Is Your Content AMPed?

By on June 1, 2016

If you’ve been using a mobile device to search lately (and to be honest, who hasn’t?) you may have noticed the designation below at the bottom left corner of some results -

There is no explanation and the designation is vague which naturally leads to the question “What is AMP?”


AMP (Accelerated Mobile Pages) is a Google backed open-source initiative to improve the mobile viewing experience. It is a web design framework to create content that will load quickly on any mobile device. According to Google, 29% of smartphone users will abandon a site if it loads slowly. Pages built using AMP will load an average of four times faster and use 10 times less data than non-AMP pages.

There are other benefits as well. Pages created using AMP will appear in the Top Stories section of mobile search results. And viewers will find it much easier to navigate as it is easy to scroll through the page without waiting for it to load or having it jump from one place to the next.

Are there drawbacks? Of course. There will need to be two versions of each page, the original version and the AMP version. AMP was designed for sites that add content frequently such as blogs and news outlets. Elements that many B2B sites use like forms or on-page comments are not supported. In addition, multi-media elements require special handling.

So should your entire site be AMPed? It depends on your site and your content. If you are publishing content regularly AMP versions of your pages will make it easier for mobile users to find and explore your content. If your site has on-page comments, is more static or employs forms, as many inbound marketing or pay per click pages do, it might make sense to hold off. The AMP project is ongoing. It will evolve over time and many of the issues may be addressed and new features added.

The digital marketing landscape is changing rapidly and staying on top of things like AMP can be daunting. But Ridge’s web design and marketing pros are in the know and can help you determine what to do, when to do it and most importantly, how to do it right. Contact us to get started.

About Ridge Marketing

Ridge Marketing is an agency that specializes in crafting creative digital assets and using websites, search, advertising and email to ensure that the right prospects interact with your brand and become loyal customers.