The AMP Project speeds up the web to offer better reading experiences for users and an additional ad revenue channel for publishers. This guide to the benefits of AMP pages will help you to decide if now is the time to enable AMP pages.
Google maintain that AMP pages are not given preferential treatment in search engine results pages (SERPs). However, there is a carousel where relevant AMP pages are featured depending on the number of relevant links that are returned for a particular search term. The good news is that if an article is featured within the carousel, it isn’t removed from traditional search results, so publishers could even be featured in results twice.
There are nuances as to how the AMP carousel functions, and you can read more about this on Atenea, Marfeel’s knowledge bank.
When 47% of readers expect mobile pages to load within two seconds or less, speed is critical to building engagement. AMP pages load much faster than traditional mobile pages, meaning higher engagement with a demanding audience. More engagement also means more potential ad revenue.
The lightweight nature of AMP HTML means that the layout of AMP pages are uniform, clean, and place an emphasis on content. The clean layouts are easy to read and with ads being served speedily in a clear way, ad viewability will increase.
Some believe that a focus on uniformity and “form over function” could have a negative impact on brand awareness. Google are aware of what publishers would like to change and release incremental updates and new features that allow for customization.
Google are experimenting with the integration of tools that will give publishers ability to find new potential subscribers and boost articles in search that were previously penalized due to being behind paywalls. This would be a powerful option that allows publishers to explore new revenue streams in a time where traditional ad revenues may be wavering for some publishers.
There are numerous studies that agree mobile latency can impact publisher revenue. When ads are served quickly and cleanly within content, publishers can monetize their AMP pages in powerful ways. Google themselves estimate that AMP pages that load within 5 seconds can earn up to 2x more revenue than those with a 19 second average.
Google have their full weight behind AMP, which is a great sign for the health of the project. There is still time to adopt early, familiarize yourself with the project and get ahead of the crowd to put your AMP pages on top. TechCrunch reveals that globally, AMP now powers 2 billion mobile pages and 900,000 domains, too.
If you have any questions regarding AMP and what they could do for you, please feel free to send a message to firstname.lastname@example.org. Keep up with more tips for publishers by subscribing to our newsletter below.