Accelerated Mobile Pages (AMP) Makes Website Faster

As we have already mentioned in some previous articles that Google is striving to make the web more secure and faster for mobile phones and also has included mobile-friendliness as a factor to rank websites. Google has taken this mobile friendliness to the next level. Google launched Accelerated Mobile Page (AMP) project to make the sites faster to access. Accelerated mobile page project is a unique project which helps the website owners and bloggers to optimise their websites for better and quicker mobile experience. With the help of AMP project, the sites load instantly on a mobile device.

What is AMP and how it works?

AMP (Accelerated Mobile Pages)is an open initiative project which helps the website owners to increase the speed of the site. Accelerated mobile pages project helps publishers to improve the mobile web experience for users. AMP has three essential parts:

  • AMP HTML – AMP HTML is similar to regular HTML with some restrictions in it. AMP HTML is specifically designed for mobile websites and has some extra tags and references than regular HTML. The basic usage is same, but the restrictions make it difficult to use. However, if you have a strong understanding of regular HTML, you should be able to convert your web pages easily to AMP HTML.
  • AMP JS – AMP JS is advanced JavaScript designed specifically for mobile devices. Generally speaking, its main function is to manage asynchronous loading and resource handling. There are some restrictions with AMP JS, though; Google does not allow third-party JavaScript with AMP.
  • Google AMP Cache – it is a content delivery network which fetches pages with AMP HTML, caches them, and automatically improves the performance of the page. The benefit of using AMP cache is that every document, JS file, and image loads from the same origin. The cache also provides information regarding the validation of the page.

How to AMP your site:

If you want to use AMP, you will have to maintain two versions of your site; one version (the original one) which the users typically see and the other is the AMP version of the site. The AMP version of the website needs modifications to be detected by Google. Details for changes are available on the AMP project’s official website.

It is to be noted that AMP does not support third-party JavaScript and other form elements. This means that you cannot have on-site comments and some other elements which you used to have on the original version of the site. Moreover, you might also have to rewrite the CSS template to adjust to the restrictions in AMP. There are different extensions which should be used if you want to use multimedia or custom fonts in AMP sites.

To use a custom font; a particular amp-font extension is used. This extension helps to speed up the loading of the website. Multimedia including images, GIFs and videos are loaded with special extensions which help in faster loading of the sites. To load images into an AMP site, a unique amp-img extension is to be used and for GIFs, the element amp-anim extended component is used. Videos also have custom tag amp-video which should be used to load videos. However, for YouTube videos, the tag amp-youtube is to be used.

Why use AMP?

AMP makes websites load faster which can be very beneficial for:

  • Ranking Websites – As Google has already announced that it will be using mobile-friendliness and speed as ranking factors for websites and AMP is specifically designed for the purpose of faster loading on mobile phones, it can be helpful in ranking the websites. AMP improves the loading time of websites which is used by Google as a ranking factor. This means that AMP websites have better chances to appear on the first page.
  • Increasing page views and ad views – According to a research, around 40% of the internet users do not like to wait and switch to some other page if the page takes much time to load. AMP improves the loading time of the websites and thus can be used for refraining users from switching to other websites. More people staying and reading the content of your page increases the chances of more ad views.

Ad control – AMP provides better ad control to the publishers. Ad control means that Google will provide basic functionalities to publishers such as to give publishers control over ad placing or to give support for multiple demand resources and formats.


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