AMP : What is AMP & Its Benefits

What is AMP?

Accelerated Mobile Pages, or AMP, is an open-source framework that aims to load publisher’s sites quickly on mobile. As mobile responsive is slow because desktop resources are abundant and plenty. 

AMP features lessen JavaScript and CSS components, Content Delivery Network, and enhances the performance of the internet on mobile devices. Web content loads, depending on the pace of the internet and the file size of the website. Although, several pages will load gradually if the internet speed is fast and the volume of files is too large. Having said that, a technically optimised page might also load slowly if the connection is too slow.

Benefits of Accelerated Mobile Pages

1. AMP content gets an SEO lift since these pages display on the Google News Carousel. This is given preference above the fold placement on mobile search. AMP pages receive more attention, as further companies sign up to advertise their content. Hence, you need to be on the AMP network.
2. Smartphones have won against the desktop and PC, becoming the prime device. People use mobile phones to look for a new restaurant, shop on phones or read the news. It is important for mobile users that websites load quickly at least within three seconds. If the site loading is prolonged, the majority of mobile internet users will bounce and drop the page.
3. AMP helps you generate revenue. It also provides a compelling user experience, reducing the loading time yet giving the user similar precise content. Websites loading within three seconds have twice more revenue as compared to the ones which load in 19 seconds.

 Google has started rolling out its mobile-first index. Therefore, AMP pages have become important for SEO rankings. 

Canonical page vs native AMP 

To avoid duplicate content issues, each AMP page has to be linked to its canonical non-AMP version, and the canonical page has to link back to the AMP page. 

Here is the code for AMP page:

<link rel=”canonical” href=”https://www.example.com/url/to/full/document.html”>

In the canonical page:

<link rel=”amphtml” href=”https://www.example.com/url/to/amp/document.html”>

If the page is native-AMP, which means that there isn’t another page for desktop devices, the canonical should be the AMP page itself.

AMP hinders SEO

AMP escalates clickthrough rate from the SERPs only if the users know about the lightning symbol of AMP. Without disclosing the searchers about perks and ways to locate the AMP page in search results, it is wrong to expect them to have knowledge about it.

AMP pages are difficult to track, as they are not tracked with tools like Google Analytics automatically. Configuring AMP pages adjacent to your main domain in Google Analytics is necessary. One of the obstacles of an effective SEO campaign is failing to track performance. However, you can plug your AMP pages into Google Analytics. Publishers not knowing this process may suffer a slump in traffic after implementing AMP.

A piece of recent news on the amp-bind component has mentioned Website functionality can be displaced. This is a result of the more confined JavaScript manuscripts from which the page can render. 

As a result, more limited JS manuscripts were used to render the page. For the e-commerce web page, amp-bind can provide more complicated filters, classifying options, and modifying the user interface. An AMP page lessens custom code, offers a distinct user experience to the main pages of the domain. This can be complicated for users accessing the site over various devices.

In February 2018, Google abolished AMP teaser pages. Particularly for websites that tried to get around the disadvantages of AMP pages profiting their increased appearance in the SERPs. Publishers got the perks of being displayed in the news carousel by adopting AMP teaser pages. This AMP teaser included a piece of the article. However, the user needs to click on the standard HTML pages to view the rest. If Google identifies if the AMP page includes similar content as the regular page. Otherwise, it will lead the users to the regular page itself. Which means the page will not reach the desired carousel position. Publishers violating the latest Google policy will receive a manual action warning in Google Search Console. The stop on teaser pages could hinder the SEO efforts if the publisher has spent time and money changing their pages to AMP but are not gaining the profits for it.

The most significant hindrances to SEO that AMP pages cause are drain money and resources. For some, AMP implementations are not complex. However, when you factor in CMSs that are known for their complexity, you will see a severe demand on your development crew to get the AMP implemented. 

Conclusion

AMP has several positives but will your website receive an entire weight of it? AMP is a cost-benefit analysis. AMP boosts the speed of your webpages; therefore, the time and resources spent are better in terms of optimising the speed. Google AMP Pages can have a great positive impact on websites across all industries. Executing AMP pages benefits with web traffic, conversion rates, overall sales, etc.

Still not sure about AMP pages?

1. One-second lag in website load time can reduce conversions to 7%.
2. As per the 2020 analysis, 80% of all mobile data traffic appears from smartphones.
3. A 2016 study found that 58% of searches were carried over mobile devices.

This concludes that Google AMP must be a part of your SEO strategy, sooner rather than later.

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