February 23, 2016 | Business | by Xavi Beumala

Marfeel’s AMP Compatibility: Changing the Game

It was just last fall that Google announced its Accelerated Mobile Pages (AMP) project, an open-source initiative dedicated to improving the mobile user experience in general, and solving the problem of slow-loading web pages in particular. Google was nipping at the heels of Apple and Facebook, both of whom had launched similar efforts earlier in the year (Apple News and Instant Articles, respectively). The game was afoot.

Now

Marfeel is ready to step up and change the game—and there’s no better arena than the Mobile World Congress to introduce our own instant-AMP technology, an out-of-the-box solution that takes the complexity and the difficulty out of achieving Google’s AMP compatibility for mobile publishers.

We tapped our expertise in mobile website design and ad technology optimization, to develop a one-line code that can be implemented into publishers’ mobile sites with ease and speed. With just one step all articles on a publisher’s web properties, including historical archives along with current and future content, are instantly optimized for mobile devices, allowing content to be presented over Google’s new search-result carousel; dramatically improving mobile site speed, search-ability and SEO results. Marfeel’s new offering also adds on the benefit of enabling deep linking into the publisher’s websites, which moves traffic beyond search results and directly over to publishers’ own mobile properties.

Mobile web publishers recognize that users expect pages to load instantly; industry research indicates that as load times approach 10 seconds nearly 60 percent of viewers move on rather than wait. But the difficult process of implementing AMP technology is prohibitively labor-intensive for most publishers. Now Marfeel can resolve that dilemma for its customers in a matter of minutes, as co-founder and COO Juan Margenat explains:

From this point on, all of Marfeel’s mobile publishers are automatically becoming AMP-compatible with just the implementation of a small line of code into their properties. Marfeel will implement this new feature for all current customers, improving their search-ability and SEO from day one, adding on to Marfeel’s 360-degree complete mobile solution. Future customers joining Marfeel will be AMP-compatible by implementing Marfeel’s own mobile website conversion technology. Publishers won’t need to use their own internal resources to gain the benefits of Google’s new solution.

Dennis Publishing (U.K.), National Geographic (France), and M6 (France) are among the first Marfeel customers scheduled to launch the new solution, with Dennis Publishing leading the way.

Mobile publishers may applaud the AMP concept, but the obstacles they face in actually implementing the technology are daunting. In order to make their archived, current, and future articles AMP-ready, they must create and maintain duplicate HTML versions of their original pages, built to specific guidelines, one by one. On top of that, because traditional publishers use myriad CMS systems (e.g., WordPress, Joomla, in-house, etc.), each change to an article’s code needs to be repeated multiple times. Many publishers have stated that they lack the resources for this time-consuming process, and would therefore make only limited older and future content AMP-compatible.

Now Marfeel has done nothing less than removing all of these obstacles, and that is a genuine game-changer. Mobile publishers can implement AMP-compatible solutions more easily than they’d imagined, and instantly start reaping the benefits of Google’s initiative. (Marfeel expects to offer similar compatibility technology for Apple News and Instant Pages, further down the road.) Forward-looking publishers like the ones we’ve met this week are ready to jump into the AMP game today. And Marfeel is more than ready to see them off to a fast start.

There’s still time to come and meet the Marfeel team at Mobile World Congress! Visit our booth at Hall 8.1 Booth J20, or mail us a request at: hello@marfeel.com