Poor site speed is one of the biggest roadblocks to publishers’ audience acquisition ambitions.
People lose interest in content they can’t access instantly, leading to increased bounce rates and lower conversions. Improving site speeds by as little as 0.1 second can boost conversions rates by up to 10%, a study by Deloitte found (PDF download).1
The Google AMP Project was announced in 2015 as a way to help publishers boost user experience by speeding up mobile site load speeds.2 Its relevance for publishers, however, has come increasingly into question after Google removed AMP as a ranking factor in 2021.3
In this article, we discuss what Google AMP is and whether publishers’ still need to include it as part of their search engine optimization (SEO) strategy.