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What You Need to Know About Accelerated Mobile Pages (AMP)

What You Need To Know About Accelerated Mobile Pages (AMP)

As we’ve all seen, Google is all about Mobile. Last October, they (along with Twitter) introduced a new open source initiative called Accelerated Mobile Pages (AMP) to dramatically improve the performance of the mobile pages it is serving. At first glance, this appears to be an answer to Facebook’s Instant Articles, but it goes much further, allowing anyone to create these pages without having to have a dedicated relationship with the company to publish. So let’s get right into it, and learn what this is and how it can benefit users.

What Are Accelerated Mobile Pages?

Simply put, Accelerated Mobile Pages are stripped-down versions of your mobile pages which, while being HTML, are much more lightweight than previous mobile pages. This lean coding results in a far faster version of the page that is served. This new flavor of HTML, known as AMP HTML, removes a number of elements that are the culprits when it comes to efficiently loading a mobile web page, things such as Javascript, forms and many third party ad scripts. While some may be cringing at this point, understand that form functionality is likely coming very soon, a number of ad platforms are already supported, and there is an existing and growing Javascript library. The AMP Project is very concerned about ads, and has stated, “A goal of the Accelerated Mobile Pages Project is to ensure effective ad monetization on the mobile web while embracing a user-centric approach. With that context, the objective is to provide support for a comprehensive range of ad formats, ad networks and technologies in Accelerated Mobile Pages.” Some of the ad networks currently active include Adsense, Google DoubleClick, Taboola, Amazon A9, and SmartAdServer among others. This was designed primarily for speed, and it accomplishes it nicely. Google is saying that pages made with AMP HTML are loading from 15 to 85% faster than non-AMP versions. One of the primary reasons why this is so much faster than a traditional mobile page is that Google is caching AMP versions on its servers, thus negating the need for them to call them from your site. Useful tutorials are in place for web developers to understand what is needed to build these pages. There are also WordPress plugins that make the process even easier, but note that you’ll still want to verify the code through the tools provided, or Google may not show the pages if they suspect errors in the code.

How This Works in Your Mobile Device

On your mobile pages, there are two varieties of AMP that can be served. One is the /AMP version, which comes from your server. It is designed to be leaner and faster, but is uncached. The “gstatic” version is what you see on a page that has been cached on Google’s servers. These are going to be considerably faster. Once your pages are indexed and code-ready, you will likely see a cached version showing up in search results.

How to Prepare for AMP

The order of the day now is to begin building AMP pages, and then go through the process of validating these pages. This is very important, for if your AMP pages aren’t constructed correctly, (strict protocols here) they will very likely not be validated and thus not used by Google in their search results. The way to get your AMP pages validated is through a tool available in Chrome. If you are using a CMS, particularly WordPress, know that there are several plugins available to make the process easier going forward. That said, AMP is strict and you need to get this right. It is often better to have your web developer or web designer have a crack at this, at least initially.

AMP’s Impact on Search Engine Results Pages (SERPs)

The primary benefit to employing AMP pages is that if properly constructed, validated and served from the Google cache, they will be faster than anything else out there. This is obviously a tactical advantage if your site is AMP-optimized and your competitors are not, and as with anything SERP-wise, early adopters often gain an advantage. When your pages are loading lightning-fast, bounce rates shrink, time on site increases, which, in turn, leads to more pageviews and ad exposure. (More money!) All this will give a much greater user experience, which in turn leads to being ranked far better than pages that do not.

Conclusion

Using AMP is a relatively easy way to dramatically enhance the speed of your mobile pages, leading to more visitors and revenue. If you are involved at all with mobile in your business, this is something that requires your attention! If you would like to talk about optimizing your mobile pages with AMPs please call us today at 623.521.1418 or visit this page https://www.hireawiz.com/contact-us. You can learn more about this general topic by visiting our mobile marketing page.

The post What You Need to Know About Accelerated Mobile Pages (AMP) appeared first on Hireawiz.



This post first appeared on Digital Marketing Advice, please read the originial post: here

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