In October 2015, Google announced their latest open source initiative to the world. The release of AMP sent shocks around the digital marketing and SEO industry, with many excited about the potential improvements to mobile browsing that it could bring. But what exactly are Accelerated Mobile Pages, and how could it help your business to succeed online?
What is AMP?
AMP stands for ‘Accelerated Mobile Pages’. It’s Google’s attempt at making the web faster to browse. AMP is an open-source framework that allows you to create fast-loading mobile pages, regardless of the type of content you are serving.
AMP works by allowing rich content such as video, animations, graphics and advertisements to load instantaneously on the page, cutting down load-times for mobile internet users. According to Google, AMP pages load on average 85% faster than their non-AMP alternatives.
In a world where 47% of consumers expect a web page to load in two seconds or less, speed really is everything. If you website loads too slowly, consumers won’t wait – they’ll just go back to their search engine results and try the next website on the list.
How does AMP work?
AMP web pages run on Google’s servers which means that they can take advantage of their extremely fast load times, enhanced caching abilities and global data servers.
If someone clicks an AMP version of your webpage from their search results, they won’t be taken to your website. Instead, they’ll stay on Google and be shown an optimised version of your page.
The page can still be styled to look like your main website, but it should be much quicker to load. All of your internal links and website pages will still function, so if someone clicks to view another page on your website, they’ll be sent to your main site.
Top 10 benefits of AMP for your business website
- It’s supported by companies such as Twitter, Pinterest, WordPress.com and LinkedIn.
- Rather than having to hide slow-loading features of your website on mobile devices to speed up the loading time, you can now include them all – even videos and hi-resolution imagery.
- Utilising AMP can be more cost-effective at creating a fast-loading website than hiring a developer to work directly on your website.
- It enables you to monetise your website with smart-ads.
- High levels of caching mean your content can be served quickly no matter where in the world the visitor is located.
- Analytics can be installed which give you valuable data about your visitors and the top-performing pages on your website
- It can be integrated into several existing content management systems, for example WordPress.
- It makes your content easier to read on mobile devices.
- It can help to improve your Google rankings (not surprising really, seeing as it’s Google that created it).
- It’s free!