Accelerated Mobile Pages

Part
01
of three
Part
01

Accelerated Mobile Pages (AMP) - Financial Services Companies

Accelerated Mobile Pages (AMPs) help to speed up page-delivery time to mobile users visiting a company's website, and it is best deployed by a website developer using detailed instructions provided in the AMP project website by Google. Financial services using AMPs include Bankrate, Compare the Market, Admiral Insurance, and Monetti. Below, you will find more details.

Deploying AMP Within a Company

  • The first step when deploying AMP is to analyze the journey of typical users' visiting a company's website from a mobile device and find areas where the site can be better optimized for speed.
  • The simplest way to deploy Accelerated Mobile Pages (AMP) is by using a plugin, especially if it is a Wordpress site.
  • AMP plugins can automatically generate AMP-compatible versions of the posts on the company's website. However, this is also best done by a developer as some elements may still need to be hand-coded for full functionality, and the new AMP-compatible version will still need to be hosted in a dedicated URL.
  • If the company's website isn't on Wordpress, the best way to deploy it is for the company to use a website developer (in-house or external) that has a basic understanding of HTML and coding.
  • The developers simply have to "create a static page using AMP syntax and link to it using the <link rel=amphtml> tag."
  • Google has provided a detailed tutorial that a developer can easily follow to create and deploy AMP-compatible versions of the company's existing website pages and posts.
  • For a company that has a website that is already optimized for mobile devices, no additional resources (other than a good developer) are needed.
  • The developer just needs to follow the instructions in this tutorial when creating the AMP-compatible version of the company's website content. Please note that HTTPS website is preferred to HTTP.
  • The company also needs to decide the pages or posts that they want to have AMP versions of, as AMP has some limitations.
  • AMP pages generally have fewer functionalities because elements that slow down a page are eliminated. Hence, it may not be a smart idea to deploy AMP for pages where full functionality is needed.
  • To further explain the point above, Bankrate, a consumer finance service company, has AMP versions for its blog posts teaching loan financing, but AMP is not deployed on its loan comparison tool mobile page.
  • However, there are generally only a few functionalities that can't be transferred to an AMP page so it is important that the developers ensure that website users are "able to experience the same content and complete the same actions on AMP pages as on the corresponding canonical pages, where possible."
  • It is important that the AMP URL scheme makes sense to the user and is similar to the URL of the canonical page. For example, if the canonical page is "company.com/offer", the AMP version of the same page should be hosted somewhere like "amp.company.com/offers" or "company.com/amp/giraffes", rather than an unrelated URL such as "test.com/amp".

Financial Services Using AMP

  • Bankrate is a consumer financial service company that enables users to compare loans, insurance quotes, mortgages, among other services. The company uses AMP on some of its pages, and it primarily uses it for users visiting its blog posts from a mobile device.
  • Admiral is an insurance company that specializes in car insurance. The company uses AMP in some of its pages, and it primarily uses it to target users looking for car insurance from a mobile device.
  • Monetti is a loan company that is based in Sweden and that is focused on providing easy financing. The company uses AMP primarily to speed up its mobile website so users on mobile devices can access their website faster.
  • Compare the Market is a company that allows users to compare various financial services offering such as car loans, travel loans, home insurance, among others. The company deployed AMP on its website and primarily uses it to speed up page delivery to mobile users.

Part
02
of three
Part
02

Accelerated Mobile Pages (AMP) - Discover Card

There is no evidence that Discover is currently using Google AMP technology, nor has the company used it in the past.

Research Strategy

  • Research began by inspecting Google’s official AMP page checker. Discover’s homepage and Global Network pages both do not utilize Google AMP technology. To ensure a thorough search, we also checked to see if an AMP domain existed for Discover. This only led to a 404 error page.
  • Since Discover is not currently utilizing the technology, we decided to investigate if they have used Google Accelerated Mobile Pages in the past. To start with, we checked Discover’s official press releases, news, and blog websites. None of these official sources reveal any information about Discover utilizing Google AMP in the past or present.
  • A final attempt to ensure a thorough search was made by looking at third party resources. SEM Rush is the go to tool for anything dealing with search engine marketing and ranking. The domain results for Discover.com from SEM Rush show no AMP results. The same holds true for Search Engine Land and the well-respected SEO website More Visibility.
Our conclusion is that Discover has never embraced Google AMP in the past and the current evidence shows that they are not utilizing the technology.
Part
03
of three
Part
03

Accelerated Mobile Pages (AMP) - American Express

There is no evidence that American Express is currently using Google AMP technology, nor has the company used it in the past.

Research Strategy

  • We began our research by checking with Google to see if American Express is currently utilizing AMP technology. According to Google’s official page checker, American Express’ homepage and global landing pages both do not utilize the AMP technology. A further check to see if an AMP domain is utilized also failed.
  • Seeing that American Express does not currently utilize Google AMP for their user’s mobile experience, we then began to look back to see if the company every utilized the technology. To begin, we searched press releases at PR News Wire and other locations as well as American Express’ official news and blog platforms. All of these resources came up blank for information concerning Google Accelerated Mobile pages and technology.
  • To take things one final step further, we also engaged several search engine marketing and optimization websites to see if American Express ever announced its use of Google AMP at any time in the past. SEM Rush does not contain any results to indicate that American Express has ever used Google AMP. Search Engine Land and More Visibility also yield zero results.

Our conclusion is that American Express has never embraced Google AMP in the past and the current evidence shows that they are not utilizing the technology.
Sources
Sources

From Part 01