The Truth Behind the Search Engine's Recent Changes
As Google rolls out more AMPs, app users will start to notice a difference in the way links work.
It's no secret that Google has been pushing its Accelerated Mobile Pages Project. Recently though, it became evident that they were even more determined to make AMPs the default browsing experience. Adam Greenburg, Google's head of Global Product Partnerships, announced that AMPs would replace app deep links not just on a trial basis – but 'for the foreseeable future'. It's quite the jump, and some may be wondering why Google has decided to do this now – and so soon after it started indexed app pages.
What does AMP mean?
For the uninitiated, here's a quick guide to what an AMP is. An Accelerated Mobile Page is a web page that's specifically designed for mobile devices – for example, your smartphone. We've long known that Google wants mobile users to be able to access web pages quickly and easily. It's part of their determination to tailor the Google experience to different devices, making it the quickest way to access a web page whether you're using your phone, tablet or laptop. The AMP is the simplest way to do that. An AMP uses 10 times less data than a non-AMP page. Rather than serving pages from the website’s own server, pages are cached and served direct from Google, which allows businesses to utilise the AMP project’s lightning fast CDN servers.
What is Google trying to do?
So why have Google decided to replace in-app data with AMPs? The official line is that people prefer to view pages in AMP format rather than in the app. Some publishers disagree, believing that users would prefer to install an app and view data within it. Some are also critical of Google's actions after they had kept up with new features that Google demanded they put into place – features they now believe have been a waste of time and money. Looking at the other side of the coin though, Google's determination to put these AMP links into place means more page views. This could in turn mean more revenue for companies through ads. So while it's been a mixed reception for these changes, Google does believe that they are changes with a positive intention.
How is your site faring?
Google has warned companies that they need to move with the times. The web giant says that a person is 'five times more likely to leave a site that isn't mobile friendly'. They've made it easy for companies to see if their site is suitable for mobile with their simple online tool that just requires a site's URL. If your site isn't mobile friendly, then you're falling behind the agenda that Google has set. If you need to develop your mobile site, consider getting in touch with an experienced software development company who will be able to make your site mobile-friendly.
Times are changing
These changes may look innocuous enough, but they do show that there's a continued shift in Google's mindset. Their vision for a web browser that's quick and easy for users to use, whatever device they choose do so on, is showing no signs of letting up. While these changes may be disappointing for some, they will need to take them in their stride – or risk being left out in the cold.
This blog was written by Danielle Haley of Freelance SEO Essex,a search engine optimisation company based in Great Baddow Essex. For more information on SEO, PPC or any other aspect of search marketing, please contact the agency directly.