You may have heard in the press recently about Google AMP and even if you haven’t you will probably hear more and more about it over the course of the rest of the year. What is the Google AMP project, who benefits from it, and why should you care? In the following post that is exactly what we will look at.
What Is Google AMP?
Google AMP or Accelerated Mobile Pages is Google’s own answer to competitor’s like Facebook’s
Instant Articles and was introduced to help solve the problem of internet pages not loading quickly enough on mobile devices. The AMP Project was established after many in-depth discussions between technology companies and actual publishers to improve and update the complete ecosystem of mobile content for not just the publishers or the users but for everyone.
Despite the fact that mobile devices such as smartphones and tablets are more powerful now than they have ever been, the speed at which some content loads is not meeting the expectations. Before the introduction of Google AMP in February 2016, loading certain pages of content could take several seconds to load, which doesn’t seem too bad until you consider the fact that many users would give up and click on a different site or page. Because of the way Accelerated Mobile Pages are designed they load almost instantaneously, which is a huge step in Google’s eyes towards the mobile web improving for anyone involved.
What Are The Major Benefits Of AMPs?
Speed matters a lot when it comes to the mobile web with regards to publishers and users alike. Research conducted by Google showed that the bounce rate on pages was approximately 58% for any web pages that took around 10 seconds to load on a mobile device. As well as loading faster though, the AMP format enables publishers to more easily distribute their content everywhere much quicker, across various apps and platforms; which in turn can lead to more revenue through subscriptions and ad clicks.
How Do AMP Pages Basically Work?
Essentially AMPs are no different to ordinary HTML, apart from the fact that they only have a limited number of technical functions that are set and controlled by the open source spec. Like any other type of web page, they will load in any modern and up to date web viewing app or browser. In order to prioritise loading speed the AMP files use various architecural and technical approaches to offer users a faster web experience on their mobile devices.
How Can You Optimise Your Site For AMPs?
There is also some rewriting you will have to do to fall into line with the restrictions set for AMP. For instance CSS has to be in-line and lower than 50KB. Multimedia also has to be handled in a special way, using the custom amp-img element and a specific height and width.
Although there are still improvements that can be made and it is by far a perfect system, the results so far in its infancy seem to suggest that creating websites and pages with Google AMP in mind is the right way to go.