In February 2016, Google took another step toward a faster mobile web with the launch of its new AMP project. AMP stands for Accelerated Mobile Pages, and these pages can be identified by a green lightning bolt AMP symbol in mobile search results. For users, this means incredibly fast loading time and an overall better user experience on the mobile web. In fact, Google claims that AMP pages load 15-85% faster than standard mobile pages.
Seeing the initiative quickly pick up steam, most marketers have been eager to revamp their mobile optimization strategy to include an AMP mobile site. If you're not overly familiar with the movement, here are the basics about AMP and its benefits to consumers and marketers.
Understanding AMP
In a normal mobile site, there are many coding and development factors that can result in a slower loading site - things like un-optimized picture resolution, flash animation, JavaScript and CSS. However, these features exist to provide a more attractive and robust experience for the user, and they are widely used in mobile web development. Google's AMP HTML coding strips down the unnecessary functions and gives users a straightforward text and image presentation that delivers content like users want it: fast.
How Consumers Benefit From AMP
Speed, speed, and more speed. That's what today's mobile consumers want, and Google's AMP pages give them just that. More specifically:
Consumers are happier. When web pages don't load fast enough, users bail and find a better site. In fact, according to Kissmetrics, 40% of users won't wait more than 3 seconds before abandoning a slow loading site. Marketers know loading speed can be the difference between a sale and a frustrated consumer, and no one wants the latter. AMP pages load faster than even the best traditional mobile sites, providing content faster and creating an exceptional user experience that keeps consumers happy and coming back for more.
Consumers can choose AMP pages. While the average mobile user might still be in the dark about what the AMP symbol means, word will get out and consumers will realize they have a choice. While marketers may think certain features and functions are necessary in a mobile site, most users would agree that a faster experience is more important to them.
How Marketers Benefit From AMP
Many marketers are already on board with AMP and are already updating their mobile optimization strategy. If you're on the fence and think your current site is sufficient, here are some of the benefits of AMP to consider:
Faster site speed. The name of the game with AMP, faster site speed equates to more page views per session and fewer users abandoning your site due to slow speed.
Improved ad experience. Google has confirmed there are already more than 20 ad tech vendors using AMP to create new ads that load lightning-fast along with the rest of the page's content. Additionally, Google says that with AMP, marketers will have more control over ad selection, format and even placement.
It's from Google. Not that you should jump on every Google bandwagon, but this one just seems to make sense within the fast-evolving mobile web industry. If you recall Google's Mobile Friendly update in 2015 that awarded better rankings to mobile sites with the best user experience, it's easy to see how AMP goes hand-in-hand with improving UX, and in all likelihood, your rankings as well.
Although Google has not explicitly said that AMP will affect mobile search rankings, the way to Google's heart is through happier consumers and a better user experience, and that’s what AMP is all about.
