A study exploring the effects of accelerated mobile pages (AMP) on search performance indicates a positive correlation between AMP and organic traffic.
Stone Temple and WompMobile collaborated on what they claim to be the first comprehensive and large-scale evaluation of AMP.
This research analyzes the performance of 26 web domains, encompassing over 9 million AMP pages.
The study’s findings were determined by comparing website data from the 30 days prior to AMP implementation and the 30 days following it.
Key findings from the study are summarized below.
### A Majority of Sites Experienced Gains in Organic Search
Among the sites examined in the study, 22 out of 26 experienced an increase in organic search on mobile devices.
Overall, across all 26 sites, AMP led to:
– A 27.1% increase in organic traffic.
– A 33.8% rise in SERP impressions.
– A 15.3% increase in SERP click-through rates.
E-commerce sites seemed to benefit more significantly from AMP, with a 32.1% rise in organic traffic compared to 13.7% for publisher sites.
There was also a significantly greater increase in SERP impressions for e-commerce sites (42.16%) compared to publisher sites (23.1%).
Publisher sites had slightly higher click-through rates (23.1%) compared to e-commerce sites (12.4%).
### One in Five Sites Did Not Experience Improvements
Approximately one in five sites did not show improvements after implementing AMP.
Stone Temple attributes this to various factors, including:
– AMP cannot salvage a site already on a downward trend.
– Seasonality impacts site traffic and engagement, and the study reviews only 60 days of data.
– Market conditions are crucial, as competitors may have been implementing changes simultaneously.
– Sites already performing well are unlikely to witness significant improvements with AMP.
