Earlier this month, Google announced during the AMP developer conference its’ expansion of AMP project in Asia in conjunction with Baidu, Sogou and Yahoo Japan, major search market players in China and Japan. Rolling out to 1 billion more people in Asia, this addition of key distribution platforms is aimed at making the mobile web work better for everyone.
Launched in October 2015 as a strategy similar to Facebook’s instant articles, The AMP project has been well adopted by content publishers and e-commerce companies such as Bing, eBay, Pinterest, LinkedIn, Tumblr, WordPress, The Weather Company, BBC, Eventbrite, Shopify, Disney, TripAdvisor and several others across various geographies. Google’s Besbris said that there are now 1.7 billion AMP pages, with 35 million new pages being added per week.
What is AMP?
AMP, simply put, is a stripped-down form of HTML or a “diet” HTML, which allows pages to be designed for faster loading. HTML or HyperText Markup Language is used to create electronic documents (pages) that are displayed on the World Wide Web. AMP is open source, which means anyone can adopt the technology without seeking Google’s permission.
How does it work on your mobile?
AMP webpages are light weight and adopt a specific format for its designing. To utilise this option for your business, you need to understand what this page’s requirements are. For example, it forbids any Java script. The tags need to be in certain places and need to follow a certain order. These webpages built by the company are hosted on a gstatic.com, in other words a Google-hosted cached version. So, when you click on an AMP page on the google search, the page opens inside Google. Don’t worry Google allows the company to provide its’ own advertisements even on the cached pages. The business can also use analytics with the cached version.
How can it affect your business?
According to the Think with Google article, the average time to fully load a mobile landing page is 22 seconds and the more than half (53%) of mobile site visits are abandoned if pages take more than 3 seconds to load. These numbers simply do not add up. Mobile sites that load in 5 seconds or less earn twice the mobile ad revenue as those that load in 22 seconds.
AMP pages for your company will enable higher traffic to your website on the mobile devices
According to the DoubleClick Ad exchange report, 90% of publishers are driving greater engagement with higher CTRs. AMP has not only been beneficial for publishers but also for e-commerce websites. For example, Snapdeal boost its’ average daily order by 52%, with a 97% increase in daily traffic on listing pages due to its adoption of AMP. In a blog post, eBay talks about the new AMP experience that they provide to the users.
AMP pages have a higher ranking on google search
Although, inclusion of AMP pages for your website does not directly influence your ranking on Google, the speed at which your page loads do affect it. The faster your page loads, the higher would your rank be on the search result considering all other factors affecting it are constant. The AMP pages are distinctly marked in the blue links of the google search page and load 4 to 5 times faster than the normal webpages.
Is your business AMP ready?
Whether you should consider implementing AMP pages on your website depends on the type of business. If you are a publisher of any kind, yes! Especially if you are a large publisher and have a Google News presence, then you must definitely consider this option. But if you are a smaller publisher, it depends on the outcome of speed you achieve as well as the amount of resource such a change requires. As for e-commerce websites, AMP pages will generate higher traffic but there are not enough case studies proving higher conversions. I would suggest to be prepared to implement AMP as it is here to stay!
Do you wish to explore the AMP project further? Connect to ampproject.org