AMP Pages: Why You Should Use Them
Just because Mobilegeddon was more hype than reality, don’t tune out all the mobile update advice making headlines, especially when it comes to AMP pages.
Don’t Ignore AMP Pages
In 2016, mobile internet usage surpassed desktop usage for the first time. A Google study reports that 53 percent of mobile site visits are abandoned if pages take longer than three seconds to load.
Translation: Your prospects and leads are using mobile devices more than desktops or laptops, and they hit the “back” button when a page on your site fails to load quickly. Slow-loading pages on mobile devices will cost you website visitors, conversions and, eventually, website rankings on mobile. Even worse, your prospects and leads are going to hit the “back” button and click on a competitor’s website.
What Are Accelerated Mobile Pages?
Accelerated mobile pages (AMP) are website landing pages built on top of existing web technologies to enable super-fast page load times. In technical terms, it’s an HTML page designed specifically for fast page loading. You may have heard of “prerendering” web pages, and AMP is a form of prerendering. When AMP technology was brand new, Google hosted a cached version of your landing page, enabling the page to load before a user clicked on the URL. In January 2018, the lead tech for the AMP project announced that a new version will deliver pages that appear under the publishers’ URLs instead of the google.com/amp/ URL prefix.
What Are the benefits of AMP Pages?
There are three main benefits of implementing AMP pages on your website:
- Instant page load.
- Better visibility for social shares.
- Prepares website for “mobile-first” index.
Each of these benefits carries a subset of future benefits or industry-specific benefits.
Instant Page Load
There’s a strong correlation between a fast page load time and higher engagement, better conversions, and lower bounce rates. Today, most website users still finish their purchase on a desktop, laptop or tablet. However, the majority of those buyer journeys begin on a mobile device. Brands such as Walmart, Exact and Lancome all show the impact of faster page load speed on mobile: increased conversions and engagement.
Better Visibility for Social Shares
When it comes to brand presence on the mobile web, social media is a must. Mobile accounts for nearly 80 percent of time spent on social networks. In addition, 79 percent of internet users in the United States use Facebook, 60 percent of adults use Instagram, and almost 50 percent of millennials and Gen Xers follow brands on social media.
The amp-social-share component will allow you to configure as many as eight social network links on your page, some with the provider’s official color and logo. Extensions and plug-ins are also available to maximize the display of your brand’s social media channels.
Google announced that the Speed Update will launch in July 2018. When it comes to SEO, it’s important to point out that speed is just one ranking factor. If you’re concerned about wasting time on AMP, dive into your analytics data and focus on AMP for webpages with the highest number of mobile visitors.
If your site is built on a CMS such as WordPress, there are plugins available, allowing you to apply an AMP version to as many pages as you wish.
The case for adapting AMP and enhancing your AMP pages across Google products is strong, and there’s no shortage of success stories from publishers, advertisers and e-commerce sites. Whether you’re building a brand-new site or updating an existing one, work with a development team that understands the value of AMP pages and can help you make the most of this mobile-friendly technology.
- Monday February 05, 2018
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