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BizReport : Blogs & Content archives : February 16, 2016

Top 4 tips to implement AMP

With Google's AMP release, many businesses are asking if AMP is right for their business. One expert weighs in on how businesses can know if upgrading their sites to AMP is the right decision.

by Kristina Knight

Kristina: How can a business determine if AMP is the right direction for their mobile presence?

Ryan Sullivan, Senior Vice President, Performance Services of Performics: Sites that use JavaScript, feature ecommerce or have interactivity (like comments) may have trouble migrating to AMP. In the short term, as Google works to roll-out more features, ecommerce sites shouldn't use AMP. AMP should probably only be used by sites that distribute mobile content (in the form of articles), like news sites and content distribution/sharing platforms. This content will load faster and provide a better user experience. Furthermore, brands that adopt this standard in the near or long-terms will likely see the benefit in organic mobile search rankings because of speed and mobile-friendliness.

Kristina: What if brands don't want to upgrade to AMP-friendly pages?

Ryan: The fact is that mobile sites that are slow-to-load or frustrating to users will not suffice for the future of mobile. Not only will Google penalize these sites in the organic rankings, but visitors that do make it to sub-optimal experiences will not stick around given there will be better performing alternatives. Even brands that can't use AMP at this time must find other ways to improve mobile performance.

Kristina: What are your top tips for implementing AMP?

Ryan: 1. Audit the elements of your site. Determine which existing elements are (and aren't) supported by AMP.
2. Balance the trade-offs. For instance, AMP doesn't support search box functionality. Determine how heavily used, and helpful, your search box is; perhaps mobile speed/user experience and better organic search ranking outweigh the search box functionality.
3. Consider your monetization strategy. If you rely heavily on advertising to generate revenue, you need to find AMP alternatives to improve speed until the standard catches up to your needs or suitable alternatives are identified.
4. Test-and-learn. Test pre- and post-AMP implementation metrics on mobile devices and over a cellular connection for speed on a small sampling of site content. Monitor SEO rankings to visualize the impact of performance enhancements. If successful, continue to roll out in stages to ensure performance gains will scale.

Image via Shutterstock

Tags: content trends, Google AMP, mobile content, mobile marketing, mobile websites, Performics

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