AMP is a new open source initiative that stands for Accelerated Mobile Pages. In a nutshell, AMP is meant to improve the web browsing experience by decreasing page load times. (We cover all the implications of AMP for publishers and website owners in our piece What is AMP and Why Should I Care?) This basis is also the driving force of the benefits of AMP and why the project is thought to have a great influence on the future of website publishing.
Here are a few of the most exciting advantages of AMP:
It speeds up website load time
As the web becomes increasingly mobile, it is important for publishers to pay attention to their search rankings beyond the desktop browser. Because page load time is already a factor in SEO, and since this initiative is being speared by Google, AMP pages will eventually be prioritized in their search algorithms and have a positive effect on SERPs.
Low bounce rate
A great side effect of faster loading pages is that your visitors are less likely to leave. Publishers who implement AMP should see a decreased bounce rate and most likely overall increased time spent on site stats.
Potential for increased ad views
Because the HTML is coded in a way to enhance the overall usability of banners and images, there should be a higher ad viewability rate, hopefully also increasing a publisher’s ability to monetize their site.
AMP is young in its adoption and as more sites continue to roll out their own versions, we’ll start to see more data and be able to better quantify the advantages. In the meantime, it is a good practice to stay informed and keep ahead of the curve so when AMP becomes more mainstream, you are ready to adopt and adapt.