Since Google launched AMP web development as a new way to create websites, it’s already quickly changed the landscape of mobile search. A primary concern for website and business owners is ranking on top of search results, thereby opening more opportunities to convert leads thanks to being more visible to a wider range of audiences. SEO is a big factor in ranking on top of organic search, but with the rise of paid advertising, and recently, the AMP carousel in search results, being a mobile user’s first choice is becoming more than a game of matching keywords and commonly used search phrases with relevant and engaging content.
As AMP results dominate prime positions on mobile search, it’s time to examine how AMP web development is changing the competition long set by SEO and paid search.
How AMP affects SEO
Organic search rankings are mainly determined by keywords, domain authority and website traffic. Because AMP sites are served on top of organic search results, it’s easy to jump to the conclusion that AMP does affect SEO. However, Google stated that AMP itself is not a ranking factor – well, at least not yet.
In reality, AMP web development influences clicks, impressions and user experience because AMP itself was conceived as a platform for building a new breed of websites especially for mobile, as these load instantly and flow perfectly even on small screens – essentially what the mobile search market needs. All these boost a website’s SEO efforts, helping it drive business to the top of the first page of search because of complete and excellent user experience. As websites developed on AMP now appear on a carousel above search results, these are likely to enjoy more impressions, clicks and user engagement – factors that spark to online lead conversions, and eventually, sales for a business.
So while AMP web development does not directly affect SEO rankings, mobile-friendliness or optimization is – the very factor AMP sites exist for. Google has steadily pushed for mobile-friendly sites in search results, and in the process, eliminating sites that are not optimized for mobile viewing. Over time, as AMP sites generate more views and direct more relevant traffic from their mobile search audience, these sites are able to cement their authority, and in effect, their rankings on search as well.
Currently, not all content users search for is applicable to AMP. In terms of very specific industries and niche content, there may not be enough relevant AMP pages for Google to build a carousel of AMP search results of. In these cases, ranking on search could still be largely due to SEO and paid search.
On the upside, when your AMP site is displayed as a search result, AMP will be indicated, and as search users become more familiar with the mobile-first dynamics of the web development platform, this can lead to more pageviews, lower bounce rate, and positive feedback due to fast loading time and mobile viewing optimization – all boosting your site’s authority and relevance as a search result, making it still a top option for users.
How AMP affects Paid Search
Google AdWords is a great way for businesses in need of an extra boost in visibility and traffic to appear on top of search results, and drive more business from occupying that prime advertising landscape. The position of paid search results have shifted a lot in the past, and recently, these now appear on top of organic search. Since then, subscribing to paid ads have been a top choice of many brands to beat the competition for ranking on top of organic search results.
But throwing AMP web development in the mix makes displaying search results even more interesting now. Because screens can only fit so much, even paid search is expected to become more competitive, making sure that only quality paid search results are delivered to users.
Brands that pay more to display their sites on top of search results and enjoy more impressions, clicks and opportunities for conversion are now challenged to craft even more appealing, engaging, and quality advertisements so as to land on the first page and compete with both the AMP search results carousel, and organic search results.
For brands, this means that their ability to spend on paid advertising no longer solely paves the way for their site to land on the first page of search results; their ads now also have to greatly improve in quality and be more relevant to users’ needs, signaling to Google that their site is the best possible paid match to a user’s search query – on top of both mobile-first AMP sites and organic search results. For users, access to AMP search results means a mobile search experience that is truly mobile-first, crafted with their phones’ screens and processors in mind.
AMP web development’s faster-loading mobile pages also result in more page views, allowing users to interact with more ads displayed inside sites. For brands that employ this strategy known as remarketing, this means more potential customers see their advertisements, greatly increasing their opportunities for conversions and sales.
To cement your website’s rankings on mobile search, a healthy combination of AMP web development, SEO, and paid advertising can greatly boost your chances of ranking on top of search results.
Building AMP site, or converting your current website to AMP makes your business a leader in the mobile customer experience, and for when Google has enough content to build a carousel of AMP search results, your website ranks on top of search. Displaying ads on AMP sites also guarantees more views, and your business better chances of generating leads and converting to sales, all because of faster loading times and optimal display on mobile devices.