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AMP – is it worth implementing?


AMP is a technology for fast loading of mobile pages, which is already implemented and actively used by the search engine Google. What is it, why use it, and how can new technologies help promote your website? Answers to these and other questions can be found in our article today.

What is AMP in simple terms

AMP technologies are specifically designed for users sitting on a phone or tablet, whose numbers are rapidly increasing. One of the main problems of webmasters has always been the balance between fully functional stylish pages and website speed on phones. Now the optimal solution has been found.

AMP pages are simplified versions of the website, without scripts, some images, widgets, comment forms, and ads. Their main advantage is very fast loading speed and correct display of all elements on mobile devices. As a result, two versions of the page are created: the full-weight one that displays by default, and the simplified one, which can be automatically redirected from the smartphone.

Another example of using AMP technologies is the Google feed. For some requests, the search engine automatically forms a “carousel” from the most interesting pages according to its opinion. The system searches for AMP tags, loads them on the page in the frame and caches the information.

This is what it looks like.

As a result, when a user decides to open one of the sites, it will load very quickly as it will already be in the smartphone’s memory.

Advantages and disadvantages of the technology

The main advantage of using AMP is the high loading speed of the pages. Statistics show that a user is likely to close a site if it takes longer than 3 seconds to load. Implementing a simplified version will help keep visitors.

In turn, this has a good effect on behavioral factors. The mere presence of AMP does not promote the site in search engines, but users who do not close the site and stay on it for a long time, do.

The use of AMP tags is also relevant for news projects. Such sites can get into the “carousel” of Google above the search results, get more clicks and views.

However, the technology also has its disadvantages

Among them:

  • Insensitivity to other search engines. For example, Yandex may index AMP versions instead of regular ones. Other search engines still do not perceive simplified pages, although they do not consider them duplicates.
  • Data doesn’t appear in Google Analytics or Yandex.Metrica. Corresponding tracking widgets in AMP tags are disabled. They have to be attached manually with fine-tuning.
  • Less functionality. There is no menu, similar publications, comment forms, and other widgets in AMP pages. They have to be added with third-party plugins.
  • Poor appearance. To make the page optimized, some design elements are often sacrificed.
  • Missing traffic. If the news is in the Google carousel, the user can read it there without going to the site. As a result, you lose visits and potential ad views.

Sites using AMP technologies are popular among news and information portals.

Is it worth implementing

You decide whether the benefits outweigh the disadvantages.

The opinion of the global community is as follows:

  • Webmasters hardly notice any changes. Some complain that the accelerated viewing mode takes away their traffic.
  • Google reports an 80% increase in contextual ad effectiveness on such pages.
  • Search Engine Watch writes that the attendance of news sites and magazines increases by 40-50%.
  • CNN representatives believe that there is no difference in monetization on regular and simplified pages.

From all of the above, the following conclusion can be drawn: AMP technology is not a universal solution. For now, the indexing mechanism is designed for niche projects.

We will perhaps in the future, the project will receive updates. We will keep you posted!

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