Accelerated Mobile Pages (AMPs) is an open-source platform developed by Google for helping the publishers improving readability and speed of their mobile web pages. Main purpose of AMPs is decreasing the page load speed of mobile websites and makes them fruitful for SEO purposes. Digital marketing pioneer, Neil Patel states that speed is primitive, more will be the page speed and loading time, chances of increasing the conversions grows. Here Google aims to provide ultimate user experience for mobile website users desiring any information and shopping on their smartphones.
Accelerated Mobile Pages (AMP) is an open-source project developed by Google and Twitter for improvising the web page performance for smartphones. This project is equipped with a unique coding language in front with AMP HTML, restricting codes for boosting the page load speed and reliability. It’s supported promptly by publishers, web tech providers and many developers globally. Being adopted by BBC, Twitter, New York Times, and many more tech-media leaders. AMP is another version of perfectly designed HTML pages but in lightweight, quick form having lesser load time. The sole purpose of was enhancing the readability and speed that smartphone users are facing for a long time.
Let’s take a look at AMP’s Pros and Cons for making a better decision:
Some Benefits of Accelerated Mobile Pages are
Improve Web Page Load Time
Like mentioned above AMP Project is created for helping developers to build fast, static content mobile websites. It eliminates every non-essential element for better functionality and speed. Here, Google pre-render and load web pages fast. Researches indicate that mobile users leave a website taking more than 3 seconds to load – hence businesses prefer adopting AMP to reduce visitor abandonment and increase conversions. These accelerated mobile pages are useful for reducing any page content’s loading time with accuracy. Basically AMP slim down web pages and save them in Google’s CDN for rendering load times significantly faster.
Increase Mobile Rankings
AMP has not been established as page ranking factor, it can be useful due to factors of mobile-friendliness and fast page load speeds. Moreover website speed and conversion rates are highly related. Users on a fast-loading websites are more satisfied and more likely to subscribe to buy a product. This also makes it evident that AMP pages will be rewarded with higher rankings than others. Again in mobile search results, mobile-friendly web-pages are rewarded with higher rankings and pages built with AMP will rank higher apart from non-AMP pages, in the mobile search results.
Improves Server Responses
Apart from great user efficiency, this framework is helpful for improvising the server performance by reducing server load. Websites generating huge traffic from mobile can opt AMP for reducing the sever load and increase performance. AMP is pre-fetched hereby reducing the server load and improving server responses.
Boost CTR (Click Through Rates)
Websites build with AMP are stable, user-friendly and easily accessible across all browsers. This leads to getting more clicks, drive more revenue and positive ROI. Also searchers visiting your AMP-enabled pages would bounce less and more likely to click on other pages to your website. Those relying on organic search results would desire more visitors clicking on page links. Many companies are quite clear about using AMP ads now, but to those who can use it efficiently, AMP can increase ad performance and boost CTR considerably.
More Ads Viewership
AMP cater a huge variety of ad networks with a comfortable environments. The primitive goal of AMP’s is providing a faster-loading ad experience. If ads are loaded quickly, chances of people seeing them increase, and message gets reached to its full potential. As per recent studies, 80% publishers are aware about their ads viewing and engagement with AMP pages in comparison to other pages which are much slower.
Some Lacking Points of Accelerated Mobile Pages are
Decreased Ad Revenue
AMP support ads but installing them on AMP pages is not easy. This also means limited potential for revenues. Getting a lot of ad revenue from AMP pages is difficult as it gets rid of all the extra things you don’t need on the website, meaningful advertising will also be taken off. It also reduces the chance of potential buyers or viewers seeing the products or services offered. It’s mandatory to mention that Google has taken significant steps to improve these issues that publishers are facing due to AMPs. It’s rolling out AMP Advertising as recently and promising even more content integrations with HTML codes formulated for effective promotion ad applicability to your website, thus minimizing additional revenues.
Difficult To Implement (Excluding Word Press)
AMP is a restrictive framework with tough implementation process. However, gains can be good but enhanced performance of HTML web pages is prioritized. Anyone implementing AMP pages must follow Google’s guidelines.
Since the implementations of AMP Project Guidelines are built for being user-friendly, but conflicting information and consistent template updates can make it confusing. Here some of the content management systems (CMSs), like WordPress have tools for AMP integration which often conflict with other SEO tools such as Yoast. Hence, it’s not easy to implement AMP-yet.
Analytics Stripped Down
The most crucial aspect here is that AMP page isn’t the same as your original page. AMP supports Google Analytics under different tags which require more time and hassle to place for data collection and analysis. Also for tracking purpose, special resources and efforts taking time and are not easily available to access.
Google Cache Server
Enabling the Google servers is the reason behind AMP making the page load faster and serves user with a cached version of an AMP-enabled page. Google store the page information that appeared in the search results, so created content is not represented – it’s just a copy that’s cached and stored somewhere else. Google puts the AMP cache between the user and your server to access the information. The primitive concern here is that it will be used for reshaping the way of mobile web operations according to interests.
No Leads and Subscribers
AMP pages will not show email popups and opt-in forms, any sidebar widgets, strategically placed social share buttons, posts and much more. One might lose email subscribers and leads in the process too.
Why choose AMP?
Nowadays, more and more people are using their smartphones for browsing, getting information and even shopping on worldwide web. AMP helps building websites that can be easily scaled across the smart devices. It also provides great user experience, enhancing online visibility. One can opt for AMP to offer great user experience; but requires losing other features like lead generation, connected ads, widgets, etc. Without AMP, be assured that the website is mobile friendly with the help of WPTouch plugins or responsive themes.
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