Pros and Cons of Accelerated Mobile Pages (AMP)

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Today, We are discussing the Pros and Cons of Accelerated Mobile Pages (AMP). AMP stands for Accelerated Mobile Pages. As the name implies accelerated meaning it shows the mobile content quickly. As you may have guessed, such pages have quick load times and display the content in a readable manner.

If you are into technical jargons or more of a tech geek, it has HTML, JS and cache libraries at the back-end which enables these mobile pages to show content in a quick manner and shortened load times. You are thus, able to view rich content such as PDFs and infographics etc.

Let us see the importance of AMP:

1. It tends to increase the website’s load time

Pros and Cons of Accelerated Mobile Pages (AMP)

We have already made a mention of this early on. When the load time is shortened your user is more likely to stay on the website and engage for longer periods of time with your content. It inadvertently improves your website’s mobile ranking.

AMP is slick and lean, thus does not make the user wait. It promises to bring you increased traffic. Period.

2. It tends to increase the mobile rank of your website

Mobile website rank determines how fast you are being able to access the content on your mobile screen. Therefore, it weighs positively on the overall ranking. As soon as Google spots the mobile website it starts to prioritize those AMP in there which indirectly affects search engine result pages.

3. All in all, it improves the server performance

If you happen to be a business that has a heavy reliance on its mobile website for traffic generation then integrating AMP will decrease the server load and leads to an improvement in overall user experience (UX).

4. Increases visibility for publishers

When sites are displayed in search results, those bearing AMP symbols will be in green. These symbols tend to bring improved click through rates. Not only the search results will improve but users will actively begin to seek AMP because they will be love-struck with the quicker page load times.

Moreover, when the same is shown in Google search results, the AMP stand out in separate carousels with large images at the helm of it. These are first to be spotted by the user and are highly likely to be accessed first (and most of the time they do). For those targeting AMP, keywords will get a huge boost in the form of traffic.

5. Support for Ads

AMP also offers support for ads. These ads should be lightning fast and should not eat too much of user’s attention. It is because the purpose is defeated if the ads are long and it takes a while before the actual content is accessible to the users. So, a right balance is required. Consequently, advertisers will benefit from the reach their ads will get plus ROI from ad spend will multiply.

6. AMP Visitor Analytics

Pros and Cons of Accelerated Mobile Pages (AMP)

The analytics are there to monitor visitor behaviours and we have the same for AMP. The need to monitor these patterns have gained momentum in recent times. This enables the website owner to better dissect the data in order to focus on visitor count, conversions, potential v. returning customers etc.

The information is necessary so that areas which are lacking in terms of navigation, content or are cluttered and so on can be fine-tuned. Get help in dissertation online. See, identification is the key which is only possible by means of an analytics tool.

Now on to some minuses:

1. Ad revenue is reduced

Due to an AMP project, naturally, the revenue generated is limited because in its entirety the attention is all on mobile devices/screens. Furthermore, to be able to run ads on AMP led pages is not a cakewalk. To set it up is a challenge in itself, so not everyone is keen on in investing here due to the probability of misfires and project failures.

2. Analytics is a bit stripped

Although AMP supports Google Analytics but requires a different tagging mechanism altogether. You need to implement those tags across all AMP of the site. The process is time taking and to be able to ascertain data is, as a result, an arduous task.

3. Amazing speed is achieved, thanks to cache

Pros and Cons of Accelerated Mobile Pages (AMP)

There is no technology to make your pages load faster. Google just saves up cached versions of AMP tagged pages and so whenever a visitor decides to view them, this cache retrieves the page for him and what usually follows next is history.

Still why AMP is a disadvantage here is because you rely heavily on Google’s cache. You are already comprising on the revenue earned and you have no illustrations (charts, tables) as part of AMP visitor Analytics as opposed to Google Analytics to track visitors’ behaviours and patterns.

In conclusion

AMP implementation largely depends on what you intend to achieve in your business. If you have a responsive design which makes your mobile website user-friendly, no need. Also, Google is yet to label it as a ranking indicator.


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Last updated: August 17, 2017

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I am a graduate from UK based university and currently writing blogs related tech updates, news, reviews and IM professional tips.

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