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