A whole bunch of your favourite websites have been struck by lightning.
Now, the fastest loading pages are marked through search with a tiny little bolt and the letters “AMP”.

 

A Google search result for the query "amp accelerated mobile pages". Displays the Google logo and the first result, which is "Accelerated Mobile Pages Project"
See that little lightning bolt?

AMP: Accelerated Mobile Pages. A Google-backed project to speed up the mobile web. Accelerated Mobile Pages come from search results, and appear to load almost instantly. They’re a stripped-back version of your content, and have appealed mostly to news publishers….so far.

You will have glanced at AMP results in your search results, even if you paid them no mind. For those who’ve never encountered AMP, try this:

 

A Google result for "melbourne news". Displaying the first item on the carousel: an AMP enabled page from The Age. iThe image is of a man swimming at the beach, and the title of the article is "Melbourne Weather: get set to swelter with 30 degree night forecast".

Search something on your mobile, something like “melbourne news”. Chances are, you’ll see a carousel full of AMP-enabled content.

Click on one, and the page will load almost instantly. Even if you’re out in the open, using data.

This has only truly arrived in Australia in the past six or so months, but publishers like The Age, The Sydney Morning Herald, The Courier Mail, news.com.au are already clambering aboard. And –according to the project itself– they’re reaping the rewards, too! But news sites aren’t the only ones who are adopting AMP.  Recipes sites and food blogs are making their content fast and easy to access from search, in a brilliant show of audience understanding.

 

A Google search result for "chocolate cookies recipe" featuring a n AMP enabled result from Martha Stewart's website: "Outrageous Chocolate Cookies Recipe"
Thanks, Martha!

Martha Stewart knows you’re at the supermarket and have forgotten your shopping list. She makes the ingredients for her “Outrageous Chocolate Cookies” so easy to access that you might not even make a list next time.

Just because you’re not a newsroom or a baking blogger, it doesn’t mean you can’t produce the stories your users are looking for. Write about current events in your industry. Write about recipes using your products. Write about how your product is made. Answer the queries of your target audience, and – with a little AMP magic– you’ll draw them in in droves. From there, you can drop your visitors into your conversion funnel.

 

IMG_1664But there’s an even more direct route that AMP offers. eBay is now testing for AMP through its category pages. For instance, this search for “buy rollerskates” gave a first-page position to eBay’s “Rollerskates” AMPed up category page. Specific product pages, too, are set to follow. Already, you’ll find these products linked from the sponsored carousel links at the top of your search.

 

A Business Insider report gives us this prediction: by 2020, $284 billion USD in online sales will come from mobile. This will account for 45% of all eCommerce sales. If you want to be competitive in this era, you might want to take a leaf out of eBay’s book…

 

 

An AMP enabled category page for Rollerskates on eBay. At the top, it displays the categories (men, women, children) in a carousel. Below that, it displays another carousel titled "Save on Rollerksates"

But sometimes, the path your users take is not straight from search results to purchase. Sometimes they will be looking for a solution before they are looking for a product.

You don’t have to stray too far from the initial principals of AMP to get found and make sales. Having a great volume of fast-loading, search optimised, high-quality written content is priceless.
However, the transition from blog article to product sale must be smooth and effortless for the user if you want to avoid drop-offs. This is where a conversion optimisation specialist can help. Whether you’re an eCommerce site, or a brand looking to boost its content marketing, we’re ready to talk: it’s time to power up your mobile marketing strategy.

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