Monday, 27 August 2018 09:09

Little benefit from switching to Google's AMP: claim

Little benefit from switching to Google's AMP: claim Pixabay

Only one in three online publishers has achieved an increase in traffic by switching to Google's accelerated mobile pages format, the content intelligence platform Chartbeat says, basing its conclusion on a study of 159 mostly American websites, that covered 10 unnamed countries.

While traffic on the average was increasing by the use of AMP, a format that Google has been pushing since October 2015, Chartbeat questioned whether it had any impact on revenue, the single most important factor for Web publishers in the post-print era.

As iTWire reported in 2016, there have been complaints that using AMP means that the original URL of the page in question is obscured and the chances of a reader going back to the original site are very slim.

Probably for this reason, Apple last year decided that version 11 of iOS would update its Safari browser to that AMP links would be stripped out of an URL when the story was shared.

Chartbeat's Chris Breaux and Bradley Doll wrote: "Our overarching finding is that AMP boosts traffic for publishers on average, but most publishers are not average.

"Only 1 in 3 we analysed could see clear statistical evidence of a traffic increase. Though it may be possible to optimise AMP implementation to improve monetisation, publishers seeing lower revenue on the platform will have a hard time making the case that a traffic boost will make up for it."

They found that the only positive was an increase in page-load times, but this could not be an over-arching reason to adopt AMP.

"Though the technology offers rightly lauded fast page loads, and potential opportunities in new products, with only 34% of publishers seeing a clear boost in traffic and some facing substantial monetisation challenges, implementing AMP may come at a high cost for publishers," the pair wrote.

"Those publishers facing revenue challenges might be better served by optimising their implementation set-up on AMP rather than relying on a traffic boost to solve these monetisation challenges."

The full study is here.


As part of our Lead Machine Methodology we will help you get more leads, more customers and more business. Let us help you develop your digital marketing campaign

Digital Marketing is ideal in these tough times and it can replace face to face marketing with person to person marketing via the phone conference calls and webinars

Significant opportunity pipelines can be developed and continually topped up with the help of Digital Marketing so that deals can be made and deals can be closed

- Newsletter adverts in dynamic GIF slideshow formats

- News site adverts from small to large sizes also as dynamic GIF slideshow formats

- Guest Editorial - get your message out there and put your CEO in the spotlight

- Promotional News and Content - displayed on the homepage and all pages

- Leverage our proven event promotion methodology - The Lead Machine gets you leads

Contact Andrew our digital campaign designer on 0412 390 000 or via email



Security requirements such as confidentiality, integrity and authentication have become mandatory in most industries.

Data encryption methods previously used only by military and intelligence services have become common practice in all data transfer networks across all platforms, in all industries where information is sensitive and vital (financial and government institutions, critical infrastructure, data centres, and service providers).

Get the full details on Layer-1 encryption solutions straight from PacketLight’s optical networks experts.

This white paper titled, “When 1% of the Light Equals 100% of the Information” is a must read for anyone within the fiber optics, cybersecurity or related industry sectors.

To access click Download here.


Sam Varghese

website statistics

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.



Recent Comments