AMP(Accelerated Mobile Pages) is a free, open-source framework that allows you to create mobile pages that deliver content quickly. It consists of HTML, JS, and cache libraries which with the help of AMP-focused properties accelerate load speed for mobile pages, even if they feature ‘rich’ content like info-graphics, PDFs, audio or video files. AMP is important because it helps web pages load faster which potentially improves usability and convinces visitors to stay longer on your site engaging with your content. The logic is straightforward: faster load time leads to better engagement, which reduces bounce rate and improves mobile ranking. To make AMP work for your site, you need to have the best of both worlds: fast load time plus superb content.
Why we should integrate AMP for any website?
With AMP, your pages will load much faster on mobile devices. Studies show that faster-loading pages lead to less abandonment. Some e-commerce stores have reported higher conversions with AMP.
The other key reason you might consider AMP is thanks to Google. Google is one of the backers of AMP and has been encouraging site owners to implement AMP. AMP pages also have a small lightning bolt designation next to them in Google search results on mobile devices. This could draw more attention to the search result and even increase click-throughs if people know that the page will load quickly.
What happens when we add AMP?
Google is considering site load times on mobiles in its algorithms that determine site ranking. It also can’t hurt to have fewer people click on your listing and quickly return to Google because your site takes too long to load. AMP will help with that. Also, AMP pages are required for news sites if they want to have their content included in the “Top Stories” news carousels on mobile devices.
How it impacts the mobile browsing?
- It speeds up website load time. With no useless elements to slow them down, AMPs are lean, slick, and fast. Users enjoy pages that don’t make them wait, so AMPs basically guarantee that your site brings in more visitors.
- It increases mobile ranking. Although AMP is not a ranking factor by itself, it has a positive influence on mobile ranking due to its faster load time. Potentially, if Google starts prioritizing AMPs, it will have even more of an effect on SERPs.
- It improves server performance. If your site generates tons of traffic from mobile, AMP will reduce the load on your servers and improve their performance.
How it improve ranks in google search?
There are a lot of indirect factors that might lead to SEO improvements, on mobile and desktop as well. Keep in mind that most people use AMP as a second option for their website. If you have a responsive website, you will mark the original HTML page as the canonical version. This means that you will have a rel=canonical from the AMP to the original version. In this case, your main website will be the responsive version of the website, not the AMP one. Google will then index the fully responsive version of your website, and use that to calculate the quality score of your page.
Conclusion
Consider that users are more prone to remembering a bad experience rather than a good one. This is available in all situations. It’s the pain principle. Our brain is more prone to avoiding pain that to pursue happiness. Google AMP is a bridge that tries to get both readers, publishers, and advertisers to get along. Sure, it’s kind of forced, but so far it has worked pretty well.