Categories: SEM

Staying On Top of the Local Mobile Experience: The AMP Optimized Experience

Who does not have a mobile phone? Today, there are 2.6 billion global mobile subscribers and by 2020 this number will grow to 6.1 billion. To make the mobile web experience rich, a group of experts, publishers across many industries and Google, launched the accelerated mobile experience project (AMP) in October 2015. The main goal of the AMP project is to create a richer, faster, and more interactive web experience for its users.

What is AMP?

AMP is a one of a kind industry collaborative project that aims to make the mobile web faster. The AMP project is creating new ways to build webpages for static content which will render faster and helping create the best possible user experience. To start with, Google is mostly promoting fast loading news articles and blogs. Google has confirmed that the news carousel is reserved for AMP only pages. AMP has three parts; AMP HTML, AMP JS (Java Script) and AMP CDN (content delivery network). The AMP HTML deploys some restrictions, yet render reliable performance. The AMP JS library ensures the fast rendering of the AMP HTML pages.

Why should I care?

A page created with AMP HTML is likely to load anywhere from 15% to 85% faster than the non-AMP version of that page. Studies have shown that a one sec delay in page response results in 7% less conversions. The AMP optimized site directly helps you to focus in driving revenue by decreasing page load times.

What’s happening right now, and what will come later?

Right now, only news sites are showing up AMP version. Google did open it up in search console and we believe in a few months they will start showing any business who has an AMP site as a positive ranking signal.

Milestone and AMP?

Milestone is testing AMP sites and recently launched it for one of our beta customers. We see AMP sites are getting crawled in the Search Console. These are simple, stripped down, content only sites. The main goal for these sites is to index fast on mobile devices.

If you would like more information on AMP sites, please send us an email at

Contributed by:
Gaurav Varma, Product Marketing Manager
Ritika Chug, Software Manager


Source: Paid Search


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