This post was originally posted back in 2016 – I decided to leave it live, but you can read more about whether AMP is really needed in 2020 here. A lot has changed over the years and having AMP may not be the right decision for you!
A special thank you to Carol at Fidose of Reality for being our “guinea pig” for our AMP case study and allowing us to show her data so you can see the impact AMP can have!
Update June 2020: Carol kept AMP on her website until the end of 2019 at which time we removed it because we heard that it could affect ad earnings. Upon removing AMP – her RPM and monthly earnings did increase greatly.
This is case study to give you an idea of what CAN happen if you begin using AMP on your website – this is not a guarantee it will be as successful for you due to the many variables involved.
The data here is a low level overview of one website over a very short time.
AMP Case Study Back Story
First we clearly need to see what was going on before AMP was included on the website – this way you can see the “before” and “after”. You of course will not need to do this – we just want to prove how quickly this can happen for you!
First, you should have proof that there were no AMP pages indexed on the website (we would have preferred to use the Search Console for this, but it was not hooked up prior to our installing AMP – so we are using Analytics instead).
- We visited Google Analytics > Behavior > Site Content > All Pages
- We changed the dates to November 1 – November 30, 2016 to only give us results for that time frame since we did not install AMP until December 2, 2016.
- In the SEARCH BOX we typed in /amp – this will now return any pages that had visits that had AMP appended to the end of the url.
You can see in the screenshot below that during November there were absolutely no pages for the /amp query.
Adding AMP To The Website
December 2, 2016 we implemented AMP on the website.
Once we added AMP and customized it the way we wanted to – we went into the Search Console and submitted a new sitemap so that Google can see quickly that the site had some new stuff going on.
Then we waited.
Now waiting can mean a couple of days – or a couple of weeks. It depends on your website, the coding, the traffic etc. Fidose is a fairly large site that gets a lot of traffic so we do believe that helped them get their AMP pages indexed a little quicker – actually a lot quicker.
The first day we installed AMP they were getting traffic to those pages – you can see the screen capture below for December 2, 2016 – with the /amp search query. You can see the had 14 AMP pages indexed the same day (possibly more – but 14 pages received traffic that day).
What Has Happened Since Installing AMP
Now let’s take a peak at what has happened since we implemented AMP until the date of this original post (12/8/16) – you can see below that they now have 115 AMP pages that have received traffic in just 6 days.
(In Google Search Console it shows a total of 281 AMP pages being indexed!)
Summing Up The Numbers
Improved Mobile Click Thru Rates
The click thru-rates on AMP pages are often much higher than traditional pages.
We took a couple of samples from the Search Console of AMP pages that are receiving traffic so we can compare the AMP version versus the regular version.
EXAMPLE 1: You can see for this post there was a total of 237 clicks for the dates December 2 – December 6, 2016. You can see that the AMP version received many more clicks and was shown a lot more in the search results (impressions).
EXAMPLE 2: In this example there was a total of 184 clicks for same dates. You can see that the CTR for the AMP page is 2% higher and resulted in more clicks. What is really interesting here is that the impressions (or times the page was shown in the search results) – was actually just a bit lower but they still received more clicks.
Below is a screenshot that just shows one example of a page from the website. This report is for the same dates (12/2-12/6/16) and is only pulling data from ORGANIC TRAFFIC (so we excluded referral, social and direct traffic sources) . You can see that the AMP page version is almost 40% of all the traffic for this page – while the general page shows a decrease in visit for mobile users.
We also included the device column so you can see what traffic each specific device type brings in terms of traffic. Because this website has almost a half of their overall website traffic from mobile – we knew the AMP would benefit them – and we are thrilled with the results after only 6 days!
Improved Page Speed
If there is anything you take away from this is that website visitors want a FAST experience and that is what AMP pages do. Below you can see the exact same page compared in terms of time, page size and resource requests.
The NON AMP PAGE – or the original page took almost 11 seconds — has a whopping 8.77MB of information to download and pulls in 260 requests from other websites — that is a lot to ask of a mobile visitor.
The AMP PAGE – as you can see greatly reduces this by removing a lot of the “fluff” of a website and skimming it down the basics for the fastest loading experience.
FINAL UPDATE – 1/19/17
So we wanted to do one more website update to look at the AMP results. We implemented AMP on December 2, 2017 and are going to do a review from the full month of December 2016.
Below you will see a screenshot that shows the AMP page views for the full month as well as the fact that they now have 311 AMP pages indexed.
The below screenshot is from the Search Console – we ran a comparison from December 1 – December 15th compared with December 16th – December 31st so we can see the growth. We also are showing this so you can see that the original URL (the non-AM
P page) is getting less traffic because of the AMP pages – the AMP pages are generating additional traffic. You can also see the AMP pages are doing very well in organic search results.
So I hope you found this AMP case study interesting! Clearly the results for this client were good – but results could vary!
I am often asked if “AMP is good for our website”? Here are our general thoughts!
1) If a large part of your traffic is mobile traffic – implement AMP!
2) If you do not have a lot of traffic or minimal traffic then no need to implement AMP
3) Image and video heavy websites probably do not need to bother with AMP right now.
4) If you have a lot of keywords ranking well whether your traffic is low or high, AMP might have some value.
We have implemented AMP on several websites over the last few months and we have been very happy with the results.
We will add to this post with a future edit to see how well the website continues to do!
Have you implemented AMP yet? If so, what are your thoughts?