AMP (Accelerated Mobile Pages) for eCommerce

Notes on AMP (Accelerated Mobile Pages) for eCommerce

 As AMP as in Accelerated Mobile Pages is getting mainstream, Google has started to report analytics in Search Console and consumers have started to experience with AMP on their mobile devices on an extremely frequent period. As seen on the example below, the news publishing sites practically must have AMP to be ranking on the carousel on the Google to be featured:
Here is my attempt to understand what Google is doing along with the digital world using this new piece of technology from content publishers such as NY Times and USA Today  possibly all the way to eCommerce websites. Lot of initial work has been already been done in this area which I’m trying to summarize via various links including some of the case studies as well as technical architecture being proposed by corresponding authority sites. As of now, the use and adaption of AMP beyond news/publication is limited albeit eBay and few others are leading the pack on eCommerce front.Let’s review AMP in few bullet points:
  1. AMP and Google’s goal

    1. Google’s goal is to to provide faster CX for searchers and AMP fits right in as it strips the unneeded coding and back and forth between the browser and the server. AMP pages are x4 faster than non-AMP pages.

    2. By end of this year, Google’s Rudy Galfi, Google’s lead product manager for AMP, has revealed that the global rollout of AMP in mobile organic search would be completed.

    3. Google blog on Aug 02 2016 outlines the complete AMP journey.

  2. AMP early adopters

    1. News sites have been top early adopters

    2. Now eBay is leading the AMP pack with 15 million product pages launched

  3. AMP and eCommerce: Why build AMP pages?

    1. Better conversion rates. When pages load faster, higher C/R is expected.
    2. Better mobile experience
    3. Traffic: Google is now showing AMP results in SERPs and not just in the carousel
  4. How AMP works?

    1. AMP specification is here.
    2. Guide to AMP is here.
    3. Async scripts only. All JS in non-critical path
    4. Only one HTTP request is needed to layout the entire doc
    5. Case Studies: Miami Herald and many others
  5. Google guidelines for Building AMP pages
    1. How to build your first AMP page?
    2. Google’s search guidelines on AMP:
      1. Design
      2. Discovery
        1. Use rel=”amphtml” on original and rel=”canonical” on AMP page
      3. Validation
        1. Chrome DevTools console and check for AMP validation errors
        2. Online AMP Validator
      4. Structured Data – Validate AMP structured data here.
      5. Status: Status Report can be view here
  6. 3 Reasons you may not need AMP. 
    1. If you have CDNs and it’s up and running already.
    2. Mobile version of your site is already dequeued.
    3. Your website has only one CSS file.
    4. Read more here
For all the an eCommerce websites out there, AMP may or may not be right choice yet, however we cannot ignore the fact that Google favors the simplicity and speed here on the mobile device. Hence, like all those “curious” folks out there, I want to confide in you that now I’m off to write my “Hello World” in AMP HTML.

About Ujjwal Bhattarai

Ujjwal is an engineer by education, a programmer by hobby, and an internet marketer by choice. Other than 1 minute chess, and biking, his passion includes SEO, SEM/PPC, CRO, and Web Development. As a lifelong student of Internet Development, he is hopelessly addicted to Internet, and sincerely believes after fire, wheel, and decimal point, internet is the fourth most important invention in the human history. Catch up with him on Twitter at @uj2wal or at his Google+ .

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