What is AMP?

21 April 2016 | | Marketing, Search Engine Optimisation

When Google launched the mobile update in April 2015, it was intended to reward brands with mobile-friendly websites. More searches are now performed on mobile compared to desktop and m-commerce grew three times faster than ecommerce in 2015.

Even aside from purchases made on the devices themselves, mobile is also having a tremendous impact on in-store purchases. 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 practices are potentially experiencing massive losses in traffic and revenue if their sites do not meet the needs of patients.

Google’s solution to this problem has been the launch of AMP, or Accelerated Mobile Pages.

What is AMP?

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 practices 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.

How SEO and content can keep pace

Site

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.

If you are not using AMP, lower your load times by minimizing features such as large images and reduce your use of cookies.

Content

Mobile optimization also requires content that is on point. This means it adds immediate value to the user and that it takes into account what mobile users want to see.

If your mobile users regularly search your site for your physical address, make it easier to find to improve the user experience.

Search

Organic:

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. Practices need to make sure they capitalize on every opportunity to improve their rankings– including content quality, distribution and optimization.

Paid:

The fast load times may mean that patients 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:

  • Loading as fast as AMP sites
  • Being well-crafted and visually pleasing
  • Being safe– ie using HTTPS
  • Integrating across industries
  • Measuring

It is vital to ensure that you follow mobile best practice to stay mobile friendly. 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 achieve with your on-the-go patients.

If you would like any further information then please give the Dental Design team a call on: 01202677277.

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