Google’s promise of a better and faster mobile internet has officially gotten underway. With the release of the AMP Project, Google has transformed the marketing industry for business owners and consumers alike. The new and exciting open-source initiative is aimed to dramatically improve user experiences while creating a mobile-friendly web. Unlike the strides Apple News and Facebook’s Instant Articles have made, with Google AMP, you do not have to enter into any dedicated partnership to enjoy the benefits of creating stunning web pages. Many questions about the new features and marketing advantages of AMP remain, this article will delve into some details that should shed light on why the AMP project is advantageous for your business.
What are Accelerated Mobile Pages?
How Does the AMP Work?
In order for the AMP to work correctly, you will need to maintain two different versions of any article you intend to upload to the web. The first version of that article is going to be the one the majority of users will see when they wind up on your page. The second version will be the AMP version, used to enhance the user experience. Because AMP is a stripped-down version of the first, there will not be any of the bells and whistles on that page you might want to incorporate like lead forms and on-page comments. This may be implemented at a later time, but for now, to give readers speed, you have to take away some of those elements. Support is already in place for utilizing slideshows and embedding your favorite social media links. Simply including a unique tag will allow Google to detect and recognize the page is AMP.
Improving User Experience and SEO
Mobile friendliness is certainly on the top of the list when it comes to the things Google has been focusing their efforts on. With the introduction of the Google AMP, one of the added benefits is the pages are seeing a huge boost in their search rankings as a result. Mobile friendly web pages have been rewarded over the last year in the search ranking, and now AMP pages are getting an even bigger boost. One of the ways that AMP benefits both the website owner and the consumer is through a much improved online experience. The consumer finds the relevant content they are looking for at the top of the search pages and the pages quickly load to allow them to access the information in the blink of an eye. The website owner sees more interaction on their pages and as a result their pages get boosted up the search rankings. When a user is looking for information through the Google search page, the results show that pages that utilize AMP have a tiny green lightning bolt to entice the user to a more speedy experience. A huge win for everyone!
Increased Profits for Business Owners
The marketing advantages for the business owners that utilize Google AMP are numerous. Statistics reveal that 40% of consumers searching for content will abandon the page if it is not fully loaded in less than three seconds. This can be especially problematic for business owners marketing via mobile avenues because there are outside forces that can slow the page load speed. The faster loading AMP means that business owners are going to reduce their bounce rates as visitors stay on those pages rather than hitting the back button. Being able to stay on that page means the business owner can make use of advertising banners and branding messages that require a click-through to generate revenue. Faster page access means more people accessing the pages, more pages viewed per session, and an increase in consumer sharing pages via social media platforms. These are all a win-win for business owners trying to score as many visitors as possible to their offerings.
Controlling Advertising Campaigns
With the release of the Google AMP, interesting details also emerged about how page ads will work and what specific things publishers will be able to do. Business owners will now have the ability to traffic the ads with any ad server of their choice. These business owners will have full control over the placement of ads, increased viewer measurements, and support for multiple demand formats and sources. With all the tools and support readily available for business owners, it goes a long way in showing how excited Google really is to join advertisers and the AMP project. At the moment, over twenty different ad-tech vendors are on board with Google Accelerated Mobile Pages, including AOL and OutBrain. The ultimate goal here for Google when it comes to advertising content is that it has to be appealing, secure, and lightning fast. Allowing both marketers and publishers to have more control over ads generated on the pages is a huge step in the right direction for everyone involved.
To summarize, Google has taken the lead in creating their unique vision of what they believe is the ideal mobile web experience. Both business owners and consumers are going to reap the huge rewards put in place by the AMP Project. Better mobile user engagement combined with faster loading speeds, Google has taken a huge leap forward in creating a more productive experience for all. As future developments continue to be rolled out, the landscape is certainly going to be changing for the better for mobile web users.