AMP is an open source initiative for making mobile web experience a better one. AMP stands for Accelerated Mobile Pages. It all get started in October 7, 2015 when Google has announced this initiative after prior discussion with its partners in European Digital News Initiative on how to make better mobile web experience. So, this project has been leaded by Google and got initial support from leading news publishers including Washington post, CNBC and several tech platforms including Pinterest and Twitter.
Still, What is AMP???
AMP is a new platform on which mobile landing pages built to provide better web experience against previous platform of responsive design. In simple words, AMP is nothing but the simplification of coding to increase the loading speed of landing page which leads to reduction of user’s waiting time to see great content.
According to statistics, AMP page loads in less than 1 second and use 10 times less data than the equivalent non-AMP pages. (Source:- Wikipedia) Also, there are 23% increase in mobile search users who return within 7 days and there are 1000 above daily published articles supporting on AMP platform. (Source:-Washington Post)
Integration between Digital Marketing and AMP

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From side stats, it is clear that if any advertiser is not implementing AMP web pages and not connecting with ads, then they are in big loss.

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Google AdWords is the first Ad – tech platform that support AMP landing page with Ads. So, Advertiser need to make AMP landing page and link with their search ads.
Google has also stretch their hands in order to support display ads on AMP landing pages.
Google analytics also supported AMP pages and this is the biggest benefit in terms of accessing Visitor analytics data and taking informed decision on how AMP helps in increasing revenue and retaining visitors.
WHAT’S IN THE BUCKET FOR SEO??
We know that AMP is not the ranking factor for SEO results but there are indirect connection between AMP landing page and SERP (Search Engine Results Page) rankings.
Due to AMP Landing Page,

  1. Load speed increases (load time reduces vice a versa)
  2. Bounce rate reduces.

These two are the major factors for SERP ranking. In this way, AMP helps to achieve higher ranking in SERP. Google has started to display AMP pages in top search results and that’s a boon for SEO people.

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Due to AMP pages, content lovers and their returning rate will be increasing. AMP technology forces users to shift from Desktop and tablets to mobile for better web experience.
Potential threats from AMP

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Above image depicts two times increased impressions in single session of user when recorded in Google Analytics which leads to faulty interaction data.
Chances of reduction in revenue from AMP landing pages. This threat comes from comparison of data between AMP pages and Non – AMP pages.
When we compare the page looks and accessibility details, there are minor differences which can be display in below image.

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Non AMP page (left) and AMP page (right) leads to difference in user experience while interaction with it.
CAN WE SEE BOOM IN LANDING PAGE SPEED ON DESKTOP AND TABLETS??
Well, Answer lies in future of technology!!!
In conclusion, I want to clarify some myths about AMP that it only helps in increasing speed of landing page and it does not mean that implementing AMP all over will increase revenue or grabbing more leads. So, secret of grabbing user attention on landing page lies in “CONTENT WORKS AS SOLUTION PROVIDER TO USER”


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