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When many people think of their SEO strategy, they often tend to focus more on site visibility rather than user experience. However, treating positive user experience as a top priority can be an effective way of driving both traffic and engagement—over time, getting your page the quality visits it needs to perform better on search engines.

Studies have shown that consumers have an impression made within 1/10th of a second upon visiting a page, which would indicate that site speed is pretty important! Think of it in terms of “real world” applications—do you know anyone who loves waiting in a long line at the bank or at a restaurant? Wait time can be a big deterrent for businesses, and the same is often true for websites. Users don’t like waiting for sites to load, and if the wait takes too long, they have thousands more to choose from. This is where the AMP Project (Accelerated Mobile Pages) comes in, which standardizes a mobile version of your site and gives your pages the on-the-go appeal necessary for mobile users.

Most people spend time on apps as opposed to the web because apps have a less cluttered interface and tend to perform faster. If your company doesn’t have an app, it can be hard to drive traffic to your site from the mobile web, especially if users perceive links from your site as slow loading. The question then becomes how to successfully get on-the-go users to visit sites, and the answer is generally through optimized content via AMP.

What is the AMP Project?

The goal of the AMP project, as stated by Google, is to “dramatically improve the performance of the mobile web” or load sites quickly on mobile devices. It’s an open source coding initiative that publishers or site administrators can implement once and, as a result, have optimized content load “instantly” everywhere. This is a big deal, because internet speeds and connection varies for on-the-go mobile users, so have pages that seem to render instantly facilitates an ideal user experience.

AMP demo on Google Search

Here’s how it works:

There are 3 parts to AMP. First, there’s HTML, which is pretty much normal HTML, but with custom AMP properties that allow for the implementation of common patterns.

Second, there’s AMP JavaScript (JS), which utilizes AMP’s best performance practices, manages resource loading, and gives you custom HTML tags. Perhaps the most effective part of AMP JS is that it makes everything coming from external links and resources asynchronous. Stripping out all the extra styles and resources allows only the content to load, giving the page that seemingly instant rendering.

The third component is Google AMP Cache, which is a proxy-based delivery network for all valid AMP content. It fetches MAP HTML pages and caches them, which automatically improves page performance.

Who should use it?

Simply put, publishers—if you’re in the business of content, as in, you want and need users to be viewing the content you publish at a pretty constant rate, then you need AMP. Having clickable headlines and share-worthy content will mean next to nothing for your mobile using audience if the page won’t render!

It’s important to keep in mind that providing your content in a convenient and easy to navigate format is often more than half the battle—the most thoughtful and informative article in the world won’t do your readers much good if they have to go through an exceptional number of hoops in order to access it –unlike old-school publication, the dichotomy of successful publishing in the internet age is one that requires a successful balance between quality content and quality service.

Additional Mobile Optimization

If you are in need of additional mobile optimization, the WooRank Website Reviews carry out a number of mobile performance checks, providing helpful information and suggestions about how to further improve the performance and rankability of your mobile experience.