Search engines drive a huge amount of traffic, especially on Google. The growth of mobile device usage has surpassed that of the desktop from previous years. According to a study conducted by Hitwise, nearly 6 out of 10 of all online searches are now carried out on a mobile device, with some sectors (food & beverage) reaching 72%.
As a website’s load time increases, its bounce rate increases which could negatively lead to a lower Google ranking. Now, the mobile page rankings, the volume of organic search traffic, and the load on the servers — all require equal momentum on mobiles as on desktop webpages. But, how can you keep pace?
Needless to say, page speed is a ranking factor in Google’s search algorithm. Moreover, when Google launched the mobile-friendliness update and made it one of the most important mobile search engine ranking factors, website owners began looking forward to a faster mobile experience. It’s crucial to optimize your webpages for mobile users. However, if the mobile browser pages aren’t loading quickly.
The question though is what’s the solution?
The answer is Accelerated Mobile Pages — or AMP.
Back in 2015, Google announced Accelerated Mobile Pages (AMP), a very accessible framework for creating fast-loading mobile web pages. AMP allows web pages with rich content like video, graphics, and animations to work alongside smart ads and to load instantaneously.
The project relies on AMP HTML, a new open framework built completely out of existing web technologies, which allows websites to build light-weight webpages.
The process of using AMP to create mobile web pages consists of 3 basic parts:
AMP is designed to work across all screen sizes including desktop and tablet with super handy responsive design features. Marketers who want to stay on top of the game should note that AMP will be a vital part of their marketing strategy because it will impact SEO and SERPs as well as their marketing efforts.
The trucking industry in the USA faced one of the largest driver shortages in history and U.S. Xpress was feeling the strain of 7,000 empty driver’s seats.
Due to the nature of such jobs, most of the potential hires access U.S. Xpress’ landing pages on their phones—often from areas with painfully slow mobile service. As a result, filling out online job applications can be tedious, and drivers often abandon the process without completing the required forms.
U.S. Xpress implemented Accelerated Mobile Pages (AMP) make a significant difference in conversion rates and cost-per-application. As a result, the AMP page loaded 5X faster than the non-AMP version on average. And this increase in speed led to an increase in completed applications with 62%, and an even more dramatic projected cost savings of over $1M per year.
BMW, the world’s largest automotive companies set out to create a high-performance, a mobile-first approach that offered entertaining stories, videos, and images to the target audience. The company built a new mobile BMW.com from scratch with AMP aiming to be the world’s fastest automotive content marketing website.
The implementation of AMP has resulted in increasing the proportion of visitors clicking through from BMW.com to a national sales company (NSC) website from 8% to 30%. The number of mobile users has risen to 50%, up from 40 %. SEO has delivered 49% more site visits than before.
CNBC, the world leader in business news and real-time financial market coverage also implemented AMP. Since implementing AMP. CNBC is now seeing average AMP page load times of 1.23 seconds. Also, CNBC has seen a 22% increase in mobile search users who returned to CNBC.com within 7 days.
56% of searches for credit reporting now come from mobile devices. This affects not only consumers but financial institutions too. TransUnion, one of the 3 national credit bureaus, has seen a significant uplift in mobile traffic, which now accounts for the majority of visitors to the consumer services division of its site thanks to the implementation if AMP.
On a 3G fast connection, the TransUnion AMP pages loaded in 1.6 seconds, compared to 7.1 seconds for the non-AMP versions, leading to a 26% lower bounce rate and users spending 2.5X the amount of time on site.
In summary, Accelerated Mobile Pages (AMP) has many advantages but whether your site would receive the full weight of those is really a cost-benefit analysis. But implementation AMP well still has its drawbacks, and how much you rely on functionality to convert your online visitors will impact on whether making the switch is worth it for you. Unless you are after the increased exposure that AMP can bring.