Is AMP still relevant?

In the ever-evolving world of digital marketing and SEO, keeping up with trends and technologies is crucial. One technology that has sparked extensive discussion and debate is Accelerated Mobile Pages (AMP). Introduced by Google in 2015, AMP was designed to create faster-loading mobile web pages to improve the user experience. However, as the digital landscape shifts, we are left wondering – is AMP still relevant in 2024?

The Birth of AMP: A Quick Recap

When Google launched Accelerated Mobile Pages (AMP) back in 2015, it was like a breath of fresh air for mobile users. With more and more people accessing websites on their phones, slow-loading pages became a huge pain point. AMP was created to solve this problem, allowing web pages to load super fast by using a simplified version of HTML and limiting JavaScript. Websites that adopted AMP saw quicker load times, better search rankings, and an uptick in traffic – what’s not to love?

But as time went on, alternatives started popping up. Progressive Web Apps (PWAs) began to make waves by delivering app-like experiences directly in web browsers. Plus, frameworks like Next.js and Gatsby stepped in, offering fast, user-friendly experiences that can give AMP a run for its money.

And let’s not forget about Google’s shift towards Core Web Vitals. These metrics focus on how users actually experience your site, measuring things like loading speed and interactivity. This means that you don’t have to rely solely on AMP to create a fast and engaging user experience.

Google’s Changing Tune

Google has also changed its tune with AMP. While it initially required AMP for some features, like appearing in carousels in search results, it’s become a bit more relaxed. AMP still has its advantages – especially for content-heavy sites or in Google News – but it’s not the only way to achieve fast-loading pages or greater visibility anymore.

Is AMP Still Beneficial?

Despite the competition, is AMP still worth considering? We believe so! Here’s why:

• Improved load times: for content-heavy sites, especially in the news sector, AMP continues to deliver quick loading times. This is particularly beneficial in regions with slower internet connections, enhancing user experience. The AMP benefits in load times can’t be overstated.
• Search visibility: even with Google’s AMP relaxed stance, AMP pages can still appear in specialised search results, such as the Top Stories carousel, which can significantly increase click-through rates. The search visibility that comes from adopting AMP is still valuable.
• User experience: the simplicity and speed of AMP can create a seamless experience, which is critical for engagement and conversions. A better user experience leads to higher retention rates, showcasing the true AMP benefits.

What Should You Consider?

We advise our clients to evaluate their specific needs and goals before deciding whether to adopt AMP. Here are some things to think about:

• Content type: if your site focuses on news or articles, AMP could give you a competitive edge in speed and visibility.
• Technical resources: do you have the tech skills in-house to implement and maintain AMP? If not, it might add unnecessary complexity to your site.
• Performance monitoring: keep an eye on your site’s performance. If you’re already nailing Core Web Vitals without AMP, you might not need it at all.

When comparing AMP vs PWA, consider the strengths of each solution for your business. While AMP focuses on page speed optimisation, PWAs offer a more app-like experience with offline capabilities, making the decision context-dependent.

The Future of AMP

While AMP may not be the indispensable tool it once was, it is still relevant for specific cases. As technology advances and user expectations evolve, we must be adaptable and open to new solutions.

Ultimately, the key takeaway is that while AMP can provide benefits, it’s essential to balance those with the broader context of your marketing strategy. In 2024, whether or not to implement Google’s AMP should come down to the specific needs of your audience, your business goals, and the overall user experience you wish to deliver.

From improving your site’s performance to enhancing search visibility, we offer tailored strategies that ensure your brand stays ahead of the curve. If you have any questions or need guidance on your digital marketing strategy, get in touch. We’re here to help you navigate the complexities of AMP, page speed optimisation, and beyond!