How is AMP changing mobile content strategies?

What is AMP?

Google supported the Accelerated Mobile Pages Project, known as AMP, in response to the growing demand by customers for fast-loading, efficient websites. These pages are stripped-down versions of the regular web pages that contain only the bare necessities so that the page loads faster. Google claims that making webpages AMP-compliant can lead to 15-to-85% decreases in load times.

Page load is an important issue because customers often do not want to bother with sites that take a long time to load. An estimated 40% of users will abandon a website if it takes more than 3 seconds to load. With the introduction of AMP, Google can assure users that certain websites are going to load quickly and meet their standards. This helps to improve the user experience and also helps to decrease bounce rates on websites.

mobile device search and user


How does AMP impact websites?

Sites that are designed to load on AMP will have to make a few adjustments to their design. These adjustments include:

  • The AMP HTML will offer a limited number of styles and tags
  • With AMP, .JS, and external resources will be loaded asynchronously and any external scripts that are preventing page renderings will be stopped
  • AMP CDN will be available as an optional content delivering network that will cache any AMP-enabled pages so that they can be instantly accessible on mobile


How is AMP changing mobile content strategies?

With the introduction of AMP, there have been shifts in how mobile sites optimize for mobile search, that is changing mobile content strategies. With AMP results appearing at the top of the mobile SERP for relevant searches, websites that are not AMP-compliant risk being pushed further down the organic search results. And with the decreased visibility, these websites will now have to try even harder to qualify for top positions. For this reason, brands that want to remain relevant on mobile should consider making AMP adjustments a part of their mobile content strategies.


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