Google AMP For Mobile - What You Need to Know?

By Michael Keating

Google's new AMP is a game changer for the mobile experience and the mobile SERP landscape. Learn why your business needs AMP.

It's safe to assume you've heard the buzz around Accelerated Mobile Pages (AMP) and you're thinking about incorporating them into your site. You may also have noticed a lightning bolt symbol and the word AMP next to all of the Google results that show up when you Google search on your mobile device.  

If you have no idea what I'm talking about, AMP is an open-source technology that Google has developed that will allow you to make pages on your site load faster when users access them on a mobile device. This is made possible by leveraging special HTML markup and a few additional technical modifications. If you want the tl;dr version of what AMP can do for your website and business, here's what AMP offers:

IT PROVIDES INSTANT CONTENT DELIVERY ON MOBILE BROWSERS IN LESS THAN HALF A SECOND.

Now that you know what AMP pages can do for your website, let's talk about why your business needs them:

AMP Will Lower Your Bounce Rate

Just think about how frustrating it is to use the internet on your smartphone. Other than reading the news, catching up on my daily work while I’m at the airport or away from the office is next to impossible on a mobile phone, even if I have a good Wi-Fi signal. And if I need to open more than one browser window to accomplish the tasks at hand, it makes me want to smash my smartphone in anger as I spend an hour trying to do what I would have done on my desktop computer in under 10 minutes.

This doomsday feeling is the same feeling that your site visitors get when they use your website to make a purchase, fill out a form or read your latest blog post from a mobile device. However, the difference is that when customers visit your site, they're simply not going to stick around if it takes too long to load. That's why AMP is so useful. It will lower your bounce rate and get visitors to stay on your site longer.

AMP Is Good For SEO

By now, you are already aware that Google has specific guidelines that you need to follow if you want your site to rank highly in the search engines. Out of the 200-plus ranking factors that Google uses, speed is one of the most important. With AMP, your pages will load faster on mobile devices, which gives Google a reason to give your site higher rankings in the search engine results pages. In fact, Google has already announced that it will include web pages created using AMP in the Top Stories section of the search results page.

Major publishers, including The Wall Street Journal, The New York Times, BBC and others, are already using this AMP technology to increase their search engine exposure. Businesses that are early adopters of this technology will increase the likelihood that they achieve better search engine rankings now, or in the near future.

AMP Improves User Experience

AMP delivers a fantastic user experience for your site visitors because it disallows unnecessary components and features that hinder the instant load experience that AMP can provide.  As a result, your site will be less cluttered, which will make it easier for users to navigate your site and engage with your content. In addition, it also forces advertisers to rethink the bloated ad technology that has caused more and more people to install ad blockers since most of the code used to display those ads is not allowed in AMP.  With AMP, even if sites have many ads, they will load quickly.

AMP Supports Analytics Integration

If you are wondering just how you'll be able to track whether or not AMP is actually delivering on its promises, Google has you covered. AMP offers the ability to integrate Google Analytics, Adobe Analytics, comScore, and much more. With AMP, you'll be able to track all of the usual metrics, including clicks, conversions, users or whatever other metrics you need to pull respective to the analytics platform of your choosing.

Upgrade Your Site Today

Right now, the details on how to implement AMP are aimed at the developer crowd, so it's not exactly a one-size-fits-all solution for every business. However, you have the option to use a Wordpress plugin or hire a cheap developer to assist with your project needs. I recommend speaking with an SEO consultant or website developer before making any hasty decisions.

If you want your business to be ahead of the curve, the time to act is now. Giving the impact that it has already had, it's pretty clear that AMP is the future of mobile web.

Photo credit: Ampproject.org

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