Google Accelerated Mobile Pages, or AMP, promises to deliver improved performance for websites that implement AMP’s stripped-down libraries served from Google cache. Given Google’s unique influence in establishing mobile Web standardization, and our commitment to using a Create Once, Publish Everywhere strategy for freeing content from HHS.gov and serving it to users in whichever contexts they find most useful, the HHS Digital Communications Division decided to embark on a pilot project using Google AMP.
We implemented Google AMP on two of HHS.gov content types – News and Blog – and measured for hypothesized improvement with the following Key Performance Indicators (KPIs):
- Page Load Speed, measured as Average Full Page Load Time and Average DOM Content Loaded Time
- Average Google SERP Position
- Average Google SERP Click-through Rate (CTR)
- Percentage of Users Finding the Page(s) Helpful (Yes/No)
We will be sharing the results of our pilot as well as practical considerations for Google AMP implementation.