AMP (Accelerated Mobile Pages)

What is AMP?

AMP, standing for Accelerated Mobile Pages, is an open-source platform designed to enhance the speed of web page loading on mobile devices. It achieves this by streamlining HTML code, utilizing a dedicated JavaScript library for rapid rendering, and employing a content delivery network for swift content distribution.

It’s basically a stripped down, mobile optimized version of your page and it’s existing content

AMP Metaphor Explanation

Imagine being in rush hour. The streets are packed with cars, buses, and trams, all vying for space on the road – this situation represents a standard mobile webpage, loaded with heavy elements that can slow down the loading speed.

Now, think of AMP (Accelerated Mobile Pages) as a dedicated MTR train in this busy scenario. The MTR is streamlined, removing unnecessary traffic and enabling a much faster journey – analogous to how AMP simplifies the HTML and streamlines the code to make the webpage load faster.

Just like the MTR helps you reach your destination more quickly and efficiently amidst the city’s hustle and bustle, AMP helps mobile webpages load rapidly, improving the user’s browsing experience.

Why is AMP Important in Digital Marketing?

AMP (Accelerated Mobile Pages) holds significant importance in digital marketing for several reasons:

  1. Improved User Experience: Fast-loading web pages provide a better user experience. Users are less likely to abandon a site that loads quickly.
  2. Increased Mobile Traffic: As more people use mobile devices for online activities, having a mobile-optimized website is crucial.
  3. Potential SEO Benefits: While AMP is not a direct ranking factor, page load speed is. Fast-loading pages are favored by search engines and can potentially rank higher in search results.
  4. Lower Bounce Rate: Slow-loading pages often lead to high bounce rates. By speeding up page load times, AMP can help reduce bounce rates.
  5. Enhanced Ad Viewability: For sites that rely on ad revenue, AMP can improve ad viewability. Ads on AMP pages tend to load faster and are more likely to be seen by users.

In summary, AMP can enhance user experience, attract more mobile traffic, potentially improve SEO, reduce bounce rates, and increase ad viewability, all of which are beneficial for digital marketing.

Is AMP still relevant in 2023?

Simply put, no. With most website’s being mobile optimized and responsive by default, you do not need to create another separate “speed, mobile enhanced” version of your page. Google also confirmed that AMP will not give you an edge in rankings. Therefore, the elements of what AMP stands for (speed, mobile optimized) is still critical in 2023, but not AMP itself.