As mobile usage surges in Dubai, business owners face a crucial question: do Accelerated Mobile Pages (AMP) still hold value, or has the focus shifted entirely to Core Web Vitals (CWV)?
Initially, AMP was hailed as a game-changer for improving page load speed and user experience.
Yet, with the rising prominence of Core Web Vitals (CWV), some argue that the relevance of AMP has diminished.
This article delves into the evolution of AMP, the unique challenges faced by Dubai businesses, and the opportunities that lie ahead.
What Is AMP?
AMP (Accelerated Mobile Pages) are stripped-down versions of webpages designed to load almost instantly on mobile devices.
They were widely adopted by publishers and news sites seeking higher visibility in Google’s Top Stories carousel.
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Pros: Lightning-fast loading, improved mobile UX (initially strong SEO benefits).
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Cons: Limited design flexibility, reliance on Google’s framework, declining SEO edge.
What Are Core Web Vitals?
Core Web Vitals (CWV) are a set of user experience metrics Google now uses as ranking signals:
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LCP (Largest Contentful Paint): How quickly a page loads.
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FID (First Input Delay): How quickly a page responds to user actions.
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CLS (Cumulative Layout Shift): How stable a page looks as it loads.
For Dubai businesses, optimising CWV often has a bigger impact on rankings and conversions than AMP.
The Evolution of AMP: Has Its Relevance Changed?
AMP’s initial appeal was particularly strong among news publishers in Dubai, who sought to deliver content swiftly to mobile users.
However, as digital marketing strategies have evolved, the focus has shifted towards optimising for Core Web Vitals, which assess loading performance, interactivity, and visual stability.
Recent trends indicate that major players like Khaleej Times and Gulf News are exploring alternatives to AMP, recognising the importance of a holistic approach to mobile optimisation.
This shift highlights the need for businesses to reassess their reliance on AMP in favour of broader strategies that encompass CWV.
Local Ecosystem: The Unique Challenges of Dubai’s Digital Marketplace
Dubai’s digital marketplace is highly competitive, especially in e-commerce, media, finance, and hospitality.
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Mobile-first environment: Over 95% of UAE internet traffic comes from mobile devices.
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High-stakes sectors: DIFC and Media City businesses face regulatory and marketing pressures where every user experience counts.
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Multilingual market: English and Arabic content must both be optimised for performance.
SEO Challenges for Dubai Businesses in Relation to AMP
Even when businesses adopt AMP, execution often falters:
- Misconfigured robots.txt files can lead to visibility issues, blocking essential pages from being indexed.
- Proper canonicalisation is vital for local businesses to ensure search engines understand the preferred version of a webpage.
- Common pitfalls with hreflang implementation can confuse multilingual sites, leading to missed opportunities in Dubai’s diverse market.
For Dubai companies competing across multiple languages and locations, these mistakes can significantly undermine AMP’s intended benefits.
Who Should Still Use AMP?
While many businesses may benefit more from CWV, AMP is not entirely obsolete.
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Best fit for:
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News/media publishers pushing time-sensitive content.
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Businesses relying on Google Discover/Top Stories visibility.
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Not ideal for:
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E-commerce brands seeking flexible checkout experiences.
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Service-based businesses prioritising design, branding, or conversions.
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AMP vs. Core Web Vitals: A Quick Comparison
To help Dubai business owners decide where to focus their resources, here’s a side-by-side look at AMP versus Core Web Vitals and what each means for growth and visibility:
| Aspect | AMP (Accelerated Mobile Pages) | Core Web Vitals / Modern Optimisation |
| Speed | Very fast (stripped-down HTML) | Fast when optimised correctly |
| SEO Boost | Strong in past (Top Stories) | Current Google priority |
| Flexibility | Limited layouts & scripts | Full design & feature control |
| Business Impact | Best for publishers | Best for most Dubai businesses |
The Role of Core Web Vitals in Dubai’s SEO Strategy
Core Web Vitals are a set of metrics that measure user experience on the web. These metrics: loading performance, interactivity, and visual stability, are crucial for enhancing site ranking in the UAE context.
With Google’s focus on CWV as a ranking factor, businesses in Dubai must prioritise these metrics.
Tools like Google Search Console and PageSpeed Insights can help businesses assess their CWV performance and identify areas for improvement. Implementing strategies to enhance these metrics can lead to better user engagement and ultimately, higher conversion rates.
Opportunities for Dubai Businesses Beyond AMP
As businesses in Dubai move beyond AMP, they can explore several opportunities that promise higher ROI and visibility:
- Optimising mobile experiences tailored to local users can significantly boost engagement.
- Adopting CWV-focused strategies can enhance user interactions and drive conversions.
- Real-world examples of businesses successfully transitioning from AMP demonstrate that a broader approach can yield substantial benefits.
Practical Steps for Transitioning Away from AMP
For businesses contemplating a move away from AMP, consider the following strategies:
- Implement key strategies for improving mobile speed without relying on AMP.
- Ensure a scalable site architecture that supports growth for local businesses.
- Utilise tools like Google Search Console and Screaming Frog to monitor and maintain website performance.
Conclusion: Should Dubai Businesses Keep AMP?
For most Dubai businesses, AMP is no longer a necessity. While publishers may still find it useful, the broader shift to Core Web Vitals means companies should prioritise speed, stability, and usability without sacrificing design or conversions.
A comprehensive mobile-first optimisation strategy, rather than reliance on AMP, will yield better ROI in Dubai’s fast-paced digital market.
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Frequently Asked Questions
What are AMP pages and how do they work for businesses in Dubai?
AMP pages are lightweight versions of web pages designed to load quickly on mobile devices, enhancing user experience. For businesses in Dubai, they can improve page speed, potentially leading to higher engagement rates. However, with the current emphasis on Core Web Vitals, the dependency on AMP is being reconsidered.
Are there alternatives to AMP that Dubai businesses should consider?
Yes, Dubai businesses can consider alternatives such as responsive web design and optimising for Core Web Vitals. These approaches can provide similar benefits in terms of speed and user experience without the constraints of AMP.
How do Core Web Vitals impact SEO for local businesses in Dubai?
Core Web Vitals are critical for SEO as they directly influence user experience. For local businesses in Dubai, optimising CWV metrics can lead to improved search rankings, increased traffic, and higher conversion rates.
What common mistakes do Dubai businesses make with their AMP implementations?
Common mistakes include misconfigured robots.txt files, improper canonicalisation, and neglecting hreflang tags for multilingual sites. These issues can lead to visibility problems and hinder the effectiveness of AMP.
How can businesses measure the effectiveness of their mobile optimisation strategies?
Businesses can use tools like Google Search Console and PageSpeed Insights to monitor their mobile optimisation efforts. These tools provide insights into loading speeds, user interactions, and performance, helping businesses refine their strategies.
