AMP improves mobile performance

Four Reasons To Include AMP In Your SEO Plans

The online world is speeding up. Users expect a fast website experience, whether they are on desktop or mobile. Studies have shown that users will abandon a site if a page doesn’t load within three seconds. More and more websites are turning to AMP to help improve their mobile site experiences.

What is AMP?

Also known as Accelerated Mobile Pages, AMP offers an opportunity to create fast loading mobile URLs. They were introduced in February 2016 and created with the goal of mobile friendly content. These pages now include more than 860,000 domains and over 1.7 billion AMP pages in the Google search index, with over 35 million pages added per week.

It’s also important to note that AMP pages load instantly on mobile devices. AMP pages are identified in the search results with a lightning-bolt badge, indicating that a site is fast on mobile. The pages load instantly, which increase engagement and the likelihood of a user clicking on a result. AMP pages are connected to the main site, making the experience seamless.

Why Implement It?

While AMP is not yet a Google ranking factor, many of our clients have taken the leap and begun to create AMP pages. If we haven’t convinced you yet, here are four reasons to get on board.

1. The need for speed.
AMP pages are 4 times faster and use 10 times less data when compared to non-AMP pages. The idea is that the platform is designed for readability and speed. It helps eliminate sluggish performance that many mobile sites experience. In other words, the faster and more user friendly a website performs, the more traffic, engagement and potential for sales it creates.

2. Increased visibility in the SERP.
As mentioned before, although not yet a ranking factor, AMP does stand out in the SERP. The lightning bolt badge affixed to these pages is becoming more and more synonymous with speed. Users now recognize that the AMP badge means a page may load quicker, improving click-through-rate and the likelihood a user may click on a result. Google also includes AMP badges in its Top Stories section. Google is now displaying AMP content in a separate top carousel, complete with visuals.

3. Mobile-first indexation is coming.
The move to a mobile-first index is on its way. Google will soon start displaying your SERP results based on the mobile version of your site. This switch means that without a fast-loading mobile site, AMP may be your best bet. It offers you the ability to create AMP pages for your most critical pages until you can create an entirely mobile-friendly site.

4. Google loves it.
Take this one with a grain of salt. But generally, when Google pushes something, it’s a sign of importance. In Google’s initiative to create a faster web, AMP is a key player. Could this turn into a ranking factor? Maybe. Could it disappear off the internet? Perhaps. What we do know is when Google hones in on something, it’s usually a signal of things to come.

Now that you know what AMP is and why mobile page speed is important, you can focus on helping your website gain more traffic. However, that’s not the end of the story. Afterall, what good is a visitor if they don’t convert? Whether it’s filling out a lead-form or making a purchase, read our Top 10 CRO Tips to get ideas on how to optimize your site to help your visitors convert.

Sara Leaf
About the Author

Sara Leaf

Sara joined the Elite SEM Atlanta office as one of the founding team members of the SEO division. She is Google Analytics certified and along with her accounts, also manages content creation and production for the division. Sara is an avid college football fan (go Dawgs) and a self-diagnosed television addict.

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