According to the latest statistics from the Search Engine Land, 60% of the total search volume in the United States was from mobile phones. This is a great number considering that most websites were developed for search on desktops. Despite the few challenges facing mobile site searches, their continued growth shows that businesses have to shift their ways towards mobile friendly sites. Half of these people using mobile sites expect the pages to load in a matter of 2-3 seconds or less. Pages that take more than three seconds to load lead to people leaving the page affecting the conversion rates for the businesses.
There is an increase in the click through rate by up to 200% with AMP ready pages. AMP pages load within a second or less when searching through Google. So, is an Accelerated Mobile page good for your business? Before getting into the good and the bad of the AMP, let’s first understand what AMP is and how it works.
What is a Google AMP?
Google AMP better known as the Accelerated Mobile Page is a content delivery network from Google aimed at delivering express content on your website to the users in a fast and reliable way. It is a faster way of getting your content to the users in a faster way than even your host would do. AMP must be enabled on your website for it to deliver content faster. AMP is like a reward from Google for putting your content in the right way and serving it to the potential customers out there in great speeds and better appearances.
Why do I have to use AMP on my website?
Only time will tell if this is another failed project from Google or something that people must embrace to reap the fruits of online mobile users. AMP on your site sounds a good idea if you don’t have huge tracks of content that are in complex forms. AMP can help your content rank high in Google’s mobile search engines.
For those running news or a blog, then AMP is a must. This is the best area where the positive results of AMP can be seen creating more traffic to your site. News organizations and dream bloggers will tell you faster loading pages are everything. Who would spend 5 seconds waiting for a funny title he saw online to open? Most people will simply wake close a page that takes several seconds to open on their mobile devices especially when it is not something important. All people reporting news or running a blog need to have AMP enabled in their websites without any second thoughts. AMP in blogs and news creates fast loading speeds and helps such sites rank higher.
Top three advantages of using the AMP
1. Highly favored by Google in mobile search engines
Since Google started working with the AMP project in the October of 2015, it has ensured it plays a major role in the ranking of sites especially the mobile searches. If your content is read mostly by the mobile devices, then you must consider using AMP for improved ranking. AMP will zap your competitors’ sites and make you shine online giving you faster speeds and better appearance.
2. The Google transition to mobile-first search
This is surely a game changer that cannot be said further than this. The transition is coming and will affect millions of businesses that are unprepared for the changes. With over 60% of American alone searching through mobile devices, it makes sense that Google will be using mobile searches to help rank the sites instead of desktops as currently done. This means getting your mobile site friendly, and AMP is one of the best ways to do so.
3. Almost all mobile search users prefer speed
Mobile search users are usually people on the go using their phones to search when traveling or when caught up in traffic jams. They don’t have the patience to wait for slow loading pages. They is no need to have several popups that make the page take several seconds to load. This cannot be said any better. We have already seen that most users will load a page for around 2-3 seconds before giving up if it does not open and doing something else. A site that loads amazingly fast will get more traffic, and this is exactly what the AMP gives you. Faster load speeds and good appearance of your site.
Top three disadvantages of using AMP
1. Takes time to add it and maintain it
2. Throwing away the mobile responsive sunken costs
Imagine after getting all the hard work done and having to through it all away because it did not work to your expectation. How do you even start telling your client or boss that you convinced you were doing the right thing that you were wrong? It is never easy to throw it away just because it needs to work in iOS.
3. Less tracking integration
AMP comes with less tracking integration the reason we even have AMP in the first place. How will companies know their traffic comes from clicks or links on your site?
As much as we expect improvement with the tracking on AMP, right now what we have is just the basics of the Tag Manager Support and Google Analytics. This is a con that most businesses that rely on marketing and advertisement will not try to engage in as they fear the loss of potential customers if they are unable to track how things are happening.
Risks of enabling AMP on your site
Despite a good few pros of the AMP, there are risks of enabling it on your website. There is nothing good that does not come with its cons. So, what are these risks of enabling AMP on your website? You will realize the majority of the risks of AMP come from its implementation. Getting it set up properly is very crucial if you’re to reduce the risks.
Here is a list of some of the risks you stand to encounter by setting it up in the wrong way:
• It might not best represent your content online. Things like missing links and broken images will appear from time to time.
• Google might not even be able to serve it in the first place.
• Your analytics tools might not be able to track its usage properly. This means you will not be able to know its effectiveness to your business.
One thing we can all see it that AMP is just getting started. It is not leaving anytime soon but instead gaining more adoption by businesses. For those using Word Press, it should be the first thing on your website. It has become a major requirement for ranking sites and content in organic searches.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)