In October 2016, Google unveiled a new, easy to access framework for creating mobile pages that load particularly quickly Accelerated Mobile Pages (AMP).  This new form of page is designed to optimize the mobile experience and to make it easy for creators to improve loading performance.

The Pros and the Cons of Using Google Amp

Like any other new tool, you’ll have to decide for yourself if Google Amp is right for you; learning more about the benefits and potential drawbacks of using this AMP can help you make the best decision for your brand.

Benefits for Marketers and Businesses

Avoid the slow page drop off: Mobile pages that do not load quickly have a higher drop-off rate than their speedier counterparts – according to Kissmetrics, the slow page drop off rate is about 40%. Using AMP speeds up key pages and ensures your prospects don’t get tired of waiting.

Early Adopter Perks: AMP may eventually be a ranking factor for Google; the search engine already places heavy weight on mobile first and responsive design. Early adoption can also help you get ahead of your competition when it comes to prospects using mobile devices.

AMP is free: Right now, using AMP won’t cost you anything, except for time.

Speed: AMP pages load more swiftly than responsive pages on most devices.

Potential Drawbacks of Using AMP

Low Consumer Awareness: Consumers may or may not be aware of or notice the lightning bolt symbol that marks AMP pages.

High Bounce Rates with Low Quality Content: Poor content is going to turn any user off, but mobile users may never come back (which is true if you use AMP or not)

AMP is not a ranking factor –yet: “Yet” is the key word here; according to Google’s John Meuller, AMP use is not a ranking factor “at this time”. That could change, but for right now, you won’t get a search ranking boost from using AMP.

Time to Set Up: You’ll have to use a plugin or optimize your pages properly, which means rewriting some content; Google has gone out of its way to make the process accessible and easy, but there is still a time commitment involved.

Make the Most of AMP

If you decide to use AMP, these tips will help you optimize your pages; most of them are very similar to the methods you’re already using for responsive page design:

  • Create an irresistible headline – it’s the first thing your reader will see.
  • Use a compelling image – AMP showcases your headline and image, along with a lightning bolt symbol
  • Optimize the first 100 words – the words that display when your listing pops up need to compel the reader to click through, so make them count.
  • Test your headlines, images and leads to make sure you have fully optimized your AMP content

Conclusion: Should you Optimize for AMP or Not?  

Getting found is a priority, and the speedy load time and other potential benefits of AMP make it worth embracing if you have the time to set your pages up properly and write them well. The low cost means there is very little risk involved and the potential rewards are high.

Learn more about making the most of your site and the latest SEO tricks, trends and news by following our blog. If you’d like to make sure your site performs well no matter how it is viewed, contact us; we’re here to make sure your brand gets the attention it deserves.

Manager of Content & Product Marketing at

Jordan is the Manager of Content & Product Marketing at UpCity. With almost a decade of experience designing websites and writing copy, Jordan has helped countless brands find their voice, tell their story, and connect with real people.