On a global level, people are more attached to their smartphones than ever before, with over one-third of our planet’s population using these intuitive, handheld computers.
Through a single mobile device, we can communicate with people around the world, stay current on news in our home country and beyond, experience various forms of entertainment, and so much more.
Performing a search on a mobile device is the fastest and most convenient way to find information, with voice-activated functions practically eliminating the need for typing. A progressing inconvenience found much too often is that websites have become overloaded with ads in an attempt at accelerating monetization; however, the process has become ineffectual.
Google AMP Explained in Simple Terms
Because so much of our world has transitioned to an online format, users get bogged down by commercial content, leading to slow-loading pages. In a lose-lose situation, this impedes a person from viewing content, while simultaneously negatively impacting its producer who relies on multiple views.
Experts in Search Engine Optimization (SEO) are constantly working to improve their customers’ rankings in online activity. A recent development in the tech world that enhances a user’s experience has been hailed as one of the most important innovations in user experience in years: Accelerated Mobile Pages, or AMP for short.
By streamlining the process in which a user views web-based content, smartphones are able to instantly load information to fulfill the needs of both the content producer and the user. This technology was developed to specifically enhance Google’s mobile search engine.
Google AMP optimizes technology that already exists, and as an open-source enterprise, benefits from partnerships among different sites. AMP uses modified HTML code, which is standardized among developers and easier to create. This promotes inclusivity so additional pages do not need to be created to be viewed in AMP; simple changes to the HTML code help integrate user-friendly features with the web’s digital platform powerhouse. Through this synergistic approach, Google has discovered a key strategy in web page optimization.
Business as Usual, Only Better
Nearly all web pages currently rely on ads to generate a significant portion of their profit, and they can continue to operate as they have in the past. AMP works to load important information more quickly than third-party ads. Images and text will appear first, allowing the reader to commit to a page, then secondary page information loads at a slower rate.
Another way that AMP ensures a faster experience is by pre-defining images’ aspect ratios, so there is no adjustment to the sizes of various visuals’ height and width leading to pages that load with an image-text disparity.
Desktop and mobile browsing are different experiences, but AMP works to combine the best features of both, which is faster and easier browsing at one’s fingertips. In the best way possible, AMP affects SEO techniques to deliver organic search results in faster load times. Mobile users can simply perform a Google search on their devices, and through the AMP designation, will be able to quickly choose which sites they will visit.
The Google AMP project has been refined over a years-long process of web development and is now ready for site implementation. Through preliminary testing, case studies found visitor bounce rate to be lower than through pages found on the standard search engine results. This means that more people stayed on a web page instead of leaving abruptly, a move that is generally attributed to slow-loading pages. Improved user experience has proven to result in more committed user engagement.
Why AMP is Now a Gold Standard in SEO
With our fast, modern world, people more than ever expect their technology to be improved. They purchase more expensive devices, upgrade their internet speeds, and make technological decisions that lead to a more convenient life. AMP is now a part of this equation. According to case studies, page load time has shown to have a direct correlation to mobile user satisfaction.
SEO has placed major emphasis on taking actions that benefit the content creators.
- Higher search engine rankings
- improved traffic, and therefore improved business.
Previous attempts may not have as directly focused on the user’s actual experience. By improving the browsing experience, companies have been able to directly impact the ease in which others access internet information.
Pros and Cons
Like any new concept formed as an improvement in the fastest changing facet of our culture, there are advantages as well as shortcomings.
The benefit of changing traditional web pages to Google AMP pages is that images and the text are prioritized, while ads follow. Both pictures and the body of the page will load at the same times, so people can enjoy the full experience of the material as intended.
By using techniques that help engage readers, pages experience less fast traffic and more sustainable views. This can lead to increased monetization through ads, as well as increased profits once people have access to web sites that pertain to their needs. Google is the most popular search engine globally, and it may see even more converted users with the buzz surrounding AMP.
AMP pages will be given preference and will boost SEO traffic through basic search results alone.
Disadvantages to this new method of browsing are more simplistic sites that may now allow certain ads. As a result, ad revenue could decrease. While AMP has existed in testing environments for years, its roll-out was recent, and there are still some kinks to be worked out, with the current AMP version in its infancy.
As an open-source project, AMP is intended to be user-friendly, though there have been several changes that can cause some confusion in regard to maintaining expected standards for rankings. Lastly, there is the possibility that AMP could conflict with existing SEO programs.
While it may not yet be a perfect technology, over a-billion-and-a-half web pages have been converted into AMP pages.