Google’s commitment to the mobile consumer user experience has proven unrelenting; today, brands that fail to prioritize mobile are missing out on multiple opportunities.
Back in the summer of 2016, Google shared with us that 40% of consumers were leaving pages that took any longer than 3 seconds to load. This obviously presented a huge problem for U.S. retailers, especially since the average page load time at that point was more than double that threshold, at 6.9 seconds.
Improving those page speeds was the impetus behind AMP, the Google-backed Accelerated Mobile Pages initiative that launched in October 2015 with a handful of technology company partners. On Feb. 24, 2016, Google officially integrated AMP listings into its mobile search results and today, you’ll find AMP on over 25 million domains.
AMP continues to evolve. Google recently said there are “more than 700 folks contributing over 10,000 commits running on many millions of websites,” and AMP is moving to an “open governance model.” For its part, Bing finally announced the release of the Bing AMP viewer, enabling Bing mobile searchers to access AMP-enabled pages from the search results.
As you look ahead to 2019, you must consider mobile-friendliness in general, and AMP in particular, in every aspect of your marketing. This involves more than formatting content to render properly on a smaller screen. There are AMP-specific features to be taken advantage of in the SERPs — it’s the only way to be featured in a Top Stories carousel, for example. Given
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