A Marketers Guide to Google AMP: An Introduction

With Google embracing mobile technology even more in the upcoming months with their continuation of the mobile-first site index, they have begun launching products, such as Google AMP that should help you increase your SERPs through mobile page speed. We’ve talked about the importance of page speed before, but it will become increasingly more important as Google continues to implement their mobile-first search index in the upcoming months.

What is Google AMP?

Google AMP, or Accelerated Mobile Pages, is an open-sourced project that will allow content to load instantly for mobile users. It is Google’s answer to ‘how do we make these sites load faster on our devices?’ AMP accomplishes this increased speed two ways:

1. Pre-rendering the content while limiting the use of JavaScript that publisher sites can use
2. And caching content so Google doesn’t have to fetch page content from the publisher’s server

Using Google AMP promises to make mobile sites faster with greater capabilities and flexibility in how content is presented to us on our devices. According to Google, there are more than 650,000 site domains currently using AMP to optimise their speed, with much more to come. AMP is for all kinds of sites, businesses, and content as its aim is to improve the load time of any site, up to 10 times faster than what we currently have today.

How will Google AMP influence your online marketing?

So now that we know a little more about Google’s AMP, how is embracing this new technology going to help or change the way we do online marketing? Here’s a quick list:

1. AMP sites will rank higher on Google.
2. AMP-enabled articles will also get to the top of the Google searches.
3. Paid searches will continue to increase. Online marketers that don’t embrace paid searches might get left behind.
4. Since AMP is open-source, it is currently available to all users, unlike new updates from competitors such as Facebook, which makes it a viable option for many upcoming brands, not just select users.
5. Content will be able to reach more users, quickly but that means revisiting your online content objectives.
6. There will be another metric to follow, and analytics to help determine the effectiveness of your online marketing campaigns.
7. Domain authority may suffer because links will no longer link to their domain, but to Google.
8. Some sites may want to continue to stick to HTML because of the restrictions and unpredictability of AMP at this stage. Online marketers must weigh the benefits of this technology before fully embracing it, especially in this initial phase.
9. Online marketers will have to consider mobile content above all else is moving forward.

Why does AMP matter?

The biggest benefit of AMP is improved user experience, “When mobile searchers find the information they’re looking for faster, they’re less likely to navigate away from a website, ” and that can mean big things when it comes to online marketing whose entire goal is to keep people on your site! Helping everyone find the content they need is why Google is so good at what they do, and they are continually improving ways to do that. As digital marketers, it’s important to take advantage of the tools Google supports, along with their billions of users!

If you want to get your site fully optimised and ready to get that Google traffic, why not give us a call at 1300 333 797 or fill out our contact form to find out what we can do for you.

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