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Mobile-friendly Sites Get AMPed

Anyone who regularly uses their mobile device as a web tool knows how frustrating it can be when content is slow to load. For businesses that experience a volume of mobile traffic (and these days, who doesn’t?), a sluggish experience can translate to a loss of customers. In fact, according to Google’s research, “40% of visitors will wait no more than 3 seconds before abandoning a website.”

That’s why Google has taken steps to address the problem by offering a mobile-specific development tool called AMP (Accelerated Mobile Pages). Sites designed with AMP offer faster load times by prioritizing mobile requirements over less critical components.

“Think of an AMP-enabled site as a race car versus a desktop site that’s more of a street car,” says HMC’s Digital Director, Eric Segalstad. “You would strip away any unnecessary parts that otherwise add weight and wind resistance that would slow you down.”

There are essentially three components that AMP takes aim at.
1. HTML: AMP sites present limitations in what content is available to view
2. JAVASCRIPT: AMP sites eliminate the “bells + whistles” that are often features of non-mobile sites
3. Cache: Google puts the AMP version of a site on its own server so if a user returns to that site, it’s already cached and ready to serve up

At the same time, a site that is AMP-enabled may rank higher in search results than non-AMP sites.

It makes sense that early adopters of the technology were news organizations whose inherent success depends on the speed with which they can deliver their content. But businesses are rapidly getting on board with AMP, too, allowing for a digital edge over competitors.

Do an AMP test yourself. Visit the following two pages on your mobile phone and see the difference in load time.
www.BBC.com
www.NPR.org

Interested in getting your site AMPed? Give us a shout, we’d love to help.

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