More and more people are primarily using their mobile devices to search. 51% of mobile digital media time is spent on mobile devices. AMPs or Accelerated Mobile Pages, are the most recent search marketing buzzword that embodies the demand for speedy page loading on mobile devices. But what exactly are AMPs and how does mobile content effect your site rankings?
What are AMPs?
When you search something online, do you notice that the first search results are segmented from the other search results? AMPS are identified by a small lightening symbol and the ‘AMP’ acronym beside it. According to David Merrell of the Washington Post, AMP sites load 88% faster than traditional website pages. AMPs embody what most mobile searchers want: fast results. Studies have found that 47% of consumers expect a site to load in 1 second. Using AMP optimizes your site for the mobile visitor who wants to research something quickly and have their page load in under a second.
AMP is actually a project initiated by Google to prevent people from abandoning sites. Google rewards content creators using AMP code by placing their content in the “Top Stories” section of the Google results page. With the exposure AMP sites receive from being a part of “Top Stories”, you must be wondering how Google translates mobile friendly content with ranking.
How do AMPs affect ranking?
Google recently announced that it will make an effort to adapt to the mobile first search phenomena by factoring mobile friendliness into ranking. Google will be ranking the mobile versions of a site in order to rank pages. If you have a mobile-responsive or dynamic serving site, you should be in the clear. However, you should be concerned if your sites that have different content for desktop and mobile.
Therefore, it’s imperative that if you want to rank higher, make an effort to ensure the quality of your mobile sites are on par with your desktop sites. It’s also important to know that the same factors that make desktop content great are not necessarily relevant to great mobile content.
Use Images with Discretion
As you begin to consider how to create a mobile content strategy, it is important to consider how the eyes read content on mobile devices. A study found that the gaze is more likely to settle on images rather than text. Use images with discretion. If your most important content items are in your text, then images can distract the reader from getting the main point. If you easily integrate your main point with your images, then feel free to sprinkle as many images as relevant.
KISS- Keep It Simple Stupid
Headlines should be short and sweet to accommodate the limited width of most mobile devices. In addition, paragraphs should be kept short to ensure that the reader can easily skim through an article without feeling overwhelmed by a large concentration of words.
Reuse Content Wisely
Not all desktop content is relevant for mobile. When creating your mobile content strategy, consider the intentions of users when they are using their mobile devices. Common desktop pages like “About”, “How it Works”, “Products”, are important to include in your mobile site. However, complicated pages that require less direct navigation may be best kept exclusively on desktop.
Determine Mobile User Intentions
Test your content on your mobile site before taking it live. Consider the intentions of visitors coming on your mobile site. Do you ultimately want a mobile visitor to visit your desktop site or is does your mobile site contain the whole consumer journey?
Determine where your mobile site fits on a top of funnel to bottom of funnel spectrum. By explicitly determining how your mobile site fits with your overall content strategy, you will be able to determine which content items are best to transfer to your mobile site.
As we see mobile-first take on a more important role in search ranking, it is important to consider why mobile users are using their web browsers on the go. Mobile search is strongly correlated to local searches and brick & mortar stores, so ensuring that local indicators are in your content encourages visitors to continue exploring your site.
Many of the latest trends in search are connected to the latest trends in how people are now interacting with business online. Being able to predict the most convenient path to conversion for your consumer will be the easiest way to predict how the next trend will impact search ranking and your consumer’s journey. For now, it’s important to ensure your mobile content strategy is in order and ready for our mobile-first world.