What is AMP (Accelerated Mobile Pages), and Do You Need It?

AMP (Accelerated Mobile Pages) is a content delivery network that is provided by Google. The purpose of AMP is to deliver websites to mobile users at a much faster rate by using a lighter version of HTML and delivering content via the Google-hosted cached version, instead of from your server.   

Since it’s release, webmasters and website owners have noticed that websites that were optimized for mobile use (with AMP) were rewarded with higher mobile search engine rankings, whereas websites that were not optimized for mobile use, experienced a drop in their rankings.  Coincidence… not likely?  With the rise of mobility use and Google’s focus on improving user experience, it will likely become a key ranking factor in Google’s books.

Here are some interesting facts to consider:

– Slower-loading webpages are associated with higher bounce rates, and approximately 40% of visitors are likely to abandon your site if it takes longer than 3 seconds to load.  
– On average, AMP pages load 30 times faster than non-AMP websites.   
– Mobile webpages using Google AMP for business see approximately 200% increase in click-through rates
– US mobile search accounts for MORE than half of total search volume in 2016.

At this point, it’s uncertain if AMP is an actual ranking factor or not.  Most would agree that it is.  The AMP project has more than 860,000 domains that publish over 35 million AMPs per week according to stats shared by Google.  Google also noted the expansion of AMP to more than a billion additional users in China and Japan.

Now that mobile usage has surpassed desktop usage, we should be adopting the “mobile-first” mentality.    If you happen to have a WordPress website,  AMP can be installed in minutes by installing a couple of plugins.  If you need help in implementing AMP on  your website, contact The Best Media – The Digital Marketing experts.

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