Links to AMP content are showing up outside of search results
With several popular distribution apps now linking to Accelerated Mobile Page (AMP) content, columnist Barb Palser notes that the format is taking root outside of Google search -- likely to provide an optimal experience for mobile users.
The Accelerated Mobile Pages (AMP) standard was designed to bring the fast-loading, clean experience of native apps to the open web. With most large publishers now producing AMP versions of their content, distribution platforms and other referrers are starting to experiment with AMP as an alternative to standard outbound links and app web views.
Publishers might see this trend in their AMP referral analytics. At Relay Media, we’ve tracked an increase in non-Google referrals to the AMP content we convert for publishers — beyond the usual traffic from users sharing AMP links on social media. Here are our top non-Google referral sources over the past five months:
Google still represents about 80 percent of total AMP referral sessions to Relay Media’s platform, with another 8 percent categorized as “(direct) / (none)” in Google Analytics. Identifiable non-Google sources represent around 10 percent of total referral sessions. It’s a modest piece of the pie, but growing in number and volume.