Google announced Accelerated Mobile Page (AMP), a Google’s project designed as an open standard for any publisher to have pages load quickly on a mobile device. AMP is a system for making and optimizing web pages quickly. It is made up of three separate technical parts: AMP HTML, AMP JS, and AMP CDN.
It is a project designed to make web advertising more effective, to give more self-sufficiency and better tools to publishers, and to create a better user experience online especially for the mobile web.
The aim of the project is to build an open source. A more sustainable online ecosystem where users will find better content and publishers will maximize their reach regardless of what apps are being used to access content. This standardized approach to online publishing is set to improve speed. The impact of AMP is likely to be remarkable.
Google AMP results show up prominently in the mobile search. This results in increased traffic. It also adds some certain cachet, given that at the early stage of AMP, content may easily leap above the competitors and occupy the large area of the mobile SERPs.
It has apparently seen 25% increases in CTR from mobile search results. With CTR on ads in AMP stories up by 63%. Though some haven’t yet got grips with AMP ads, it’s easy to envisage how AMP can increase ad performance if users are more inclined to click.
A double click study of 150 publishers in 2016 found more 80% realized higher ad viewability rates on AMP pages compared to non-AMP.
The value out of AMP ads could be a slow process, recently reported grumblings from some anonymous figures in news publishing who says that AMP pages generate half as much value for publishers. The AMP HTML format does not allow pop-up ads and the like, or some other customized formats that publishers have in place.
It’s the nature that AMP is a restrictive framework. The implementation effort is not something to be underestimated. The gains can be impressive but some believe that improving the performance of the standard HTML web pages should be the higher priority.
Google indicates that the Google Search Engine will likely integrate AMP. This means the AMP pages may well receive a boost in search engine rank, and perhaps even a fast label; this latter designation could work much like the mobile-friendly label.
While AMP is not the only way to speed up your page, it is likely to be an important one. Given that Google has emphasized the important role speed plays in search engine ranking, it is likely that AMP pages will experience a major advantage.
AMP is a powerful tool for improving SEO as well as overall user experience and CRO. The presence and speed of AMP pages will change how search engines rank websites, and this is going to be a permanent change. Now is the time to start educating yourself about AMP.
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