The Google AMP project was launched in 2016. It aims to transform how web content is consumed by users on their smartphones. Web pages are optimized to function exceedingly well on such devices. More and more individuals are choosing to browse on their phones and this open source initiative of Google’s aims to improve this experience.
Google’s open source AMP project seeks to revolutionize the creation of mobile-optimized content which can work and load immediately on all your devices. Google released a blog post about AMP when they announced this initiative in October 2015. “We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using,” stated Google in their post.
According to Google, web publishers now have the chance to create content that loads immediately on any device. This would eliminate common barriers or side effects of mobile internet use.
Google also offers card views for AMP web pages right at the top of search results which most likely draws more users onto those featured sites. AMP can offer improved click-through rates and dwell times, and lower bounce rates. The mobile experience is intended to become a far more pleasant and user-friendly one. Consequently, adverts achieve greater exposure and interest which means that advertising opportunities and revenue could potentially increase.
More and more users are browsing on their mobile devices and non-optimized websites can mean far less site traffic. A faster loading time means more visitors and more engagement on a web page, as well as a better mobile ranking. But there are currently no major disadvantages if you decide not to use AMP. In fact, utilizing AMP could cost you responsive web design, ad revenue and comprehensive Google Analytics. And it is unlikely that AMP will provide a huge boost to your search ranking. But loading speed is incredibly important and this project could become more successful in the future, especially if Google increasingly prioritizes AMP sites.
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