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  • Writer's pictureRoger Wilks

The Importance of AMPs in Enhancing Mobile Marketing Performance

A marketing team, digital marketing manager, or a web designer may have brought up “accelerated mobile pages,” or AMPs, whenever there is a need to refine digital marketing strategy for B2B. For business and marketing executives, these suggestions should be strongly considered since AMPs play a major role in SEO and digital marketing success. 

An accelerated mobile page helps your web-hosted content load extremely fast, which can dramatically improve conversions, engagement, and ROI from your marketing efforts. A larger number of organic search visitors, c-level executives, and key decision-makers are using their mobile devices to find content and services. This constant demand for mobile-friendly websites, content, and interactivity requires webpages that load fast and are easy for interactivity. 

Why AMPs are Valuable for Mobile Marketing Performance

AMPs provide an incredible resource for marketing teams that are constantly striving to optimize all their marketing channels. Mobile-friendly pages are applicable to all marketing needs including lead generation, multi-channel marketing, content marketing, and other key B2B marketing needs. 

AMPs allow your landing pages to load ASAP for your email campaign’s landing page, or your new blog, and even interactive tools like price and cost calculators; key awareness content is far more effective when hosted on AMPs. 

Here’s what every B2B marketing team should understand about AMPs. 

What is an AMP? How do AMPs work?

As mentioned above, an AMP is the short form name for an accelerated mobile page. An accelerated mobile page is a specialized version of a webpage with reduced HTML and JSS code that operate on a unique content delivery network, or a “CDN.” A CDN is used whenever you’re on a mobile browser, such as Chrome or Safari, to load web-based content that fits and functions more effectively on a smartphone. 

To host your webpages as an AMP, webmasters or digital marketers that manage your website need to install a specialized tag called rel=amphtml. Pages that have the rel=amphtml tag will load on mobile devices, through a CDN, to strip down elements that load slow and present your content quickly and formatted to a user’s mobile browser screen. 

The result is a page that loads much faster and helps users find your content and engage with it with greater results than non-mobile-friendly pages. AMPs use less code to load your content and are sometimes a full second faster than non-AMP pages. 

Maybe even more importantly, AMPs are specially ranked and cached by Google and other major search engines’ mobile-version browsers. For example, Google AMP cache is a speciality CDN that validates and caches your AMP pages. 

AMP potential for content and SEO engagement 

There is a lot of evidence that highlights the growing demand for AMPs and mobile-friendly marketing content. Recent statistics highlight the need for AMPs across your website and on other marketing channels where applicable:  

 WeAreSocial’s 2018 Digital Report: 5 billion people use their mobile devices to search the internet. Billions of users are relying on AMPs to find services, content, and other valuable information. Reliance on just desktop-friendly pages is likely to make your content less accessible to a lot of potential leads.

NeilPatel: Neil Patel, a well-known digital marketing consultant who has written on digital marketing practices and theory, recorded the potential pitfalls of businesses that don’t take the time to build content hosted on AMPs – 

  • 38% of mobile internet users say that they’ve encountered a website that wasn’t available. 

  • 47% of consumers expect a web page to load in 2 seconds or less. 

  • 40% of people abandon a website that takes more than 3 seconds to load. 

  • A 1-second delay in page response can result in a 7% reduction in conversions. 

I heard Google is lowering the need for AMP pages. Do I need them? 

Google is not necessarily making AMP format obsolete. In fact, the majority of B2B businesses may need to consider AMP since Google is making a few changes related to page ranking and page experience. 

Per Search Engine Land, Google is soon to improve page rankings for pages that have easy, user-friendly page experiences and will no longer require AMP for Google News and Top Stories. This means that publications and established news outlets don’t need AMP-formatted pages to earn top stories placement on Google News. 

The change is publisher-specific and means that many B2B businesses still benefit tremendously from hosting AMP pages. 

What should I do to begin hosting AMP pages for my content and website? 

Depending on how your website is hosted and sourced, along with your CMS, you may need to speak with your website manager or marketing team. 

A website managed on a platform like WordPress may have features to help host AMP pages easily. Additionally, certain websites may require more initial investment to expand AMP hosting and database management. Custom websites will need to ensure that AMP tags are formatted for your unique hosting needs.  

Consider finding a marketing expert that can explain your B2B digital marketing needs, building mobile-friendly content like AMPs, and CMS management.


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