With brands focusing on improving their website’s search rankings, marketers look to decrease page load times, increase mobile compatibility, and enhance user experience. Mobile compatibility is required as Google has officially rolled out its mobile-first index recently. Google provides precedence to the mobile-first index as compared to the traditional desktop index and provides results according to the device being used by the individual.
Marketers are incentivized to implement a fully responsive design that is personalized for users on the device that they use. To ease this transition for website owners and marketers, Google has created an open-source initiative that makes the most out of stripped-down HTML files to create fast, mobile-friendly webpage copies. These webpages are referred to as Accelerated Mobile Pages (AMPs). To distinguish between accelerated mobile pages and traditional webpages, AMPs comprise a lightning bolt symbol in mobile search results.
How Does It Work?
The accelerated mobile page framework was built due to the necessity for optimized, highly integrated UX rather than the clunky, slow mobile experiences that users regularly faced. Since the launch of accelerated mobile pages, not just the number of AMP pages, but even the speed of these pages have increased. Accelerated mobile pages now take a median time of less than half a second to load from Google search.
Since their advent, accelerated mobile pages have led to a 10% increase in website traffic, and the time spent on a page has doubled. Accelerated mobile pages provide marketers with streamlined, clean, and up-to-date versions of their brand’s webpages, thus enabling a faster mobile web experience for users.
According to an analysis of 360 AMP websites by Chartbeat, from June 2016 to May 2017, a typical publisher utilizing accelerated mobile pages noted that 16% of mobile traffic came from their AMP content. Accelerated mobile pages have a page load speed nearly four times than traditional webpages and note 35% more engagement than standard mobile webpages.