Is Google AMP important?
Before we get into the pros and cons of Google AMP, it should be noted that it is true that AMP can help your SEO, but it is not necessarily critical to SEO in some cases, and using its advantages for some businesses It is easier for other businesses. We’ll cover the pros and cons in more depth in the following sections, but first let’s look at a few key points that can help you assess whether or not to use Google AMP and how it relates to your business. Let’s see.
- AMP is widely used by publishing sites that have large volumes of news articles or blog posts. If the majority of your website is non-article pages, then AMP may not be very necessary for your business.
- If you publish a large number of articles but already use a CDN (Content Delivery Network), these platforms usually come with performance optimization features such as photo hosting, file caching, and lazy uploading.
- AMP alone is not a factor in Google ranking. AMP can help improve aspects of your web pages that are factored into Google algorithm, but this is not the only way to optimize your website experience and performance.
- If you already have a mobile version of your site or are evaluating your website optimization for mobile, AMP may not be necessary for you or may even complicate performance and reporting.
All of the above means that optimizing your page speed and mobile experience is critical to SEO, and Google AMP is just one way to achieve this. Here we see how it works and whether it is a good solution for your business or not.
What are the benefits of Google AMP ?
In addition to faster upload speeds and a better experience for content consumers, AMP offers a variety of benefits to businesses that have SEO and content strategies.
More interaction on the website
AMP lightweight content is great for mobile users who do not have a very stable internet. In addition, reducing page load times improves the user experience in a way that increases the chances of visitors staying on your site.
Improved rankings and traffic
Since page load time is one of the Google ranking factors, AMPs are prioritized in Google search algorithm and therefore affect the ranking. Therefore, if two sites are equal in all cases, the site that loads faster wins.
Lower jump rates
As pages load faster, visitors usually stay on the site. A Google study found that 53% of websites are abandoned if the mobile version takes more than 23 seconds to load. In addition, publishers implementing AMPs may experience a doubling of time spent on pages. More time on your site can also mean more conversions from the content.
See more ads
Using AMP, HTML is coded to increase the overall performance of banners and images. As a result, the visibility of ads increases and helps publishers increase their content monitoring opportunities.
Higher click-through rates
One of the main advantages of AMP is that at the top of the list of stories on the Google search results page for mobile, that is, at the top, all search results are displayed. Readers will most likely first select one of these AMP pages at the top, which will result in higher click-through rates for you.
Current statistics on Google AMP
While many popular sites today use AMP technology, such as Yahoo, CNN, BBC, Reddit, Washington Post, WordPress, Gizmodo, Wired, Independent.co.uk, Pinterest, eBay and many more, this is not the technology. Which is only available to big brands. AMP technology is used by more than 1.4 million websites worldwide. The chart below shows which industries benefit most from this technology.
- Arts and entertainment accounts for about 11 percent of total AMP technology usage
- Computer and technology disciplines account for 6% of total AMP technology consumption
- Gaming accounts account for 15% of total AMP technology usage
- The remaining 73% is related to different percentages of each specific industry
Anatomy of a Google AMP Page
To understand how Google AMP can improve your content marketing and SEO strategy, it is best to first look at the three main components of an AMP page.
AMP HTML is different from regular HTML, and this difference comes with mobile-centric details and custom tags. AMP HTML guarantees certain personality traits in terms of performance, meaning that content loads faster on users’ devices. This in itself means faster content consumption by the reader and a better overall user experience that can affect conversion rates and metrics related to SEO or content marketing such as bounce rate and site retention time.
AMP Cache is built to serve only valid pages and allow them to be preloaded securely and correctly. This means that an approved page is guaranteed to work, which eliminates dependence on external factors that may slow down the page.
According to the image below, you can see that by cutting the HTML Tag Management code and loading only the page elements that are suitable for mobile users, the AMP version renders a page faster. Will Critchlow used a simple diagram to illustrate this in his program.
As Critchlow says, if you have the AMP version, in the source code, you have to configure them with the rel AMP HTML link. For example, if you put / amp at the end of any news story on The Guardian website, you will see HTML AMP.
This link is linked to the AMP HTML link in the source code. You can also see the difference in AMP. The first image is a typical news story on the Guardian site.
This is the AMP version of the same news on the Guardian site. That is, after adding / amp at the end of the link. Without ads, menu guides, suggested articles and other heavy elements, the page loads faster and provides an easier experience for readers.