Do you know what an accelerated mobile page is? As a marketer, you should learn and be ready as the use of AMPs is a trend that will take hold in 2017.

AMPs are an open-source protocol, used by web developers to make mobile pages that load faster – nearly instantly – on mobile devices. One of the top things that makes a user leave a site if it takes more than two seconds to load. So AMPs keep users on your site.

The series of simple structural changes that the webmasters can make help the site load up to 4 times faster and uses 8 times less data. These are pluses for your potential customers. One of the ways it does this is by eliminating Javascript, which makes it easy for web developers to use things that adverts and slideshows on the pages, but fetches arbitrary resources and other arbitrary things before it displays the content.  Those display items on the page are still possible because AMP offers standard components that allow developers to include them without using Javascript.

Google has already begun to recognize the value of AMP and is starting to favor those sites that utilize the technology. You can tell by the presence of your site in the carousel of images and the small lightning bolt icon used as an indicator of AMP status.

Some of the page rank may happen naturally. If a page loads faster, it is more likely that the user will stay with the site, rather than get frustrated with slow loading and backtrack to another. More quality visits to your site means a rise in the rankings that way as well.

AMP is gaining popularity. There may not be cause yet to hurry up and change your site but be aware of it and implement it as part of your upcoming marketing strategy. Evaluate the content on your site as well. This may not be an “all or nothing” changeover, as there are some features that are supported by Javascript that AMP does not support and would be unlikely to do so.

AMP is just another tool in the marketing arsenal and should be wielded in ways that benefit the company in concert with other useful instruments.

Sebastian Duque

Author Sebastian Duque

With a BAs in Marketing from Florida International University, Sebastian is fascinated by how search engine marketing is shaping consumers and markets behavior. He lives in Miami, Florida and speaks both Spanish and English. Sebastian is also the general manager at By Afro and holds various certifications in search, advanced search, display advertising and an online marketing certification from IAB Spain.

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