Google-Accelerated-Mobile-PagesThere’s some new Google research that shows the primacy of mobile in a cross-device world.  But hot on the heels of this research is the first birthday of the company’s Accelerated Mobile Pages (AMP) as well as a roundup of milestones and success metrics.

There’s an astounding 600 million AMPpages on 700,000 domains.  AMP publishers see more traffic and better engagement/CTRs.  As an example:

  • Washington Post: 23 percent increase in mobile search users who return within 7 days
  • Wired: 25 percent increase in click through rates from search results, with CTR on ads in AMP stories up 63 percent.
  • The Miami Herald: mobile users who start with an AMP article spend 10% more time than those who land on regular mobile pages.
  • In a DoubleClick study: 80 percent+ of AMP publishers realized higher viewability rates; 90 percent of AMP publishers drove greater engagement with higher CTRs; one publisher saw 600 percent greater CTR after AMP

Google rolled out AMP last month in the main search results, and emphasized that AMP isn’t a ranking factor, although Google does prefer AMP-enabled pages vs. other versions of the same page.

A great deal of effort and time was spent by Google over the past several years trying to convince publishers and developers to adopt responsive design to improve the mobile user experience.  AMP and responsive design aren’t mutually exclusive , as AMP pages usually load faster than responsive pages.  Due to the speed of loading, AMP could possibly be preferred over responsive pages, although Google has’t taken an official position on the question.

Adam Greenberg of Google said at SMX East that AMP pages will override app deep links “for the foreseeable future.”

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