How will AMPs Impact B2B SEO?
Accelerated mobile pages (AMPs) will increase in use over 2017 as mobile friendliness continues to dominate the central focus of SEO. The immediate use for AMPs is simple, news outlets can add stories to social media and news feeds and users can open them quickly to read the article in question. As a B2B SEO agency it is important we are always looking forward, and as such we should note the impact AMPs will have on B2B markets, and how this coincides with changing user and research trends.
Is B2B SEO changing?
When talking about changes in SEO, it is easy to be bogged down in data, search fluctuations and algorithm changes but in reality this is only half of what should be considered. B2B, like any other sector, is subject to its own search trends, sales funnels and market volatility.
For example, the increase in mobile devices has changed pre-conversion funnels dramatically within B2B SEO. Across a subset of our B2B SEO accounts we have seen first interactions on mobile increase to 35%, from just 10%, while final conversions remain largely on desktop during ‘office hours’.
Compare this to ecommerce for example and we see mobile traffic increasing to about 75%, with 70% of conversions taking place on a mobile device.
Further, B2B SEO means more touch points, so mobile traffic as a starting point with one user, may well end on desktop with a second user for conversion. Within other markets, this change is not as apparent.
Where do AMPs fall into B2B SEO?
There are a number of areas for AMPs and B2B SEO to meet and improve user experience.
The most obvious of these is within blogging and news sections, paired with social campaigns or email marketing, users can access information, data and insight to a company quickly. Therefore engaging and potentially moving further along the sales funnel.
Where the most value will be sought, long term, is the use of AMPs within product or target market pages. These will capture ‘researchers’ in micro moments on trains, in taxis, or in a coffee shop in between meetings. Micro moments can be defined as pockets of time where users look for information, an immediate answer and a secondary action to take. The most common micro moment is looking for a nearby restaurant, getting directions and heading there to eat immediately.
Within B2B SEO micro moments can be defined as acting on the end of a meeting and looking for new software, carrying out additional not critical tasks on a journey home, or increasing knowledge through reading on a particular subject.
How can a B2B company take advantage of AMPs?
AMPs need to be built into a website, whereby the structure of a page exists within a search engine and cached data, and users are sent to this cached template structure and just the text itself loads.
These can be built in-line with Google Developers and an SEO agency.
Further, a B2B SEO specialist will tag and submit these pages into Google Search Console and maintain the presence within the system as well. This will ensure that all Google sees the pages as AMPs and pass the message onto users.
POLARIS is a B2B SEO Agency with 9 years experience in global B2B SEO campaigns.