Should Brands Use AMP?

Post by Paul Stephani, Senior Manager, Content

Now that Google has featured accelerated mobile pages (AMP) out of the top stories’ carousel and into the main mobile search results, search marketers are beginning to pay closer attention (Google Webmaster Central Blog).

The mobile web is still relatively slow compared to apps; most websites haven’t reacted quickly enough to correct this lingering issue. Even app deep links are reportedly going to get demoted when compared against AMP in the search engine results page (SERP) according to a recent Search Engine Land post. The question posed in a previous post on AMP is now more pressing than before:

“Should you use AMP?”


Mobile users detest slow websites, and Google appears to have gotten tired of the continued apathy from the developer community. Because of this, Google has taken initiative by rolling out and expanding the AMP standard to incentivize its adoption. Why? Because AMP websites are fast.

Google’s VP of Engineering and Search, David Besbris, estimates that AMP pages may load four times faster and use an amazing ten times less amount of data to do it. User satisfaction rates are guaranteed to improve as a result of the newfound speed. The simplicity of HTML, the requirement in using ONLY the AMP JS library, coupled with Google’s CDN caching of AMP pages for near instant loading times, assures satisfied mobile browsing on a customarily slow web.

Since the debut of AMP in 2015, the AMP standard has evolved to include more features than originally announced (Google Blog). Those newer featured include the use of forms, expandable menus, among others. The next logical step is to reward those brands who adopt AMP with a boost in mobile rankings which aligns with Google’s site speed preference in its algorithm. AMP adoption is gaining momentum so much so that even websites such as eBay and are now using it for portions of their content. These types of websites were not considered candidates for the AMP framework when first revealed to the developer community.

Which brings us back to the question of whether you or your brand should use AMP. The answer is definitely yes. A blog is a perfect place to test and examine its benefits and limitations. The success in mobile traffic could signal a wider adoption on a website where it was previously not thought practical. Additional functionality is likely to continue to evolve for the framework. So why not implement in some limited capacity if resources allow? AMP adoption cannot be ignored any longer and appears to be a new required tactic for content publishers just wanting to keep pace in the mobile search space.

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