It truly is amazing how trends come and go so quickly.

A couple of years back, if your site wasn’t mobile friendly you would just see the same traffic; afterwards, Google started ranking websites according to their mobile adaptability.

Sites that which weren’t mobile friendly enabled in mind were rebuilt or taken down and built with mobile in mind, as mobile rapidly grew to become a staple instead of just a complementary good.

A year ago though, a new Google led project ensued called AMP, or Accelerated Mobile Pages.

The main premise as we told you a couple of weeks ago was to naturally offer better mobile suitable content that loads fast and efficiently, thus receiving better engagement from users who had trouble waiting more than 3-5 seconds for a website to upload on mobile.

According to a study, a site that didn’t upload within 3 seconds would started losing mobile traffic rapidly and exponentially (40% on average), as the instant generation dictates web trends.

The concept was to upload websites as quickly as possible in order for one to retain good traffic and naturally see better CTR.

But, it is only recently that Google gave way to AMP pages over app pages (mobile pages) if these two coexisted on the same website.

AMP has garnered 600 million (!) pages on 700,000 different domains. That is completely astounding given the fact that the project is only a year old.

AMP fast ads are the new deal, and everything should be done according to the recipe, if one wants people to actually see the relevant ads.

What marketers now see is repeated traffic and better engagement/CTRs.

On average we are talking about the following:

  •   Washington Post: 23 percent increase in mobile search users who return within 7 days
  •   Wired: 25 percent increase in click through rates from search results, with CTR on ads in AMP stories up 63 percent.
  •   The Miami Herald: mobile users who start with an AMP article spend 10 percent more time than those who land on regular mobile pages.
  •   In a DoubleClick study: 80 percent+ of AMP publishers realized higher viewability rates; 90 percent of AMP publishers drove greater engagement with higher CTRs; one publisher saw 600 percent greater CTR after AMP

It is suspected that AMP would become the preferred MO with which site owners would engage with their users, albeit no official prediction or such statement from Google has been released.

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