Fast page loading has become more important for mobile websites than it has ever been before. In an era where users now expect nearly instantaneous results, lagging behind due to slow load speed is detrimental to mobile SEM. The time has come for SEM services to embrace Google’s AMPs (Accelerated Mobile Pages) in order to keep up with everyone else and stay in the game.
What Are AMPs?
Why AMPs Matter Today
Accelerated Mobile Pages is an open source project that has seen great results in the past year. It has advanced to the point where Google even gives preference to AMPs when serving mobile search results. WordPress, which is used to create as many as one-third of the websites online today, is also backing the use of AMPs with the creation of a plugin that creates easy AMP webpages.
This is something that SEM services must certainly take note of since these faster pages are taking precedence over many standard mobile pages. From a user's perspective as well as that of search engine developers, AMPs provide better and faster service; however, some marketers still have some questions about the use of AMP and how it can affect their SEM campaigns.
Notable Points About AMPs
Although many sites already using Accelerated Mobile Pages are seeing great results by using this technology, it is important for SEM services to understand how to implement them in order to achieve the best results without disrupting marketing efforts. Setting up Accelerated Mobile Pages means either using the automated WordPress plugin or for those websites not built with WordPress, paying attention to a few important details.
Since AMPs are a lighter version of an existing page, this requires the use of two versions of each webpage online: the normal version and the accelerated version. Any images and video must be re-uploaded by using AMP-specific applications that lighten image and video code. Additionally, each current page needs to have a snippet of code added which indicates to Google that an AMP version exists and should be served in search engines first.
The good news is that despite the need for the additional work involved in setting up an AMP-friendly website, Google has thought ahead in terms of search engine marketing, online ads, and the essential need to monitor both. Most online ad platforms are already implementing AMPs into their applications. Website monitoring is undisturbed when using AMP-pixel or AMP-analytics functions that are recognized by Google’s web analytics tools.
Although the use of AMPs is another new concept that SEM services need to look into and begin adding to their websites, doing so will be even more important in the days to come. Just like its preference of mobile-friendly websites, Google’s search engines are now becoming more partial to AMPs as well. Mobile SEM continues to advance, so staying on top of the SERPs means following Google’s lead and providing what the algorithms prefer for the greatest recognition!