Have you heard about Accelerated Mobile Pages (AMP)?
AMP is responsible for the fast response rate of websites on mobile devices.
As interesting as it sounds, there are downsides to using the AMP framework for your websites. One of the problems is that when using AMP structure you can find it difficult to track when such pages are posted on a social platform like LinkedIn.
Marketers frequently make use of custom web links to monitor the performance of web pages. For LinkedIn and content aggregators who carry out their storage of web links for AMP pages and modify the link in the process, the affected web pages are exempted from your tracking process.
That could be the reason why your social media analytics revealed a reduction in LinkedIn traffic in the past.
What is Accelerated Mobile Pages?
AMP is a structure made by Google to enable web pages to open at a very rapid rate on mobile devices.
Now, a lot of big websites apply AMP structure and it will continue to build its reputation. It is available for use at no cost and comes with numerous advantages around user experience, search engine ranking, and the likes. Do you know that more than five billion websites and 31 million domains apply Accelerated Mobile Pages?
AMP mode of operation
The primary aim of AMP is to speed up the rate which your web pages load on mobile devices. AMP loads all the component of a page at the same time, without following a specific arrangement. Also, there is a reduced level of interaction necessary between the web page and the browser to know the page design before the result is displayed.
A vital feature of AMP is that it arranges in order of importance the element of a web page it needs focus on based on what the user will view on the mobile device. Therefore, a web page does not load from acme to base, rather loads what is above the fold first. Ads and pictures on top of the fold of an AMP page will display before ads and pictures that are under the fold. By prioritizing the components above the page then loading all at the same time, the page displays quicker than a web page without AMP loading each element from peak to base one after the other.
The outcome is all a user view on an AMP page loaded instantly, and the features under the fold are displayed when a user navigates downward.
Advantages of AMP
Better user experience
The primary advantage of AMP is that it speeds up the rate at which a web page loads on mobile devices. The percentage of people who access web pages on a mobile device is higher than those who use a PC. A very responsive website or application will make people spend more time on the web page and promote more visits as well. Besides, it will facilitate a better user experience for those who peruse your content.
Improved search ranking
47% of the digitally inclined people look forward to web pages loading within the twinkle of an eye while 38% will log out of a web page if the images do not load fast. Solving these problems with AMP reduces the bounce rate, increased the number of visitors, and eventually improves the search ranking of your web page
Content with watermark
Not only will AMP make your website load very fast but visitors will see a watermark (small AMP logo) on your content when they view your pages on LinkedIn and content aggregation websites.
The lightning bolt logo you usually see on some pages in the search engine result page represents contents that are AMP compliant. Google will reveal to you that your page is an AMP page and do the same to your visitors which will make them understand that your page loads fast.
More organic traffic
Applying AMP will improve your content rank in Google search engine results and ultimately boost your organic traffic.
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Drawbacks of AMP
As interesting as the advantages of AMP sounds, it has some disadvantages as well.
An AMP page does not support email popup CTA (Call-to-Action)
It is possible to have other types of Call-to-Actions or advertisements on your page, but it will not support email popups. This implies that if email pop-ups are more important to you than a faster page, you should reconsider using AMP structure.
Difficult web traffic measurement
AMP makes it challenging to quantify web traffic and social media analytics. It is not easy to track clicks and visits from LinkedIn and content aggregators on AMP pages. They carry out caching to show that they are using the framework. Through caching of links instead of web page owners, the content aggregators and LinkedIn take ownership of the page visits through the altered URLs.
LinkedIn changes the URL with the AMP logo, so it is challenging for web page owners to track the number of visits. A similar situation happens to AMP pages on content aggregation sites. It is imperative to remember the drawbacks of AMP as it continues to improve.
For now, LinkedIn remains the only social platform that works with AMP. It is hoped that other platforms will follow suit later.
AMP improves your page user experience and does not harm your website traffic. However, it can make it difficult to measure traffic from LinkedIn and content aggregators because they alter URLs and take control of the page visits.
The only way to overcome that challenge is to click on the LinkedIn manager option to view your social media analytics. Although, this may not be applicable in all situations especially there are other social media metrics on the same dashboard with LinkedIn. Hence, you need to find the means to extract this data from LinkedIn for optimum traffic measurement.
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