AMP

Accelerated Mobile Page (AMP)

What is AMP?

AMP or Accelerated Mobile Page is an open-source website publishing technology designed to improve the performance of web content and advertisements. This idea was developed by Google in 2015 to speed up the rendering process, make loading times faster. AMP is most useful for news articles and blog posts as these are typically fairly light on javascript and can feature in Google’s AMP carousel. AMP can be used for other pages but it can depend on what javascript is implemented on these pages and whether it’s supported by AMP HTML.

"The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms." (AMPProject.com)

Advantages of AMP

Fast - AMP basically eliminates the use of Javascript and eliminates the loading of images until they are in the users view. AMP also is cached via the cloud, meaning Google won't have to fetch it from a publisher's site each time a request is made
Reach - Google is favoring AMP content for its featured articles when searching on mobile devices. AMP also offer the opportunity to feature in Google’s AMP carousel (for relevant pages).
Flexibility - Publishers and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.

Disadvantages of AMP

Difficult to Implement - Though implementing AMP Project guidelines is designed to be user-friendly, conflicting information and consistent updating of the standard can make it confusing.
No Tracking - AMPs don’t work with your already-implemented tracking. They are stored and tracked differently than standard pages, even mobile-ready ones. Tracking takes special effort and resources that you may not have immediately available.
Varying Views on Mobile and Desktop - Your viewers are going to see differences if they look at the desktop version and the mobile versions of your website. This can cause some difficulties for you and them. Content can even be different from one version to the next, which is something to take notice of and be careful about.

"AMP is the perfect addition to our business, giving us a new level of impact for our e-commerce" (WOMPMobile)

Accelerated Mobile Page (AMP)

What is AMP?

Advantages of AMP

Disadvantages of AMP

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