Do I Need Accelerated Mobile Pages Yet?

Find out what the experts at 51Blocks have to say...

Now that Accelerated Mobile Pages (AMP) has been in place for nearly two years, does your company need AMP? Currently, what are the pros and cons as to what this project can really do for your company?

Accelerated Mobile Pages (AMP) is a Google-backed, Twitter-supported project that launched on October 7, 2015. AMP allows web pages to instantly load on mobile devices, such as mobile phones and iPads.

Because of increased, world-wide competition and a desire to keep people on the web via their mobile devices, Google remains continually focused on speed. Currently, the average load time for a non-AMP page is 22 seconds. Compare this to AMP’s load rate of 0.7 seconds and waiting for content becomes nearly obsolete. And, everyone knows wait time equals client loss, which is why AMP is becoming more and more popular.

AMP can also accommodate ads—with some restrictions on sizes and placement, which makes AMP an incredible marketing tool because of its close association with search engine results and ad impression rates.

However, it is important to note that AMP, in and of itself, is not a factor in search engine ranking, which means anyone who incorporates AMP into their web pages will not immediately experience a blockbuster rise in their search engine ranking. This is why other search engine ranking signals should continue to be used. On the other hand, if clicks increase and bounces decrease on AMP, because the load time is quicker, Google will categorize this as attractive to users and these sites could receive a higher search engine ranking.

The downside? AMP can take some getting used to. For example, some people believe AMP takes web designing back to the primitive days of HTML. JavaScript is out and narrower web technologies are in. Where the focus used to be on web design, site speed is now most important. Also, site traffic is hard to track. For example, with AMP, Google now has the ability to collect massive content on its own servers rather than the original website, so readers remain longer on Google.

All in all, it is important to remember that Google is passionate about AMP, so one would be wise to remain friendly with this giant internet conglomerate.  

AMP are here to stay and are even available to ecommerce websites now. You’ll just have to weigh the benefits vs. the drawbacks and decide if this is a good move for you. Contact the 51Blocks team today and get your questions answered!

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