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AMP – accelerated mobile pages AMPproject.org website is built in AMP Rapidly evolving standard
Mobile news carousels are exclusively AMP nowadays
Individual news publishers get their own carousels All AMP as well
News publisher client, these are their mobile figures for non-AMP pages
These are the same sites’ figures for AMP pages 3x clicks and impressions
This is another news client, local news publisher that has not implemented AMP (red line) The two lines above are local publishers that have implemented AMP already
AMP is now also growing beyond the news vertical, showing up for all kinds of different SERPs
AMP pages on a ecommerce / lead gen website
At first glance mobile traffic in general seems unaffected
Most of the AMP traffic goes to one specific page on the site
And here you see how the non-AMP version of that page has been affected.
So if you add those two graphs together – non-AMP mobile traffic and AMP mobile traffic to the same page – what does it look like?
A 27% uplift in mobile traffic!
It goes beyond traffic too – let’s look at conversion figures for the site. Has AMP resulted in more or fewer goal conversions?
And the answer is that AMP has contributed to the goal completions from mobile – uplift on multiple metrics!
AMP installed on a blog only, the rest of the site remained unchanged. Mobile responsive but not very fast.
AMP-ed blog articles showed decent volume of clicks and impressions
Because of the disconnect between AMP analytics and regular web analytics, we are a bit hindered in our measurements. Looking at total mobile figures, we see improvements in traffic but decreases in engagement.
This is also reflected in sales from mobile – interestingly the transactions are up, but the order value is lower – less browsing means fewer up-sells and cross-sells?
It depends on your context and scenario and how you implement it. A bog-standard AMP implementation is not likely to go well. Put some thought and effort in to it and include strong Calls To Action on your AMP pages
These articles recently really made me think about the future of the web and the next demograhpci that’s really going to adopt it
Only 3 billion out of 7 billion are online. The majority of the world still isn’t using the web.
The Google AMP Cache, with edge servers around the world, are a great way to reach an audience in remote locations with bad connections without having to invest in world-wide CDNs. Google has already done that for you!
Are Accelerated Mobile Pages Really Worth It? Google AMP Case Studies
Google AMP Case Studies
Are Accelerated Mobile Pages Really Worth It?
Doing SEO since 1998
Founder of Polemic Digital
Co-Chief at State of Digital