No doubt, you need your website to help you grow your small business. To help you grow, you need to carefully consider your website's mobile (or smartphone) presence because mobile-friendly web pages are now a necessity in the world of online marketing. A new trend with mobile marketing is AMP. Here's what's happening, and some advice on how to improve your website's mobile presence.
AMP stands for "Accelerated Mobile Pages." It was a project designed by Google to create faster-loading mobile web content. With more people using mobile devices now than PCs, having the best website in the world won't help your business if it isn't optimized for mobile-friendliness and loading quickly. Getting your website "AMPed" with speedy loading capabilities is a way to make your website friendlier for visitors using smartphones.
The short answer? Because you don't want to be left behind. Speed is king in the world of mobile content. If users are having to wait longer than 3 seconds for your page to load, more than half of them will abandon it.
And it goes beyond being left behind. It might actually propel your business forward if you get on board now. When AMP was first introduced in Europe and the U.S., it was mostly used by publishers. In the early days of its launch, the average click-through rate for sites that had implemented AMP rose over 200%!
So the results are in. They basically told us what we already knew: faster pages mean happier users. Heavier search traffic for your site equals more potential customers and higher revenues. Isn't that always the ultimate end-result?
AMP is now being used by publishers all across the globe including CBS, CNN, The New York Times, BBC, and The Wall Street Journal, just to name a few. With such impressive stats, your next question is probably....
Before you start taking every piece of AMP advice you read and recklessly adjusting your website, understand that the purpose of AMP is to create a more user-friendly mobile experience.
Don't sacrifice all of your past website investments and ad revenue that will likely get stripped down by implementing AMP on every single page.
Do consider that the best pages to use for AMP are the ones with the most actual content. (Remember, the first users of this concept were publishers, i.e. newspapers and the like.) AMP is best reserved for those pages on your website that have the most actual wordage.
Don't go overboard with implementation. Stripping these pages down with AMP can cause you to lose important details such as comment boxes and interactive portions of your website.
Make sure you know exactly what pages you will need AMP for to get the most benefit from using it. Do consider using AMP for pages like blog posts, or product descriptions as it was created to essentially boost readability.
Do test it out before you launch! A good idea would be to use a dummy page to test your AMP set-up before you fully implement it across your content pages. It could look very different than how you are used to seeing it and it's best to work out all the kinks before you go live.
One of the best things you can do, however, is to get an expert on your side. Even if you have the means and know-how to set up your website for AMP, it is not an entirely uncomplicated process. It never hurts to have someone igive your web pages a second look and check for any oversights.
And if you DON'T have the know-how, then enlisting a professional to help you is definitely the way to go. With AMP revolutionizing the way mobile searches happen, you don't want to miss out on the potential revenue that this optimization could provide for your business. But you also don't want to recklessly move forward with AMP and damage your business either.
One of the hardest parts of AMP is that AMP projects use different web analytics than Google has used in the past and requires a different type of code to track how your website performs. You can't see for yourself exactly how your AMP pages are performing without reliable tracking. So, making sure your analytics work correctly on AMP pages is highly recommended.
Optimizing your business website needs to be a constant, ever-evolving process. That can be overwhelming for a small business owner who is just trying to make a living running a successful enterprise. Even if you're familiar with the coding and understand the steps necessary to implement changes like AMP, you may not have the time. But considering what you know about how and why faster loading content contributes to your bottom line, it's pretty obvious that staying up-to-date with products like AMP is going to be necessary for your continued growth.
Contact us today and let us help you optimize your site for peak performance, mobile and beyond!