Publishers are increasingly aware that mobile page acceleration matters

Anne Freier | September 28, 2017

Mobile Advertising

Mobile pages have finally caught up, as a majority of news-related pages (78%) are now AMP-enabled. AMP stands for Accelerated Mobile Pages and was launched by Google in order to ensure a smoother mobile experience.
According to the latest Searchmetrics study – Ranking Factors for the Media Industry – around 26% of media URLs in the top 10 mobile search results are now AMP-related. This percentage is higher for organic results of publishers at 30% and jumps up to 78% when considering news integrations.
For publishers, AMPs are of particular importance as 70% of under-30 smartphone owners prefer to read the news on their mobile devices. Pages which do not load fast enough may experience a drop in traffic and ultimately revenue.
Marcus Tober, CTO and founder of Searchmetrics, explains:

“With so many people now consuming news and information round the clock on mobile devices, it’s becoming more and more important for media sites to ensure an easy online experience, allowing readers to click and scroll through content quickly. That’s why AMP – which displays a stripped-down, faster-loading version of web pages – was introduced and is now a growing presence in news and topical searches on mobile.”

The research also highlights that pages which appear in the top 20 desktop results on Google for media and news-related searches have around 30.7 links to content on other sites. That means content creators’ own sites aren’t going to suffer just because they include links to other sites. Instead, these links may add to the positive user experience.
Further, pages from online media sites ranked among the top ten desktop results on Google have an average 16% more text than those in Searchmetrics’ wider benchmark study.
In addition, high-ranking media also have a higher relevancy score (30%) according to Searchmetrics’ findings.

Overall, publishers are advised to ensure that their content is relevant to the end user. Updated content and search query relevancy are key factors in ensuring success and higher click-through rates.

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