What is AMP?

14 June 2016 | | Internet, Search Engine Optimisation

AMP – Accelerated Mobile Pages (AMP) is a new project of Google’s, with long-lasting and far-reaching consequences for marketers.

The project is a step forward from Google’s growing ‘mobile-first approach’ towards content that is served to the user, so that the user has less friction with their mobile search experience.

A previous blog touches on the user behaviour research results that has driven Google to undertake such projects. The take-ways of the blog are:

77% of mobile searches were conducted from home or work – mobile search is ALWAYS relevant, even when there is a PC nearby. 

3 out of 4 mobile searches triggered a follow-up – mobile search is a hugely important part of the decision-making process, uses for searching and increasingly for taking action – calling your practice!

55% of conversions (shop visit, phone call, purchase) happened within the hour – again, mobile is no a huge part of the users journey

Majority of mobile searches were conducted in the afternoon and evening – makes sense, and an insight for advertising campaigns

AMP announcement from Google: October 2015.

AMP

What is AMP?

AMP allows content publishers, webmasters to streamline content templates with an open-source framework named AMP HTML.

Websites that use AMP experience better speed improvements as the content template share common elements and components. This project was primarily aimed at websites producing news content, but the stripped down framework is available to all.

Why are we not using AMP?

We take into account ALOT of what Google says and does and there is no doubt that the search engine giant remains at the forefront of search and digital technologies through a consistent approach to implement, fix and explore ideas with the overarching objective to improve the end users experience.

As marketeers we are all in favour of providing the user with the best possible experience. Websites that succeed are the ones that delightfully entice the user to engage.

With that in mind, and Google’s preoccupation with website experience too, our team of designers take mobile site speed and experience very seriously.

AMP is a framework that has many restrictions and doesn’t allow for many of the design factors that dental practices like to see on their website. Essentially the AMP offering is about site speed and is primarily aimed at websites that produce a lot of turn over in content, i.e news websites.

When we design a website we take into account site speed and performance and do various tests to address these issue, without the restriction of a framework that would hinder images being used, slider etc.

Designing Mobile Websites

Here’s just some of the things we check and fix before a website goes live:

  • Run all images through an optimisation program to ensure they are ready for the web in terms of quality and size.
  • Operate a built-in support for site speed in the CMS that the website is built-in
  • Use efficient code and keep up-to-date with best practice for coding
  • Check site speed using various tools.
  • install plugins that cache scripts

For more information about website speed, website performance and website design for dental practice, call the team on 01202 677277 

 

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