Back in 2016 Google rolled out it’s accelerated mobile pages within search engine results, for many the change has probably gone unnoticed but what exactly are Accelerated Mobile Pages, what do they mean for search engines and how can marketers and businesses make the most of it?
What Is AMP?
Accelerated Mobile Pages (AMP) is an accessible frame work created for fast loading web pages, designed to enable advertisers to improve speed and user experience for mobile users without damaging their revenue.
Speed is an integral part of designing a web page, with just under half of website users often choosing to abandon a page that takes longer than 3 seconds to load, which is why it’s so important that publishers can offer the best load times available, especially for mobile users. Ultimately AMP allows for optimisation to be achieved without altering the primary experience for the audience.
How Does AMP Work?
Accelerated Mobile Pages is essentially a stripped down version of HTML, with the idea being that the platform is built for speed and readability over other things. According to Google pages created with AMP Html can load anywhere from 15% to 85% faster than those that aren’t.
With AMP you do have a number of limitations such as you have to use a streamlined version of CSS, forms can’t be used on AMP plugin pages and you should be aware of the possibility that some of the pages may not even display properly, basically using AMP to improve your speed and reliability, not your share-ability.
Why Is AMP Important?
AMP is a necessary step forward for most businesses, publishers and marketers, not only helping content work better on mobile devices but also working to help boost search rankings and usability. While technically AMP is not considered a ranking signal, Google does favour websites that engage with audiences, encouraging them to spend time on the site, often giving them a higher ranking than sites with high bounce rates.
AMP helps you serve content to your audience, meaning the effect it has on your organic traffic matters and is something that should be thought about when looking to boost and add value to your content.
Providing a relatively easy way to improve the speed of mobile websites, AMP appears to be the next big thing for publishers looking to cut slow loading times and improve bounce rates. With huge names like Twitter, WordPress & LinkedIn deciding to play a part it’s safe to say the benefits are clear.
Are you using Accelerate Mobile Pages? How do you feel about it?