Although marketing trend trackers have noted the importance of mobile optimization and the rise of responsive web design for years, recent Google projects mean that this web design trend can no longer be ignored. Google AMP is changing the way sites display in its search results for mobile users, which has a big potential impact on commercial sites of every kind. Here’s what digital marketing professionals need to know about Google AMP and how it affects search results going forward.
What is AMP?
AMP, or Accelerated Mobile Pages, is a new project backed by Google and Twitter designed to make mobile web pages faster using a streamlined version of HTML. This eliminates certain features, like forms, for example, and makes sites much faster to load and easier to scroll through for users accessing them via mobile technology.
How will it affect SERPs?
AMP sites are already affecting search engine result pages in noticeable ways. Right now the changes only affect mobile devices such as smartphones and tablets—although that still means it will impact over half of all internet users with the rapid rise of mobile technology.
AMP results display in a carousel above the organic search results, similar to how news stories and ads have appeared in the past. They also display an AMP icon in the bottom left corner. If you would like to see how an AMP-optimized website shows up, a quick Google search on your mobile device will show you how it appears in the carousel.
What is responsive web design?
Responsive design is a kind of web design that allows the way a site appears on a screen to change depending on what device is being used to view it. It is very popular due to the flexibility it offers for both mobile and desktop visitors to websites, as well as web developers. With responsive design, there’s no need to create two separate websites based on how users access the site. This web design uses HTML to move and resize elements quickly and easily, making it an ideal choice given the new AMP guidelines.
In order to meet the criteria set by Google, you now have to validate your AMP page to ensure that it is streamlined and easy to use for mobile devices. A new tool built in to Chrome’s development page makes this process very simple. If you’ve been on the fence about updating your website to make it ideally suited for mobile users, now is the time to make the change. A site that meets AMP standards shows that your brand is ahead of the curve and aware of the changing needs of its audience.
For help taking advantage of this exciting new Google feature, get in touch with the responsive web design professionals at AMMA Digital Marketing. Revamping your site to keep up with this change will keep it up to date and easy to use for a tech-savvy consumer base. To set up a free consultation call 800-466-0684, or send us an email today.