LinkedIn articles establish you as an expert in your field and increase awareness of your brand. Reader engagement is fundamental to get your message out so you can expand your network of contacts and customer base, but article readers tend to be fickle and have short attention spans. That’s why you should consider making the switch to AMP pages.
What Is AMP?
AMP stands for Accelerated Mobile Pages, which were first introduced by Google in 2016. They use stripped down code to produce pages that load more quickly than traditional websites. People searching for online content recognize AMP articles by the lightning bolt icon that appears in Google results.
One analysis from January, 2016 – before AMP was fully rolled out – demonstrated that AMP articles load almost 15 percent faster on the first viewing and 72 percent faster on the second viewing. The speed improvement resulted in a higher score in Google’s website testing tool. This would seem to show that the AMP code has a direct effect on user experience and makes web pages more Google-friendly.
Are Users Drawn to AMP Articles?
Most people reading your LinkedIn posts on mobile devices are doing so while in transit or otherwise distracted from everyday commitments. Analysts have discovered that slow load times lead to high bounce rates, meaning users just don’t wait for the article to appear on their device. A 2015 study found a mere one second difference in load time resulted in a 27 percent improvement in conversion.
As users begin to recognize the lightning bolt symbol, it’s likely they will gravitate towards those pages as they search for interesting online content. Additionally, if you post frequently, a user may stick with your commentary across several articles if the load time on each is minimal. Unless your expertise and perspective is particularly compelling, you risk losing readers to your competitors without the extra speed.
Does AMP Improve SEO?
AMP is not explicitly a Google ranking factor. That means the fact that your articles are built using AMP code alone will not make them appear higher in Google search results. However, the number of clicks and impressions your articles receives does affect SEO, and AMP should improve these statistics.
Should You Make the Switch?
Although AMP is a new trend in online publishing, another commentator notes that it’s not the only way to strip down webpage code to speed up load time and attract regular users. However, as more websites switch to AMP, there may be increased pressure on everyday publishers to join the bandwagon.
Specifically, if other platforms where content is shared, such as Twitter and Facebook, transition to AMP articles, those publishers who fail to use it will fall behind. Facebook is set up to allow quick article reads, and if your article does not load fast, readers will simply move on. Facebook constantly changes its algorithm to provide a customized user experience and may integrate AMP as a preference factor.
It’s a good bet you’re not publishing articles on LinkedIn just to practice your writing skills. You want your words to be read and for followers to contact you about your business. In order to remove any barriers to building your brand, it might be smart to use the tools made available to you by Google to attract readership and establish your reputation.