Accelerated Mobile Pages or AMP is an open source coding standard which is aimed to make the web better for all. The AMP standard is barely a year old concept which is growing rapidly. It has some big numbers on the scoreboard like “more than 860,000 domains are publishing over 35 million AMPs per week, according to stats shared by Google.” The basic aim of AMP is to create websites and ads that are consistently high performing, beautiful, and fast. It ables the publishers to load their sites quickly on the mobile.
Despite being initially targeted at publishers, this fast-loading mobile format is now embraced by many e-commerce sites, leading social platforms, professional sites, content sites and even news sites. The difference between the AMP page and the non-AMP page won’t strike you immediately until or unless you knowingly click on the AMP search result and look at the difference. The speed of loading is seriously quick which gives you a hint that there is something different about this page.
It is no surprise that through AMP content loads faster. Stories appear cleaner in organic search results and are easier to read. As a publisher when you combine the on-page content, banners, pop-ups, or analytics scripts, the web pages take time to load. AMP somehow has many elements which contribute to the elimination of slow-loading factors, allowing the page to load 85% faster than a non-AMP page.
Although AMP is not yet an independent ranking factor in Google search but still page load timing and mobile friendliness really contribute to the ranking of a site. It is obvious that websites developed with AMP will have better rankings than slower sites and thus have better site reach. This opportunity is significant as nobody wants to lose an audience to AMP-enabled competitors.
The AMP-enabled pages will display green symbols with it which will make the page stand out. Users will start looking for such pages as they will load quickly. Moreover, Google SERPs also display AMP content within visually dominating carousels that include large images, thus drawing more attention from users.
AMP also aims to support a range of ad networks, technologies and formats where the aim is to deliver the ads along with the content. Thus with fast-loading ads, the content looks good and grabs viewers’ attention. The advertisers that’s how to improve the ROI on ad spend.
The need to track online customers’ behaviour has really become very important for businesses and AMP take this also into account. Publishers can choose from two tags which will track the visitor’s data such as visitors count, clicks/conversions, new visitors returning, video/link tracking and much more.
Thus, after seeing the benefits, it can be easily stamped that Google AMP is the future of mobile search where soon all kinds of apps and websites will be AMPed. It is the idea for ambitious business houses where the sites currently supporting it are New York Times, Washington Post, Twitter, Pinterest, LinkedIn, Abode, BBC, and WordPress.com.