Why AMP is making a big noise in mobile optimisation

Ever done a web search on your phone, then clicked on a link only to sit there watching the screen spool for what seems like an eternity before the page finally opens? Chances are you gave up and tried another site. It’s a common problem that costs businesses millions in lost sales. Or, perhaps you have a great product but aren’t getting the exposure you need to attract consumers? Thanks to AMP, a mobile optimisation project set up by Google, your access to potential new clients can be greatly improved. Here’s how…

 

What is AMP?

AMP, which stands for accelerated mobile pages, is an open source framework developed by Google to optimise the mobile user experience. AMPs allow users to access pages that contain the same content as a regular web page, but which have been specifically designed for mobile devices. The framework essentially creates a streamlined version of the page that enables almost instantaneous loading from Google Search.

 

How does it work?

Well, there’s a lot of clever Google technology in the background but, basically, it simplifies the code that is presented to the mobile device. For example, most websites include assets and scripts that download sequentially. If one component, such as an advert, blocks the rendering of the page, it will not open until the ad is fully available. AMPs, however, use their own scripts and components, which all load in parallel. None of the content is blocked and the page loads almost immediately. This and other AMP components mean that by limiting the functionality that the page contains, it is much, much faster.

So, you build a standard template for desktop and mobiles and then take that information to build a stripped-back design for the AMP version. The latter only appears in a mobile search and can be identified by a lightning bolt tag next to the link. This means a Google search on a desktop will produce a slightly different order of results to one on a mobile device, as Google prioritises all AMP sites, listing them first.

 

Why does it matter to our clients?

Speed is imperative when it comes to online searching. How long will you wait for a page to open? Ten seconds, 20? A BBC report found that most of us give up after just three. And, according to digital performance measurement firm Dynatrace, just a half second difference in page load times can make a 10% difference in sales for an online retailer. A slow web browsing experience means businesses lose potential customers even before they’ve had the chance to wow them with their product. AMP’s faster load time leads to better engagement with your content, which convinces visitors to stay longer on your site and reduces bounce rates.

But a fast load won’t be much help if your website doesn’t rank high enough in a Google search to get noticed in the first place (75% of people will not scroll past the first page). AMP enables clients to potentially receive better search ranking for pages on a mobile device than they do on a desktop for exactly the same search. It means that smaller companies working in highly competitive markets can now actually rank above much larger organizations that do not use AMP technology.

We’ve already seen the results and our clients are reaping the rewards. One has benefited from a 40% increase in traffic for key words that previously didn’t rank well. And, more traffic means more potential sales. It’s also worth noting that users are not limited to the slimmed-down version of a webpage. Once they open an AMP, any links within redirect them to the site’s ‘full fat’ version, so to speak. So, AMP is an easy gateway from a mobile device. 

Impact of AMP

Evidence of extra traffic derived from AMP templates.

 

Why should others be interested?

Mainly because, in today’s extremely competitive online markets, every opportunity that a business has to perform better than the competition in a search is one they should grab with both hands. AMP can give you that technological advantage and once you’ve built it, it will work for you 24/7 365 days a year. It’s all about driving traffic without the dreaded jam.

 

 

View More
In a world full of jargon, DP has been the only company I have met who has been able to explain what SEO actually means and then had the expertise to put words into action. Our organic traffic is up thus reducing our reliance on Adwords for new enquiries.
London Orthotic Consultancy
Julian English - Marketing Director
View More
Digital Potion are awesome! We have used them for our website and digital marketing for about 5 years now, and are extremely happy with their service.
Odyssey Travels Group
Marc Harris - Founder
View More
We have partnered with Digital Potion for more than five years. During this time they have always taken the lead on project direction and technical development. They have a great track record of delivering on their promises and have successfully maintained our projects with the technical expertise and high standards our requirements demand.
The Telegraph
Alex Jones - Group Agency Director
View More
Digital Potion have their finger on the pulse! Their technical expertise and knowledge of SEO push them far ahead of any other company and we have never felt in such good hands. Every member of the team is a pleasure to work with.
Davidson testimonial
Claudia Davidson - Marketing Director
View More
Digital Potion managed to get my website to no.1 on Google listings for the majority of my keywords. Since then we have so much work that I can't find enough staff to physically do the typing and have to turn work away!
TypeOut
Jason Laborde - Founder
View More
I really couldn't recommend Digital Potion enough, the team are fantastic at what they do and really have such a passion not only for their task but also your business.
William Loughran
Juliette Loughran - Director
View More
If you want passion, total commitment and great expertise look no further than Ed Davison and his team at Digital Potion.”
David Duggan Watches
David Duggan - Founder
View More
Lisa is an absolute pleasure to work with. She is dynamic, an excellent writer, who makes it simple to understand. If you are looking for some fresh air when it comes to content, look no further.
BP
Hitesh Parmar - Learning Innovation Director

WORK WE’VE DONE

Why AMP is making a big noise in mobile optimisationView more
Development + SEO

Why AMP is making a big noise in mobile optimisation

We have improved our clients’ search rankings using Google’s AMP framework. Find out how it could help you.

Complete digital marketing for luxury London brandView more
Creative Design + Development + Digital PR + SEO + Search Engine Marketing + Content

Complete digital marketing for luxury London brand

Complete digital marketing solution for a luxury London brand. Tip to tail digital marketing from top-notch content to technical wizardry.

Digital strategy for David Duggan WatchesView more
Creative Design + Development + Digital PR + SEO

Digital strategy for David Duggan Watches

It’s good practice to refresh your website every few years to keep it up to date with changes in digital technology and design. this is how we rebuilt David Duggan

Drum Design AwardsView more
Creative Design + Content

Drum Design Awards

We’re thrilled to announce that a book commemorating the centenary of Armistice, which our editorial director Lisa helped create, has picked up a prestigious Drum Design Award.

Marketing to Baby BoomersView more
Creative Design + Digital PR + SEO + Search Engine Marketing + Content

Marketing to Baby Boomers

Marketing to Baby Boomers - Baby boomers are the wealthiest generation in human history. But while they control more than 90% of the world’s wealth, both privately and corporately, they remain one of the most difficult to convert from browser to buyer.

WordPress is slowView more
Development + SEO + User Experience

WordPress is slow

Although websites that use WordPress seem more cost effective, they may no longer be such a great option. We analyse the page loading speeds of a WordPress website and compare it to a bespoke build.

x
This website is using cookies. More info. That's Fine