Accelerated Mobile Pages
Have you ever been tired of the everlasting webpage-loading which sometimes makes you feel helpless? Even in today’s advanced technology-savvy world, slow global internet speed is still a big issue. While some countries have made great efforts to provide top notch internet speeds, the average global speeds remain very low. All of which lead to one big problem for everyone- slow loading web pages. Mobile devices are now becoming the primary device for an individual’s internet use. Infact, a hubspot research shows that almost 33% of internet users have made smartphones as their primary device. And while improving the global internet speeds is still a work in progress, Google set out to fix the problem of slow loading pages from their end.
Have you ever wondered why some of your google results have a little lightning bolt next to them? Well today I’m here to clarify that mystery for you.
That little symbol denotes that the corresponding web page is an Accelerated Mobile Page (AMP).
Accelerated Mobile Pages (AMP)
Accelerated Mobile Pages is an open-source coding standard for developers. The main task for AMP is to be able to load websites quickly on mobile since mobile responsive could be bulky and slow because desktop resources are very heavy for devices with low internet speed.
“For many, reading on the mobile web is a slow, clunky and frustrating experience – but it doesn’t have to be that way. The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.”
For users, AMP will help to get rid of the frustration coming from waiting around for their websites to load.
For developers and publishers, it can help build lightning fast mobile websites. AMP can assist web designers in building websites without the framework, and generally, that would require a lot of resources and intense performance optimizations that a lot of people don’t have the time or money to execute.
How does AMP work?
The AMP framework uses a lighter form of other coding languages that most web designers use today to create mobile-friendly web pages. It mostly consists of 3 basic parts:
- AMP HTML: This is google’s lighter version of HTML, which eliminates a lot of the components that make web pages load slowly. It consists of some custom tags but is majorly a subset of the HTML language with restrictions.
- AMP CDN: Content Delivery Network, an optional but still helpful tool which will store a cached copy of your AMP-enabled pages on Google’s servers for an even faster page delivery.
To use AMP on your own web pages, you’ll need to build and develop new versions of web pages with AMP HTML. AMP is designed to improve user experience, so when you create a new and separate AMP versions of your webpages, you need to make sure that both desktop and mobile visitors enjoy your content. Many developers recommend using rel= “canonical” tags so Google doesn’t penalize your content because it’s been duplicated.
The AMP Project website contains a lot of resources and build tutorials which can assist you in building a webpage with AMP code.
Pros and Cons of AMP
While the push for a faster mobile web is great, AMP comes with it’s pros and cons. Here are some points you should consider before entering the world of Google Accelerated Mobile Pages.
Source – PMG
- AMP is open-source platform so it’s very cost-effective
- Using AMP pages in your website will really boost your SEO as page load speed is a big ranking factor in SERPs. Considering that AMPs is developed by Google, you can be sure that these pages will become big deciding features in terms of SEO in the future
- There are loads of opportunities available for you to customize designs and server controls.
- AMP prevents users from bloating pages with large CSS and JS frameworks
- If you’re not a technical person, AMP can be a little difficult to implement
- AMP supports only AMP JS functions which means your own third-party JS might not be supported
How Does AMP Impact SEO?
Did you know that the rank 1 result in google search results receives an average CTR (Click-Through Rate) of around 31% internationally. That number drops down to 19.5% when you get to the second rank. Hence, search rankings are very valuable to marketers.
Inbound marketing and SEO has one primary target – attracting potential customers to your website through SERP discovery. Blogs and articles which are customized with AMP HTML code that SEO personnel can use to optimize their content for search results. But as always it is with any SEO strategy, AMP won’t start giving you results immediately. Since AMP is not a direct search engine ranking signal, it will only be one of many features and signals Google looks at when determining rankings.
So, in a nutshell, what should marketers and SEOs should take away from AMP?
In one simple word – Speed. While page loading speed has always been a factor in SEO, in the coming years, page-loading speed will become a core factor impacting search rankings and when gelled together with other SEO attributes, it will definitely contribute to higher rankings for your website.