To AMP Or Not To AMP?

Just a couple of weeks ago at the WAN-IFRA LATAM conference in Panama, I had a conversation with Piero Gonzalo Ruiz Delgado from El Comercio about the continued relevance of Accelerated Mobile Pages (AMP) in Latin America.

Despite the trend of media companies moving away from AMP in the United States for markets in Latin America, it’s still an important piece of the digital puzzle. As our discussion concluded, I attended a session with Edward Hyatt, Director of Newsroom SEO at The Wall Street Journal, USA, where he addressed the burning question in the industry: To AMP or not to AMP?

Accelerated Mobile Pages (AMP), once heralded as the savior of mobile web browsing, is one such technology under scrutiny. Introduced by Google, AMP was designed to speed up web page loading on mobile devices, offering an almost instantaneous user experience. However, Google has updated its algorithm to no longer give AMP pages preferential treatment in search rankings, lessening one of the key incentives for using the framework. Also, with the advancement of web standards and a greater focus on comprehensive website performance, the question arises: Should companies still use AMP?

For companies undecided on AMP, it’s not merely a technical decision but a strategic one. As internet infrastructure globally continues to improve, the reliance on AMP may decrease. Until then, companies must keep a close eye on their audience’s access conditions and be ready to pivot as the technological landscape shifts.

Before deciding to stop or start using AMP, companies should consider the following aspects:

AMP in Low Connectivity Regions

There’s no denying that AMP has significant advantages, especially in areas plagued by slow internet connections. For users in regions where high-speed internet is a luxury, AMP’s streamlined approach to web content means the difference between accessing information and not. The technology strips down the webpage to its essential content, omitting heavy JavaScript and cumbersome CSS, allowing quick loading times even on a 3G or 2G network. Businesses targeting audiences in these areas might find AMP indispensable for maintaining a competitive edge in content accessibility. It enables equal access to information, bridging the digital divide that often leaves remote or underserved communities behind in the Internet age.

Considerations for Media Companies

Accelerated Mobile Pages (AMP) is a technology that enables web pages to load faster on mobile devices. While it has the potential to improve user experience and increase traffic, it may not be suitable for all media companies. The decision to adopt AMP should be based on a careful consideration of the company’s goals and priorities, as well as the needs and preferences of its audience. Some media companies may find that the immediate benefits of AMP, such as faster page loading times and improved search engine rankings, outweigh any potential long-term drawbacks. However, other companies may prefer to invest in other areas, such as responsive design or app development, that better align with their strategic goals.

Ultimately, it is up to each media company to weigh the pros and cons of AMP and make an informed decision that balances short-term gains with long-term relevance. By doing so, the company can best serve its audience and stay ahead of the competition in a rapidly changing digital landscape.