On the heels of new Google research that shows the primacy of mobile in a cross-device world, the company is celebrating the first birthday of Accelerated Mobile Pages (AMP) and offering a roundup of milestones and success metrics.
There are now 600 million AMP pages on 700,000 domains. AMP publishers are seeing more repeat traffic and better engagement/CTRs. For example:
Last month Google rolled out AMP in the main mobile search results. The company emphasized that AMP is not a ranking factor. However Google said it will show links to AMP-enabled pages vs. other versions of the same page.
Google spent a great deal of time over the past several years convincing developers and publishers to adopt responsive design to improve the mobile user experience. Responsive design and AMP are not mutually exclusive; however, AMP pages typically load faster than responsive pages. It’s possible that AMP will ultimately be preferred over responsive pages; however, the company has not taken an official position on this question.
More controversially, Google’s Adam Greenberg said at SMX East that AMP pages will override app deep links “for the foreseeable future.” It can be argued whether this delivers the best user experience.
AMP is at its core an initiative to improve the mobile web experience. While AMP is open-source and being adopted by a wide array of companies, Google sees the viability of the mobile web (vs. apps) as vital to its continued success.
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