Should You Optimize Content for Google AMP – Business Intelligence Info

AccordingtoSearchEngineLand,therearenow600millionAMPpageson700,000domains,andfourmillionpagesarebeingaddedeachweek。

They?

rehopingthatoncesearchersstartexperiencingthebenefitsofAMP,theywillseekoutandcontinuetofavorthesepages。

Buttodate,averysmallpercentageofcompanieshaveadoptedAMP。

Infact,only23percentofSEOprofessionalshavetakenactiontoimplementGoogleAMPprotocol。

Soifyou?

reonthefenceaboutadoption,whatarethemajorprosandcons?

GoogleAMP:TheProsandtheCons

Aswithanynewtool,marketersmustcarefullyweightheprosandconstodetermineifit?

srightfortheircompany。

Doesitmakesensetoadoptnow,orshouldyouwaitandseeifthenewtoolfizzlesout,andinstead,investyourresourcesintoothertypesofactivities?

Hereareafewpositivefactorstoconsider。

Higherexposuretomobilepages。

Currently,mobilepagesthattakelongerthanthreesecondstoloadhavea40percentdrop-offrate。

SinceGoogleAMPhelpspagesloadmuchfaster,thisdrop-offcoulddecreasesignificantly。

Earlyadopteradvantages。

AdoptingAMPmaybearankingfactorforGoogleinthefuture(moreonthislater)。

Becominganearlyadoptermayproduceadvantagesovermajorcompetitorsinthefuture。

Nocost。

AMPdoesn?

tcostanything,exceptyourinternalresourcesandtime。

TheGooglesetupisfree。

Thereareafewdrawbacks。

AMPisfairlynew,sotheconsarespeculativebutcouldbeafactorinthefuture。

Bounceratesforpoorcontent。

Searchersfindwhatthey?

relookingfor,thenquicklyleavethepage。

Ifyou?

redoingagreatjobwithyourcontentandenticingvisitorstoexploreotherpages,thisshouldn?

tbeaproblem。

Forcompanieswithweakcontent,itcouldtranslatetolesstimespentonthepage。

(Butthat?

strueAMPornoAMP。

)

Symbolblindness。

UsersmaybegintoignoreAMPandinsteadselectorganicsearchresults,similartothewayusersignoreadsatthetopofthescreen。

Refinedsearches。

Usersaren?

thappywithresults,sotheyrefinetheirsearchandyourpagegetslessexposure。

Also,readersmayrecallthatGooglehasbeenamongtheleadersinpushingwebsitestoadoptresponsivedesign。

YoumayaskareAMPandresponsivedesignthesameordifferent?

Theyaredifferent,andGooglehasn?

ttakenapositionononeovertheother;however,AMPpagesloadfasterthanresponsivepagessodevelopersandpublishersmayadoptbothmovingforward。

AnotherconcernisthatwhileGoogleispushingAMP,andMicrosoft?

sBingsearchenginerecentlyadoptedit,otherplatformsareusingtheirownprotocols(Facebook?

sInstantArticlesandApple’sNewsFormat)fordeliveringfastermobileuserexperiences。

DoesAMPAffectSearchRankings?

Oneofthemoreimportantquestionsonmarketers?

mindsisthatofranking。

Ifyoudon?

tadoptthetool,willyourpagerankdrop?

Willyourtrafficdecrease?

Andwillyougeneratelesstrafficandsoseefewerleadsinthefuture?

Ifyou?

rewonderingaboutthesequestions,youaren?

talone。

Infact,recentlyJohnMuellerofGoogleansweredthesequestionsinaGoogleHangout。

HeflatlystatedthatAMPisnotarankingfactoratthispoint。

Butnotethoselastfewwords?

atthispoint?

Translation?

IfyoudecidetositbackanddonothingwithGoogleAMP,it?

sOK。

Youwon?

tbepenalizedrightnow。

ButGooglehasbecomeveryinterestedinthemobileexperienceoverthepastfiveyears。

Soit?

spossiblethatifusersrespondpositivelytoGoogleAMP,itmayplayafactorinsearchrankingsinthefuture。

Don?

tignorethis。

TipsforUsingAMP

AreyouthinkingaboutgivingGoogleAMPatry?

Ifso,startbycreatingonepageandtestingtheresults。

Thecompanyoffersatutorialthatwalksyou(oryourtechnicalteam)throughtheprocess,including:

CreatingyourfirstAMPpage

Stagingthepage

UsingGoogle?

svalidator

Preparingthepageforpublication

Letsblockads!

(Why?

)

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