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What is AMP and why is it so important?

7 months ago by Matt Comber

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Accelerated Mobile Pages (AMP) are set to be the biggest change to Google’s mobile strategy in a number of years, but what is AMP?

For recruiters looking to make the most of their mobile website and increase conversion rates, it’s time to crank that AMP up to 11. In 2016 we saw the number of mobile phones surpass the number of humans on earth, and a recent survey from Glassdoor on the Rise of Mobile Job Search stated that nine out of 10 (89 percent) job seekers were likely to use a mobile device during their job search, confirming the importance of mobile in the recruitment process.

Despite these stats, it’s taken the recruitment industry a surprising number of years to fully get on board with the significance of mobile, and we still come across an overwhelming number of recruiters who prioritise an attractive desktop site over a slick and easy-to-navigate mobile version. And while some may have a mobile site that looks the part, other areas, such as loading time, are severely letting them down. That’s where AMP comes in.

Introduced by Google in 2015, the Accelerated Mobile Pages project aimed to improve the experience of mobile web users by stripping sites of their most inefficient parts for faster loading times. And the figures were impressive, with websites on Google AMP loading 85 per cent faster than non-AMP pages when using a 3G mobile connection, according to Google’s tests.

So, AMP makes mobile pages load faster, but will that really make a difference to conversion for recruitment websites? The short answer is yes. Unlike a home Wi-Fi connection, mobile data is slow. So slow that even static, content-led pages can take valuable seconds to load. Back in 2013, the average load time of a mobile site was 4.33 seconds and instead of getting faster, load time has only increased with sites now packed with different and more complex types of content including videos, graphics and code.

Any delay in load time is a big problem when you consider that around 40 per cent of mobile users will abandon a web page that takes more than three seconds to load, according to data from Tractus. The same research also found that a delay of just one second in mobile load time can lower page views by 9.4 per cent, increase bounce rate by up to 8.3 per cent and lower your all-important conversion by 3.5 per cent. All of which concludes that slow mobile pages will not convert your targeted mobile users into customers.

If that isn’t enough of a reason to AMP up your site, there’s the added fact that providing a better user experience and reducing your bounce rate through AMP means that Google will reward those pages, leading to your site ranking higher on the search engine.  

With such benefits, it’s clear to see why the team at Volcanic is fully behind AMP, becoming the first specialist recruitment website builder to roll the technology out, as standard. and incorporate it into our client’s websites to ensure a smooth and speedy mobile experience for job seekers.