How widespread are AMP results in the UK?

16. December 2016, 11:11

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.com 216.226
m.wikihow.com 123.806
www.independent.co.uk 114.513
www.mirror.co.uk 96.453
www.urbandictionary.com 79.696
www.instructables.com 70.552
amp.reddit.com 67.853
www.express.co.uk 66.306
www.dailymail.co.uk 63.363
m.ebay.com 62.511
www.telegraph.co.uk 62.239
m.ebay.co.uk 61.749
www.forbes.com 48.294
www.bbc.co.uk 48.113
www.thesun.co.uk 45.476
www.wsj.com 39.618
genius.com 39.192
amp.ft.com 35.598
amp.livescience.com 33.185
lifehacker.com 32.821
www.macmillandictionary.com 32.774
www.yahoo.com 31.720
www.washingtonpost.com 29.074
amp.ibtimes.co.uk 28.644
amp.timeinc.net 28.636
www.standard.co.uk 28.467
www.theatlantic.com 24.570
www.popsugar.com 23.545
gizmodo.com 23.396
www.musixmatch.com 22.910
amp.businessinsider.com 22.581
www.pinterest.com 21.785
www.wired.com 21.734
www.digitaltrends.com 21.624
www.dailystar.co.uk 20.930
amp.usatoday.com 19.614
www.theverge.com 19.432
www.howtogeek.com 19.149
www.latimes.com 18.576
heavy.com 18.374
www.engadget.com 17.721
mobile.reuters.com 17.378
amp.www.complex.com 17.343
www.nydailynews.com 17.334
www.avclub.com 16.939
amp.cnn.com 16.603
www.foxnews.com 16.092
www.newyorker.com 15.976
www.cbc.ca 14.802
variety.com 13.980

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