The judgement is in: Google’s AMP- Accelerated Mobile Pages are being gradually abandoned by publishers. It is being phased out by a number of media publications, including Search Engine Land, with no discernible effect on traffic or search engine rankings.
Since the debut of AMP in 2016, both technology and Google’s criteria have evolved. AMP’s utility is being questioned now that it is no longer needed for inclusion in Google News or Top Stories, especially as alternative technologies can offer greater flexibility in terms of SEO services, customisation and revenue choices.
Despite these drawbacks, AMP remains a simple solution to create fast-loading, user-friendly mobile sites with a number of advantages. AMP sites are 5 times more likely than conventional mobile webpages to adhere to Google’s Core Web Vitals (CWVs), which implies not just a richer user experience but also a boost in search engine rankings.
So, as publishers ponder moving away from AMP, how can they guarantee that they preserve its benefits while simultaneously removing its constraints? Here’s how it is done!
Optimise for Core Web Vitals
Complying with Google’s CWV criteria, which basically replaced AMP as a deciding factor for Top Stories, is one strategy to guarantee your web page continues to deliver well in terms of both search rankings and customer experience. The very first step is to configure real-user tracking so that you can watch your CWV scores live, examine any problems, and take action promptly. Seemingly trivial changes might cause a dramatic decline in one or more of the CWVs, so it’s crucial to keep an eye on them.
Improving User involvement and interaction
Quick loading speeds do not guarantee a great user experience. Publishers need a platform that keeps their users engaged, especially if they wish to stay at the top of search engine results and maximise advertising income. Several relevant programmes have resolved this by incorporating such features into the page design that increase interest and encourage involvement. These may include:
Infinite scroll – when users scroll down the screen, new articles are loaded.
Speedy swiping – similar to many applications, this feature allows users to skip to the next content with a single swipe across the page.
Associated articles – Within an article, a carousel of additional stories on comparable themes is displayed to keep the user hooked.
With features like these, users will find it simpler to traverse publisher sites and locate more of the material they’re looking for. In fact, as compared to the normal version, visitors spend 45 per cent more time on such sites that offer the relevant solution.
3 – More alternatives for monetisation
As advertising is such an important aspect of any publishing business, a platform that can accommodate a large number of demand partners is essential. Given that it competes with Google’s own advertising service, AMP can be limited in the alternatives accessible to publishers and makes header bidding harder to execute. Other sites, on the contrary, make use of Prebid.js to handle both open bidding and header bidding and makes it simple to track income from various sources and ad units within the platform.
Unlike AMP, which only supports certain ad forms, similar sites let publishers use non-standard formats like stickies and smart banners. At the same time, they also offer a dynamic layout that can adjust ad placements based on the user’s device and internet speed, as well as the duration of certain articles. This has a significant impact on revenue, resulting in a 59 per cent rise in session RPM on average.
4 – Ease of installation
Another benefit of AMP is its simplicity, which is why many publishers prefer to utilise it. While practically any site may put up AMP pages without significant technical know-how or expensive development, AMP alternatives keep this advantage. A WordPress plugin or connection with Clickio’s CDN may be used to create simple mobile-optimised templates. Furthermore, while the installation procedure is very simple, new publishers are accompanied by a dedicated account manager who can assist in ensuring that everything is set up correctly after completing the initial configuration. New customers are given the option to run a free A/B test against their existing mobile site to evaluate how much of a difference
AMP alternative makes.
It’s time to move on.
AMP was an important step in web development because it prioritised user experience. However, like with anything, more complex and customised solutions have emerged over time. Publishers can guarantee that their mobile sites continue to provide a favourable user experience even without AMP by adopting solutions that comply with CWVs, enhance user engagement, and give additional flexibility.
For more on cutting edge SEO techniques and chalking out strategies to bring in more traffic and traction, reach out to our web masters at Webdesign Discovery.