Google announced that AMP support will be rolled out across the entire organic search results page- defining a new age in mobile online experience.
It is a common knowledge that websites take much longer to load on mobile devices compared to other platforms like desktops which makes mobile devices compared to other platforms like desktops which makes mobile browsing and searching difficult. That is why Google has always been investing a lot of time and effort to improve the mobile search experience, in which the mobilegeddon update has done last year.
Last February, Google has launched another update called accelerated mobile pages or AMP project to further support their goal, which per its website is a “way to build web pages for static content that render fast” on mobile devices.
1. What is AMP?
According to AMPProject.Org. AMP is an open source initiative project that is a brainchild of web publishers and technology companies who want to improve the entire mobile content ecosystem for everyone – publishers, consumer platforms, creators, and users.
It was specifically designed to improve the mobile search experience by offering stripped down versions of web pages that loads instantly, have minimal navigation, are uncluttered with ads and require very little network power.
Even though web publishers can achieve a mobile-optimized website similar AMP results, resource constraints prohibit them from doing so. Through AMP, publishers can now optimize their web pages without compromising the content and the overall mobile web experience.
2. How AMP works ?
Accelerated media pages framework is divided into three parts for creating mobile web pages:
AMP HTML is HTML but with a limited set of allowed technical functionality for reliable performance and some extensions for building rich content beyond basic HTML.
AMP CDN/ Cache is a conditional proxy-based content delivery networks for delivering valid AMP documents.
3. Who did Google create AMP?
According to their blog post last year, AMP was created to “dramatically improve the performance of the mobile web” on which they thought often leave users frustrated, and loss of opportunity to earn revenue for publishers.
From an outsider’s perspective, Eric Enge, CEO of stone temple consulting said “….Google wants to give users speed because they have serious competition in today’s world. And if they can offer superior speed for content accessed via search result, they will maintain or win market share.”
4. Who can use AMP?
This project is open to all players in the internet world. Ecommerce websites can take advantage of this project to create AMP result carousel to display their product in the search results. Some of the popular website who are already using AMP are BBC, Flipkart, the wall street journal, and buzzfeed.
5. What are the potential pitfalls of AMP?
Like any other form of technology, AMP has some fair share of drawbacks. In its very essence, it requires HTML code and programming, so it is possible that some professional IT personnel is also required to make an AMP page/s, although this can be easily addressed through plug-ins and add-ons which may evolve in the near future.
Another downside is that when users share a link to AMP content they click on through a Google search, the links point to Google.com URLs, rather than to the content developer’s sites, which can negatively impact content developer’s site traffic.
6. Does AMP have analytics?
Yes, and in fact, the analytics in AMP is quite impressive than expected. It implements the rule of “measure once, report to many” which prevents multiple tracking from slowing down a site. There are two ways to enable analytics functionality with AMP for your website.
The Amp-Pixel Element: This is a simple tag that can be used to count page views as a typical tracking pixel would, using a GET request. There are a number of variables that can be passed through it, such as DOCUMENT_REFERRER and Title.
The AMP-Analytics Extended Component: This is a little bit more advanced than the amp-pixel. It is likely what you’ll use to implement analytics on your site because it allows for a greater level of configuration for analytics interactions.
By specifying the name of an analytics vendor with the type attribute you can quickly configure amp-analytics to use the respective product. Several analytics vendors are participating in this initiative such as Adobe Analytics, comScore, Google Analytics. Parsely and Livelnternet, helping publishers to gel robust analytics insight using this project.
7. Will it affect the SEO?
AMP, though not yet a search engine ranking factor, it can directly influence a website’s speed which strongly matters in search engine ranking. If two websites scored the same in all other characteristics but for speed, then the AMP-enabled site will certainly rank higher than the other.
Speed is such a big deal for many users as studies shown that many users leave a site if it fails to load content within a second or so.
According to Rudy galfi, product manager at Google for the AMP project, the median load time for AMP is 0.7 seconds, the time it takes for your eye to blink twice. In comparison, the median load time for non-AMP is 22.0 seconds, the time it takes for a user to leave the site and never come back.
AMP can also indirectly influence where Google places pages in search results, If an AMP site gets more click and gets fewer bounce rates, Google will be able to determine its value to users, and it’s likely to get higher ranking in search results.
8. Is AMP the future of mobile web?
Should it prove successful, AMP will continue to develop in new forms, such as evolving into a ranking factor or simply an addition to the site. However, it is also important to remember that not everything that Google has rolled out has gained traction. Authorship Markup, for instance. But since it is less proprietary than Facebook’s Instant Articles or Apple News, Google s AMP might be the most viable option for web publishers to deliver content to the mobile web.
With an increasing number of mobile phone searches conducted each day, it is very certain that AMP is an ideal solution to improve the speed of mobile websites for publishers. With over 150 million AMP docs in Google’s index. Users can fully enjoy a wide-array of content, thus achieving optimal user experience in a lightning speed.