You may start hearing more and more about Google AMP and if a new update on SEO strategy is needed in the future. As Google continues to mature, they are becoming very user focused in terms of delivering the best customer experience possible. Google AMP is no exception.
I’m sure right about now you are wondering what the heck is Google AMP exactly. According to the Accelerated Mobile Pages (AMP) Project, “The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.”
Below is a demo video so you can see AMP in action and truly understand what it is all about…
What this means to you as a net surfer is that your content will now speed up browsing on the mobile web at crazy fast speeds…like 4x faster than you can do today with normal web pages and at less than a 1/2 second. What this means to you as a content marketer is an entirely different matter. My personal reaction when I first heard about this a few months ago was sheer amazement. Google has always valued speed to load as an indicator on rankings, but WOW…they have AMPed up their game yet again (yes, pun intended).
The SEO PowerSuite Study
The strange thing is that many SEO experts aren’t jumping so quickly at the opportunity that this presents. My understanding is that a study was done recently by SEO PowerSuite that examined awareness and adoption of AMP among 385 SEO professionals in North America and Europe. I was very surprised when I read the results…
SEO PowerSuite Study Results
- Of the respondents surveyed who had control over the decision to implement AMP, less than a quarter (23%) had taken any real steps to do so on their mobile sites.
- Overall awareness of Accelerated Mobile Pages among respondents was high: 75% of the SEO professionals surveyed were aware of AMP.
- Of those, 21% said they were only aware of the existence of AMP “in passing”, meaning that nearly half of SEOs (46%) were either unaware of AMP or had only a passing awareness of it.
- 80% of survey respondents believed that AMP would have a significant (49%) or moderate (31%) effect on search rankings.
So once again, I feel compelled to ask why aren’t more content marketers excited about this as a potential way to leapfrog over their competition? Am I missing something?
Yes, apparently I am…
According to Damon Kiesow, Head of Product at publishing company McClatchy said it best:
“Everything we know about building a webpage we have to relearn. But we’re relearning it from the premise of converting a current product over, not creating a product from scratch. It’s a fairly complex process!”
In addition, many of the dynamic tools that we SEO professionals love would potentially need to be eliminated to achieve the amazing increases in speed. I am not so sure that I am ready to part with my lead forms quite yet. In addition, the rollout has been fairly limited. Looks like a lot of “wait and see” on this feature.
That said, we still need to address the elephant in the room: How will this affect SEO in the future?
Some thoughts on that…
About a year ago, Google announced that “mobile friendliness” would now officially be considered a ranking factor. Although AMP is currently focused on news, it is not beyond the realm of reality that this could also be part of the ranking factors in the future.
Since AMP optimized content is above the fold, it naturally pushes down organic search results. That puts the pressure on content marketers to work harder to stay above the fold. It comes down to perfecting the 3 areas of major impact above the fold:
- Absolutely winning and engaging headline
- Powerful images that compel the reader to take action
- Captivating language that makes someone want to click to see more
I personally think that AMP will force us all to become better and more focused marketers. Since Google AMP isn’t widespread yet, we luckily have some time to better learn how to leverage it. To put this into perspective, Google states that 40% of users will abandon any website that takes more than 3 seconds to load. That is a staggering number that points to the instant gratification that users expect today.
I am going to continue to follow AMP to see how this progresses…Game changer or not, this will ultimately affect the world of SEO.
Thanks for stopping by!
Related Article: How to Deliver an Optimal User Experience: The 5 Golden Rules