June 28th, 2018
If you’ve ever searched for content and interacted with the results on a mobile device, you’ve probably encountered AMP, or Accelerated Mobile Pages.
AMP is an open source framework developed by Google in collaboration with Twitter. Accelerated Mobile Pages create better, faster experiences on the mobile web. At its core, the framework allows you to build lightweight experiences for mobile by simplifying the HTML and following streamlined CSS rules.
AMP was originally considered to be developed in response to Facebook’s Instant Articles. However, over the years, it has become a powerful platform for delivering content directly from search results at almost lightening speed. Earlier this year, Google drew a line in the sand with the announcement that it will push for adding AMP technology framework to web standards.
Under the hood, AMP framework has 3 main parts.
In the few years since AMP was launched, it is generally accepted that media sites do well on AMP. Since the majority of content on media sites is static, these websites have seen significant boosts in organic search traffic. In addition, Google has also made it simple for publishers to make their content stand out with Rich Cards. For eCommerce websites with content that is heavily dynamic and changing based on user selections (think filtering, sorting, adding to cart, and more dynamic user actions), the jury is out on the how much AMP can boost performance on mobile. All SEO and mobile performance enthusiasts seem to agree that a well-implemented AMP website will:
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The most common reason some digital web brands have decided not to implement AMP is the level of effort needed to AMP-ify your web assets. It is undeniable that mobile presents an opportunity, but it also demands a significant and thoughtful approach. To leverage the benefits of an AMP experience, your development team will need to build and maintain separate assets for AMP.
Since AMP caches content without making a request to your servers each time, your analytics and measurement tools cannot rely 100% on server requests. You will need to implement special tracking parameters to accurately capture CTRs and engagement metrics from the AMP version of your website.
To put it simply, AMP is HTML on a diet—which means that you cannot deliver rich user experiences like moving maps, rotating images, and more on AMP. If portions of your website relies heavily of rich UX, you may wish to reconsider building AMP versions of those web sections.
Lastly, AMP experiences are walled and restrictive by design. It’s hard for users to do anything from an AMP experience except go back to Google search results. This creates the risk of losing mobile user engagement, and a potential conversion for your brand.
Yes! AMP provides a unique opportunity on mobile for organic traffic to search and discover content on your website. With Branch’s Journeys web-to-app smart banners, you can further the content discovery and bridge mobile web and app by building customized web-to-app experiences. Here are some specific experiences you can build with Branch on your AMP website.
To learn more about AMP and how Branch can help, request a demo with our partner growth team today!