Does my website need AMP?

Google has developed an open source solution called AMP (Accelerated Mobile Pages). There’s no denying AMP is fast — that’s the idea. But is AMP needed for your website? Is it worth the design and development time? Read on to find out what Hand Coded (handcodedstudio.co.uk) think.

You may have noticed AMP articles appear at the top of Google search results. They usually have a lightning bolt icon next to the article heading to indicate a faster page.

Think of AMP HTML as the “web lite”; developed using already existing web technologies, but gains a boost of speed by trimming out the fat in a few areas. For example, many usual JavaScript files can’t be loaded — this therefore restricts the adverts, tracking and annoying popups that websites often have.

AMP pages not only load faster, but they may also have a positive effect on website search engine rankings. Google often place AMP articles into the carousel at the top of the page — which should drive extra traffic to your website.

Another benefit is user experience. Users will often prefer AMP websites as they load faster, and don’t have annoying adverts. They’ll save the user precious mobile data and allow them to read the content they want quicker.

Hand Coded only advise using AMP if the majority of your traffic comes from Google News and/or the majority of traffic comes from mobile devices. Your Google Analytics reports will help you decide.


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