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Accelerated Mobile Pages (AMP) - get on that train!

By Nick Williams on 28/09/2016 4:00pm

A brief introduction to Accelerated Mobile Pages (AMP)

The Accelerated Mobile Pages Project (AMP) is an open source project aimed at improving the search and browsing experience for mobile users through enabling content to load almost instantaneously.

Officially integrated into Google’s SERP results on February 24th 2016, AMP pages have been making a huge buzz ever since.

Why the big deal?

So, we have been around search for a while now and have seen a lot of ‘next big things’, which actually aren’t (we’re looking at you Google+). Why should we invest time and resource into AMP compliance? There are a few big reasons:

  • Google is heavily behind it - in their latest Webmaster Central blog post Google states that sites which create and correctly serve AMP content will have “expanded exposure”.

“Later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page, like e-commerce, entertainment, travel, recipe sites and many more.”

  • AMP content gets better visibility - even before the above announcement was made AMP content has been added to the news carousel and adorned with an AMP icon.
  • Visitors are less likely to bounce - lower bounce rates in many studies are directly correlated to better rankings (not to mention the CRO benefits). AMP makes pages load faster, reducing bounce rate - you put one and two together.
  • AMP is likely to be an organic ranking factor - last year’s “mobilegeddon” showed how much Google is trying to push sites to consider mobile users by removing pages which aren’t mobile friendly from the SERPS. Could not having AMP content bring you down? It will undoubtedly if you are competing against sites that do.

Why are AMP pages so fast

To summarise; AMP pages are fast for a couple of reasons.

Firstly, they take advantage of Google’s AMP Cache - web caching specifically focused on pages built with AMP HTML markup.

Secondly, AMP pages are developed using very specific and limiting technical functionality which prioritises lightness and thus load speed.

Do all sites need AMP pages?

No, not at this stage. AMP pages are specifically aimed at optimising quickly digestible content and content targeting mobile visitors. Because of the strict and limiting HTML required for AMP pages; rich content and content featuring a heavy design/image focus will undoubtedly lose its value.

We have found that content such as news, whitepapers and case studies receive the biggest boost from AMP markup.

Can 7dots help?

We certainly can. We have worked with AMP since its launch (our blog is available in AMP format). If you would like more information regarding our AMP or any other search and inbound services please contact Nick.

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