When it comes to healthcare marketing, you’ve probably already got a strategy that works for you. If not, then you’ll need to consider how you can AMP up your sites for one of Google’s latest rollouts: Accelerated Mobile Pages (AMP).
Maybe you thought we were just being witty, but really, using AMP pages in your site’s architecture may be one of the best things for your digital marketing in a long time.
Face it, the world is going mobile and there’s nothing we can do about it except by preparing sites with whatever SEO nuggets Google throws to us — AMPs are one such nugget.
AMPs and Your Healthcare Marketing Future
Other interesting requirements include:
- Asynchronous scripts only
- External resources like images required to state their size
- All CSS must be inclined
If that was a little jargon-heavy, head here for a quick briefing on AMP basics.
If you’re already using Google PageSpeed Insights, then you’ll probably be delighted to know that AMPs are going to be enforcing all of Google’s past recommendations over the past few years in one swift motion. This is a good thing for the most part — it means we should stop seeing some bad mobile habits around the web like ads covering content and uncrawlable resources, etc.
So, how exactly can AMPs be used in healthcare? For starters, mobile-friendly hospital websites and related pages will rank much higher on Google than others. AMPs are as friendly as it gets with Google because they ARE Google, so joining in with this now is huge.
One of the more marketing-friendly features that AMPs provide is the ability to display pages on a “carousel,” allowing users to rotate between different pieces of content with ease. This could mean that pages optimized as AMPs will rank closer to the top of SERPs through mobile platforms. Notably, AMPs will not be accessible on desktops whatsoever, so Google won’t count them as duplicates.
AMP: Just What the Doctor Ordered?
As marketers and SEOs, we’ve all repeated the mantra “content is king” for years, but still it holds true that healthcare professionals, already short on time, have little patience for a messy digital landscape. Making sure they’ll be able to access your company’s AMPs without hassle, will ideally lead to more leads and higher conversion rates. Better yet, a WordPress plugin is available to make AMP-enable blogs a breeze.
Of course, some of the setbacks you’ll want to be aware of include:
- No browser support for IE11, meaning Windows Phone users are at a loss.
- Could be difficult to implement without being a developer.
As a testament to the viability of AMPs, many large sites such as The Verge, Washington Post, Entrepreneur, and more are already on board. For any brand, AMPs allow a concise representation of everything you need to display, without frustrating users and encouraging them to return to your site.