For a large number of people, reading mobile content on the web is a slow and frustrating experience. Seconds are crucial in the digital world and if your potential customers are having to wait for more than a few seconds, they’ll likely have lost interest and clicked away before the page has loaded. But thanks to the Google-backed industry project AMP, it no longer has to be like this.

What is AMP?

Mobile optimisation is certainly on top of the to-do list when it comes to things that Google have been focusing on. In a nutshell, AMP or Accelerated Mobile Pages convert your website pages to a simplified version for mobile devices. This is done by adding code to your website content.

They’ve also made it easier for potential customers and audiences to receive content by displaying highly ranked website pages in a carousel at the top of the search screen. This means that top ranking content won't even need to be clicked on to be seen, making for a much improved online experience for everyone.

Going forward, mobile performance will also be classed as a bigger indicator in search rankings. Google have revealed that they’ll actually prefer websites that have AMP versions of their pages, so crucially they will rank higher as a result.

Currently, AMP is used by leading publishers across the globe including the BBC, Financial Times and Forbes. ECommerce websites will also be a keen focus from April 2017 and will also be ranked using the same criteria.The likes of eBayand Shopify are already ahead of the curve so if you’re selling pages aren’t AMP-friendly then it could make an impact on your organic conversion rates.

How can AMP help my business?

The marketing advantages for those who implement AMP into their content are numerous. Faster loading pages mean that business owners can reduce their bounce rates as visitors stay on the page rather than hitting the back button.

AMP ensures that mobile-optimised content can be created and published just once and will load up instantly everywhere. Staying ahead of the competition and ensuring that your products can be seen in a matter of moments means that you enhance your chances of reaching the very top of Google’s search rankings too.

Alongside this, it supports analytics integration to allow you to view and record the impact that accelerated mobile pages are having on your website visitors’ activity. By enabling your blogs, articles and product pages to be accessible from any device at any time, you’re ensuring the door to your business is always open.

What are the next steps?

Google seldom make an announcement unless they’re completely serious about something. Although AMP has been in the pipeline for some time now, it goes without saying that it is guaranteed to be a great return on investment.

Advantages include:

    • Mobile pages that load up to 4x faster
    • Pages that are cached by Google - which means load times are reduced even further
    • Pages that are still able to serve forms and images that point toward CTAs 
    • Pages that are likely to rank higher in Google search listings


By Aimee Sanderson, digital content strategist at Bespoke

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