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17 July 2018  /  

Is your website capitalising on the AMP Project for mobile users?


As part of their efforts to improve the mobile user experience, Google announced the launch of the AMP Project in late-2015, with more than 30 news publishers and technology companies collaborating with the search-engine giant. You may have heard of AMP, but what is it all about? Read on to know more about this open-source initiative.

The Accelerated Mobile Pages (AMP) Project is a website publishing technology that aims to enable faster content delivery on mobile devices by delivering content through the search engine directly, instead of relying on the website server. AMP uses simplified HTML structure, on-page CSS and restrictive Javascript to create high-performing websites that accelerate the webpage loading process, which subsequently improves the mobile user experience. AMP pages load in less than a second on average. With AMP, news publishers, bloggers and content creators can ensure that their web content loads and display immediately, reducing the likelihood of users closing the page due to a poor user experience. In effect, if yours is a business with an increasing number of customers accessing your web content through their mobile devices, having AMP content should be at the top of your to-do list.

If your business website already has a mobile-optimised website, an additional AMP version is required to improve search engine ranking on mobile devices. AMP projects are given priority over non-AMP pages in mobile search. At present, over 66% of websites in the USA are AMP validated, with a 33% click-through rate. Implementing AMP for your website at this stage offers you first movers advantage, since you stand to benefit from an increased click-through rate from mobile devices.

The most important thing to know about AMP is that it can improve your search engine rankings, and can subsequently improve conversion. Their value lies in the extent to which they speed up the time taken for webpages to load on mobile devices, which in turn influences page ranks.

Interested in implementing AMP for your website? Get in touch with us today for an insightful SEO and PPC chat with bespoke solutions for your business needs.