Google says it might be time to rAMP up your mobile content efforts

12th May, 2016

The introduction of AMP is set to continue Google’s anti-PC revolution and ensure that the gap between the quality of mobile and desktop content gets smaller and smaller.

AMP – or Accelerated Mobile Pages for the non-techxperts out there – will essentially load mobile content automatically, providing that the page has been built with AMP HTML. They’ll do this by stripping out all the additional information on a page, leaving only your content and images.

I know what you’re thinking: ‘yeah, and?’- faster and faster loading mobile content isn’t exactly a new idea and it wasn’t that long ago that ‘Instant Articles’ were set to do pretty much exactly what AMP will.

But the introduction of AMP is important for two reasons:

  • About a year on since ‘Mobilegeddon’ – the algorithm so called because it was set to penalise sites that weren’t responsive – Google has finally released software that helps mobile content, rather than merely penalising those sites that don’t optimise it.
  • This is a technology that every SEO expert and developer can introduce and adapt their site to. It’s not just the big bully boys using their clout to squash the little people.

But how will all this affect you and your business?

Short answer: it depends on you and your audience.

Long answer: AMP is not currently being used as a ranking factor, so there is no need to rush out and add AMP HTML to all of your pages. In fact, and I’m sorry but I can’t remember where I read it, an article that I read the other day suggested that 75% of SEO experts haven’t prepped their clients’ sites for it yet.

So I think it’s fair to say that if your audience isn’t currently the biggest, or you’re targeting an audience who you know view most of their content on desktop, there’s no rush to adapt to AMP.

However, this new development isn’t about appeasing Google, it’s about your readers and making it as easy as possible for them to access your content. So if you want your content to have the impact it could, AMP will certainly help that.

It’s also fair to say that Google release new algorithms and updates more often than I my change my underwear (although, thinking about it, twice a year isn’t all that often). So what they don’t rank today may be a hugely important factor tomorrow.

In conclusion

I’ll finish up with this closing statement (the truth! You can’t handle the truth!):

If mobile is taking over content, and it definitely is, then you should optimise mobile to the extent you’ve always optimised for desktop. Readers don’t just judge your content on the words or pictures, but how easily accessible it is.

Don’t lose your reader before they’ve even started reading.

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