Given Google’s intent to make the internet mobile-friendly, the company has been a long time fixing the reporting feature for Accelerated Mobile Pages (AMP) in Analytics.
However, the search engine giant has now announced an AMP filter has been added to Analytics so marketers can test the performance of all AMP pages on mobile devices.
Google did add an AMP filter to its free Search Console Analytics tool back in May. But strangely, the metric did not include the core results. It only reported on the lead stories that appear in the top carousel section.
Reporting on Top Stories only allows publishers to follow news stories, which made reporting on AMP pages practically useless for most marketers. The feature should yield better results now you can filter AMP article results across the board.
What is AMP?
AMP stands for Accelerated Mobile Pages. It is an initiative led by Google to speed up load times for mobile phones users. Because many mobile handsets are not typically connected to fast internet connections, wait times increase.
Whenever you visit a website, each code has to communicate with a server. So the more codes, the longer the communication takes. Hence, websites with a lot of codes take longer to load. In essence, codes disrupt to the performance of a website and negatively affect the user-experience.
To help avoid these problems, Google initiated the AMP Project which is an open source platform where developers can access stripped down HTML codes that do not require as much communication with servers. The result is faster loading websites.
Why do you need AMP?
Google ranks websites based on a number of metrics. Some of the most important metrics are user-engagement. Therefore, if visitors to your website are not hanging round and exploring your online store, search engines will determine you are not providing a good user-experience and rank you lower in search results.
Google says that over 50% of searches are performed using mobile handsets. This means there is over a 50 per cent chance your website will be performing slowly on mobile devices. And if it is, you compromise your ability to climb search results.
Furthermore, Google plans to introduce a mobile-first search index in the early part of 2017. The new directory will rank websites based on their performance on mobile phones rather than desktop PC’s.
This news is a forewarning to online businesses to ensure your website performs well on mobile handsets. And that includes using AMP codes to ensure your webpages load promptly on mobile handsets.
The switch to a mobile-first world will be disruptive. However, online businesses have little option other than to take prompt action – otherwise you risk losing the search engine standings you have worked so hard to build.