What is AMP, and How Will It Affect Your Business?

You may have heard of AMP (Accelerated Mobile Pages), or noticed the symbol it when browsing google on your phone. In this blog post I will explain what AMP is and why you need to be concerned about it for your site.

A.Example AMP on google search

Example AMP on google search

 

What Is It?

First of all, if you are not familiar with HTML and JavaScript (JS), HTML is the document format in which almost all webpages use to define how to format and display the web site. Accelerated Mobile Pages is a restricted sub set of regular HTML and JS, with the to make the site optimized for mobile devices, and so pages load quickly on mobile networks and use less data, which is why you only see the AMP logo on mobile devices.

When you visit a website, first of all you have to download the web page to your browser. Then the browser “reads” the HTML document and displays it, and runs the JS defined within. Accelerated Mobile Pages places limitations on both to speed up both sections. It works with google promising up to 85% speed increases.

This speed is the main benefit of AMP increasing your site users’ experience. But also it has backing from major companies such as Google, by integrating it in into their platform, For example, the news carousel which you see when you search for something on Google on a mobile. Simply put, if your site isn’t in AMP it is less likely to appear there. Also since Google announced that they are pushing the importance of mobile usability in determining search factors, if your site isn’t mobile friendly now is the time to look at adopting AMP.

What Do I Need To Do?

Converting your site to be AMP friendly isn’t necessarily a trivial task. However there are plugins for platforms such as WordPress which can help to alleviate some of the pains of doing this. For starters you will need to have two versions of each article and page, a normal one and an AMP one. One of the big restrictions to AMP is that it doesn’t allow Web Forms, so AMP pages can’t have comments or lead forms. All media on the site will need to be handled specifically, for instance images and YouTube videos.

If your site relies on advertising to generate revenue, AMP has support for various ad platforms. The rise of ad blockers in part due to a perceived faster load time for end users has hindered the ability  of sites to efficiently monetize, AMP aims to tackle this with its goal of  goal of “effective ad monetization on the mobile web while embracing a user-centric approach. With that context, the objective is to provide support for a comprehensive range of ad formats, ad networks and technologies in Accelerated Mobile Pages.”.

In conclusion Accelerated Mobile Pages provides tangible speed improvements for your site which can effectively increase user engagement, potential increase search results and provide a better experience for the end user.  Although there is some over head to getting it set up, if you are a site owner it may be a good idea to consider adding adopting and integrating Accelerated Mobile Pages.