When an analyst from Google says “we will push this aggressively next year,” two times in a keynote, you should probably pay attention.
At this year’s State of Search conference in Dallas, the organizers were fortunate enough to wrangle in Gary Illyes, a Swiss Webmaster Trends Analyst at Google.
Illyes walked on stage adorning his recently acquired black cowboy hat (and boots to match), but his heavy Swiss accent quickly removed any pretense of roughneck cowboy prowess. Luckily, his roping skills were not why hundreds stayed to see his keynote after a nearly 10 hour day full of digital marketing advice.
The main focus of Illyes’ presentation involved the importance of mobile and its future. If you rolling your eyes, I understand. We have heard about mobile nonstop over the past two or three years, culminating around Mobilegeddon earlier this year. Thankfully, that trendy phrase wasn’t not mentioned once.
The focus was about the future of search, its movement towards mobile, and the importance of speed in on mobile. Illyes mentioned that 40% of people abandon websites that take more than 3 seconds to load. With attention spans decreasing, slow mobile experiences won’t cut it. Simply having a mobile friendly site is only the beginning: you need to capture the attention you get.
Google has been developing a new project called Accelerated Mobile Pages (or AMP). The purpose of this initiative is to have a dramatically improved mobile speed performance, similar to what we have come to expect on desktop. To achieve such speed, Google is using current technologies with a new framework named AMP HTML.
The initial target of this project is media, more specifically new articles and publishers. Publishers and technology companies from Buzzfeed to The Guardian have already jumped on board with AMP HTML. With forward thinking and early implementation of this project, these companies are certainly setting themselves up for the future of online browsing which is increasingly being taken over by mobile devices.