 

“What do I need to do about AMP?”

 

So far the main verticals that have adopted AMP seem to be news websites. This is mainly just down to the fact that people like to read news on the go and mobiles are now our main way of keeping up to date with the latest news. If you are a large news corporation, you definitely need to create AMP pages. The rest of us, not so much.

Google’s John Mueller has said that,

“Converting pages to AMP format will satisfy the mobile-friendly ranking signal, bu there’s no ranking signal that’s solely associated with AMP”

The AMP Project, has developed a range of comprehensive tutorials that can help you. Click here to find out everything you need to know about making a page AMP optimised. AMP pages have built-in native support for Google Analytics. So you can still measure and track these pages. You’ll need to validate those pages – there’s a tool in Google Chrome for this.


 

“What Impact Does AMP Have On Paid Search?”

 

Well, according to Google, not a lot.

“We want to support a comprehensive range of ad formats, ad networks and technologies. Any sites using AMP HTML will retain their choice of ad networks, as well as any formats that don’t detract from the user experience.”

These ad networks are already signed up with the project:

  • A9
  • Adform
  • AdReactor
  • AdSense
  • AdTech
  • Dot and Media
  • Doubleclick
  • Flite
  • plista
  • Smart AdServer
  • Yieldmo
  • Revcontent

So there we have it, everything you need to know about accelerated mobile pages.

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