AMP vs Non-AMP Traffic: Which Drives Better Results?

Posted on June 5, 2023 by writio.com

Welcome to a comprehensive analysis of Accelerated Mobile Pages (AMP) vs non-AMP traffic. In this article, we will delve into the critical aspects of both, starting with a clear understanding of AMP’s origins and purpose, and how it enhances the mobile web browsing experience. Then, we will explore the benefits and drawbacks of using AMP traffic, followed by non-AMP traffic and its pros and cons, to help you make a well-informed decision to optimize your website’s performance.

Understanding AMP

The concept of Accelerated Mobile Pages (AMP) originated as an open-source initiative from Google in collaboration with other technology giants like Twitter, LinkedIn, and Pinterest. The main purpose of AMP is to improve the mobile web browsing experience by offering fast-loading web pages, consuming less data, and presenting a seamless interface. This is achieved through a specialized HTML framework optimized for mobile browsing with streamlined CSS and restricted JavaScript use. As mobile browsing overtook desktop browsing, having web pages optimized for mobile devices became essential for providing a better user experience.Comparing AMP vs non-AMP traffic, there is a noticeable difference in key performance metrics. AMP is designed to load faster than traditional mobile pages, and for that reason, AMP traffic often leads to better engagement, lower bounce rates, and higher dwell time. Additionally, Google prioritizes AMP-enabled content in its search algorithms, further increasing the likelihood of attracting and retaining users. Moreover, AMP is designed to be mobile-responsive, adjusting to different screen sizes and platforms, whereas non-AMP web pages may struggle with slower loading times and broken layouts on various mobile devices.While AMP (Accelerated Mobile Pages) provides faster loading and improved user experience, it also comes with certain limitations, such as the restricted use of JavaScript and other scripts. This might affect design flexibility and functionalities that websites heavily rely upon. Publishers and developers must consider factors like these when deciding whether to implement AMP or non-AMP. In summary, gaining a thorough understanding of how AMP works, its purpose, and the benefits it provides for mobile users can help professionals make informed decisions about website design, optimization, and user experience for their target audience.

An image showing Google, Twitter, LinkedIn, and Pinterest logos to represent their collaboration in initiating the AMP project.

Benefits of AMP Traffic

One significant advantage of using AMP over non-AMP traffic is the faster loading times it offers. Speed is crucial in maintaining user interest and engagement, especially since mobile users demand quick access to content. In an age where internet speeds can vary drastically due to region or device, utilizing AMP may prove invaluable in improving user experiences and attracting a larger audience. Balancing the benefits of AMP’s speed with its limitations can be a challenge, but understanding both aspects can help professionals make the best choice for their website’s goals and requirements.

AMP achieves this by streamlining HTML, CSS, and JavaScript, which translates to an almost instantaneous loading of content, especially on mobile devices. This faster loading time directly correlates with increased user satisfaction, as users are more likely to remain engaged and less likely to abandon slow-loading websites.

Improved user engagement and faster loading times can lead to higher ad views and better search engine rankings for websites utilizing AMP. With Google prioritizing mobile performance and load times in their search ranking algorithms, adopting AMP can significantly enhance a website’s SEO and search results positioning.

Consequently, higher search rankings can lead to an increase in organic traffic and, more importantly, a higher conversion rate for businesses relying on web-generated revenue.

Additionally, AMP offers several user experience benefits, such as clean and uncluttered content formatting that makes it easier for users to navigate and consume information. This streamlined experience often leads to higher user dwell times and lower bounce rates.

AMP offers numerous advantages, such as support for various ad networks and formats, which allows content creators and advertisers to effectively monetize their AMP-enabled pages without sacrificing user experience. In addition, the benefits of AMP traffic far outweigh those of non-AMP traffic, making it an essential consideration for professionals seeking to optimize their digital presence and offerings.

Drawbacks of AMP Traffic

However, AMP traffic comes with certain drawbacks, such as design restrictions that may limit website developers. Although AMP’s primary goal is to deliver fast-loading pages, it’s crucial not to compromise too much control over the site’s design and overall user experience. AMP has some limitations when it comes to custom JavaScript integration, posing challenges for developers when creating unique and interactive site elements. In contrast, non-AMP traffic allows for more design flexibility, enabling web developers to build interactive and personalized user experiences without worrying about the constraints imposed by AMP in the pursuit of speed optimization.

Another major concern for businesses utilizing AMP is the potential loss of branding and the challenges it presents for analytics. With the AMP format, websites must adhere to a specific structure, which often leads to a loss of branding elements and a more generic appearance. This not only affects how users perceive the website, but can also negatively impact brand recognition and engagement. Additionally, as AMP pages are served from Google’s cache, tracking user interactions with these pages can be more complicated. Traditional analytics tools may not fully capture the desired data without custom integration and additional development, which can be time-consuming and resource-intensive.

One potential drawback for businesses opting for AMP traffic is the dependency on Google’s infrastructure. Since Google essentially hosts the websites implementing AMP, businesses may need to rely on Google’s technology, which can lead to potential vendor lock-in. In the event that Google discontinues its support for AMP or introduces changes that affect website performance or search engine ranking, businesses may find themselves scrambling to adapt. In comparison, non-AMP websites are managed by their respective hosting providers, giving them more control over their infrastructure and allowing for greater flexibility and independence from any single platform.

Picture of a website with a simple design on the left side with no animation. On the right side is a website with more elaborate and personalized design elements, such as animations and a custom color palette.

Non-AMP Traffic Explained

Non-AMP traffic refers to regular traffic coming from mobile devices on websites that have not been optimized using the Accelerated Mobile Pages (AMP) framework. Mobile optimization is crucial for a successful online presence since it ensures that a website’s content is easily accessible and visually appealing to users on smartphones and tablets.

As more and more users access web content through mobile devices, it becomes increasingly important for website developers to consider factors that can make or break the mobile user experience, such as site speed, layout, and content. By comparing the advantages and disadvantages of AMP and non-AMP traffic, businesses can make informed decisions about the best approach to optimizing their mobile web presence.

Site speed, particularly on mobile devices, plays a significant role in user engagement and bounce rates. Slow loading times can lead to user frustration and increase the likelihood of them leaving the site before it has fully loaded.

Non-AMP pages often suffer from slower loading times, as they lack the light-weight code optimizations implemented by the AMP framework.

Additionally, a well-structured layout is essential for a positive mobile user experience. This includes ensuring that buttons and links are easy to tap, text is legible, and content is presented effectively on various screen sizes.

Non-AMP traffic can be negatively impacted if a website’s layout is not responsive and readily adaptable for mobile devices.

Content quality is a crucial aspect that impacts the mobile user experience for non-AMP traffic. Engaging images, informative text, and intuitive menus all contribute to a user-friendly experience.

However, overly complex or multimedia-heavy content can hinder performance on non-AMP pages, as these elements may load slower and contribute to longer loading times.

Therefore, it is of utmost importance for web developers and website owners to weigh these factors when optimizing their sites for mobile devices, as numerous variables can influence the overall experience for users navigating non-AMP traffic.

A picture of a smartphone with a website displayed on its screen. The website has a fast loading time and a well-structured layout with easily accessible and informative content.

Pros of Non-AMP Traffic

One significant advantage of non-AMP traffic is the increased design flexibility it provides. In contrast to AMP, which imposes specific limitations and requirements to guarantee quick loading times, non-AMP grants web developers the liberty to create more engaging and immersive designs, fully utilizing the potentials of HTML, CSS, and JavaScript.

This can be particularly essential for websites that depend on distinctive and interactive user experiences to differentiate themselves from competitors and attract more users.

Another advantage of non-AMP traffic is the greater control it offers over branding. With non-AMP, websites can fully customize their layout, design elements, and overall look-and-feel to align with their unique brand identity. This ensures a consistent and cohesive user experience across all platforms and devices.

Additionally, non-AMP allows for better integration with other platforms, such as e-commerce solutions and social media networks. This enables businesses to create seamless user experiences and effectively leverage the full range of technologies available for online marketing and sales.

One significant advantage of non-AMP traffic is the independence from Google’s ecosystem. By choosing non-AMP, businesses and content creators can avoid dependence on Google’s infrastructure, technical requirements, and potential algorithm changes that may negatively impact their online presence. This independence is critical for websites that want to maintain complete control over their content and performance, rather than being subject to the guidelines and constraints of the AMP framework.

The image shows the differences between AMP and non-AMP pages in terms of design flexibility, branding control, and independence from Google's ecosystem.

Cons of Non-AMP Traffic

However, non-AMP traffic may result in slower loading times compared to AMP-enabled pages due to the presence of additional elements on standard web pages, such as JavaScript, multimedia content, and extensive use of CSS. These elements can increase the overall size and loading time of a page. As more users access the web through mobile devices, slower loading times can lead to higher bounce rates and decreased user engagement. In contrast, AMP pages are specifically designed to streamline content delivery by removing redundant and slow-loading elements, offering a faster and more seamless browsing experience for users.

In addition to slower load times, non-AMP pages may also rank lower in search engine results, particularly on mobile devices. Google and other search engines have begun to prioritize mobile-optimized content, including AMP pages, in search results to better serve an increasingly mobile-centric audience. This means that pages that do not utilize AMP technology may be placed lower in search results, reducing overall visibility and potential engagement with users.

In addition, non-AMP pages can result in inconsistent user experiences across various browsers, platforms, and devices. AMP, designed with mobile-first priorities, guarantees a seamless and consistent experience for users on all platforms. This uniform experience can lead to better user retention and engagement, setting AMP pages apart from non-AMP options. Furthermore, the decreased data and bandwidth usage of AMP pages are especially advantageous for users in areas with slow or limited internet connections, providing them with a smoother and more accessible online experience.

An example of a mobile phone screen displaying two search results for the same keyword, one of which has the AMP symbol next to it and loads faster.

AMP vs Non-AMP: Choosing the Right Approach

When weighing the choices between Accelerated Mobile Pages (AMP) and non-AMP traffic for your website, it is crucial to contemplate factors like your target audience, website goals, available resources, and long-term objectives in order to make a well-informed decision.

Research into the mobile web browsing habits of your target audience is crucial, as it can help you determine the importance of focusing on AMP traffic. If your target audience heavily relies on mobile devices for accessing your website, a fast and streamlined AMP version of your site could provide a more satisfactory browsing experience and lead to higher user engagement and conversions.

Another important factor to consider is your website goals and the resources you have at your disposal. If your website primarily focuses on delivering content and engaging users with your brand by offering an exceptional user experience, AMP implementation might be the right approach. AMP pages load faster on mobile devices, thus presenting a seamless browsing experience, which can, in turn, boost user engagement and lead to higher search rankings. However, it’s crucial to bear in mind that the implementation of AMP can be resource-intensive. You’ll need to invest time and effort into creating and maintaining AMP-compliant web pages, possibly requiring additional developer resources if your organization doesn’t have expertise in AMP technology.

Long-term objectives also play a significant role in the choice between AMP and non-AMP traffic. For instance, if your website focuses primarily on e-commerce and you prioritize desktop traffic for revenue generation, you might want to allocate your resources for non-AMP traffic instead. Additionally, the advent of more advanced web technologies and the gradual movement towards a more mobile-centric user audience might result in non-AMP solutions to improve website performance without having to significantly invest in AMP implementation. By anticipating future trends and balancing the benefits and costs of both approaches, you can develop a more effective strategy that aligns with your specific needs and goals.

An image of a person holding a smartphone with an arrow pointing from the phone to the sky, symbolizing how mobile devices are becoming increasingly important for internet browsing.

Throughout this article, we have laid out both AMP and non-AMP traffic’s advantages and disadvantages, giving you a better understanding of each approach’s benefits and limitations. By examining factors such as target audience, website objectives, available resources, and long-term goals, you can choose the best path for your website, whether it be implementing AMP for faster mobile experience, or maintaining non-AMP traffic for greater design flexibility and platform independence. Ultimately, the choice lies in optimizing your website’s performance to maximize user satisfaction and engagement.