Google introduced accelerated mobile pages (AMP) back in August with limited reach. Prior to that, these results only appeared in “Top Stories.” The August move had them showing up in organic mobile search results.
Now, AMP results are moving more broadly into global mobile search results.
One of the first things that marketers are likely to want to know is how this change will affect page ranking.
Google officials have clearly stated that the AMP rollout will not be accompanied by a ranking change.
Articles that are formatted for AMP will not get a boost in search results. However, if you have a version of your article for desktop search and an AMP version for mobile search, Google will choose the AMP version for display. You just won’t get a boost over pages on other sites.
AMP pages are designed to load much faster than other pages. Therefore, if you have more of your content formatted for AMP, it will load faster for visitors, which means that you will have a lower bounce rate and a faster overall speed for your site, both of which will improve your page rank.
These qualities create a positive feedback loop. The faster your content loads, the more improved your overall SEO, which moves you to the top of search and helps you get more visitors, thereby improving your SEO even more. And so on.
Types of Content
AMP isn’t just for traditional content like blog posts and articles. Google notes that AMP is being used for a great variety of content.
Google officials say that AMP is being used for news content, shopping pages, cooking pages that include recipes and videos, travel content that includes maps and other interactive elements, e-commerce pages with order forms and shopping carts, and entertainment pages, among others.
The goal, according to Google, is to make websites more accommodating for mobile users. The search giant is using its influence to make that happen by providing the tools to make it easier and rewarding those who use those tools.
So far, Google said that the use of AMP has grown quickly and officials are happy with the response to it.
This summer, there were only about 150 million AMP-enabled pages. Now, there are about 600 million pages that have AMP.
The reach of the pages is also broad. The pages represent about 230 locations and are written in more than 100 languages. Major companies like WordPress, Bing, Reddit, and eBay are even using AMP to promote their content.
Those numbers are only expected to grow with this global rollout. One day, we expect to see the majority of content formatted for AMP.
How to Get AMP
All you have to do to take advantage of AMP is to learn how to code your pages in the appropriate markup.
Google offers an extensive tutorial on this markup language that walks you through every step of creating your AMP page. You can go through each aspect of the page, including adding a photo, modifying your layout, adding your content, previewing and validating your page, and publishing it.
Google also provides guidelines about including media and iframes, including third-party content, ensuring that your page gets seen, validating your page, and configuring your analytics.
All you have to do is create the page and publish it. Google will then select that page for mobile results when crawling your site.
Mostly, the markup language just adds AMP JS library information and a boilerplate to the basic page HTML.
If you aren’t that proficient with code, you can easily test and preview your page before you publish it to ensure that everything is showing up the way it should and you have no errors in your code.
There are also numerous online forums and chat rooms where you can troubleshoot your AMP markup and get answers to your specific questions about how to accomplish something specific with the markup.
Of course, you also have the option to hire someone who can do the markup for all your pages if you are not confident in your ability to handle it yourself. The expense of hiring outside help will be well worth it with the benefits you will get having your pages available for faster loading on mobile devices.
The number of mobile users has grown significantly in recent years, and it is only expected to grow more. Finding ways to reach more of those users and to make your site load faster will only improve your online marketing strategy and help you get more brand exposure and more leads and sales.
If you haven’t already started implementing Google’s AMP, now is the time to start. Check out the tutorials or hire someone to take care of the work for you.
Marketers are always chasing Google since it is the top search engine that people use, and better rankings in Google’s search results can make or break a site.
The changing whims of Google can change the fortunes of a site. It’s no surprise then that brands come running when they hear news that “Google launches new tool” since it is likely to make it a little easier to help sites win its favor.
Earlier this month, Google introduced a new tool that will help businesses evaluate their speed and their mobile impact. Here’s what we know so far:
What the Tool Does
Google’s new tool is a simple landing page that tests your site’s performance.
Specifically, it tests your website’s speed for both desktop and mobile users. Speed is an important metric for your site. Not only does it influence your users’ experience on your site and how they behave on it, but it also influences where your site appears in the search rankings.
If your site is too slow, users won’t stick around to explore your content or buy your products. You’ll have a higher bounce rate, and your site will drop in search rankings.
Google’s new tool helps you to easily test your site speed to ensure you are delivering the right user experience and maintaining your search position.
Also, Google’s new tool evaluates how friendly your site is for mobile users, who are quickly outnumbering desktop users. Specifically, the tool will look at things like if your site has tappable buttons, if it is easy to navigate, and if the most important information is prioritized.
The tool will assign your tool a score from 0 to 100 to measure its mobile friendliness. (It uses the same system to measure speed.)
Evaluating the Report
Google will email you a report that gives you three scores: Your site’s mobile friendliness, its speed on desktop and its speed on mobile.
Under each score, you will get information to help you understand it. The score will be in red, yellow or green, indicating its health. Green means that everything looks good, yellow means that there are a few issues you might want to improve, and red indicates that you have some problems that need to be fixed.
The report will also give you suggestions for things that you should fix and things you should consider fixing. It also tells you the things that your site is doing well, specifically.
For example, for mobile friendliness, the report may indicate whether you need to remove plugins, resize images for the smaller screens, use larger fonts, or create tappable targets.
Under each note, you’ll either get information like “looks good” or you’ll get a link to more information about how to change the problem. You’ll have a list of things that you can do to make your site more effective and to rank higher in search.
Google’s new tool makes it very easy for you to improve your site and start reaching the customers you want.
Expanding Possibilities with Mobile
Mobile marketing is the future for businesses. Google just offers one tool in your arsenal.
If you don’t already have a mobile website, now is the time to build one. Think beyond responsive websites. To be truly effective, you need to create a dedicated mobile site. Even better, you need to create a dedicated mobile app.
Your mobile strategy should include dedicated content, images and graphics created specifically for mobile devices, promotions just for mobile users, and more.
There are also many other tools that can help you get more from mobile. CodeFuel offers several tools that can help you reach more customers with mobile.
In-tag solution is a content recommendation tool that scans your site and automatically inserts the right content into text tags and other elements. In-tag relies on user intent signals to ensure that the right content is being shown to the right users.
In-tag encourages customers to stay on your site longer and to become more engaged with your content. The more engaged your customers are, the more loyal they will become and the more purchases they will make in the long run.
CodeFuel’s advertising platform also uses an advanced algorithm to show users the right ads based on their interests and the content they are currently perusing. By showing them the right content, the platform increases the click-through rates and the conversions.
Both of these tools help your mobile site perform better, whether you are trying to promote your own content or you are trying to increase your advertising revenue. Use these tools in conjunction with tools like the new one Google is offering and you will ensure that you are getting the most out of your mobile site to reach the customers you want and meet your sales goals.