Increasing Web Visibility with Accelerated Mobile Pages (AMP)

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Challenge

A national non-profit knew that improving organic search visibility—and search results rankings against competitors—would increase donations made via their website. Preparing a move to a new CMS, they tapped Elite SEM to assist in this migration and spot any opportunities to help with their SEO.

Solution

The client had an outdated mobile site that was slow and unresponsive. According to KissMetrics research, “nearly half of web users expect a site to load in two seconds or less,” and each second of delay can drop your conversions by 7%. With over half of organic users coming from mobile devices, Elite SEM’s SEO team saw an opportunity to create a collaborative digital plan that would increase page speed, sessions, and visibility for the client’s mobile experience until their upcoming site migration.

PageSpeed Insights +40pts /// Top 17 Keywords Ranked #1Elite recommended creating Accelerated Mobile Pages (AMP) so the client would have a “first-mover” advantage within the industry. The team selected nine high-traffic pages that offer both evergreen and seasonal content to capture the most visibility within the search engine results page (SERP). Converting these to AMP pages enhanced the user experience with extremely fast load times and better readability.

Results

The AMP pages reported reduced load times and boosted PageSpeed Insights scores from the mid-40s into the high-80s, contributing to better visibility on mobile SERPs. With greater organic search visibility and higher rankings (ranked #1 for top 17 keywords in Google Mobile SERP), the company’s goal to be first to market among competitors is well underway.

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