New announcement that Accelerated Mobile Pages (AMP) to start appearing in search in early 2016
Importance: (For Site Owners / Design and CX professionals )
Recommended source: Accelerated Mobile Pages project and latest announcement
Mobile page loading times are a perennial headache. It’s not that mobile devices aren’t up to displaying quality web pages - they can be. The problem is usually caused by long form content and in particular ads being extremely data hungry. The New York Times recently acknowledged in a strikingly honest article that it’s own home page loaded on iPhones twice as quickly if they had an ad blocker installed. Studies have also shown that some pages have over 3 times as much data in ad content as they do in actual useful content.
In an attempt to banish the scourge of slow load times on mobile, which really should be an anachronism in our 'mobile first' age, Google has announced the impending launch of ‘AMP’. This stands for ‘Accelerated mobile pages’.
Accelerated mobile pages (AMPs) may benefit advertisers
The project has quickly gained traction with publishers, advertising networks and platforms such as Facebook, Google and Twitter - so if they take it seriously, then we should think about it too. AMPs will put a brake on how much data ads use to accelerate page loading times, but they will still have ads. In this way, they may help to reduce the growth of ad blockers, as people won’t feel the need to have ad blockers installed to stop them slowing down page load times and eating up their mobile data. Google has stated that the pages will still allow advertisers to collect traffic counts and other key ad data, which means AMPs won’t reduce advertisers analytics options.
Fast loading mobile pages aren’t just good for advertisers, they could be good for almost anyone’s site. After all, over half of internet traffic now comes from mobile, and making sure your page loads fast can reduce the bounce rate and thus attract more customers.
Implementing AMPs
If you are considering AMP pages when they launch in early 2016, you’ll need to know how to go about setting them up for your site. Luckily this won’t be difficult. We asked our resident web designer Aaron to explain how to set up accelerated mobile pages for your own site.
'To make your existing web pages into "Accelerated Mobile Pages" doesn’t require too much work. You just need to include the required AMP script and convert some of your existing HTML markup in to AMP markup which is an extension of HTML and it works in all modern browsers
For example a standard HTML image tag might look like <img src=""> an AMP image tag looks like <amp-img src="”>
Consider using accelerated mobile pages in the new year as they could help give your mobile traffic a nice little boost, especially if long load times are currently putting potential readers off. Stay tuned to the Smart Insights blog next year for more updates on when they will be live.
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