Google AMP Landing Pages at Scale

June 11, 2018

If you haven’t learned about Google’s Accelerated Mobile Pages, a.k.a. AMP, chances are you’ve seen them. Google AMP landing pages load quickly and are changing how the web works with their speed. It’s common knowledge among developers and the businesses who hire them that the best way to lose out on a potential customer or client is to design landing pages that load so slowly on mobile devices that they appear to stall out. Those searching the Internet want to see that the landing page emerges after a click, nearly instantaneously, and Google agrees.

What Is AMP?

Google launched its plans to create Accelerated Mobile Pages back in 2015. Since then, it has developed a platform for loading landing pages with speed. First, AMP requires developers to use certain technology for creating landing pages at scale. Google has had to forbid most elements of JavaScript for speed to occur. Secondly, Google serves these newly created pages from its own servers—certainly when you attempt to access them via your Google search.

How Do Google AMP Landing Pages Work?

In order to use Google AMP, web developers have to essentially create another version of their site that employs Google’s specific criteria. Developers have two options: they can keep their original landing page and simply assign the new one a separate address, or they can simply replace the original with the new AMP page. Why wouldn’t a developer opt for the latter? Well, AMP pages won’t necessarily have the same pizzazz as the original. They create them with what amounts to pared-down HTML so developers are effectively forced to keep bells and whistles to a minimum; however, they do load quickly—and that’s the key feature to keep in mind. A landing page might look better than every other in its industry, but if it doesn’t load, customers won't wait until they load and aren’t going to see that well-designed page.

Some Benefits of Google AMP Landing Pages at Scale

As stated, the primary feature of Google AMP landing pages is loading speed. Studies show when a searcher has a problem loading a page on their mobile device, they are 61 percent less likely to return to that site. Yet, there are some other benefits to employing Google AMP landing pages at scale. Since its appearance, AMP adopted some dynamic functionality. For instance, developers can create landing pages that require user input. Developers can now employ standard controls to create an image carousel. And the story of Google AMP is still evolving. More developments will lead to improved functionality.

To strategize on how Google AMP landing pages can benefit your marketing strategy