Accelerated Mobile Pages (AMP) are a compressed, uncluttered version of your website that renders quickly.It strips away elements from mobile pages that might cause web pages to load slowly on mobile – such as third-party scripts, and JavaScript. AMP is designed for pure readability and speed, decreasing load times and removing elements that would slow mobile pages down. AMP uses HTML and extends the code with AMP properties.

The average mobile user has an attention span smaller than that of a goldfish – which is part of the reason why today’s mobile pages must load quickly and be easy to read to succeed in the mobile space. However, the constant impediments of resource-devouring advertisements and bulky scripts can damage the overall user experience of a mobile page, which will most likely lead to people leaving your site.

Defining Accelerated Mobile Pages

Developed by Google, Accelerated Mobile Pages (AMP) could be the perfect open-source solution for many marketers and website developers. With AMP, publishers can serve up content, while banishing the unwanted weight that might cause a user to lose interest. The launch of the new AMP project is the next step in Google’s all-important goal of creating a faster, more valuable, mobile internet.

In fact, Google suggests that a page created using AMP HTML could load between 15% and 85% faster than a standard page. This move by Google towards the ultimate mobile-friendly web may be a reaction to updates like Apple News and Facebook Instant Articles. While Apple News and Facebook Instant Articles require the use of dedicated partnerships, Google’s AMP is open to anyone willing to follow a new format.

Implementing Accelerated Mobile Pages


The fact that AMP imposes new rules regarding JavaScript, HTML, and CSS to serve up content more efficiently, may make it seem quite complex. Google has taken some steps to minimize the learning curve for individuals with a desire to begin implementing Accelerated Mobile Pages – including publishing plugins for use with existing tools.

Getting started with AMP involves an understanding of its three key parts:

  1. AMP HTML: An edited and reduced version of the basic HTML language fitted with restrictions, new properties, and custom tags. While not drastically different from standard HTML, it may require the eye of someone with prior HTML knowledge.
  2. AMP JS: A JavaScript framework developed specifically for use in mobile pages which determines how, and when pages load. Alternative third-party JavaScript is not allowed within the AMP framework, so AMP JS is a necessity.
  3. AMP CDN: A network for content delivery that is not fundamental to creating AMP pages, but can be useful in some circumstances.

In order to use AMP, developers and publishers create alternate versions of pages of their site that conform to the specifications Google has published. Often, optimized pages use a separate address, such as: website.com/websitepage/amp. Fortunately, if you already use a content management platform such as WordPress, a plugin can automatically create alternate versions of pages for Google to track down.

The Benefits Behind Accelerated Mobile Pages


Increasing the speed of your mobile website should be a primary concern in any online marketing strategy. Since the introduction of the “Mobilegeddon” algorithm, mobile friendliness has emerged as a significant factor in determining search rankings. It only makes sense that Accelerated Mobile Pages – designed specifically for quick loading and excellent mobile customer experience, should receive a serious ranking boost.

Mobile users expect more from their smart devices. According to Kissmetrics, 40% of users abandon a page that takes longer than three seconds to load. The little green lightning bolt that signifies AMP page results in the Google search pages, will inform users that they can expect a lightning-fast experience; improving their chances of clicking, and staying on your page.

Slow loading times also have a negative effect on conversion rates. Research has shown that an extra second of loading time can cause a drop in conversion rates as high as 3.5%. Brands that use AMP pages could possibly achieve better conversions, and even improve publisher revenue by proving their websites load quickly, providing a seamless experience to engaged viewers.

Accelerated Mobile Pages Are Changing the Internet


Though Accelerated Mobile Pages will take some getting used to – particularly when it comes to understanding advertisement possibilities and ridding necessary pages of data hogs, they could be a great solution for publishers and developers who are looking to draw more mobile traffic to certain pages. Studies have found that impatience has the power to cost businesses huge amounts of money, and while the future is never certain, it makes sense that faster, more user-friendly mobile pages could have a positive impact on business growth and profit.

How do you feel about Accelerated Mobile Pages? Will you be using them in the future? Let us know in the comments below.

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