Google AMP, which stands for Accelerated Mobile Pages, is an HTML open-source project by Google that is designed to help web publishers, including top ad agencies, create mobile-optimized content that can instantly load across devices.
According to Google, AMP allows web pages that have rich content, such as animations, videos and high-quality graphics, to work alongside smart ads and to load in an instant. The same code works on all kinds of mobile platforms and devices including smartphones, tablets, etc. so that the content of the web pages can load and appear instantaneously.
In mobile search results, AMP-coded web pages appear as a carousel and also feature a thunderbolt-like icon and the acronym “AMP.” With AMP, Google aims to deliver the best experience to its mobile users. Whatever information they may be searching for, Google wants the relevant data to reach the end users as quickly as possible. In other words, the tech giant wants to eliminate any waiting period for those using its browser on mobile devices.
AMP-coded content on web pages takes as little as 0.7 seconds to load, while the median loading time of non-AMP web pages is 22 seconds. This huge difference could be the time that users take to leave the site never to return, thus resulting in brands losing plenty of potential leads.
Does Google AMP affect SEO ranking?
Despite making your site much more mobile-friendly, Google AMP does not have a direct impact on your SEO ranking, and sites that use AMP-coded content will not necessarily see a huge difference in their rankings.
Officials from Google have said that AMP in itself will not result in an increase in search engine rankings unless the site meets the other important criteria for improved ranking.
Despite this, it is a well-known fact that speed plays a huge role in rankings. So, even though AMP may not be a direct factor in itself, it does have an indirect effect on ranking because Google gives preference to websites that have a quicker loading time.
Moreover, if an AMP site, which has a short loading time, receives a higher number of clicks and fewer bounce rates, it is considered a page that provides value to its users. For this reason, it is likely that the page will be placed higher in search results.
Which types of sites can benefit from Google AMP?
While AMP was initially intended for sites that publish news stories, it is also very useful for other websites, such as e-commerce sites, since the carousel appearance of the mobile search results are highly suitable for the display of products offered. If your advertising agency does not provide AMP-coded content, you may want to look for one that does.
Considering AMP’s effect (albeit indirect) on search engine rankings, as well as advertising impression rates, it has become an integral element of a well-balanced digital marketing strategy.
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Sources:
https://www.cio.com/article/3091071/8-things-you-need-to-know-about-google-amp.html
https://blog.hubspot.com/marketing/google-amp
