Google’s Accelerated Mobile Pages Project: Who Benefits & Who Doesn’t


Ryan Sullivan, SVP, Performance Services of Performics, explores the impact of Google’s AMP.

Q: What does the future of mobile sites look like with the rollout of Google AMP (Accelerated Mobile Pages Project)?

Mobile sites that are slow-to-load or frustrating to users will not be able to measure up (or sustain user interest). Not only will Google penalize these sites in the organic rankings, but visitors that do make it to sub-optimal experiences won’t stick around because there will be better performing alternatives. Even brands that can’t use AMP at this time must find other ways to improve mobile performance.

Q: Why should AMP be used by sites that produce articles as opposed to e-commerce sites?

A: Google’s AMP will primarily benefit websites that distribute mobile content in the form of articles, such as 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-term will likely see the benefit in organic mobile search rankings because of speed and mobile-friendliness. Sites that use JavaScript, feature e-commerce or have interactivity (like comments) may have trouble migrating to AMP. In the short term, as Google works to roll-out more features, e-commerce sites shouldn’t use AMP.

Q: Should businesses avoid AMP if it doesn’t support all their site’s elements?

It’s important to balance the trade-offs. For instance, AMP doesn’t support search box functionality. Businesses must determine how heavily used, and helpful, their search box is. Perhaps mobile speed, user experience and better organic search ranking outweigh the search box functionality.

Q: How should businesses test AMP before implementing it?

A: Business should test pre- and post-AMP implementation metrics on mobile devices and over a cellular connection for speed on a small sampling of site content, and monitor SEO rankings to visualize the impact of performance enhancements. If successful, businesses should continue to roll out in stages to ensure performance gains will scale.

About Ryan Sullivan, SVP, Performance Services at Performics. Ryan Sullivan joined Performics in 2008 as a natural search specialist within Performics’ SEO practice.
Ryan’s excellent communication skills and iterative approach to problem solving have been recognized by partners, clients, and his peers. Academically, he earned a Bachelor of Science in computer science from The Pennsylvania State University in 2007.Before pursuing a career in digital, Ryan worked as a technical marketing engineer for Intel Corporation’s Consumer PC Group and as a retail channel consultant for technical products and computer hardware.



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