In order to compete with the monopoly of Facebook, Google’s AMP or Accelerated Mobile Pages was launched in 2016. Along with the skepticism, came that it had limited advertising tags and an open source protocol that navigated users away from the landing page’s native site, many thought that AMP would never catch on amongst the public.

While catering to different business, Google’s AMP has far outpaced Facebook’s Insant Articles in terms of usage and SEO buzz.

Despite all the SEO buzz related, the author is not sure if the Google AMP has had any substantial effect on the search industry.

AMP reminds people of VR or 3D Printing. There is still a technological innovation but it is yet to saturate the market.

Here we are going to look at some of the features and work of AMP and talk about its various effects.

The AMP Effect

Since its official rollout, the Google’s AMP documents have risen to 2 billion documents. This has been an increase from September 2016 when it was just 600 million.

The number of domains containing AMP Pages has also increased to a respectable 900 million and also contains major sites such as WordPress, eBay and the Washington Post.

Consider these multiple metrics to understand what AMP can bring to your website:

  • According to Adobe Analytics, 7 percent of internet traffic for the U.S.’s top publishers comes from AMP web pages.
  • The Miami Herald saw a dwell time rising to more than 10 seconds on an AMP document, rather than a normal web page.
  • According to studies, websites which included AMP pages saw an increase in the engagement index of the pages, along with getting a higher viewability rate.

It has been recommended to include the Google’s Mobile First Index, inputting the AMP or Progressive Web Apps (PWA) into your website’s theme, is far more recommended than including a website with a separate domain, or a mobile responsive design.

AMP documents load 2X times faster and has lower latency as a responsive mobile page.

Consider these mobile statistics, to persuade you to include Mobile AMP on your website before the mobile first index:

  • By 2020, 80 percent of all traffic will come from smartphones.
  • A 2016 study showed that 58 percent of all searches were performed over smartphones.
  • 53 percent of all websites were abandoned which took more than 3 seconds to load.
  • A one-second delay in website loading time means a decrease of conversion of 7 percent.

Yet, many businesses have still not decided to adopt AMP Code. While providing generally positive traffic metrics, AMP documents strip many on-page elements and don’t physically bring users to the publisher’s actual website. The author would like to contend that the positives far outpace the negative.

AMP Pros and Cons

Google introduced AMP project as part of an initiatives to improve the mobile web browsing experience. On the positive side, AMP removed clunky Javascript and adware that didn’t load as seamlessly over a mobile device.

The simple structure of AMP would make its webpages to load 4 times faster than normal webpages, while consuming 8 times less data.

The AMP project is an open-source protocol that is constantly updated. The website simply add amp’s code on their website and pull data from the AMP cache to display web pages at lightning speeds.

AMP uses the server side rendering of the AMP Cache to deliver faster web speeds. AMPs also offer lite image customization options that can limit image bandwidth usage by up to 45 percent, plus reduced document sizes.

All of this matter as faster load time of websites mean faster conversion rate and higher dwell time and improves bounce rates.

AMP articles are even more important as they are favored by Google. Not only do AMP articles appear in Google’s searches they have their own carousel which are top of organic searches to encourage more publishers to use AMP. This amounts to an increased SERP real estate for high ranking webpages and can dramatically increase your organic search CTR.