Tip Tuesday: The Rise of Google AMP and What it Means for Your Business

Tip Tuesday: The Rise of Google AMP and What it Means for Your Business

Last week, I talked briefly about Google AMP and reports by RankRanger that AMP pages have exploded in prevalence on results within the Google News Box. This signals that Google is stepping up their efforts to build a more mobile-friendly web.

For this week’s, Tip Tuesday, I wanted to get a little more in-depth on the topic.

What is Google AMP?

Google Accelerated Mobile Pages (AMP) is an open-source project launched by Google Feb. 24, 2016, aimed at improving user experience for consumers of mobile-based content on static pages. By optimizing page content so that items rendered (such as fonts) are standardized or pulled from a pre-cached source (such as images), AMP pages can be loaded as much as 85 percent faster than standard pages.

But why is this important to Google? In 2015 searches originating on mobile officially began eclipsing those on desktop. This didn’t come as a surprise to the search giant. They’d been preparing for this eventuality, and the search algorithm paved the way. Each time they confirmed new ranking factors such as page speed, responsive design and mobile-first development, it was a tacit endorsement of the rise of mobile over desktop in the SERPs.

AMP may not be the culmination of that process, but it is surely one of their most gentle tactics to guide developers to the correct path.

By making AMP open-source and releasing it to the community, Google has incentivized developers to improve user experience on mobile platforms in a way that can be perceived as less draconic than covert updates to the search algorithm. Google can be harsh on procedures it feels violate the spirit of their SEO algorithm, and many sites that wind up hit with sanctions aren’t always clear why they’ve lost ranking or been de-listed.

By providing a tool in AMP that promotes what they DO want, rather than simply making poorly performing sites disappear from the SERPs, Google is using the carrot more than the stick.

What Does This Mean for You?

As a business owner, you should be thinking about how your users experience your site on mobile or tablet-first. Sites are no longer being built desktop first and then scaled for responsive. They’re being built mobile-first (as directed by Google.)

When constructing your funnel for lead capture, you should be thinking mobile-first. Are they searching for you via an app? Are they finding you on a Google My Business Page? Is there click-to-call functionality embedded into your site? These are the kinds of questions you need to ask yourself.

At Commexis, we understand user intent and build our marketing campaigns to harness traffic to your site no matter the source. But we’re watching out for industry bellwethers like AMP to make certain the brands we work with are poised to take advantage of trends.

Phillip Brooks

Digital & Creative Strategist

Emails you will look forward to.

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