The necessity of having a strong mobile strategy is only increasing in importance each day. With more Google searches taking place on mobile devices than computers, leading brands need to ensure that they are making the most of their organic mobile search program. When you combine this trend with the knowledge that conversions fall by 12% for every additional second a webpage takes to load, it is plainly apparent that ensuring efficient load-times for your mobile website is a necessity.
Whether you’re an advanced mobile brand or a company just venturing into the mobile space, implementing Accelerated Mobile Pages (AMP) is one way to help reinvent the traditional Customer Experience.
The benefits of AMP are fairly straightforward; for publishers, AMP represents a simple and needed refresh on Google’s search results while also providing the ability to add rich content on mobile devices. For non-publishers, AMP offers an uncomplicated way to drive mobile conversions, as lightning-fast load-times make for an excellent user-experience.
The attractiveness of AMP is easily apparent; there are very few solutions that allow you to simultaneously optimize both your organic mobile search rankings and your website’s load time, all while saving money on your server bill. However, with any new solution, there are pros and cons to be considered and deploying AMP without expert guidance is not recommended. With expert guidance, you can ensure that you are utilizing your AMP program in the most efficient way possible, helping achieve your ultimate goals while also avoiding some understood risks involved with AMP deployments along the way.
The Ins & Outs of AMP
You now understand the benefits that AMP can present and want to get started; the mobile internet thanks you! However, you’ll want to be able to track mobile users to ensure that your new AMP are performing effectively. Fortunately, Google has another solution of this in the form of Google Tag Manager (GTM). By utilizing GTM, you can implement a mature solution for connecting your AMP with Google Analytics, allowing you to track your users and optimize your website’s mobile user experience.
To help answer any questions that you might have and simplify the implementation process as much as possible, there are some excellent resources available online to help you.
- The AMP Project
- Using Google Analytics & AMP
- Google Tag Manager Support
- AMP Tutorials
- Making Your AMP discoverable
One of the key advantages of the GTM solution is their leveraging of ‘trusted tags’ within AMP. Google has selected a core group of vendors that have the ability to be embedded in AMP and, of course, GTM is one of these vendors. What does this mean for you though? Over time, this integration will allow you increased flexibility within your AMP campaign as well as a lower cost-of-ownership.
Caveats of AMP
For brands beginning to investigate AMP solutions, it is important to understand that there are some known risks that are inherent to the platform. Below are five issues that you should be aware of before investing in your own AMP program.
- Google’s servers often miscount and misattribute AMP sessions due to Google’s definition of a Google Analytics session.
- Those adopting AMP often find it difficult to integrate the relevant success metrics.
- Adopting AMP means losing a level of interactivity and usability that is a core value driver for many sites.
- Buying into Google’s structural ecosystem ties a business to Google’s value proposition. Should your AMP pages not conform to Google’s specifications, Google will simply refuse to list those pages.
- There is a risk going forward should Google decide to invest resources elsewhere that AMP could lose their mobile page rank advantage.
This is where having expert guidance can be extremely valuable when setting up an AMP program. Each of these issues is easily avoidable when the right steps, precautions, and procedures are followed. Google releases frequent updates and patches to issues on a daily basis and an AMP expert will be able to explain and implement these daily fixes. By avoiding these potential issues, you will be able to reap the benefits of increased speed of your mobile website and, ultimately, the increased conversions.
As you have no doubt realized, understanding the ins and outs of AMP can be tricky, even overwhelming, and enlisting an expert to help navigate and advise your AMP strategy is often critical to its success. For most brands, utilizing AMP represents an opportunity to optimize both your organic search strategies and your website’s load-time in one fell swoop. As we saw earlier, time is money when it comes to maximizing the speed with which your webpages load.