amp and mobile

Wed 15th June 2016

Accelerated Mobile Pages are growing in popularity. Digital Marketing Manager, Laura McKinnon, explores whether you really need both AMP and mobile.

A relatively new contender to the organic search scene, AMP, or Accelerated Mobile Pages are growing quickly in popularity. First launched on the 24th of February, 2016, AMP has become a hot topic for digital experts.

With the focus moving increasingly towards mobile in the digital realm, contenders such as Apple and Facebook have attempted to break down the barrier presented by mobile devices – that is, considerably slower loading times.

What is AMP?

Accelerated mobile pages are stripped down HTML versions of mobile pages, created for the sole purpose of speeding up load times on a mobile device through Google search engines.

Slow loading pages have been an issue for many webmasters over the past year, especially since the launch of Google’s mobile friendliness algorithm in April, 2015, with the focus becoming narrowed on enhancing the user experience.

AMP tackles the slow speed issue by stripping out elements which slow down mobile sites, such as third-party scripts and of course, JavaScript. Given that it is reported by Kissmetrics that 40% of web users will abandon a page that takes more than three seconds to load, the trade off in reduced functionality makes back the gain in retaining qualified traffic.

Who Should Be Using AMP?

Currently, AMP is predominantly used by content creators and publishers, including mainstream early adopters such as the Guardian and the Washington Post.

As a result, traffic is driven to news pages through a carousel format similar to that of “Google Shopping” taking up coveted real estate at the very top of the first page of the search engine results pages.

At present, the biggest winners of the AMP project are news sites, but the plan to expand means that eventually accelerated mobile pages will expand into apps (iOS and Android) as well as other content types such as recipes.

The AMP project appears to be building on content types with a similar approach to the Knowledge Graph roll-out, meaning that in the future, AMP may become relevant for content such as Movie Showings and more.

Do You Really Need Both AMP and Mobile?

At this stage, AMP should not be approached as an alternative to a fully mobile responsive site. The purpose of AMP is to help to enhance the mobile experience online, as opposed to replace it entirely.

This being said, for those looking to stay ahead of their competitors through organic search, AMP may prove to be very lucrative – especially as the project grows in capabilities.

Will you be adopting both AMP and mobile? What type of content would you like to see AMP tackle next? Share your thoughts with us in the comments below!

Category: Search Marketing