The world is now ingesting everything through mobile formats, whether it be tablet or phone. We like instant access. Every time a page takes too long to load or is not optimized for a mobile platform, we will usually go back to our original search and choose the next one down the list. For a business, this can be detrimental. It’s difficult to hold onto existing customers with a hundred similar service choices out there, let alone acquiring new customers. This is also true of businesses trying to advertise on those slow-loaders.
Accelerated Mobile Pages — Explain, Please.
Towards the latter half of last year, Google started the Accelerated Mobile Pages Project. It’s goal is to drastically improve the performance of the mobile web. It’s been difficult to adapt to the different platforms available now. You might notice that a page that works perfectly on your desktop or phone doesn’t work quite right on your tablet. AMP will solve this, the same code works on all platforms to bring information to you in an instant. It doesn’t even matter what the page is loading. That’s the kicker. Consumers love immersive, educational information like videos, pictures, animations and other graphics. the project uses the already existing HTML as an open framework to build a lighter version of the page.
You might have noticed that many of the pages in your Google search have an image beside the description that says AMP with a lightening bolt. There are already nearly 30 publishers involved, a few of the notable goliaths are:
- Adobe Analytics
AMP Carousels are now beginning to crop up as well, and will continue to once Google News is integrated. These are the tiles that come up in search that you can scroll through, usually they are news sources that pull a headline word from your Google search.
It’s the Future of Mobile Responsiveness
In a quick test, a Google search of the word “house” brought up an AMP carousel. The first few tiles were news stories having to do with houses from The New York Times and BBC News, amongst others; the other non-AMP were local house listings for Lee’s Summit, MO. Clicking the first tile in the carousel took less than one second to load, clicking a local listing took 30 seconds — just to load the page heading.
You can see how important this is going to be. It’s very exciting, especially as a business. Lightening fast mobile responsive pages could increase your website traffic, as well as foot traffic, especially if you are a local business.
Nice Content is Really Important
Rich content full of engaging words, visuals, social plug-ins, etc. will go miles further in attracting an audience that’s willing to stick around. It’s hard to get all that to load on mobile devices though. Standing out is one thing, but if your standing out for having a half-loaded page, your customer will move on. I will go so far as to say, it’s exhilarating to have a webpage load a video, a smart ad and text in literally an instant. The publishers of pages want your products and journalism to look great because they are behind it all.
Advertising & Distribution
Accelerated Mobile Pages will support a wide range of ad formats, networks and technologies. Sites using AMP HTML will retain their choice of ad networks and formats that don’t detract from the user experience. A goal of the project is to help support subscriptions and paywalls, meaning customers only pay for what they want. An example of how subscriptions and paywalls work together would be a news paper that allows you to view up to a certain amount of article for free, but you must pay for the rest.
Get your business ready to shed it’s clunky interface. The AMP Project is an open source project aimed to make everything online run like quicksilver.