How widespread are AMP results in the UK?

Johannes Beus
Johannes Beus
Johannes Beus ist Gründer und Geschäftsführer von SISTRIX.
The mobile/desktop scale is tipping towards mobile for more and more Google search markets. And the number of users who do their shopping on their mobile devices are also steadily increasing. No wonder that Google is irked by the fact that they do not have such a nicely controlled ecosystem as Facebook or Amazon. In order to change this they invented AMP, which they market as wanting to make mobile loading times faster for users. These are trimmed down HTML-pages which are delivered directly from Google's servers and they make it possible for Google to simulate something akin to their own ecosystem. Such pages look like this in the mobile SERPs:

Getting a nicely visible AMP symbol, we predominately see large news sites who deliver their content in the AMP format. For our blogpost, we took a closer look at how prevalent AMP pages are within the mobile SERPs and which domains already have a large amount of AMP results to their name. We start out with the percentage of how many of the keywords we track show at least one AMP result within the mobile search results:

When we look at the top-100 mobile results for a keyword, we already find at lest one AMP result for a whopping 82% of them. If we only consider the first search result page (top-10), we still see at least one AMP URL for more than a quarter of all keywords. Next up we have the percentage of AMP results within all mobile results:

If we look at it this way, we notice that only 4,5% of all results are shown as using the AMP format. Within the top-10, this number goes down even further to 3.7% of all URLs within the mobile top-10 on Google.co.uk being delivered as an AMP page. Lastly, in order to get a feeling for the players who are already using AMP for their pages, here we have the 50 hostnames with the largest amount of AMP pages found within the Google.co.uk mobile SERPs:

Hostname# AMP urls
amp.theguardian.com216.226
m.wikihow.com123.806
www.independent.co.uk114.513
www.mirror.co.uk96.453
www.urbandictionary.com79.696
www.instructables.com70.552
amp.reddit.com67.853
www.express.co.uk66.306
www.dailymail.co.uk63.363
m.ebay.com62.511
www.telegraph.co.uk62.239
m.ebay.co.uk61.749
www.forbes.com48.294
www.bbc.co.uk48.113
www.thesun.co.uk45.476
www.wsj.com39.618
genius.com39.192
amp.ft.com35.598
amp.livescience.com33.185
lifehacker.com32.821
www.macmillandictionary.com32.774
www.yahoo.com31.720
www.washingtonpost.com29.074
amp.ibtimes.co.uk28.644
amp.timeinc.net28.636
www.standard.co.uk28.467
www.theatlantic.com24.570
www.popsugar.com23.545
gizmodo.com23.396
www.musixmatch.com22.910
amp.businessinsider.com22.581
www.pinterest.com21.785
www.wired.com21.734
www.digitaltrends.com21.624
www.dailystar.co.uk20.930
amp.usatoday.com19.614
www.theverge.com19.432
www.howtogeek.com19.149
www.latimes.com18.576
heavy.com18.374
www.engadget.com17.721
mobile.reuters.com17.378
amp.www.complex.com17.343
www.nydailynews.com17.334
www.avclub.com16.939
amp.cnn.com16.603
www.foxnews.com16.092
www.newyorker.com15.976
www.cbc.ca14.802
variety.com13.980
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