AMP (Accelerated Mobile Pages) and its Impact on Mobile SEO

Accelerated mobile pages have become an integral part of mobile SEO. A lot of business owners are looking for mobile solutions that offer complex user experiences and boost SEO performance because of the increase in smartphone users year on year.

That’s where AMPs come in.

If you’re looking to build your brand, increase traffic, and drive conversions, you shouldn’t be overlooking the power of mobile SEO. Here at Embryo, our team has extensive experience in creating and building mobile SEO strategies that work from the ground up.

In this blog, we will talk you through AMP (Accelerated Mobile Pages) and their impact on mobile SEO.

Keep reading to find out more.

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What Is AMP?

AMPs, or accelerated mobile pages, are an open-source project created by Google to help mobile websites to achieve a faster loading time.

AMPs store a cached version of the mobile site on Google servers. This way, content is delivered almost immediately. However, the AMPs are removing features such as videos, animations, and ads, and keeping only content and images that are relevant to the page. This increases the user experience because the load time for complex elements is eliminated.

AMP is not a direct ranking factor in itself, and having AMP pages on your website won’t necessarily increase its rankings immediately. Google now gives higher importance on website speed and mobile friendliness, which makes AMP an indirect ranking factor.

When they were first created, AMPs were recognised in the search engine results page by a lightning bolt symbol. However, recently, Google removed this icon which has raised the question of whether the AMP era is over.

It seems like there is lots to talk about when it comes to AMPs. Let’s have a look at both the pros and cons of these pages.

Some benefits of AMPs include:

  • Fast loading speed – because AMP technology is based on stripping down the website code, your site will deliver faster content by getting rid of non-essential elements. Therefore, user experience will be improved.
  • Better organic search performance – Google AMP is not a ranking factor, but spide speed is. Faster loading times mean better Google rankings.
  • Fast and easy implementations on WordPress – if you have a WordPress website, then AMP implementation is a straightforward process. You can do this through a plugin. 

The main goal of the AMP framework is to make your website as fast as possible. However, there are many ways ways to improve your site speed and improve your mobile SEO than using accelerated mobile pages.

Some of the cons of AMPs include:

  • They are hard to implement on non WordPress websites – you might need a team with coding experience to implement AMP pages.
  • Limited ad revenue – because AMPs focus on speed, fewer ads will show up on your pages. If your primary source of income is based on ads, then AMP pages aren’t the best option.
  • Limited analytics – you can add Google Analytics on your pages, but keep in mind that your site is sitting on Google servers, making it difficult to see how changes impact your website traffic.

AMPs can also give you limited control over your websites content and design. AMP technology excludes elements that contribute to slow load times, so things such as branding features or elements that help you drive traffic to other pages from your website could be hindered.

How do AMPs Affect Mobile SEO?

amp speeds up mobile loading

Now that you’ve got to grips with AMPs, let’s have a look at their relevance regarding mobile SEO.

As discussed, AMP enhances page speed and mobile user experience, which are key components of good SEO practises. Since page speed is a known ranking factor, AMP can contribute to better performance in these areas.

Faster loading times and a smoother mobile experience can lead to lower bounce rates and higher engagement, which are positive signals to search engines. Therefore, while AMP is not a ranking factor in itself, it can improve load times and user experience, having a positive effect on a websites search engine rankings.

We can confidently say that the role of accelerated mobile pages in mobile SEO is definitely significant. For business owners focussing on mobile traffic, AMP offers a strategic opportunity to improve their online presence and user experience.

Work With the Experts

Hopefully this blog has taught you a little bit more about AMPs – what they are, their benefits (or lack of), and more importantly, how they impact mobile SEO.

Please don’t hesitate to get in touch with our team to find out more about what we can do for your business. Or, have a read of some similar pages down below.

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