Improving Your Users' Experiences With Accelerated Mobile Pages


There has been considerable buzz about Google’s Accelerated Mobile Pages (AMP) Project which is due to come out of Beta at the end of February, 2016.

What is AMP? In a nutshell, it is Google’s attempt to make the mobile experience faster for users by helping Publishers distribute user-friendly content across the web via mobile devices.

User experiences on many mobile websites have left a lot to be desired. One of the most important factors contributing to these poor mobile experiences is slow load times. Some website code loads parts of a page quickly while other areas load much slower, creating an unnecessary and frustrating user experience.

According to Google, 40% of people will abandon a site when it takes too long to load. This includes advertisements, which are a critical revenue source for Publishers, as well as for Google! When users visit a site, they expect a fast page load, relevant content and clarity. So what does all of this mean for your website in the coming months as Google rolls out AMP?

For Publishers:

  1. AMP pages will perform better. By having pages load faster, visitors will be far less likely to abandon your site.
  2. You will be able to use rich content like video, animations and graphics to work alongside smart ads and load your pages instantaneously.
  3. Device friendly content so that no matter what type of phone, tablet or mobile device a visitor uses, they will be able to access your site immediately.
  4. You will have access to the right technology, ad formats and networks to support advertising initiatives.
For Developers:

1. An open source framework
2. A stripped down version of HTML
3. Limited JavaScript
4. CSS is all inline
5. Runs on CDN (content delivery network)

SEO Impact

Google has hinted that websites that have incorporated AMP HTML will rank higher in search engine results pages (SERPs) on mobile devices. Mobile page speed is already a factor in rankings so it stands to reason that the addition of AMP could indeed help. SEM could also be impacted if you take user experience under consideration. If your ads click through to landing pages that load slowly, then you are giving your prospects a good reason to bounce quickly.

What Should You Do?

It’s very important to understand that AMP will not require a mobile website re-design. AMP works in concert with your current code so a quick fix would be to identify those pages on your mobile site that you feel would benefit most from an increase in load speed. Eventually you will want your entire mobile experience for consumers to be as fast and responsive as possible.

To learn more, contact us today. Cornerstone will be working with its Clients, and Google, to ensure a smooth transition to AMP. We will highlight the features available to you, helping you to optimize your mobile performance and leverage all of the benefits this new feature has to offer!

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