Google Accelerated Mobile Pages and content: the need for speed
When Google launched the mobile update in April 2015, it was intended to reward brands with mobile-friendly websites. Even without the update, however, marketers can not ignore the increasing importance of mobile.
Even aside from purchases made on the devices themselves, mobile is also having a tremendous impact on in-store purchases. According to Deloitte, mobile has an impact of $970 billion on offline purchases.
These changes force brands to have a mindset shift. Instead of just being mobile-compatible, they need to be mobile-optimized. Sites need to think specifically about what mobile customers want to see and create sites and online experiences that are tailored to them.
One of the most important factors in the mobile experience is speed. About 40% of visitors will abandon a site if it does not load in 3 seconds. This means that companies are potentially experiencing massive losses in traffic and revenue if their sites do not meet the needs of customers.
Google’s solution to this problem has been the launch of AMP, or Accelerated Mobile Pages.
Accelerated Mobile Pages is a stripped-down version of the mobile web which runs on a reinvented version of the language used to create web pages: HTML.
AMP has the potential to help brands to speed up their sites. Google claims that there is a 58% drop off when pages take 10 or more seconds to load. Using AMP, however can improve load time by as much as 15 to 85%.
AMP accomplishes this by stripping away everything that is ‘extra’ on the page so that the site loads faster. This means features, such as lead capture forms and on-page comment sections, will be disabled.
Regarding your content, the following rules will also apply:
Even for sites that are not using the AMP features, fast load times remain a necessity.
Although AMP itself is not specifically a factor in the current Google algorithm, load time is. Also, as AMP becomes more popular, customers will become accustomed to fast loading pages.
If your mobile users regularly search your site for your physical address, make it easier to find to improve the user experience.
It is likely that AMP will also have a tremendous impact on organic search.
Since AMP sites will be at the top of the SERP on certain mobile searches, they will push everything else down. When this is combined with the paid search options also taking up space above the fold, organic search will become fiercely competitive.
The fast load times may mean that customers will view more pages. This will increase the opportunities for ads to display.
Google has said that mobile ads now need to focus on the following:
As you move forward with your new content strategy, it is important to remember that measuring success in the age of mobile does not just mean looking at site speed– you also need to understand how the content is performing.
Speed is one factor but you still need to have separate metrics where you track the engagement and conversion rates on your mobile site to see how well customers are responding to your content when they are on their phones or tablets.
Mobile is quickly becoming a dominate player in the world of marketing and AMP is changing customer expectations and the user experience.
Rather than looking at mobile marketing as a requirement to check off, focus instead on mobile optimization and see what you can accomplish with your on-the-go visitors.