Why Google's AMP Is Imperative for eCommerce Sites
- Website Development

Why Google’s AMP Is Imperative for eCommerce Sites

Last October, Google introduced Accelerated Mobile Pages (AMP), a new mobile initiative designed to speed up web performance on mobile devices. AMP speeds up website performance by as much as 15 to 85 percent on mobile devices such as the HTC One M9, according to Google. But 76 percent of SEO professionals aren’t ready for AMP, even though 49 percent recognize it could have a significant impact on their search engine rankings, according to an SEO Power Suite survey.

The following are a few more reasons why e-commerce sites should implement AMP sooner than later.

AMP Competes With Facebook Instant Articles and Apple News

AMP is Google’s answer to Facebook Instant Articles and Apple News, claims Search Engine Watch. Facebook Instant Articles enables publishers to select articles that display in Facebook’s mobile app in a format similar to the publisher’s website. This gives Facebook the ability to help publishers bypass ad blockers and deliver content that gets loaded lightning-fast due to being delivered in the app. Facebook monetizes this by allowing companies to either sell their advertising or having Facebook sell it for them, effectively giving Facebook revenue for hosting and monetization services.

Apple News offers a similar opportunity for publishers using its platform. Google’s release of AMP followed a month later.

What AMP Does Differently

AMP resembles the basic idea of Facebook Instant Articles and Apple News, but it differs in some important respects. Like its competitors, AMP provides faster delivery of mobile content in a way that preserves native formatting. However, Facebook and Apple’s tools require partnership agreements with their providers whereas AMP uses open-source code. AMP is based on a modification of HTML that essentially strips HTML of elements that cause slower mobile load time, such as JavaScript. It also has the benefit of allowing more customization than Facebook Instant Articles or Apple News. For example, AMP allows support for subscriptions and paywalls.

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This scaling down of HTML creates a functional limitation for advertisers who are used to relying on traditional tools like JavaScript. However, many benefits offset this problem

  1. Unlike Facebook and Apple, Google is the world’s largest search engine, and using AMP gives users an SEO boost.
  2. The faster load time of AMP helps retain visitors who are otherwise inclined to click away from slow-loading pages.
  3. AMP includes several functions geared towards publishers and advertisers. These include the ability to select ad servers for ad trafficking, support for native ads and other formats and demand sources, full ad placement control, and measurements for viewability. Together, these features constitute a powerful arsenal for advertisers.

Why It’s Urgent to Start Using AMP Now

AMP’s search engine advantage makes it imperative for e-commerce sites to start utilizing AMP before their competition does. It’s easier to get in on the ground floor of one of Google’s updates than to play catch-up later. AMP stories will now appear below the “Top Stories” section on results displays, allowing publishers to leapfrog the competition. E-commerce sites that start taking advantage of this feature now will gain a major competitive advantage. Those who wait will find themselves trying to regain lost ground in an increasingly competitive environment.

Why Google’s AMP Is Imperative for eCommerce Sites

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