The signs had all been there, but we missed them.
For last few years, Google has been focussing on giving faster pages, responsive pages a priority in its search rankings because of better user experience.
And it has finally all come down to a new initiative – innovation by Google called as “Google AMP”.
Google AMP (accelerated mobile pages) was launched in August 2017. It is a new open source initiative that aims to enhance the mobile web performance dramatically.
The latest move by Google is a move geared towards generating a mobile-friendly web to counter apple news and Facebook instant articles.
The aim is to let the content written on websites load faster.
The beauty of the initiative is that it allows everyone to get on board and use it to create toned-down (diet conscious 🙂 web pages. On the other hand, similar initiatives by Facebook and Apple require you to enter into a partnership with them.
Since the announcement, there has been a lot of buzz in the market about AMP – everyone is inquisitive to know about AMP.
Questions like “What are the feature of AMP?” “How is AMP going to affect mobile web experience?” are all gathering a lot of interest on Google.
In this blog, I am going to answer all your questions around AMP – Google’s new kid on the block.
What is the meaning of Google AMP?
Accelerated Mobile Pages (AMP) can be defined as the stripped-down mobile web version, running on a reinvented version of the language used in creating web pages—HTML. It is an initiative by Google to create faster-loading pages in mobile search.
What is an AMP HTML?
Google claims that pages created with AMP HTML can load up to 85 % faster than the versions that do not use AMP.
The idea is to allow the website to run on the slowest of internet connections. Even if it means running a leaner version minus all the scripts which slow down the speed of a website.
With Google AMP, Google has moved in the direction to provide a better experience to the slowest of internet connection users on mobile phones.
What is Google AMP Pages?
Google AMP Pages or Accelerated Mobile Pages on your website are the pages which are designed using Google AMP framework, an initiative by Google. Google AMP Pages are faster than the normal pages as they are minus all the scripts which generally down websites.
How Google AMP affects your website?
Google AMP affects your web pages in different ways:
- Accelerated Mobile pages are boosted in search engines.
From the advent of MOBILEGEDDON, it has been understood that mobile friendliness is a critical factor in the search rankings. The site that will pass the Mobile friendly test of Google will appear higher in search results and the unfriendly ones banished to the bleak wasteland of other result pages.
Consequently, the Accelerated Mobile Pages were designed specifically for loading and providing excellent mobile experience to the users—a serious boost in search ranking. From the Google search results, AMP result is normally highlighted with a small green light bolt that invites users to experience the fast mobile pages.
- Faster rendering leads to more ad views and page views
As per Kiss metrics, 40 percent web users will avoid a page if it is going to take 3 seconds to load – a waiting time that is usually visible on a mobile phone because of the mobile signal issues.
The faster-loading pages seem to be in the interest of everyone— brands will have more users visiting their pages.
As far as marketers are concerned, they will be smiling because faster pages mean less bounce rate and less bounce rate inadvertently leads to more and more page views.
As per Google, AMP traffic is properly analyzed and qualified for all the web pages rendered using AMP framework with the inbuilt native support of Google analytics.
- Ad control Fine-tuning
The announcement by Google about the AMP and advertising has interesting details about how the AMP ads are going to work – A topic Digital marketers and ad publishers from all around the world are interested in knowing.
AMP has important, basic functionalities that entail, the ability of trafficking ads with the ad servers you want to support. You also have the facility to define different ad formats (which includes native ads) which is further complemented by viewability measurement and full control over placements of ads.
These are the critical set of functionalities and tools for those and give us an indication of how Google wants to advertisers to view AMP Project.
Google has set out four key principles, which define its approach to advertising with regards to AMP — The principals are security, beautify, Speed and ads that entail cooperation. The company insists that working according to such principles will be the long-awaited key to unlocking the ‘next 50 billion mobile advertising revenue’.
In other words, with the launch of accelerated mobile pages, Google expects the markets to conform to its vision of – what a good mobile web should resemble.
With faster loading speeds and good experience on mobile, along with inbuilt features of AMP and the view that Google leads in the arena of the internet, it seems that adopting AMP is not a bad move.
Google AMP for emails:
Email is one of the popular communication modes when sharing long and extensive messages. However, the ways we interact with emails have not changed a lot over the years. Most visual content on emails (like newsletters or embedded WebPages) are not actionable without having to go to the parent website.
Google plans to change this so that emails can be more interactive by extending accelerated mobile pages (AMP) support the client’s email. The company wants to incorporate this feature in Gmail.
A preview has been released for the emails in the GitHub for all of us to view.
Google also announced a new format of email backed by AMP. The developers may sign up, access SPECS of AMP email, and start developing interactive, rich, and emerging experiences of email within Gmail.
The AMP in emails allows developers to integrate the page of AMP inside the body of the email.
The companies that have already developed AMP features for Email are Booking.com, Pinterest, and DOODLE.
Google claims that AMP is emails is going to allow the users to perform thing such as RSVP to events, and interact and browse content or fill form without having to leave an email.
For instance, Google claimed that in case a contractor is planning to schedule a meeting with you, but he is not able to review your calendar, he might contact you to find out about your availability. With AMP feature, you can interactively respond through a form without having to leave your email.
Another example to demonstrate how AMP will make our life easy is: an email from Pinterest would allow a user to browse through images and even click on them for extra details— the same way you would do on a site—but through your mail. This could be an important feature if you hate opening 20 tabs that easily distract you.
What is AMP for SEO?
Websites adopting AMP on their web pages will have the speed of AMP inbuilt in them. AMP is excellent for SEO as the content displayed using AMP is will get a preference over pages which are not developed by using AMP.
The AMP articles will appear in organic results and even have the top carousel stories at the top of other searches to encourage many publishers to start using AMP.
AMP in SEO is now an important factor if you want your website to rank higher in google. Web pages with AMP will be at the top of the organic search on mobiles.
AMP and Google Search results:
In the starting of 2016, AMP was officially integrated with Google Search results. Pages built using AMP have AMP shown in front of them in SERPs. It has also been identified that these pages are getting preference over pages not built using AMP in mobile searches.
The next time you see a search result with the word “AMP” displayed in front of the search, the page is built using AMP.
How is the Market reacting to AMP?
Some marketers claim that they have experienced high-ranking cliCks and even higher eCPMs (the effective cost per the thousand impressions) with AMP implemented in their websites.
And a good number of AMP customers have expressed their satisfaction with AMP.
They are satisfied because as per them:
- The ads are more visible:
Since the content experiences a better exposure through carousal to the label of AMP. The ads on the pages are being viewed more.
- Faster ad loading
Faster loading of pages will lead to faster ad loading. The amp ads for the pages of AMP loads as faster as the content on the Amp page leading to a decrease in the unfilled impressions, increase in eCPM and an increase in the engagement of the ad.
- Enhanced click-through rate
Since AMPed content has got a lot of views because of the authority of the brand provided by being displayed in carousal, readers will more likely click on ads on Accelerated Mobile Pages than on those without AMP.
In case users have an option to one of 2 sites, and the first is designed with the label of AMP and the second one has no AMP, the later will be likely chosen.
- The ads are integrated better and look better:
Two types of ads exist—sticky ads that appear at the bottom of AMP page, and the flying carpet ads that appear in the background as users scroll through your page. The two ad types are beautiful to look at and are attracting a lot of attention.
They are less intrusive compared to the typical ads.
- It will be harder to block your ads:
Carousal is changing the game in AMP:
Imagine the efforts you put into optimizing your website for search engine optimization hoping that for increased search engine rankings the more you are on the SERP of Google.
Carousal is found at the top of SERP—above site ranked first and listed websites, benefits of such kind of exposure include:
Higher click-through rate
In case your content will be displayed in a carousel, it is going to have a high visibility that will increase the likelihood of readers clicking through your site. Getting visitors to your site is a good battle and crucial as it will clearly help your site rankings.
Increased brand authority
When your content is displayed in the carousel. It will immediately provide the viewers with the impressions that it is high quality since it is not possible for Google to display it at the SERP top.
In case you can get your content easily displayed at carousal, your brand’s authority will improve and in turn leading to trust, of course, trust is important in capturing leads.
Increased mobile ranking
Google (with an emphasis on mobile optimization) today has two types of search engine versions of itself — mobile search engine and traditional search engine.
And the penetration of mobile with better internet collection has ensured, mobile searches today are more than desktop searches on google.
Here area few facts for you:
- Mobile is the medium of choice for search.
- Google dominates the mobile search market share. (Google:53% | Yahoo!:07% | Bing:01%)
- 72% of consumers who performed some kind of locally focused search would then visit a store within five miles of their location.
- The gap in between mobile and desktop searches is huge, where searched performed on mobile are far more than the searches performed on a desktop.
However, currently implementing AMP will not affect your mobile ranking directly. That should not be mean that it will not impact your mobile rankings in future.
I am confident Accelerated Mobile Pages will soon dominate mobile rankings.
Approximately 40 percent of people are ready to abandon a web page that takes over 3 seconds to load. However, with the use of AMP plugin, you are in a position to cut down on load time between 15-85 sec in initial tests; and after that, the AMP is going to influence a substantial measure of mobile interactions on social media too.
Similar to the Facebook instance (a platform which empowers Facebook to serve clients with the embedded content quickly) AMP is going to take the mobile experience of the clients to a new, different level.
To sum it up, AMP is effective. It is here to help you move to the pages that are mobile friendly causing you to live up to desires of Google of upgrading the website speed on mobile.
If your mobile browser pages do not mostly load or load partially, they impact user experience on mobiles.
This could have an adverse impact on visitors from reading our content.
Speed is an integral part of designing websites for mobile phones.
The next time you design your website keeping the mobile visitors in mind, here is an advice – do not forget AMP.
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