How Does Google AMP Affect SEO?

June 21, 2018
Google AMP Affect SEO

What Is AMP?

More and more people today prefer using mobile devices for surfing the web. No wonder creating mobile friendly websites has been a priority for web developers. The main goal has always been to design websites that will work well desktops, tablets and smartphones. Besides responsive design, developers focused on overall website performance and tried to increase website loading speed. That is the very moment when accelerated mobile pages (AMP) appeared.
This Google mobile pages project was launched in 2015. It was created to allow web developers to design websites that have high load speed. The main goal of AMP is to provide users with the best mobile experience. According to an article in their official blog, the Google team wants webpages with video or animated content to load immediately. They also want the same code work well on all platforms and all devices. This will give users and opportunity to see any content they want on any device.
AMP optimization can be used not only for websites, but also for mobile applications. If you want to provide your users with better experience, consider adding AMP pages to your mobile app.

Why Is AMP Important?

If you want your website to load faster on mobile devices, you should definitely create AMP pages. The faster your website loads, the more convenient and easy-to-use it becomes for visitors. It’s very simple: faster loading speed results in better engagement which leads to lower bounce rate.
Why is your site better when it has AMP pages? Why is AMP so important?

  • It increases website loading speed
    This an obvious benefit that doesn’t even need to be explained. Smart AMP pages (i.e. the ones without heavy elements) are really fast and lean. What your users get is a website that doesn’t make them wait until a page is loaded. What you get is an increasing number of new visitors.

  • It improves mobile ranking
    As AMP guarantees high load speed, it influences the mobile ranking in search engines. You may have heard Google saying that accelerated mobile pages are not considered as a ranking factor. However, Google is expected to start using website load speed as a ranking factor in mobile search results. Most likely, websites with accelerated mobile pages will show an amazing increase in traffic and Google search rankings.

  • It improves server performance
    If your website receives a lot of traffic from mobile devices, using AMP pages can reduce the load on your servers. Thus, overall system performance will improve.

  • It increases visibility
    Each year the number of people who use mobile devices for web browsing increases, so AMP optimization is a valid upgrade to consider. Currently, websites receive up to 50% of traffic that comes from smartphones and tablets. Thus, smart implementation of accelerated mobile pages can help your website become more visible to the mobile audience.

  • It gives more opportunities for advertising
    AMP aims to support diverse ad technologies and ad platforms/networks. The main goal here is to create ad content that loads fast and catches user’s attention. The more optimized your website pages are, the more chances you have to increase your ad income.

How Can I Make AMP Work for My Site?

Adding AMP to a website requires changes on three main levels: HTML, Javascript and CDN. Please look at these short tips on these steps below:

  • 1. AMP HTML- You need to add AMP related commands to a redesigned version of HTML.
  • 2. AMP JS- You need to create a new JS structure for mobile pages. It should allow loading of all external resources asynchronous.
  • 3. AMP CDN (Content Delivery Network)- It is aimed to take all your website AMP-optimized content and cache to provide quick loading.

However, before implementing the core changes we described above, there are a few steps to take:
  • 1) Select test pages. We recommend using Google Analytics to choose pages with the best performance. Please note that you should select 25-50 pages to run the test.
  • 2) Set the test period. Usually, tests are run from two to six months (60 - 180 days).
  • 3) Check AMP setup in Google Search Console.
  • 4) Set KPIs. In order to see if the experiment was successful, you need to define KPIs. These can be website visits, CTRs, search engine ranking, etc.

Follow Responsive Web Design Rules

Your main goal here is to offer users the best experience of using your website no matter what device they use. Your website must be easy to use on both large displays and mobile phones.
Responsive design doesn’t only mean fitting your website to any screen size. It also means smart button positioning, adding or removing content on certain pages, and many more.
As most people use mobile devices, make sure your website loads quickly. Don’t make users wait, otherwise bounce rate increase will be forthcoming. Think of every single details to deliver fantastic user experience your customers.

How Does Google AMP Affect SEO?

AMP does have a great influence on mobile organic search traffic. If mobile traffic is important to you and you see that most of your users use mobile devices to access your website, you definitely should consider adding AMP to your site. In order to have your AMP pages indexed in search engine, make sure they are valid and have proper meta data.
Although AMP is not a ranking factor yet, it still affects SEO in the following ways:
Make sure the links are not broken and work properly. To run a better check, ask someone else to have a look to your website. A fresh pair of eyes is always good.

  • • Google AMP page can be displayed in the content “carousel” during search;
  • • AMP pages can result in low bounce rate;
  • • AMP pages result in increased organic traffic.

As you see, AMP optimization has both pros and cons. There is no certain answer about whether every website or mobile application needs it. Before you proceed, thoroughly research and make sure it’s exactly what your business needs. If everything is cool for now, then you can wait until Google officially announces that website load speed is a ranking factor.

Be sure to check back every week for great new NIKLEX blog articles.

Subscribe and receive regularly your portion of useful articles for internet-business development!