Google AMP and Search Marketing - AMP Templates
mobile-amp seo sea sem amptemplates

Google has always been a trailblazer when it comes to our internet experience, changing our way of living online since the day it launched its search engine up till today working on omni channel innovative projects like their connected self-driving car project running on Google Maps. Late 2015 it was already announced but it went live across online platforms just recently on 24th February 2016, though, its latest revolutionary mobile web standard (namely, the Accelerated Mobile Pages project) is yet an other promise by Google to make our daily life just a bit more “human” by optimizing our mobile browsing experience as well. If you’ve been wondering about Accelerated Mobile Pages (AMP) and its impacts on Search Marketing (SEM) topics like Search Engine Optimization (SEO) and Advertisement (SEA), here’s your chance to find out some more details behind these popular abbreviations among today’s marketeers.

Let’s first recap on what AMP is all about from the core

AMP is the threat to JavaScript which promises to eradicate lagging mobile pages and corrupt HTML experiences from our lives. Readers who are used to digesting news on mobile apps can now simply switch to their AMP-accelerated webpage, and be blown away by the minimal, fast, and responsive design that the AMP HTML source code promises to bring to the forefront. With WordPress and BBC, The Guardian and the New York Times, and multiple other Big Names coming onboard, it’s time to see what it’s going to mean for web content publishers and advertisers.

AMP is going to impact organic search results

We all know how Google’s algorithm is responsible for the entire search engine result pages also called “SERPs” and the rankings phenomenon that publishers crave. We also know how important it is for making any sale, getting across any content, and basically being anyone on the internet. Just to remind you some facts about search engine optimization and visibility;

  • 93% of all online experiences begin with a search
  • 81% of customers search for a product and services before purchasing
  • 70% of all clicks in search go to organic search results (still)

Ranking high in Organic Search (SEO) matters very much!

  • The first result gets 33% of all monthly clicks listed in the Google SERPs
  • On mobile devices only the first few results are visible
  • New technologies implemented by Google bring even more pressure and competition to organic listing.  Think about all the rich snippets, news, pictures, YouTube video, Knowledge Graph

google-amp-seo-ranking-factors google amp seo ranking factors

Although Speed, Mobile responsiveness and overall readiness is part of the algorithm for a while now with recent Mobilegeddon updates fresh in the back of our minds, AMP pages will be in strong favor looking at above ranking factors . It is expected that Google is going to prioritize AMP-valid coded pages on the organic search results for mobile users now it has been released and that means more updates as the system is currently being tested. This will enable mobile users with a high-priority lane mobile browsing experience, right at the top of their search intent. With the strong adoption of Mobile (see below image) it is obvious, this will have a huge impact on publishers who need to get on board ASAP to be AMP-compliant, or else lose out in time similar like the impact of bad code quality or not having structured data mark-up.

Mobile's Share of Web Traffic 2016

Is there any impact on Paid and Local Searches?

As far as publishers are concerned, the biggest impact of AMP on advertisement will be the reach that advertisers can add with a good mobile experience. The impact of AMP on your ad quality score or other CPC costs will be reported but it is likely that pages with optimized amp pages will also get better paid search rankings to offer user the best advertisement experience.  As per our tests, it is also probably that AMP modules will be prioritized over highly localized content and that can imply greater possibilities for merchandising and advertising impressions. As always, we can safely assume that Google is going to rely heavily on clicks to work out the kinks of AMP prioritizing.

Concerns about Implementing AMP

Back by a strong open-source partner as WordPress that has been involved from the start and working hard on providing a free WP AMP plugin, enabling users to switch to AMP with a single button click. That’s a great initiative to get adoption rolling, and it lets developers play with and experience the speed with the standard AMP template. More developers are actively working on customizing their AMP pages with custom AMP html templates. Google AMP loves CMS and HTML, which is a good thing for CMS-scripted pages. Besides this, AMP HTML is an open source web development framework, which means any one is able to access the source code and implement or extend it without any resource expenditure or the like. Considering that AMP is expected to drive up traffic, provide better SERP rankings and include native analytics as well as other monetization possibilities, there remains little doubt that AMP is the best option to distribute your static content.

Published by AMP Coder

Support engineer and developer at From HTML Code to Template to Customer.

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