Google have been busy working on a new standard for Accelerated Mobile Pages (AMP). The aim of this is to provide an improved user experience to those who are on a mobile device.

The standard is effectively a stripped down version of the current mobile HTML page. The standard dictates what HTML elements and scripting can and can’t be used, thus improving efficiency of the code and can speed up page load times by up to 15% – 85% versus non-AMP pages. The update was supposed to be rolling out tomorrow, but a large number of users have reported that they can already see AMP listings within the mobile search result pages right now.
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How Does this Affect Marketers?

Since the mobile-friendly update was rolled out last April, web pages which provide an optimised mobile experience are given a ranking boost as Google deems those listings to provide a better on-line experience (as long as the page is relevant to the search query). Due to faster load times for accelerated mobile pages, bounce rates should also improve if poor site performance impacted bounce rates.

Should I Prioritise Accelerated Mobile Pages?

This all depends on how much of your traffic comes in through mobile devices. In some industries, mobile makes up less than 10% of overall site traffic, however if mobile supports the upper end of your purchase funnel, a significant amount of traffic may come from mobile and should be seen as a priority to improve the overall experience for mobile users. A quick look at your analytics package will reveal the device split for your traffic, and whether bounce rates are higher with mobile devices.

If this traffic split is more than 20% you should plan the adoption of the AMP standard as soon as possible to benefit from this update.

For further information on accelerated mobile pages, please visit, or contact SCL and we can provide you with further guidance on improving site performance for mobile devices.