User experience on mobile phones or tablets can range from speedy and efficient to slow and frustrating, depending on the device. However, in 2016, Google launched a solution to this issue called Accelerated Mobile Pages (AMP).
Loading pages on mobile devices can take anywhere from two-three seconds (the recommended best practice) to eight seconds. This delay can cause readers to become frustrated and abandon the webpage or search results they were trying to access.
Frustrated readers who abandon a page represent missed opportunities to attract visitors and generate business leads or ad revenue. A high bounce rate signals to search engines that the page may not be relevant or engaging, negatively impacting its SEO. This is where AMP plays a major role. So, what are Accelerated Mobile Pages, and what are their benefits and challenges? Learn more about the features and best practices of Accelerated Mobile Pages below.
AMP (Accelerated Mobile Pages) is an open-source HTML platform introduced by Google. It enables websites to develop lightweight pages that significantly enhance page loading speed.
Google collaborated with publishing and tech partners such as Twitter, Pinterest, WordPress.com, Chartbeat, Parse.ly, Adobe Analytics, and LinkedIn to create a speedy and visually appealing content browsing experience on the mobile web.
AMP helps web pages with visual content like videos, animations, and graphics integrate with intelligent advertisements and load instantly across various platforms and devices. Converting web pages to AMP format meets the mobile-friendly ranking criteria. However, as per Google’s John Mueller, “there is currently no ranking signal exclusively linked with AMP.”
Infographic: AMP Explained
AMP and Google Ads
In 2017, Google AdWords introduced a new beta version that enabled advertisers to use Accelerated Mobile Pages as landing pages. Additionally, Google enhanced ad speed across the Google Display Network. AMP ad landing pages load in under a second and are designed to use ten times less data.
This update aimed to create a more streamlined mobile experience for customers. However, there are some drawbacks to AMP technology.
AMP pages have minimal code, restricting third-party JavaScript or complex HTML use. As a result, they do not support more advanced functions such as data transfer, tracking, and analytics. Some individuals see this as Google’s attempt to dominate the mobile web, controlling as much of it as possible.
For instance, AMP pages are the default search results at the top of the search engine results page (SERP). Although Google denies that AMP is a ranking signal in its algorithm, the positioning of AMP pages on SERPs suggests otherwise. As a result, AMP pages are more discoverable and accessible.
Google anticipates that AMP technology will enhance web experiences for both marketers and users for three primary reasons:
Internet users are likelier to click on an ad if they know it will provide a positive experience.
Better user experiences lead to higher conversion rates for marketers and advertisers.
Publishers benefit from improved revenue with better ads while allowing their readers to return to their content.
Google penalises sites using AMPs as teaser pages
In 2018, Google started punishing websites that utilised Accelerated Mobile Pages (AMPs) to entice users to view their content. The updated policy stipulates that all content displayed on an AMP must be similar to the content on the canonical page. Google will redirect users to an AMP’s canonical page if it doesn’t exhibit the same essential content as the original page.
Google has decided to penalise using AMPS as teasers to enhance the searchers’ user experience. When Google introduced AMP technology, it aimed to provide searchers quick access to full-length content. However, some publishers now use AMPs to preview their content, deferring users to the original page for the full experience. This practice can result in a slower page experience.
Publishers who have employed this tactic on their AMPs should consider their options if they intend to appear in features that require AMPs. They may leave their AMPs unchanged to retain their organic search ranking. Alternatively, they may discontinue using AMPs if they deem them not worthwhile.
Should you implement AMP in 2023?
AMP is flexible nowadays, and you can build advanced pages with it. Give AMP a shot if you want to speed up your slow mobile site. It won’t directly affect your search rankings, but it improves page load speed, which is important for rankings. There are other ways to make mobile pages load faster, but you can’t beat an AMP’s almost instant and super smooth load.
Ruby joined the content team in August 2021. An avid reader and writer since she was young, Ruby always knew she wanted to work with words. After leaving high school, she studied a Bachelor of Communications majoring in journalism at Massey university. She spent a few years working as a journalist for a news app in the area she grew up in, Matakana, before joining the team at PureSEO.
Ruby also worked part time as a preschool teacher to save money for travelling. So far she has ticked Vietnam, Cambodia, and Bali off her list, and she hopes to be able to travel again soon.
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