Have you ever noticed a URL with a lightning bolt next to it, on a mobile SERP? This is the indication of what is called AMP and the abbreviation stands for Accelerated Mobile Pages. It has been developed “to significantly improve the performance of the mobile web”.

AMP is basically an HTML page. The mobile user gets an improved experience; the content becomes faster, more interesting and easier to read.

How Does AMP Work?

The notion is to increase the number of users on mobile using Google AMP. For this reason, it stores the sites using the coding system in its cache and makes the access faster when the user wants to access this site from a cell phone or any other portable device.

Google has prepared a great beginner’s guide for developers who take all the necessary steps. The HTML specifications appear to be quite strict, with a lot of limitations even regarding in-page ads. However, the framework is based on 3 main parts.

  1. AMP HTML:

You can think of it as a simpler version of normal HTML. The framework has strict rules for tags you can use. To enable fast page loading, some elements such as forms are not allowed. It also requires that developers use a modern version of CSS. View the complete list of HTML tags required for the AMP framework. If you are used to creating web content using modern HTML and CSS, none of this should be new.

  1. AMP JS:

AMP restricts the use of any Javascript to provide faster page loading on mobile platforms. The only exception is for scripts that are optimized with page load acceleration in mind. What AMP does with JS provides an easy-to-implement components’ library. By using its vast library of components, you can create animations, dynamically load content, change the layout and more.

  1. AMP CDN:

Commonly a critical component of the platform, AMP cache is a Proxy-based content delivery network. The CDN fetches AMP content and caches it for fast delivery. By default, CDN caches all current AMP content and does not provide an option to disable it. However, you can still use your own CDN provider on top of the AMP cache to customize your content delivery configurations.
Should I Use AMP for My Website?
In the few years since AMP was launched, media sites are considered to have performed well in the environment. Since most of the content on media sites is static, these websites have seen significant increases in organic search traffic. However, AMP might not be your only way to increase traffic to your website. You should also check out our article on strategies to increase traffic to your website and make sure that you provide the best user experience.
Additionally, Google has made it easy for publishers to stand out with rich cards. For e-commerce websites with highly dynamic and changing content based on user choices (filtering, sorting, adding to cart and more dynamic user actions), the jury explained how AMP can improve performance on mobile devices. All SEO and mobile performance enthusiasts will find that a well-implemented AMP website:

  • Significantly increases the volume of organic search traffic.
  • Increases engagement and conversions from faster and better mobile experiences.
  • Reduces the load on your servers as AP CDN caches and responds to most search results.
  • Provide an opportunity for your content to be prominently featured in mobile search results.

Advantages of AMP

When your mobile web page loads faster, you automatically improve your user experience and KPIs. With instant loading of AMP pages, you can continuously provide a fast web experience to your users on all devices and platforms such as Google, LinkedIn and Bing. Here are some of the advantages that AMP provides:

  • Engages Audiences
  • Maximizes Revenue
  • Maintains Flexibility and Control
  • Reduces the Complexity of Your Operations
  • Maximizes your ROI
  • Creates a Sustainable Future
  • Better User Experience
  • SEO Support

Disadvantages of AMP

Since you cannot use third-party JavaScript, you should say goodbye to analytics and tracking capabilities that allow you to deliver highly targeted advertising experiences. Not only that, with Google’s lighter JavaScript version, page elements that require data transfer cannot be used in AMP pages.

Google uses a cached version of AMP pages for users instead of accessing your Google servers; this is one of the reasons why AMP pages load so quickly. Although the cache allows your pages to load faster, you cannot track user visits through Google Analytics unless you do not configure GA and apply separate tracking codes to your AMP pages.

Obviously, creating AMP pages is a great solution if your mobile pages are experiencing high bounce rates and low visitor engagement due to low page load speed.

If you still have questions on how to manage your website, check our services for content management and contact Rangval for professional help!



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