What is AMP?

As technology advances, so does the internet, including web pages. If we take a look back 10 years ago, the websites were totally different from what they are now, and like that, many other things have changed, such as the way we even use the internet.

In the past, practically everyone who used the Internet did it through the computer, which meant that it was not necessarily more than one version of our website, which looked good on the computer and nothing else.

However, at present, there is a large percentage of users who access the Internet through mobile devices. In some niches, this even exceeds 80% of the total audience. Imagine having a large website 5 years ago that was getting crazy desktop traffic but now gets nothing because you didn’t optimize it for mobile.

It is vitally important that we have a website adapted to mobile phones and devices, but you should have it for a long time adapted, and if you do not have it, do not let more time pass and get to work on it. Mobile is the future, and this won’t be changing.

What is AMP?

Accelerated Mobile Pages, or AMP-HTML is a fairly new form of HTML that is able to generate mobile versions of websites and web pages much faster.

AMP is a different way to create web pages, with its own rules, very similar to traditional HTML but that is a bit far from the focus since AMP-HTML is focused on minimizing everything to achieve the best possible loading speed.

What is AMP

If you use a CMS like WordPress you can implement AMP with the official plugin in a fairly quick and simple way.

Does AMP Work For Any Website?

AMP is focused on websites that are going to show a large amount of information, that is to say for blogs, newspapers and so on. Therefore, AMP is not applicable to 100% of the websites, since many would lose great functionalities. That is where the great AMP handicap lies for the future and whether he will continue to exist in the future or not.

Google AMP SEO?

Directly having AMP does not benefit SEO because it is not a direct positioning factor, but indirectly it can benefit us. If we use AMP, our articles have the opportunity to appear in the Google AMP carousel (Google shows some AMP results in some of their mobile searches in a prominent way).

If we manage to appear there, we could have a quite significant increase in traffic. If we get good results in this AMP carousel, we could be able to increase our number of users, our number of brand searches in the search engine, increase CTR and a long list of benefits that will ultimately be positive for our positioning. Similarly, if we use AMP, the loading speed will be much higher, which is always good for SEO and also for the user.

The Importance of Mobile Web in Google SEO

In terms of positioning, having a mobile website is also very important.

First of all, you have to keep in mind that if we do not have a mobile version Google will show the message in the mobile SERPS that our website is not adapted for mobile, which will make our CTR go down without a doubt.

And then already if we consider in Mobile First which they have been announcing a good time, there we can have a serious problem. In the same way, if we do not have our website adapted to mobile phones, the mobile user experience will be disastrous because they will not be able to click on the links, on the buttons, navigate correctly through the web, deformed areas and so on. What will happen to this? We will have a large number of dropouts of our website.

What’s wrong with this? The user returns to Google to look for the competition, this Google sees it and will determine that our result has not been useful. In addition, the user will click on the results of our competition increasing their CTR as well.

If you generate a bad user experience for not having your website adapted to mobile phones, you will not get users to search for you on Google again or if they see your results do not click on them, which will cause your CTR to go down.

Responsive Design or Mobile Version

To make our website look good on mobile devices we have two options:

The first is to make a responsive design, that is, a design that adapts to any device. If you browse from a larger mobile, the design adapts to the resolution of that device and if you browse from a smaller one it adapts to a smaller resolution.

Another option is to have a PC version and another mobile version so that if the user accesses a site from the computer they see the PC version and if they access it from a mobile phone see the mobile version. Normally, the subdomain m.website.com is usually used for the mobile version in these cases.

Mobile First

In the past the way of thinking was to make a website for PC and then adapt it to mobile, however, in the present, you have to do the opposite, make a mobile web from the beginning and then make the adaptation of our design for PC.

Because that way we will focus much more on the usability of our mobile website, which is of vital importance nowadays due to the great boom of mobile navigation. If we do it the other way around, we will have very good web usability for the PC and be more careless on the mobile.

To worsen user metrics in mobile being that we probably have many more visits in mobile than in PC, it will be something bad for our SEO, since we will increase web abandonments (the percentage of bounce increases), we will reduce the time of stay (bounce rate), the users will return to Google to visit our competition (with the consequent low of positions in Google) and a long etcetera.

Tracking the Mobile Web

Both for mobile versions and for AMP versions of our websites it is very important to follow them, especially when it comes to a website that never had a mobile version or a website to which we adapted the mobile version after the PC version.

Why is this important? It is very important to be able to check if we have managed to have a 100% usability of the web, that is if we have managed to make it as usable as for PC users.

This way, we will have to control metrics such as Bounce Rate (if a user accesses and leaves the web as soon as they access or browse the web), the average length of stay, number of page views, etc. Once we have obtained this data it will be important to contrast them with the data of PC users to see if we have really achieved that desired usability.