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Mobile Speed gets better with Google’s “Testmysite” tool!


Mobiles are the next generation electronic devices that have replaced every conventional mode of things and processes. Thanks to electronic media and the pace that it is growing at. Mobiles are an epitome for making major purchase decisions or having an important meet or talking to a loved one while on-the-go. Yes, Mobiles have completely changed the way we ever communicated or purchasing the things we ever desired practically from just any corner of the world. Most big brands today have their mobile sites where people can browse the products and order it online. Millions of dollars are transacted each day for shopping online. The highly important element here is to have a good layout of the website and easy browsing features. As mobile websites are becoming more and more popular, it has become highly important to maintain the loading speed of the website. An average consumer loses interest in your web page if it takes more than 3 seconds, and the losses amount to thousands of dollars a year whether you believe it or not!

Hence, Google has been constantly and clearly updating people with the importance of having Mobile friendly website designs with its update Mobilegeddon and Mobile Testing tool on This wonderful tool from Google was originally out in the year 2014; it technically evolved over the period of next two years. Google is a widely used search engine that has been in existence for almost 30 years now. People use it just for any damn thing on earth, whether its shopping, finding info, buying, selling, watching, traveling, just anything. Hence, Google has made it upfront that it will give more importance to the sites that are mobile friendly and optimization would be a priority. According to Google, “people are five times more likely to leave a mobile site that isn’t mobile-friendly,” and “nearly half of all visitors will leave a mobile site if the pages don’t load within 3 seconds.” It is now highly important for business owners to have a site that is mobile friendly. Let us get into little details of Google Mobile Testing Tool that is being enormously used by marketers.

Google’s Mobile Testing tool is one of the best tools that marketers and brands can ever use to grab users attention. With this unique tool, brands can now know how effective their mobile site is, in reaching the audiences and how longer would they stay on site or make purchases. For checking your website, you can simply enter the URL highlighted above. Once in, you get following images. It’s a process that takes you through and analyzing the whole website:

In the above you can see that we have taken an example of Facebook. As soon as you put the site address, the tool starts processing your request and you get to see something like the below given image

Loading your site

The results that the tool gives are pretty much self-explanatory of sorts and they are even easier for analyzing. Interpretation could be self and based out of ones’ expectations. Tests are done so that some solution can be defined and some improvisation reflects the results.

testing on Standard

Google tool goes through all tests so that the results one gets could be genuinely interpreted as a unified result of the site being check on different devices.

Get my Free

After analyzing the whole site, you get the results like the above image. The result says the site’s loading time falls into fair category. You can see a check box with written words like “GET MY FREE REPORT”. Click over it and you are more likely to get report from Google in an hours’ time. The below image exactly depicts the report that is sent by Google.

Let's get your mobile site

Industry comparison

Visitors are important when it comes to brand awareness so brands should be careful that they do not lose out on valuable visitors that they are getting on their website. Google’s Mobile Testing tool show other options when you get its detailed information. It thoroughly helps brands to analyze the performance and make necessary changes.

Make your site

The Report states the areas where site needs improvement. It goes through all the things like CSS, HTML, Scripts and images. The tool gives a total evaluation of how long the site is going to take to load its images and other related content.

With the release of this tool, Google also launched new AMP testing tool. AMP stands for Accelerated Mobile Pages, this tool is available on and from within the Google Search Console. The tool works on any mobile device and it makes use of Google’s “live web-search infrastructure”. It analyzes the AMP page using actual Googlebot. You get real time results. Top things to know about Google AMP, it will give you detailed list of things that you need to know for optimizing your mobile pages.

Top things to know about Google AMP

Top things to know about Google AMP

Ecommerce Technology

Google’s AMP have revolutionized the way e-pages were ever loaded, it uses simple algorithm like that of HTML coding but an AMP HTML version. The Javascript in the coding, don’t let outside elements disturb the loading of original content of the web page. It is designed to give users top loading speed like that of instant bulb lighting. There are many benefits to AMP pages that simply follow its own set of rules and no amount of outside coding disturbs its load time.

AMPs are the next big boom after the SEO on-set. Google Accelerated Mobile pages are set to break down all hurdles for loading web pages. AMPs are targeted to avoid the loss of customers when they leave the site after long minutes of waiting for the pages to load. Mobilegeddon update from Google created much buzz declaring that the search engines will count mobile friendly pages in its searches. With the latest, Google’s AMP – it has a new standard for HTML programmers to in-built AMP HTML pages for higher web performances. So, let’s start with the basics first, what is AMP, how does one get started with it and how is it astoundingly beneficial for ecommerce brands and marketers to market their pages.

Google AMP: Explained

Google AMP is an Open Source Project designed to help web publishers create mobile-optimized pages. The pages can be loaded instantly on all the devices, Google states that web pages need to run rich content like animations, video and graphics that work with smart ads that load in an instant. Google’s blog post stated, “We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant — no matter what type of phone, tablet or mobile device you’re using.”

Google’s goal is to provide best possible mobile experience. Michael Bertini, search marketing expert at iQuanti says, “Google wants to get information to the end user as fast as possible”, “Google doesn’t want the user to have to wait to read or see something.” According to, Google’s AMP Product Manager Rudy Galfi said that median load time for AMP coded content is 0.7 seconds. The median load time for non-AMP pages stands at 22 seconds, he noted, it takes this time or makes you leave the site. AMP was officially integrated by Google on February 23, 2016 for mobile search results.

Google AMP: How it works

The latest AMP HTML framework comes as a big support system to already existing web technologies; it helps owners to crease light-weight webpages, according to Google. “AMP-HTML is simply HTML5 with a set of specifications (requirements and restrictions),” Google’s Galfi told “The optimization is powered by JavaScript, styling can be customized via CSS3, and pages are cached.”

Caching is core to AMP, Galfi said. From

“[Galfi] explained that Google AMP cache functions in a similar manner as a content delivery network (CDN), that it is free for anyone to use and that it works on ‘stale-while-revalidate’ model. This model helps make sure the content is always up to date in the cache. The process by which it works is quite simple: When a request is made, the client receives the cached version while the document is requested again from its original server to be updated in the cache.”

AMPs are “completely separate from a typical mobile site,” says Jim Robinson, founder and CEO of ClickSeed, a digital marketing and SEO agency. “Assuming your site has a desktop version, a mobile version and an AMP version, the desktop version will be the canonical (preferred version), and the mobile and AMP versions will each be annotated separately as alternates.” Site publishers can serve their own ads through AMP, “although there are restrictions on sizes and placements,” Robinson says. “Most major publishers serve ads through DoubleClick for Publishers (DFP) or OpenX, both of which are compatible with AMP.”

Google AMP: Types of Sites that can use AMP

Ordinarily, AMP is targeted on news stories from online publishers, the content that Google search users see as AMP pages in to mobile search results. AMP is also beneficial for Ecommerce organizations that use AMP results carousel and other components are well-suited too. Take for instance; eBay announced that its AMP mobile shopping experience was live. Overall, 8 million AMP based “browse nodes” are in production. Robinson added that the ability to develop AMP based product pages are most likely to create bigger commercial incentive for websites adopting to the standards.
Trevor Paulsen, product manager with Adobe Analytics states that “AMP is an incredibly important part of a balanced marketing strategy for publishers today, given the project’s close ties with search engine results and advertising impression rates,” he said further that “Adoption has been strong, given the battle for mobile ad dollars and the fact that Google prioritizes AMPs in search results. That being said, Google is interested in keeping people within their ad network, so it will be interesting to see whether ads are more successful on the mobile web or in apps.”

“As with any evolutionary change in the search engines, people need to pay attention to AMP and adjust,” adds Thomas Petty, president and digital marketing trainer with Bay Area Search Engine Academy. “Over time, it will become an influencing factor. Just as Google has been recommending mobile-responsive websites, this is another step in that direction.”

Google AMP: Why was AMP CREATED?

Usually, web surfers need rapid search results, according to Eric Enge, CEO of Digital Marketing Agency, Stone Temple Consulting. It means Google wants to give its users speed to because there is huge competition in today’s world, if they are able to give superior speed to their users for the content being searched, they will win the market share, Enge added. Google also wants its users to stay tuned on mobile pages, Google has over 5 out of the 9 most installed mobile apps even then its market share is less certain there.

Google AMP: Types of Sites that can use AMP

As Richard Gingras, Senior director of news and social products at Google rightly states that AMP won’t directly show you a massive search ranking while talking to There should be enough of Search engine ranking signals that need to meet satisfying criteria. He further stated that “Speed” matters the most when it comes to search engine ranking. According to Gingras, “If we had two articles that from a signaling perspective scored the same in all other characteristics but for speed, then yes, we will give an emphasis to the one with speed because that is what users find compelling.”

AMP has the power to influence where Google places its search results, Petty says. AMP pages get more clicks and less bounces because they are quicker to load. If Google feels that the page is of high value to users, then it gets higher placement in search results. Google keeps changing its rules to give the best results in terms of searches made. If your website takes too much time to load pages, it may lose out on lots of business. Mobiles have come to be an important aspect in everyone’s lives; most people are using Google to find anything and everything on earth. AMP acts an essential tool that would ensure better rankings and find ability on the web, says Oleg Moskalensky, President of Productive Computer systems, the company that develops IT solutions for smaller businesses. He says, Google shall punish slow loading web content in their rankings, “So even if you do everything you can to improve SEO, without AMP, you’d be potentially spinning your wheels.”

Google AMP: Potential Pitfalls

AMP is a new technology placed by Google and hence it is going to take some time before it becomes too common and people start using it. “It’s harder to implement at first, but tools, plug-ins and add-ons evolve to make it almost automatic,” he says. “Think of where SEO was a few years ago. Manually hand-coding Meta tags and other elements was the norm. Now SEO plug-ins prompt users with exactly what they should do to improve ranking, without having to know SEO.” And an AMP WordPress plug-in “does a pretty good job, and it will evolve over time” to make it simpler for everyone, Petty says.

AMP does not really have any pitfalls but understanding its limitations of the AMP is the right word. Enge states that AMPs work faster because it has restrictions on the amount of the code that you can apply on your pages. Take for example, an AMP supplied JavaScript library is very limited to what it can do. He further states that one cannot implement forms till the time they use iframes.

One hazard with AMP is when users share links to AMP content through a Google search, the links point to URL rather than taking it content developers site – this was pointed out by It could significantly give negative impact content developers site traffic, states Mike

Kisseberth, Chief Revenue Officer of Digital Content and services firm at Purch stated.

Paulsen says, AMP “creates a potential challenge on the analytics side, as it’s impossible to be 100 percent sure where a publisher’s content will be loaded from, as well as complications with visitor identification due to tight cookie restrictions”.

Google AMP: Role of IT in AMP

AMP Initiatives involves HTML code and Programming where IT department should be involved according to Moskalensky. “IT needs to work with others for content creation and planning, but the actual implementation and maintenance would need to be done by IT either within the company or by a freelance company hired to do the job.” According to Robinson, IT “will likely play a big role in adopting the AMP standard because there are some behind-the-scenes prerequisites they’ll need to help with,” he further says “For example, depending on the chosen configuration, a server admin may need to set up additional sub-domains or install secure certificates. There will likely be some coordination with any CDN vendor. Most of the work can be handled by developers from there, but there’s definitely a bit of technical work involved.”

Google AMP: Is this the Mobile future?

AMPs are yet to grip the whole mobile market. Robinson says, “AMP potentially has big implications for the mobile web, but it all depends on whether it becomes widely adopted as a standard”. He further stated that, “Not everything Google pushes for gains traction. Google pushed for adoption of Authorship markup, for example, which required publishers to implement code changes and encourage their writers to set up and connect Google+ accounts. But Authorship markup is now irrelevant and some publishers feel like they were sent on a wild goose chase.” He said AMP “may stand a better chance at becoming a widely adopted standard since it’s less proprietary than alternatives, like Facebook Instant Articles or Apple News. As a result, publishers may be more willing to develop AMPs. That combined with the resources Google has put into promoting AMP as a new mobile standard mean it should be given a serious look.”

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