- Case Studies
SMX East Recap: Accelerated Mobile Pages & Google
Did you know that 40% of people abandon a website that takes more than 3 seconds to load? Speed matters—and instantaneous results are ideal. When a user clicks through to your site, you only have a few seconds to impress them. Are you putting your best foot forward?
In this session at SMX East 2016, Adam Greenburg, John Shehata, and Elite Truong share the advantages of Accelerated Mobile Pages (AMP) for publishers.
What Is AMP?
Most people know what AMP is, but even if you don’t, you probably know about the common problems with the mobile web:
- Pages load slowly
- Scrolling in nonresponsive
- Content shifts around
These were the types of this that prompted the AMP project at Google. The four main goals of AMP are:
- Make pages fast
- Be east to implement
- Enable monetization
- Embrace the open web
With these goals in mind, Google set out to create Accelerated Mobile Page (AMP). The AMP Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.
Benefits of Accelerated Mobile Pages
It’s been shown that higher bounce rates are associated with slower-loading web pages. Using the AMP format will make it far more compelling for people to consume and engage with more content because they can do it more quickly and efficiently.
Adam Greenburg of Google said, “We weren’t looking to break records, we were looking to create consistently fast pages. And that’s what we did with AMP.” The median load time for a non-AMP webpage is 22 seconds. The average AMP load page time is 0.7 seconds—as fast as two blinks of an eye.
What Does This Mean for Publishers?
AMP pages are more likely to leave users coming back—many publishers have seen a 23% increase in return traffic. There are many benefits of publishers utilizing AMP pages on their website, including:
- Many readers, viewers, and listeners are on mobile
- Open-source project for contributions
- Live news source
But even with the benefits, there are some disadvantages including:
- Analytics – This is currently a work in process for granular metrics and may not work for all publishers.
- Resources – Do you have the resources to launch and support AMP content?
- Audience – Where is your audience? Will this help you reach them?
Should Your Business Use Google AMP?
The platform was originally designed as an open-source initiative to provide news outlets and content publishers a way to speed up load time on articles to make impatient people happy.
As the platform becomes more integrated with search results, you’ll most likely need to jump on the wagon. But as of now, AMP pages are better suited for specific business platforms, namely live news. Think about what people are searching for right now and try creating AMP pages that serve that purpose. Give them instantaneous content that gives them exactly what they want, when they want it. If you want to be ahead of the curve and have the resources to do so, take the plunge and begin investing in Accelerated Mobile Pages so you’ll be ready when they gain further traction.
Once you get your pages built, make sure they are validated correctly! There are validator tools for the format and for structured data testing tools.
The Getting AMPed Speakers
Adam Greenburg, Global Product Partnerships, Google
John Shehata, Vice President, SEO, Conde Nast
Elite Truong, Product Manager, Partner Platforms, Vox Media
Follow Us at SMX East 2016
Curious as to what our team is up to in the Big Apple for SMX East 2016? Follow them on Twitter @bluecorona or on our blog. Be sure to check out more SMX Live Blog posts from our team and the official conference Twitter (@SMX) and hashtag (#SMX).
About The Author: Katie is an Organic Team Lead at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
View more blogs by Katie Birkbeck
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