Mobile technology has not just changed the way we communicate but has also changed the way we search for information over the internet. Mobile traffic has increased by over 500% over the past few years, which is quite substantial. From that perspective, it is very much necessary to optimize your websites for mobile traffic 

and one of the best ways to do it would be to use Google AMP on your site.  

What is Google AMP? 

Google AMP stands for Accelerated Mobile Pages. It can be defined as an open-source web-based option for simplifying and revolutionising the mobile content consumption of a website. The technique involves providing mobile users with a very faster and engaging experience. 

Google itself defines AMP as “an open-source HTML framework that provides a straightforward way to create webpages that are fast, smooth-loading and prioritise the user experience above all else.”

Specifically put, an AMP page of a website is nothing but creating a stripped-down version of your website and involves serving a mobile optimized AMP copy of the HTML5 version of your webpage. If you have opted for Google AMP, the user visiting your site on a mobile device is served the AMP version instead of the canonical page. 

Why is AMP essential?

It may be worthwhile to give a thought to AMP from SEO point of view; the necessity may vary on a case to case basis. While AMP may work in some instances, it may not be necessary in some business cases. 

A few business cases where AMP can be a practical solution are as follows – 

  • News websites & portals – Websites that publish a large number of blog posts and news need AMP implementation. If you do not have many article pages, you do not need AMP.
  • If you are using CDN – Even when you are publishing a large number of articles, if you are using a CDN – you will have access to enough of performance improvements. In such a scenario, AMP may not be needed. 
  • It may not be a ranking factor – AMP is not necessarily a Google ranking factor. However, it can help you rank better. With compliance to Google’s algorithms, you will find access to a great degree of performance improvements. 

AMP pages have a few disadvantages as well. They generally offer a cleaner and simple interface. However, it can deprecate a few JavaScript functions and plugins. If you are using any of the tools for audience tracking or other necessary tasks, and AMP pages are affecting it – opting for Google AMP may not be a good option. 

Is AMP important for SEO?

Optimizing the webpage for page speed and providing an enhanced mobile experience is quite essential for SEO. But, Google AMP is not the only way to achieve it. It can be one of the right ways to achieve better SEO for mobile pages. 

The benefits offered by Google AMP would be applicable only for certain types of businesses and not necessarily for every type of business activity. 

It would be advisable to analyse the exact requirements of your business before choosing to implement the Google AMP on your site. 

What are the Advantages of Google AMP?

Google AMP can be useful in several use cases. The prime benefits of using Google AMP  would be faster loading of your websites and offering a great performance to your consumers. Some of the other benefits a

re as follows:

  • Increases website engagement – AMP pages will load better with the internet connections that aren’t much stable. It helps increase the time spent by the visitors on your site. 
  • Enhanced ranking – Page loading time is one of the prime ranking factors, and AMP has been known to be prioritised in Google’s algorithms. Since the website speed affects the ranking of a website, and you will find AMP improving this speed considerably. 
  • Lower bounce rate – If your page is faster, visitors are expected to stay on your site for a longer time. They will also visit other pages on your site. It will reduce bounce rate considerably. 
  • Improve click-through rate – A Google AMP site is showcased on the top stories list or carousel on the search results. It will help you get more click through rates. 

How to Optimize AMP Pages?

Before optimizing your website for AMP, it is important to note that the adoption of AMP may not produce identical results in every case. The 

best ways you can use for optimizing the AMP pages can include a few of the following steps:

  • Improve discoverability of the URLs for the canonical and AMP versions 
  • Make use of SEO friendly AMP URLs. Plugins can be helpful in this context. 
  • Provide a consistent interface to your visitors when serving AMP pages. The overall design should ideally be the same when looking at the AMP and canonical versions. 
  • Make all the elements within the AMP pages are functional. It includes factors such as navigation menu, social media sharing icons, related content, forms, login and ads. 
  • Never add the AMP pages to your sitemaps. Sitemap belongs only to canonical URLs

Does your website need AMP?

If you want to understand the impact of AMP on your website and find whether you need AMP, you need to check the official website for AMP. It has a huge number of case studies on how it can affect your website positively. 

The decision to implement AMP cannot be universal, and it would be dependent on a wide range of parameters. The right way to put it would be to say – “It depends.”

A few scenarios can include 

  • If your website is primarily on the desktop, you would not need to go for AMP. While the AMP pages work on desktop, they do not offer the best features. 
  • If your website is related to news and you are hosting a huge number of news posts, using AMP is advisable. 
  • If your site is still undergoing development and is going through an overhaul, opting for AMP would be advisable. 

The major purpose of serving AMP pages is to improve the loading speed. If you can achieve good speeds and less than 2.5 seconds of loading without AMP, there is perhaps no point in using Google AMP. 

The Concluding Thoughts 

AMP and its benefits are a mixed bag of experiences. It can be a great tool to speed up your website and providing a better user interface for the mobile audience. However, implementing it would need a study into whether your business truly needs it.