“Google is not a conventional company. We do not intend to become one.”
- Larry Page
With a statement released this August, Google announced its name change to Alphabet.
Google has recently focused on innovating the mobile arena, a necessary strategy, as it was recently announced that Google Search traffic on mobile has surpassed desktop traffic worldwide.
The company also announced a strong third quarter on October 22 and Ruth Porat, chief financial officer, credited the quarterly revenue of $18.7 billion to its Youtube ads and growth in mobile searches.
An ambitious initiative Google has made to better tailor its products for mobile use is the Accelerated Mobile Pages Project.
Accelerated Mobile Pages
AMP for short, this open source project aims to speed up loading times across the entire mobile web. A competitor to Facebook’s Instant Articles, the end goal is for all AMP-optimized pages to load instantly and avoid the mobile lag. AMP is essentially a new kind of HTML code framework and Google is showing developers how to adopt it into their sites and apps.
Twitter, Adobe, BuzzFeed, The Economist and nuzzle are some of the companies already using AMP. Publishers won’t need a relationship with Google to participate and ads can still be used with AMP-optimized sites. You can try out AMP by clicking here with your mobile.
Why AMP Benefits You
Google Search, New Look
Not only will mobile pages load quicker with AMP, but people searching will see the “Top Stories” carousel, a sight enhanced by articles and images ready to be swiped through.
Google has expressed its hopes to work with other partners to build out more features and functionality with AMP and those wishing to partner can apply here.
Other Mobile Innovations
Smart-phone Optimized Ads
From their blog post, Google announced that AMP supports a comprehensive range of ad formats, networks and technologies, meaning that any sites using AMP HTML will retain their choice of ad networks and formats, so as to not detract from user experience. Google will work with publishers to ensure that AMP is not stepping on any toes.
Other helpful publications include a guide to building mobile-friendly sites as well as their introduction of App Indexing, a service that helps apps surface during a search. Check out this guide for implementing App Indexing.
Other tools to ensure your page is tailored for mobile are the Mobile-Friendly Test, a tool to test a few of your site pages as well as the Mobile Usability Report, which shows a full list of mobile-use issues with your site.
Future of Mobile
Google is providing amazing resources to help ensure your site works on mobile devices. At the very least, making sure that a site is mobile-friendly will enhance user experience – a best practice that leads to other improvements.
For example, if a mobile search query is highly correlated with mobile app listings (the “download pages” in Google Play and iOS App Stores), then your app could enjoy more visibility with mobile search results pages. It helps that Google has started treating apps as a universal search result, and returns an “App Pack” of Google Play results for certain Android searches and adds an Apps drop-down to the main navigation bar on iOS devices.
While Google does its part to close the gap between mobile and desktop search, make sure that you are tailoring your site and apps for mobile to have them easily surface in searches.