Everyone loves a fast Internet connection and a website that loads quickly.
Mobile phones have become the chosen medium of Internet access – with over 52.7% of all Internet access coming from mobile phones, up until 2015 (source: Statista).
That number is expected to be around 56.1% by the end of 2016, and grow to 63.4% by 2019 (source: Statista)!
So, your websites and web-applications need to become more mobile-friendly as soon as is possible, right?
The biggest problem with mobile phone-Internet usage has been bandwidth – a major hindrance on the amount of data you can download at any time.
Research has also shown that bounce rate for websites that take over 10-seconds to load is somewhere around 58%.
To overcome that issue, Google decided to invest in something call Accelerated Mobile Pages or AMP.
So What is Google AMP?
Accelerated Mobile Pages is an open source initiative that allows mobile content to be lighter – therefore load faster.
There are three essential parts of it:
- AMP HTML: Which is HTML with some restrictions and extensions that allow for rich, high performance content beyond basic HTML
- Google AMP Cache: which is used to serve cached AMP HTML pages, hastening the experience even more
All of these are, essentially, all the best practices in each of the three departments, bundled together in one single package.
Special AMP HTML components have been created to implement common patterns quickly.
Resource loading, on AMP JS, has been made more efficient with custom tags.
Google AMP Cache is essentially a cache service for only AMP HTML pages.
It has a built-in validation system and requires no external resources.
Why is Google AMP Important?
Google knows that mobile phone usage for Internet browsing and searches is rising – so it wanted to make the overall experience better.
Searches on Google, through mobile devices, began to change in the month of February, 2016.
First, Google began giving preference to mobile sites made on the Google AMP framework.
Then, in April, even Google News results began preferring Google AMP framework-based websites over regular mobile-sites.
Essentially, the results are the same – just that Google now provides a new ‘Google AMP’ carousel at the top of the search results.
Clicking on these provides a website/webpage that can be accessed at light speed on mobile devices.
While this hasn’t entirely come at the expense of regular mobile sites, it is definitely gaining pace as more and more publishers are coming on board with Google AMP.
Do you need to Catch up to Google AMP?
Just when you thought you were up-to-speed with search engine optimization, Google AMP changed the game again.
However, almost 76% of SEO specialists have still not made a move towards Google AMP.
The thing about Google AMP is that it sacrifices nothing – content, design, videos, imagery – everything remains the same!
It even has its own advertising mechanism that provides Google AMP-specific ads on mobile phones.
There is a 3-times higher likelihood of converting mobile shoppers as compared to desktop shoppers – that’s a major reason to make mobile sites faster.
For countries like India, where Internet speeds are still not where they should be, Google AMP can be the difference between a great experience and the usual tired lot.
The ideal conversion-rate loading time was found to be 2.4 seconds. This is about 27% more than the conversion rate at 3.3 seconds loading time (source: Soasta).
For web pages with a 4.2 seconds or more loading speed, the conversion rate drops below 1% (source: Soasta).
Essentially, if you want to stop people from going away and convert more visitors into customers, you need Google AMP.
If you want to appear higher on mobile search results, the most popular medium for Google searches, you need Google AMP.
So what’s your reason for not converting to Google AMP?