What is AMP (and why is it important)?

What is an AMP page?

AMP stands for Accelerated Mobile Pages, and is an open-source project, supported by Google, designed to make the (mobile) web faster. For a page to be AMP, it needs to be structured with AMP HTML, AMP JS and AMP cache. By using AMP, you reduce loading times and bounce rates. According to Google, “the average time to fully load a landing page is 22 seconds, according to a recent analysis. 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load”.

How does AMP work?

Nobody wants to wait hours for a page to load on a mobile device. Long loading times are almost a guarantee that the visitor will leave your site. Google Search VP David Besbris says that 53% of mobile searches are abandoned when a person waits more than 3 seconds for a page to load. So it’s essential to make sure your pages have AMP validation. With our tool, all you have to do is enter the URLs (up to 10) and we’ll check whether your URLs have AMP validation. It’s that simple! If your URL isn’t AMP, we’ll provide you with a list of issues you need to address to make it AMP-compliant.

How do I use this tool?

No code is required on your part (and no hidden costs either, it’s free), just copy/paste your URL into the field and our handy tool will do the rest. If the tool finds any problems, it’ll let you know. You can then use this information to repair the page and try again.

AMP (Accelerated Mobile Page) exists to deal with this type of situation: you consult your cell phone to read some new information about your current passion. But the site seems to take forever to load! In fact, your patience lasted only 3 tiny seconds before you went back and consulted another site…

Am I exaggerating? Various studies (Google, Amazon…) demonstrate the impatience of Internet users. 57% of Internet users will leave a site that takes more than 2 seconds to load. (And 80% would never return!)

According to studies by Walmart and Tagman, every second it takes to load a site costs 7% in lost revenue.

We live in a fast-paced world. Visitors want immediacy.

Since 2016, Google has been developing this AMP technology to solve this speed problem and improve the user experience.

The mobile index has become the most important in Google’s eyes. Logical, everyone surfs on their smartphone today.

If your site is slow, it’s probably not optimized for mobile. Sadly, you’re unlikely to end up on the first page of Google.

But before we go any further….

Should you use AMP on your site?

If your site is responsive and fast enough: don’t touch anything! Keep your brand identity. Google won’t penalize you for not using AMP.

If your site isn’t, I’d say a resounding “Yes! Because that’s a real problem, both for your readers and for your SEO.

The fact remains that, if you have the time and/or the budget, it might be a good idea to opt for a redesign of your content to make it mobile-friendly.

If your site is on WordPress, all modern themes worthy of the name are adaptive. If yours isn’t, it might be a good idea to upgrade… It also means that it’s poorly updated.

In the meantime, an official AMP extension lets you include this format on your blog in just a few clicks. This way, you can solve the compatibility problem quite easily. You can then take the time to adapt your strategy, improve your site and – above all – optimize its speed (and not just on mobile, either!).

What exactly is AMP?

Google’ s AMP technology is open source. This means it’s open to everyone to improve and use. It exists to optimize sites that are not adaptive, i.e. poorly designed for mobiles (or non-responsive, to use the Anglicism common in the industry).

The result? The use of this feature considerably reduces the bounce rate on Smartphones.

Visitors enjoy browsing the site’s pages, which load almost instantaneously. And that’s not all. AMP isn’t just about page-loading speed. It also improves compatibility with smartphones and tablets.

No buttons too narrow for our fat, pudgy fingers, or too close together. No Lilliputian fonts that require a microscope to decipher. Or images in the wrong format, or overlapping elements. And all those things that displease the user (and Google in turn).

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