In October of 2015, Google announced its Accelerated Mobile Pages (AMP) project which aims to improve the performance of the web for people using a mobile device. AMP could potentially increase the rapidity of mobile webpage load times by 85%.
At this point the AMP project nothing more than a universal open-source initiative for anyone to use to create more mobile friendly web pages. But we should have reason to believe that the implementation of accelerated mobile pages on your website will be critical for the future of SEO; even if a website is already mobile friendly. We should certainly expect that websites providing users with AMPs will receive increased visibility in mobile SERPs.
Maximize Mobile Friendliness for SEO Success
Nearly 100% of consumers today use mobile search to find local products and services. AMP’s will help accelerate the ever advancing move towards a more mobile-friendly web, subsequently helping those consumers access what they’re searching for as quickly as possible.
The fact of the matter is that if a webpage takes too long to load the user loses interest and the opportunity to gain a customer or subscriber is lost. It has been found that nearly 50% of users will abandon a webpage if it takes longer than three seconds to load. To succeed at local SEO and attract potential customers businesses and organizations must provide engaging information as quickly as possible.
It is clear that the impact of AMP’s on organic search will be similar to that of Google’s mobile friendly update in April of 2015, endearingly referred to as “Mobile-geddon” because of the significant impact it had on mobile search results. Because we know that mobile-friendliness is a search ranking factor, and because AMP’s make a website more mobile friendly, it’s not unreasonable to assume that AMP’s will soon be used as a mobile ranking signal to give websites with accelerated mobile pages favor in mobile SERPs. In fact, we are already seeing sites with AMP’s being rewarded with the best rankings.
UX & AMP
User experience, or UX, will always go hand in hand with the quality of website content when it comes to SEO. So if a website is not mobile friendly it will likely create a bad UX for someone attempting to access that website from a mobile device. As a result of Google’s mobile friendly algorithm update, that website is less likely to rank well in mobile search because Google’s algorithm understands that because that website is not mobile friendly, it will likely create a bad UX.
So How Will This Affect Local SEO?
When people are searching for local products and services online, they want the best results as quickly as possible. Convenience and accessibility in relation to UX are key components for local SEO success, and because AMP’s all but eliminate page load time on mobile, the time it takes the user to get the results for which they are searching decreases, thus improving the user’s experience. When your business or organization provides high quality, relevant information as quickly as possible via AMP’s, your SEO will flourish!