Accelerated mobile pages (AMP)

Accelerated mobile pages (AMP) are an open-source initiative designed to improve the performance of web content and advertisements. This tool primarily ensures high page loading speed on mobile devices. With this brief guide, you’ll gain a comprehensive understanding of AMP and its usability.

AMP utilizes a three-part structure: AMP HTML, AMP JS, and AMP Cache. AMP HTML is HTML with a few restrictions that guarantee reliable performance, AMP JS is a JavaScript framework for mobile pages, and AMP Cache can be used to serve cached AMP HTML pages.

The implications of AMP extend beyond just faster-loading web pages. It directly contributes to user engagement and retention, as faster loading times can lead to lower bounce rates. In this mobile-first era, AMP is becoming a necessity, allowing businesses to provide users with a smooth, engaging online experience.

Why are accelerated mobile pages important?

AMP is important for several reasons. First, faster loading times lead to a better user experience, reducing the likelihood of users abandoning your website out of frustration. Second, this can lead to higher visibility in search engine results, as page loading speed is a factor in Google’s ranking algorithm.

Third, AMP enhances the mobile experience, which is vital given the vast majority of users accessing the web on these devices. With page loading times directly impacting bounce rates, AMP helps to retain a valuable audience. Additionally, since AMP pages consume eight times less data than traditional mobile-optimized pages, users are more likely to stay on the website longer, leading to more page views.

Lastly, AMP supports a range of ad formats, networks, and technologies. This makes it easier for advertisers and publishers to use the AMP format while having control over ad selection and performance. Hence, AMP is not just improving the user experience but also contributing to effective ad monetization.

Types of accelerated mobile pages

In the AMP ecosystem, there primarily exist three basic page formats: AMP HTML, AMP Ads, and AMP Stories. AMP HTML allows developers to build lightweight web pages. It is essentially HTML extended with custom AMP properties. The main distinct feature of AMP HTML is that custom tags replace some regular HTML tags which leads to efficient loading.

AMP Ads, on the other hand, allows advertisers to create beautifully designed ads that load as fast as the rest of the AMP page. Regardless of the content, AMP Ads ensure that ads don’t tarnish the user experience due to slow loading times.

Lastly, AMP Stories allows content creators to share information in a rich, visual format. This format is mobile-focused, allowing for swipeable slides of text, photos, and videos. It’s perfect for creating visual narratives that immerse the user in your content.

Examples of accelerated mobile pages

News websites

Major news websites, like The Washington Post and BBC, use AMP for their news articles. Knowing that readers are likely to abandon a slow-loading page, these publishers use AMP to deliver their content instantly, maximizing user engagement and retention.

eCommerce websites

Take the case of eBay. The retail giant uses AMP for various product and category pages. Given the potentially huge product catalog, without AMP, mobile users would experience significant loading times, which might lead to lost sales.

Recipe websites

Relevant in the case of websites that host recipes, where AMP allows users to swiftly toggle between different recipes, needing rapid load times to hold the interest of the visitor. An example is BBC Good Food which uses AMP frequently.

Handy tips about accelerated mobile pages

When successfully implemented, AMP can lead to increased user engagement, smoother user experience, and improved search engine rankings. To get the most out of AMP, here are some tips:

Make wise design adjustments

Remember, AMP prioritizes speed over design elements, so some of your web design frills may need to be stripped down. However, with the correct implementation, AMP can still provide a visually pleasing website.

Test your AMP pages

AMP provides a validation system to ensure your pages will work properly. Use the AMP Validator add-on or AMP’s web validator tool to ensure your pages are AMP-compliant.

Track AMP analytics

Since AMP behaves differently than standard mobile pages, monitoring AMP performance is crucial. Ensure to set up a separate Google Analytics property for your AMP pages to track their performance specifically.

Conclusion

As we’ve seen, accelerated mobile pages (AMP) can greatly improve your website’s mobile experience. In our mobile-first world, the use of AMP can significantly impact user engagement, visibility in search engines, and mobile web traffic.

There exist several types of AMP, from the basic AMP HTML to the more dynamic AMP Ads and AMP Stories, offering a range of possibilities in content delivery. Big brands, from news publications to e-commerce giants, have embraced AMP, proving its effectiveness.

Implementing AMP requires some adjustments and consistent monitoring. However, with the right approach and tools, AMP can become an invaluable asset in any web developer’s toolkit.

Frequently Asked Questions

What is the main purpose of AMP?

AMP is designed to improve the performance of web content and ads, leading to a faster, more user-friendly mobile web. It aims to reduce bounce rates associated with slow-loading pages, increase visibility in Google’s search ranking, and enhance the overall user experience.

Can AMP be used for websites not viewed on mobile?

While AMP was designed with mobile in mind, it can still be used for websites on desktops. However, seeing as mobile now accounts for over half of all internet traffic, it’s increasingly being seen as a mobile-first tool.

How does AMP affect SEO?

Google has stated that AMP itself is not a search ranking factor. However, its effect on page loading speed and mobile-friendliness can indirectly affect your website’s search rankings since these are considered by Google’s algorithm.