AMP is now one year old and growing faster, will it ultimately outplay responsive design?

There are now 600 million AMP pages on 700,000 domains.

On the heels of new Google research that shows the importance of mobile in a cross-device world, the company is rejoicing the first birthday of Accelerated Mobile Pages (AMP) and proposing a roundup of milestones and success metrics.

There are now 600 million AMP pages on 700,000 domains. AMP producers are seeing more repeat traffic and better engagement/CTRs. For example:

• Washington Post: 23 percent rise in mobile search users who return within 7 days
• Wired: 25 percent rise in click through rates from search results, with CTR on ads in AMP stories up 63 percent.
• The Miami Herald: mobile users who start with an AMP article apply 10 percent more time than those who land on regular mobile pages.
• In a DoubleClick study: 80 percent+ of AMP publishers understood higher viewability rates; 90 percent of AMP publishers drove greater engagement with higher CTRs; one publisher saw 600 percent superior CTR after AMP

Last month Google rolled out AMP in the main mobile search results. The company highlighted that AMP is not a ranking factor. However Google said it will show links to AMP-enabled pages vs. other versions of the same page.

Google spent a great deal of time over the past numerous years convincing developers and publishers to adopt responsive design to advance the mobile user experience. Responsive design and AMP are not mutually exclusive; however, AMP pages typically load faster than responsive pages. It’s conceivable that AMP will ultimately be preferred over responsive pages; however, the establishment has not taken an official position on this question.

More controversially, Google’s Adam Greenberg said at SMX East that AMP pages will overrule app deep links “for the foreseeable future.” It can be argued whether this transports the best user experience.

AMP is at its core an creativity to improve the mobile web knowledge. While AMP is open-source and being accepted by a wide array of companies, Google sees the feasibility of the mobile web (vs. apps) as vital to its continued success.

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