Increase Search Engine Rankings with Accelerated Mobile Pages (AMP)

AMP-ify your site!

The mobile web is constantly evolving and Google is always experimenting with new ways to speed up content delivery and performance across all devices.

The new Accelerated Mobile Pages (AMP) project from Google is aiming to do just that by allowing websites to build light-weight web pages using their open source framework, built on AMP HTML. AMP is being seen primarily as a response to the likes of Facebook’s Instant Articles and Apple News.

Creating a AMP pages

Creating an AMP pages for parts of your site isn’t just a plug-and-play affair. You need to rewrite the HTML, JavaScript, and CSS styles to match the AMP design principles. The project has its own lightweight framework – AMP HTML – using just this makes web pages load faster. The counterpoint to this is that there are fewer options available so your web pages may work as well as they do suing full html and javascript.

Typically you’ll give your AMP-optimized site a separate address, for example: .

Why should I create Amp Pages?

Website Speed & Google Cache

Speed is the lifeblood of your mobile browser page. Great content is important, but, unless your pages are accessible, users won’t read them. The faster your web page loads the more likely visitors will stay!

“40% of people abandon a website that takes more than 3 seconds to load.”

That’s why you must make your mobile browser pages insanely fast. AMP helps you to achieve that. In addition to being a lightweight page in itself AMP pages will be served from Google’s cache when you visit an AMP page via a Google search. In addition to providing fast and cached pages AMP-enabled pages also enjoy a boost in Google’s mobile results!

AMP and Google Search

AMP-optimized news stories now appear at the top of Google’s mobile search results. You can identify these results by the AMP symbols, in grey. Obviously, the more attention-grabbing that your results are, the more clicks that you’ll get. These grey AMP symbols will definitely lead to an improved click-through-rate, because these mobile search engine results stand out from the rest. Mobile search engine users will then begin to look specifically for AMP plugin pages, since these pages load up quicker than the typical mobile pages.

Google Amp and AD Blockers

AMP is also a response to the proliferation of ad blockers. Ad blockers are a serious problem for Google AdSense and the publishers that serve AdSense ads. According to the latest study, 16% of Internet users block ads. (
Google knows it needs to give mobile web users a fast experience or they’re going to stop trusting the search engine as a content discovery engine. The idea is that mobile pages – even ones with an abundance of ads – will load quickly with AMP. As a result, mobile users won’t see any reason to install ad blockers. AMP is great news for advertisers and publishers alike.

AMP & Analytics

It’s not enough to send traffic to your mobile browser pages. You also have to know how they arrived at your site. Tracking helps you determine where people came from, which pages they viewed and so on.

Tracking users on an AMp page is a little different than on a standard web page. If you are using GTM you need to create a new AMP container for your account. This will give you amp analytics code to install within your web page.  You can then install additional tags within GTM  – for instance the tag for Google Analytics.

To Amp or Not to Amp?

Unfortunately, all of the benefits of AMP come with some drawbacks. Because of the limited JavaScript and CSS functionality, AMP pages can’t do everything typical pages might do. AMP pages are built for a low level of interactivity, mainly for consuming content in straightforward article format.
If you would like to talk to one of the team about implementing AMP pages within your website then drop us an email or call us on 02920 653066.

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