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Why Do Accelerated Mobile Pages Outperform Other Pages in Search Engines?

By Snap Agency October 24, 2020

If you’re looking for a new and effective way to gain an edge in content marketing, you’re in the right place, because today we’re going to talk about Accelerated Mobile Pages. Your typical web page has got nothing on AMPs, and quite frankly, we’re surprised that more SEO marketers across the globe aren’t taking advantage of this HTML framework.

 

But what are AMPs, exactly? And why are they so effective? Let’s take a deep dive.

What Are AMPs? A History

AMPs are actually a fairly recent invention. Launched by Google in 2015 as a competitor to Apple News and Facebook Instant Articles, AMPs are all about making the mobile web browsing and page loading experience faster. You probably already knew that (they are called “Accelerated Mobile Pages,” after all), but it bears reemphasizing. For the more creative folks out there, you can think of it as a more “lightweight” HTML.

 

When we talk about “making the page loading experience faster,” that’s not some gimmicky turn of phrase. AMP pages reportedly load up to three times faster on mobile than your typical non-AMP web page. And that was back in 2016. Imagine where we’re at now in 2020.

 

How are AMPs able to load pages so dang fast, you ask? It requires a minimalist approach. For example, pages are heavily cached for Google to host them. Another way AMP takes the “lean” approach is by not loading images until they’re scrolled into view. We could go on, but you get the point: AMPs are wicked cool.

Why Are AMPs Better Than a Typical Web Page in Search Engines?

Okay, call us Captain Obvious, but AMPs are better than web page search engines because they’re faster and more efficient. They’re the difference between a clunky Oldsmobile and a 2020 Audi. Well, perhaps the contrast isn’t that stark, but you know what we’re getting at.

 

We mentioned the three times faster statistic above, but it’s not just that users want some kind of adrenaline rush. As technology becomes more advanced, we’re more apt to lose patience with slow load times. A one-second delay may sound insignificant on paper, but it can mean a 7% customer bounce rate. And 25% of customers would ditch a site that takes 4 seconds or longer to load. Without realizing it, many shoppers expect mobile sites to load a bit slower than on your PC, so if you can blow them away with quick load times right in the door, that’ll leave quite the first impression.

 

We’ve discussed speed at length, but let’s talk a little more about efficiency. Many content developers push striking new features—modern site design, quirky graphics, and an otherwise visual spectacle—all while sacrificing structure and productivity. What’s a site with all the bells and whistles that don’t actually increase usability?

How Can I Use AMPs in SEO and Content Marketing?

Fast load times are great, but what does that have to do with search engine optimization? Quite a lot, as it turns out. Page speed is one of the most important factors Google considers when determining search rankings. Of course, you’ll want to make sure you’re still conducting relevant keyword research to match, but many developers do this already and forget about speed. In other words, the place where speed, search ranking, and mobile optimization intersect is the accessibility sweet spot. 

How to Create an AMP

Lucky for us all, there are numerous sites out there for creating AMPs. WordPress AMP plugins are ideal for pairing with, well, WordPress sites. If you want a little more creative license, we suggest the Custom AMP plugin, which allows you to add more distinctive branding, such as logos and simple CSS. It all depends on how customized you want your page loading experience to be.

 

When your AMP is up and running, you will still have occasional upkeep. For example, you’ll want to keep caching on your site whenever possible, or further compress files with software applications like Gzip. And, as always, stay up-to-date on AMP and mobile search trends. After all, what worked back in 2015 when AMPs launched has most certainly advanced in 2020.

Speed? Check. Efficiency? Check. High SEO Rankings? But of Course!

Here at Snap, we’re up to speed (see what we did there?) on all the latest software and content marketing trends. Maybe you want help creating an AMP, or want to make your site more mobile-friendly. Perhaps you’d like to boost your search engine ranking or create an even more efficient site to stand out against typical web pages. Heck, maybe you want to do all of the above! Whatever you’re looking for, we’re here to help. Come talk AMPs and search engine marketing with us today.

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