Google AMP has been quite a buzz among online publishers. The web-publishing standard has gained the attention as it makes content loads faster on mobile. The fact that most people have been accessed digital content using mobiles attracts big publishers to sign up for Google AMP immediately.
But what’s in Google AMP for small publishers? Could it be a miracle or disaster for ones who are still climbing to the top?
To learn more about Google AMP you can check the official website or read our article about it.
The Good Side
Engaging Mobile Experience
Obviously, the purpose of faster loading time in Google AMP is to make sure that people can read the content instantly. No one likes to wait, especially when browsing on mobile. In fact, a slow website can lead people to search for similar content on another website. When your website loads fast, readers can click and scroll with ease, therefore, they won’t hesitate to read more contents on your website. That will be good to increase the number of your readers while also decreasing the bounce rate.
Allowing Ads Revenue
Even though monetization of your content may not as effective as the big publishers, it still works. You can display ads on the AMP version of your content to generate revenue. The appearance might be stripped-down, but you certainly can get the most out of it. Thus, you can display ads optimized with AMP Ads Initiative. Still, there’s no harm to use Google AMP even though you’re not considering to display ads on your growing site.
Where The Readers Are
Google is where people search for everything on the internet and where your readers come from. A user may google something related to your content then stumble upon your website. That’s when a better chance delivered by Google AMP for small publishers to capture the attention on mobile. As said before, people are more likely to access content on mobile. Google AMP can make way in finding new readers for your content more effectively.
Indirect Ranking Factor
Google said that AMP doesn’t affect the site rank in search results. But do you remember the factors of good SEO? Two of them are page speed and mobile-first user experience. And those are what Google AMP intend to. Even the big publishers use it, so Google AMP must be something to consider to improve the SEO of your website.
It’s true that Google AMP sounds so technical. But if you use CMS such as WordPress, things are way easier. There are plugins you can use to simplify the process such as AMP plugin. Even better to use a theme that is optimized for Google AMP like Onfleek. It’s obviously won’t take too much cost of your budget.
The Bad Side
No Direct Traffic to Website
The main issue arising is that Google AMP directs the readers to their internal domain, not yours. This is because using Google URL will ensure the page to load quickly. Publishers are afraid that displaying Google URL instead of their own links will hurt their strategy in building brand awareness. To address the concern, Google has allowed publishers to display original links directing users to their website.
Separated Web Analytics
As the referred links are different, you also need a different analytics for both. The code used for Google AMP in analytics is different with the regular website. Therefore Google AMP analytics won’t be integrated to other sources of your website’s traffic. You can’t analyze all traffic at once.
Reducing Some Elements
If you use a pop-up form for newsletter subscription, forget it in AMP version. Google AMP gets rid of everything that destroys seamless user experience like pop-up and sidebar widgets. You need to sacrifice those elements for a better mobile user experience. Say goodbye to new subscribers of your publishing website.
Optimizing the user experience is a must-do for all websites including your media website. It will make sure that readers will be more engaged with your contents no matter what device they use. Engagement is the important thing to grow your publishing site and Google AMP can help you reach it. Surely there are drawbacks of Google AMP for small publishers to consider. But overall, Google AMP can be a powerful and effective tool for small publishers to grow their readers by delivering a better mobile experience.
Have you tried implementing Google AMP for your website? Does Google AMP do a good job to serve what you need? I’d love to know your experience.