We've all been there. ( Or, at least 73% of us have) Standing on the sidewalk staring at our cell phone, trying to find the website for a store, a restaurant, or maybe a show, but the web page loads like mo. lass. es.

You look around, like maybe you'll find a giant transistor in the middle of the street that is blocking your signal. You look up for the tornado you must've somehow missed. But it's all clear everywhere except on your cell phone, which now sits in your palm like a moldy loaf of bread, or a your grandma's shoe, or some equally useless thing. For 40% of us, it takes only three seconds before we wonder what century were in, groan, give up entirely on the tragic futility of life, and abandon the site.

You didn't think Google would sit around and let that happen forever, did you? Not a chance. Google engineers are permitted into heaven or not based on how many consumers they make happy, so you know things had to change.

Google's Accelerated Mobile Pages (AMP) is an open-source project designed to reduce the time it takes for a web page to download to a mobile device. It helps web publishers design optimized content that instantly loads to mobile.

What took so long? We may never know, but you want to start using AMP on your site post haste. Pronto. Stat. I mean right now. If you're wondering why, here are 6 reasons to start using Accelerated Mobile Pages:

1. It works. It works really well.

AMP's project manager Rudy Galfi told Search Engine Land that, "The median load time for AMP is 0.7 seconds, the time it takes for your eye to blink twice. By contrast, the median load time for non-AMPs is 22.0 seconds, the time it takes for you to leave the site and never come back." Bam.

2. People are impatient, demanding, and unlikely to ever change.

Hey, those are just the facts. Consumers expect pages to load in two seconds or less without being penalized for being on a cell phone. If you think you can just ignore your mobile audience, you may have been playing Tiddly Winks in the back room far too long because mobile is the fastest growing ecommerce channel today.

3. Mobile is the fastest growing ecommerce channel today. By a lot.

Mobile Commerce Daily reports that sales from mobile commerce are up 40% this year. In the first quarter of 2016, mobile commerce sales were $26.6 billion. That's a lot of billions. And all of them are flying past your pocket if buyers can't download your page.

4. Everybody's doing it.

At first, AMP was created to service news publishers. Then, eBay used AMP on their site, which sparked competition. Since then, AMP spread to ecommerce, entertainment, travel, recipe sites and so forth. As of August, Google has 150 million AMP docs indexed, with 4 million new ones being added weekly.

5. It will help your SEO ranking.

Google isn't going to rank AMPs higher just because they're AMPs. However, download speed is a factor in search rankings. For example, if all other things are equal between two web pages, the AMP will rank first because it downloads faster. Naturally, it follows that an AMP is likely to get more clicks and fewer bounces because it's faster to load, and Google will see the AMP as more valuable to users.

6. It can help monetize your site.

Websites often rely on ads for revenue. Ads contribute significantly to a page's download time, which, as we know, makes people run screaming the other way. People turn to ad blockers to help avoid the delay. AMP is designed to work effectively with ads. Google even provides support for using mobile ads. The bottom line is that the faster your mobile site the more likely you are to make sales.

Plus, it's free! So if you want to create a more effective website, increase your bottom line, and help ensure a few Google engineers experience eternal bliss, you really need to use AMP today.

Published on: Oct 14, 2016
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