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The Need For Mobile Site Speed

June 2, 2016
A Porsche speeding on a racetrack

The digital world is kind to revvheads. Staying ahead of the pack, and keeping up your only two options. Which would be brutal, if it weren’t so much fun. One victory you have likely heard about is the victory of mobile over desktop, spawning the so-called “mobile-first” era. So, if you’re not already thinking about it, now’s time to address your mobile appearance, and, most importantly, your mobile site speed.

And, as you may have already guessed, Google’s on top of your site speed, and is going to start ranking you accordingly.
Yep, that means exactly what you think it means: bad site speed is going to make you harder to find. And it already made you harder to load. We don’t want to prod you along too harshly, but if you don’t react to this trend, you’re going to be on the same speed plane as a tortoise. But with a considerably shorter lifespan.

But even if you’re starting an underdog (or tortoise, sorry) there’s a way to get ahead.
What a coincidence! Google’s got a solution! Although the announcements came almost a year apart, Accelerated Mobile Pages (AMP) are an important, and strategic element of Google’s new ranking announcement.

Google’s AMP, a technology that makes (a stripped back version of) mobile pages load almost instantly, was announced back in October 2015. And now we’re hearing fast mobile speed is a factor in ranking? Google, not even sneaky! It’s running with opt-ins from big-name publishers like The Guardian, The Huffington Post, Forbes, and CBS.

The AMP Project website lists webpages from Europe, Asia, North America, and Latin America. But where’s Australia sitting amongst all of this? Good question.

AMP is big news, but there’s been very little written about it from an Australian perspective, and we’re not allowed in to the special AMP content of a lot of those aforementioned publishers (notable exception is The Guardian– most articles will load AMP-style if you change the “www” in the URL to “amp”).
This is frustrating from a consumer perspective, yes. But still exciting. Why? Hear us out.

With AMP in Australia, you have a legitimate shot at market leader. In fact, it’s an easy target. Your consumers are dying for uncomplicated ways to access the information they’re searching for on their mobiles (which is now their first screen). And if you want to be found in that searching process, you need to consider mobile site speed. Easiest way to boost mobile site speed? AMP. We’re not joking.

Just because it involves big-name publishers, doesn’t mean it’s a gated kingdom. Far from it. You don’t need to be a superpower to get AMP as part of your digital strategy. You just need a skilled developer with AMP knowledge (call us, maybe?). If you’ve got a content-forward business, or you’ve got a content-forward web presence, this is your chance to get ahead.

We’re serious. This is a hen’s tooth opportunity. Be quick.

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