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Study Shows AMP Can Lead to Increase in Organic Search Traffic

Study Shows AMP Can Lead to Increase in Organic Search Traffic

A study on the impact of accelerated mobile pages (AMP) on search performance shows a positive correlation between AMP and organic traffic.

Stone Temple and WompMobile collaborated on what they say is the first comprehensive, large-scale study of AMP.

The study examines the performance of 26 web domains and more than 9-million AMP pages.

Results of the study were determined by comparing site data 30 days before AMP implementation and 30 days after AMP implementation.

Here is a summary of key findings from the study.

A Majority of Sites Saw Organic Search Gains

Most of the sites included in the study, 22 out of 26, saw gains in organic search on mobile devices.

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Across all 26 sites in the study, AMP resulted in:

  • 27.1% increase in organic traffic
  • 33.8% increase in SERP impressions
  • 15.3% higher SERP click-through rates

E-commerce sites seemed to benefit more from AMP with a 32.1% increase in organic traffic compared to 13.7% for publisher sites.

There was also a considerably greater increase in SERP impressions for e-commerce sites (42.16%) compared to publisher sites (23.1%).

Publisher sites had slightly higher click-through rates (23.1%) compared to e-commerce sites (12.4%).

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One in Five Sites Did Not See Improvements

Roughly one in five sites did not see improvements after implement AMP.

Stone Temple attributes that to a variety of factors, including:

  • AMP can’t save a site that’s already on a downward trajectory.
  • Seasonality affects site traffic and engagement, and the study only examines 60 days of data.
  • Market conditions matter, and competitors might have been making changes at the same time.
  • Sites that already rank well are not likely to see major improvements with AMP.

For more information see the full study here.


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Matt Southern

Lead News Writer at Search Engine Journal

Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt ... [Read full bio]

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