Do you remember when Google launched Accelerated Mobile Pages (AMP) back in 2015? According to Wikipedia:
AMP was all the rage. Businesses that didn’t jump on the AMP train were going to suffer and get left behind in the mobile search engine rankings. Or were they?
Fast forward to 2023, and Sterling Sky decided that we wanted to test what impact AMP was having on business websites seven years later. Keep reading to find out what we discovered.
We had a criminal attorney that had AMP set up on their website. Here are a few things that we discovered.
- Goals from mobile in Google Analytics weren’t tracking
- AMP removed all features that made the site look good
- Changes we made to the site were not getting indexed (thus making no impact on ranking). This is because Google is indexing the mobile/AMP site, but the changes are being made on the main site. So you now effectively have two versions of the website with different content
What Did We Do to Fix This?
We got rid of AMP.
What Happened When We Got Rid Of AMP?
Organic rankings for “Near Me” queries improved dramatically.
After we got rid of AMP, overall traffic to the website dropped. Most of the traffic was lost on blogs that lost rankings but weren’t converting traffic to leads. One of the reasons that the blogs lost rankings is because they had some code-heavy objects and videos near the top of the page. With AMP-enabled, the video and other widgets were removed from the page.
The blogs also had a huge sidebar that was removed with AMP. Once AMP was removed, the sidebar was crawled and rankings dropped.
However, and this is very important, most of the core pages, such as the homepage, saw an increase in traffic and conversions.
Overall conversions after removing AMP were up over 4%. This is because the pages look way better with all of the page features and styling added back in after removing AMP.
If you are running into challenges getting pages on a website to rank and convert, check to see if the issue could be related to the AMP setup.
If you decide that removing AMP makes sense, consider doing the following:
- Remove the sidebar on blogs
- Make sure your blogs are up-to-date
- Fix core vitals issues
Have you had positive or negative experiences with AMP? Let us know in the comments.