Is AMP Right For Your Business?

by Jon Fortgang FSE Online Ltd
Danielle Haley

Optimising Your Website For Mobile Or All Site Visitors?

Accelerated mobile pages offer a better browsing experience for your mobile users, but is a move to AMP right for your business at this current time? Danielle Haley at FSEOnline explains

Accelerated mobile pages (AMP) are the latest offering from Google to increase user experience. The technology revolves around lightweight web pages that are designed to ‘dramatically improve the performance of the mobile web’.

What is AMP?

Since 2015, mobile searches have outnumbered those which are performed on desktops. Google has responded to this change in search platform by putting resources into the development of its open source AMP project. The initiative encourages websites to develop a lighter version of their own pages which are optimised for mobile users by using the <amp> tags in the page code.

AMP pages are a stripped-down version of standard html pages which eliminate performance-draining features such as Javascript, which typically slows pages down. These basic pages are perfect for the quick searches that are performed by mobile users who require fast browsing and page load speeds.

Google has already rolled out AMP for news-related pages in search. They can be found in the listings with an ‘AMP’ indicator next to them, so it is fair to say that Google is prioritising AMP related items in their listings. It is likely that accelerated mobile pages will also be rolled out to business sites in the future. This has prompted some businesses to redesign their websites so that they can obtain extra mobile traffic when the AMP changes go live.

Is AMP right for your business?

Before rushing into a website redesign to include AMP, have a think about how it would benefit your business at this current time. If your marketing goals are to attract more visitors to your website or to retain your existing search positions, then optimising your site for SEO might be a better option for now.

A great alternative to AMP is simply to improve the performance of your existing website. Fast and responsive websites perform well in mobile search, whether they’re built by AMP or not. Spend some time optimising your site and perhaps making a few simple changes such as integrating caching, gzip compression and image optimisation. These will enhance the performance and page load speed of your site on both mobiles and desktops. Google’s PageSpeed Insights tool gives feedback on the performance of your individual site and makes suggestions as to how you can improve it on both desktops and mobile devices.

Focus on local SEO

If you are trying to attract more customers to your website, then it is important to focus on local SEO. Google favours websites that provide fresh, relevant content within your niche. Ideally your website should include a blog section that offers interesting local news and industry developments. Your content should include keywords that you wish to rank for, which must be naturally incorporated into the text so that it doesn’t detract from the readability of the writing. It is also essential that your site includes contact and location information for your business, so that Google is able to direct traffic to your site based on local search criteria.

Although AMP is certainly worth thinking about as a long-term project, you should lay the foundations in SEO optimisation before changing your entire web architecture to suit mobile search. If your site isn’t first optimised for local SEO, then you are limiting the benefits that you’ll receive from AMP technology anyway.

Rather than enhancing your website for just the mobile audience, why not improve it for both mobile and desktop users? Google offers information on both AMP and SEO for beginners, but your local SEO agency will be able to give you a comprehensive overview of the best route for your own digital marketing strategy.



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