With a recent rapid increase in the use of mobile devices for search – so much so that mobile searches surpassed desktop for the first time this summer – Google’s announcement of an update to mobile web on October 7 came as no surprise.

With mobile searches becoming as popular as desktop, the importance of an upgrade to performance has been realised. Slow loading times have a major impact on bounce rate, and appear to be too frequent an occurrence when it comes to mobile. Unless your meta data is that enticing that your reader doesn’t mind waiting those few extra seconds, slow loading times will result in loss of reader, meaning loss of potential conversion and revenue.

David Besbris, vice president engineering, search, wrote on the Google Blog:

Every time a webpage takes too long to load, they lose a reader – and the opportunity to earn revenue through advertising or subscriptions. That’s because advertisers on these websites have a hard time getting consumers to pay attention to their ads when the pages load so slowly that people abandon them entirely.

AMP Project

Google’s new open source Accelerated Mobile Pages Project aims to rid readers of the frustration of slow loading pages, which in turn will promote higher click through rates and increase revenue through a website’s mobile platforms. Not only will load times be significantly quicker, but the interface will be made to fully utilize mobile, regardless of device or operating system.

“We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using,” Besbris explained.

On the dedicated AMP Project website, Google confirmed that the publication process will be no different, and that through the use of standard tools, the page will simply be accelerated via caches created by Google.

With a timeline that involves a rapid growth in use of mobile, to the surpassing of desktop and now performance upgrades, mobile search looks set to become even more popular that it already is.

How important is mobile search to your digital marketing strategy? Read our previous blog on Mobile Vs Desktop – PPC Cross-Device Testing to see if you are missing out on an opportunity.   

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About the author:

Adam Stokes joined ClickThrough as a content writer in March 2015. His role involves writing industry news articles, blog posts, product descriptions, web pages, infographics and more for many of ClickThrough’s clients. Away from his desk he enjoys writing screenwriting, creating flash fiction, and eating nothing but Cadbury’s.