It is a stripped-down version of HTML that is designed to be extremely lightweight and fast loading. What makes it so fast? The platform is designed for pure readability and speed. Moreover, this reinvented version of HTML strips out the elements that cause pages to load slowly: third party scripts and JavaScript. According to Google, pages created with AMP HTML can load 15 to 85 percent faster than normal pages. It all sounds good but by stripping down the mobile user’s browsing experience, Google also strips out the infrastructure used by marketers and advertisers to convey impactful brand messages.
How does AMP affect SEO?
Since the advent of Mobilegeddon algorithm, we have known that mobile-friendliness affects search rankings positively. Websites that pass the test of mobile-friendliness usually rank higher in Google while unfriendly pages do not appear on the first page. Therefore, it follows that Accelerated Mobile Pages, made to provide mobile users with a great experience, would get a higher ranking. According to Kissmetrics, 40 percent of web users abandon pages that load for more than 3 seconds. This waiting time is likely to be worsened by mobile signal issues. Pages that load faster are in everyone’s best interest, because nobody reads brand messages if he/she abandons the page.
Although AMP requires some re-conceptualizing of ads on mobile, they will not be going anywhere; Google understands the importance of online advertising. Faster-rendering web pages mean that visitors view more pages per session, which also means that they see more ads per session. Google is also ensuring that AMP traffic can be analyzed and quantified like normal web pages. It has inbuilt support for Google-Analytics, and you can also use Adobe Analytics and Chartbeat for behavior data and user traffic.
Google made an announcement in January stating that AMP will have the ability to traffic ads with the webmaster’s choice of servers. You will also have control over the placement of ads and view-ability measurement. These tools are useful for people in advertising. Although Google is willing to allow marketers and publishers to control various aspects of advertising, they are adamant about dictating some parts of ads. Google have four key principles that guide its advertising approach: it should be secure, fast, beautiful, and involve cross-industry coordination. In short, Google expects advertisers and marketers to conform to its vision to reap the rewards.
The AMP project has 4 key areas on which publishers need to focus: Analytics, advertising, subscriptions, and content innovation and format. If you focus on these areas as a publisher, you will earn plenty of revenue through subscriptions and advertising.
What are the benefits of AMP?
- With the aid of functionality and tools, this project gives full control over view-ability and ad placement for a better user experience.
- AMP has an open source approach that allows you to have more control while focusing on user experience.
- AMP has native support for Google Analytics, allowing you to analyze your traffic. This ensures that you can optimize your SE0 for a better user experience.