When Accelerated Mobile Pages (AMP) launched in 2015, the open-source initiative was was primarily focused on helping publishers and news agencies. But AMP has come a long way since then.
Today, AMP is a robust, mature technology that’s being adopted by some of the world’s leading brands, across multiple verticals. From Walmart and AT&T to retailers of all sizes, AMP is a full-proof way to guarantee world-class site speed and to drive in more traffic. As our CEO says: “AMP is no longer a nice to have but an unobjectionable must have.”
Here are five things that AMP provided that’s probably slipped under the collective radar.
1. You can track engagement from AMP to non-AMP
With the Client ID API, which launched in 2018, measuring AMP performance is straightforward, providing all the necessary business intelligence to understand user behaviors.
We posted about the AMP clientID API back in 2018, which stitches together sessions between your AMP pages and canonical, reporting both to the same Google Analytics property. Now, someone who lands on an AMP page and then navigates to another page will be tracked as one user (previously two separate sessions were reported). Conversions and other engagement metrics are properly attributed to AMP, and the unified sessions result in a more accurate reporting of visitors to your site.
2. Navigational and Branded Queries Are Now AMP
Historically, AMP was left out of the most lucrative searches for businesses: Searches that contain the brand name and generally have a high-user intent to convert. We assume it’s because Google determined that people looking for a specific brand name were willing to wait for pages to load.
As AMP matured over the years, its feature sets also grew — today offering full-feature parity. As a result, starting in June 2018, AMP pages began receiving impressions on branded search queries. We covered this big move in a blog post, including the impact it created. We measures average rankings improved by 1.3 positions and CTR improved by up to 9%.
So, not only is AMP surfacing on high-value queries, it’s also drawing even more customers.
3. AMP-Powered Sitelinks and Sublinks
You’ve all seen sitelinks and sublinks. The valuable feature is Google’s way to quickly get user to subsections of a site, directly from the SERP page. Sitelinks provide a valuable and critical real estate from search.
Starting in September, sitelinks are now AMP-enabled when available. They don’t have the lightning bolt, yet, but still offer the same fast and robust experience that you’ve come to expect with AMP.
The switch to AMP-powered sitelinks has provided a positive lift for our clients, as sitelinks result in a 5% lower bounce rate, on average, and users are viewing 25% more pages in an average session.
4. AMP Pages Show up from Omnibar Search Results
Android devices have direct access to Google search via the omnibar — and for quite some time, those results were entirely non-AMP. That changed at the start of 2019. Now, AMP pages are served directly in omnibar results. And this shift, has helped Android users get to answers and websites faster.
5. Bing Search Shows AMP Pages
Bing announced the adoption of AMP in September of 2018, and they’ve been slowly adding support for the various types of AMP pages that are available. Currently, they can be found for articles and news items, with the expectation Bing will expand AMP-results to additional pages in the future.
As AMP has matured and expanded in features, it has become an even better tool for businesses wanting to reach mobile customers. There are plenty of new features on the horizon, including signed exchanges, such that 2019 will be another big year for AMP.