Welcome To A Better Mobile Experience

26 February 2016

Not content with deleting the sidebar ads from SERPs earlier this week, Google continues its fight for a better and faster mobile experience and launches Accelerated Mobile Pages (AMP), its own version of Facebook’s Instant Articles.

It was over 4 months ago (07/10/2015) when Google introduced the Accelerated Mobile Pages Project, an open-source initiative to encourage publishers to create mobile optimised content which will load instantly avoiding slow and clunky mobile experiences.

What is exactly an Accelerated Mobile Page?

Simply put it’s a lighter and faster webpage. According to Google “webpages built with AMP load an average of four times faster and use 10 times less data than equivalent non-AMP pages. In many cases, they’ll load instantly”.

This stripped-down version of an HTML mobile site, built out of existing web technologies, means a faster and better experience for users and a higher rank for publishers, as we all know slow-loading mobile sites are not the apple of Google’s eye after the release of the ‘Mobilegeddon’ algorithm last April.


What’s the need for this?

Data shows that 40% of users wait no more than 3 seconds for a website to load before bouncing off (source: kissmetrics.com), which frustrates both users who cannot get to the desired content and publishers whose content and ads don’t get shown.

This can lead to more users installing ad blockers (around 200 million are estimated to use them already) that would get them to the desired content quicker but it wouldn’t benefit publishers that rely on web advertising and their ability to provide free content without that revenue.



Should everyone jump on the bandwagon?

Not everyone is convinced about the need to implement AMP and embrace Google’s standards but it’s clear that speed matters and working towards a better mobile experience is something that will benefit us all: users, publishers and advertisers.

AMPs have just been rolled out on Google news articles and stories on the news carousel but Google has said it will work for pages populated with other formats such as video, images and animated GIFs.

For now, look out for the super-speedy green lightning icon (not the most intuitive choice I must say) and see for yourself.


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