Earlier this year, Google launched its new AMP (Accelerated Mobile Pages) project. By now, mobile users should be starting to see the green “AMP” symbol with lightning bolt starting to appear on certain pages in mobile search results. These pages are specifically programmed to load lightning-fast – in fact, as much as 15-85% faster than other mobile pages, according to Google. And that’s the goal: a faster, more user-friendly mobile web experience for users on smartphones and tablets.
For marketers, this news means refreshing your mobile optimization strategy – if you choose to. Here’s what you need to know about Google AMP and the benefits to both marketers and consumers, so that you can decide if it’s right for you.
What Exactly Is AMP?
AMP Benefits To Marketers
If you already have a fast, robust, high-functioning mobile site, you may be wondering if you really need AMP. Most marketers are finding that the answer is yes, for a few reasons:
- Boost in site speed. The result is that pages load much quicker, reducing the number of users abandoning your site and increasing the number of page views in a session.
- Better ad control. Not only is Google giving marketers more control over ad choice, format and placement, but there are already more than 20 ad tech vendors working with AMP to create faster-rendering ads.
- It’s backed by Google. While Google has not explicitly said that AMP pages will rank better, we know from the Mobilegeddon update of 2015 that the more user-friendly a mobile site is, the more favorable its rankings.
AMP Benefits To Consumers
The obvious benefit to consumers is site speed. We know that today’s generation of mobile users want the information they’re looking for delivered instantaneously, regardless of device. This means:
- Less frustration. You’ve likely heard the Kissmetrics stat that 40% of users abandon a page that takes longer than 3 seconds to load. This isn’t just bad news for your bottom line; it’s also incredibly frustrating to the consumer. Pages that load fast make users happy, and happy users stay on your site longer and are more likely to convert to happy customers.
- Ability to select AMP content. As the word gets out about the meaning of that little green lightning bolt symbol, consumers will begin to choose AMP pages over non-AMP pages. Most users don’t care whether the menu on a page is simple links or fancy buttons; they want fast, easily digestible content and are going to be willing to forgo all the bells and whistles in favor of a better user experience.
Whether Google is ready to admit it or not, the last point in each section above makes it clear that AMP pages will become ranking factors for mobile search eventually. If AMP sites pass Google’s mobile-friendly test, and users are consistently casting their votes by choosing AMP over non-AMP pages, it seems to be only a matter of time before we begin seeing a change in the SERPs.
Let Design & Promote AMP Up Your Site With Mobile Optimization In Chicago