What is AMP?
AMP stands for Accelerated mobile pages. This open source technology is sponsored by Google to combat the need for faster load load times for web pages on mobile devices. You can think of AMP as the lighter weight version of CSS / HTML specifically developed to render for mobile devices. The AMP standard has limited the CSS size 50kb or 50,000 lines of code. This enables for a load time that will typically load 85 percent faster than traditional mobile pages. Increased load time can lead to a greater conversion rate.
Who is using AMP?
The earlier adopters of AMP enabled web pages are content publishers and news organizations. These type of websites deliver a high volume of content and significantly benefit from the reduced delivery overhead The additional benefit for publishers and news organizations is that Google’s news carousel is for AMP pages only now. Websites that aren’t AMP enabled won’t show up in this featured news area.
The Benefits of Implementing AMP on Your Website
The number one benefit of an AMP enabled website will clearly be increased load time. Study after study has shown the relationship from longer load times to a decreased conversion rate. The reduced server load benefits would only be noticed by websites with higher traffic volume. The website with “300 users” a day would see no practical reduced servers costs. Another benefit would be the absolute control on how a website will display on mobile. The AMP mobile design implementation can completely vary from the desktop version. This can allow the development of AMP pages based on known conversion funnels specifically for mobile devices.
Additional Selling Points for AMP
AMP was created by Google. Google has in the past reversed course in some areas, but in this case AMP is here to stay. Currently there are no known organic search result benefits from an AMP enabled site, but that may change going forward. It is know that sites that load faster have a higher chance for increased organic rankings.
Why Not to Implement an AMP Design for Your Website
The number reason not go with an AMP enabled website will be the cost and overhead. A web or marketing agency that has just sold a $3500 “responsive website” to a local plumber might have a hard time selling them on the additional cost to create the AMP version. Many factors would include the viability of the website , client budget and business type when determining is implementing AMP is the right decision.
Implementing AMP for Your WordPress Website
I know there are many AMP enabled themes out there, but I have found the paid / pro version of AMP for WP to be the most flexible. I have the $150 a year subscription for ShaneWebGuy and love it. They have been great with any support issues that have come up. In addition the subscription comes with an easy way to implement Gravity Forms , ACF (Advanced Custom Fields) as well as WooCommerce. AMPforWP has powerful settings to allow everything from code insertion to being able to turn off AMP on certain pages.