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Accelerated Mobile Pages (AMP)

See How AMP Optimization Gets Results

Milestone was the first travel industry AMP case study featured on Google's AMP page.
AMP is an open-source HTML framework defined by Google to enhance mobile content consumption in the search results and to help web pages load faster. AMP pages render 15% to 85% faster than traditional HTML versions. AMP pages may be cached by a CDN, which allows pages to be served more quickly. Google has stated that AMP is not a ranking factor, however Milestone Research has recorded a positive correlation with visibility and traffic when AMP is introduced to a website.
Learn what AMP did for one Milestone customer in this AMP case study and view our website success stories.
Even a one-second delay in page response results in 9% fewer conversions. If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year.
Milestone provides AMP pages natively to customers whose sites run on Milestone CMS, but Milestone also has the ability to create AMP code for pages on any CMS and dynamically inject it when the page is called.
End users are no longer willing to wait for slow pages to load and will abandon your site if the content is not served quickly. AMP pages render 15% to 85% faster than traditional HTML versions, leading to a rich consumer experience, better engagement, and higher conversion.
Studies have shown that even a one-second delay in page response results in 7% fewer conversions. If an e-commerce site is making $100,000 per day, a 1-second page delay could potentially cost you $2.5 million in lost sales every year.
Highest-performing AMP Delivered by Milestone

Milestone has delivered AMP for more than 4,300 websites

Milestone was one of the first agencies that adopted widespread use of AMP and was ready with case study success stories that Google still features on the official AMP page
  • Highest-performing AMP and mobile solution w the only AMP synchronization control, 1-month or less deployment
  • More hotel and restaurant sites on AMP than anyone else in market
  • Milestone AMP case study featured on official Google AMP site
Benefits of AMP on the Milestone CMS

Get the benefits of AMP on the Milestone CMS or while using another CMS

The Milestone CMS was built SEO-first, so it uses schema and AMP for all its customers, and based on Milestone's extensive experience and knowledge it has developed a way to deliver AMP content hosted on any CMS.
  • Using AMP increases visibility in some SERP types
  • AMP accelerate page delivery and enhanced user experience
  • AMP correlates with increased clickthrough and traffic
Ask our experts
  • Is AMP a ranking factor?

    Google has said that AMP itself is not a ranking factor but it supports page load speed and user experience. Milestone Research has shown that adding AMP correlated to increased traffic and conversion.
  • Which CMS is best for SEO?

    Milestone CMS is the only SEO-first CMS in the market that covers all the must-haves that websites need to rank and be visible on search. Using schemas wrapped over relevant content, Milestone CMS ensures that search engine crawlers have clear context of the content when indexing the website, ensuring that your website content it ready for visual and entity search and the future of search - voice search.

    Milestone CMS delivers high-performance desktop and mobile designs that meets Google’s recent ranking factor the Page Experience Algorithm to deliver top notch user experience to website visitors. In addition, our websites are supported by mobile-first optimization, AMP (Accelerated Mobile Page) and PWA (Progressive Web App) frameworks. Our SEO-first website that takes businesses through the entire customer journey has ensured an average increase in leads and revenue by almost 25%.

  • How do you get the fastest mobile pages?

    It’s no surprise that the majority of searches that are carried out online are from mobile devices and having a mobile-friendly website is critical for any local business. Take a look at these stats before we get into how you can get the fastest mobile website to improve conversions and inevitably, leads and bookings.  

    • 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (Junto, 2019) 
    • 53% of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. For every one-second delay in site load time, conversions fall by 12% (Google, 2018) 
    • A 1 second delay in page load time reduces conversions by a drastic 7% (Akamai, 2018)  

    Having a mobile-friendly website that loads in 2 seconds is the goal for any business that wishes to capitalize on clicks and website visitors. In addition, with the Core Web Vitals added to the Page Experience Update, having a page load in less than 2.5 seconds is not a luxury, rather a requirement for a page to rank well on search.  Let’s get into how you can ensure your business has the best possible mobile website:  

    • Accelerated Mobile Pages (AMP) 

    Google launched AMP in 2016 with the goal to improve the page load time and user experience of searchers. In short, AMP basically strips down the HTML code to bare bones and prioritizes delivering the most essential content of the web page. The Google AMP cache then helps instantly load the page when the visitor returns to the website. Converting your high-volume traffic pages to offer website visitors the best user experience, reduce bounce rates and eventually boost your sales funnel.  

    • Reduce re-directs 

    Having pages with re-directs will only increase the load time as the server will take time to retrieve the original content which could result in visitors bouncing off the page due to slow page load.  

    • Keep the website design simple and compress images 

    Having an intricate design might attract website visitors, but increases the load time due to the heavy code. Also, use smaller images that are suitable for mobile devices to ensure there is no time spent loading them.  

    • Turn browsing caching on 

    This will ensure that the page loads instantaneously when the user revisits the page.  

    • Minimize the sign-up steps 

    If you wish for visitors to first sign-up to your page to see the content, ensure there are not more than 3-4 steps. However, having a sign-up option on the website rather than the first screen a visitor sees on the page should be a thought.  

    • Ensure the mobile page is responsive and meets Google's mobile-first indexing standards 

    Having a page that is responsive will certainly help with your rankings as it is a standard when Google indexes the mobile page. Of course, you’d want to carry out an in-depth mobile SEO of your page to ensure that you've got it all covered to be a mobile-first website. 

  • Is AMP a ranking factor?

    While AMP is not a direct ranking factor, but speed is, and the benefits that it brings about such as faster page load time, privacy pre-reserved rendering or caching, lazy loading and it being HTTP secure contribute to the SEO of the website by improving engagement with users online and improves their experience. With the Page Experience Update, AMP is a vital framework to ensure the LCP (Largest Contentful Paint) of a page loads well within the 2.5 seconds requirement. So, factually and in retrospect, it helps a website rank better.
  • Is AMP important if I have majority desktop traffic?

    As a business, covering all possible touchpoints with customers is absolutely necessary to leverage the reach of your business to improve engagement and conversions. Though your business has the majority of its traffic on your desktop website, following the latest trends, majority of searches are carried out on mobile devices, and the numbers of searches for local businesses on mobile devices are increasing as every day passes. In addition, with Google’s Mobile-First Indexing, they will index and rank the mobile pages of a business website. The AMP framework aids in improving the speed and experience of the page and for the most important pages it will certainly improve the traffic to your mobile website.
  • With Google removing the AMP icon on search, is AMP still relevant and will it improve traffic to a website?

    The fundamental aspect of AMP is it being a vital ingredient to improve the experience and speed of a page which offers website owners the possibility of meeting the Page Experience Update - which means better ranking and better ranking increases traffic to a website. In addition, adding structured data or schema to the AMP page increases the chances of the page showing up as a rich result and thereby improving the chances of improving clicks to the website.  

    In fact, it is important to note that if you publish both AMP and non-AMP versions of a webpage, the AMP version will be indexed or linked and prioritized by Google precisely because of the assurance of the page meeting the user experience and speed expectations of a website visitor.  

    So yes, though Google does not display the icon on search, Google is still hard pressed with the use of AMP pages and with the roll out of the Page Experience Update, the emphasis on AMP is greater for websites that wish to achieve an optimum Core Web Vitals score. Quote on quote from Google’s Search Console Help page published on 31st March 2021, “Google will continue to invest in AMP, and strongly believes in the AMP Project’s goal to deliver web pages that provide a great user experience. Google Search will continue to direct users to the AMP versions of web pages when available. This enables users to benefit from the speed improvements that come from privacy-preserving prerendering and AMP caches.”  

  • Do mobile websites need to be optimized for SEO? Are they searchable?

    Yes, the SEO practices apply for both mobile and desktop websites. Initially, desktop websites were considered the primary version and mobile websites were the alternate version for businesses, but following search behavior and trends of mobile searches, this has changed and Google decided to introduce mobile-first indexing. What it means if your website has a desktop and mobile version, the mobile version will be indexed first, which means for it to rank, it needs to follow the SEO best practices. If your desktop is ranking well, and your mobile website is similar in layout to the desktop version, you just have to ensure that it is responsive to ensure that it ranks as well.  

    If a query is made using a mobile device, Google will display your mobile version to users.

  • What is a progressive web app?

    As the name suggests, Progressive web apps (PWAs) are web applications that give a native app-like experience to users - basically, websites that look and function like apps. PWAs offer several perks such as faster load speed, responsive design, HTTP secure, accessibility for all types of browsers, offline usability, and has personalized functions as websites can use them for push notifications, etc.
  • Can you use PWAs and AMP together?

    Absolutely, because the features of AMP and PWA complement each other with their functionalities and pave the way to a super-fast user experience for users. While AMP will help with fast page load speed, the other advanced functionalities of PWA will ensure that your website visitors are getting the best of both worlds. Consider AMP as the entry to PWA. In fact, Milestone CMS makes the best use of the capabilities of both features AMP and PWA to give our clients the best possible website experience. While AMP offers stellar page load speed, we use PWA for our clients to re-engage with their customers using push notifications.
  • What is Milestone’s AMP offering?

    Milestone CMS will give you the option of converting 7 of the high-volume pages into AMP, while the rest of the pages will be in the normal mobile-friendly version.   

    Tip: Choose the pages that are critical which customers visit directly from SERPs (organic traffic) to convert to AMP.  

    The benefits of Milestone AMP’s offering ensure: 

    • High-volume pages meet the user experience and speed requirements of the Core Web Vitals 
    • Mobile responsive design  
    • Improved user experience 
    • Reduced bounce rate 
    • Increased possibility of a conversion and better ranking on search

  • Does using AMP mean people do not need to visit my site to see the content?

    For some queries, the user may be satisfied with the content they see in the SERP, for example in a news carousel. So while it may cannibalize some clickthroughs and traffic, that traffic will so to some site that is using AMP. If you were not ranking in the top 10, then you are very likely to get more traffic using AMP because you will have improved visibility.
  • How much faster is AMP than regular HTML?

    AMP pages are usually 5 to 20 times faster and usually load in less than 0.8 seconds. Most Milestone CMS customers enjoy page load speeds under 1 second and experience increased engagement and conversion.
  • Can AMP be injected through tag manager?

    No, AMP cannot be injected through Google TAG Manager. AMP code should be built into the site or served from a parallel site when mobile pages are called.
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