Accelerated Mobile Pages (AMP)

What Is AMP?

Mobile devices are ruling the internet. People prefer using mobile phones to browse the internet more frequently than using a computer. And as already said, with the rise of mobile internet usage, attention span declined. Tech giants like Facebook and Apple understood this and launched Facebook Instant Articles and Apple News back in 2015 to offer mobile users quick access to news articles.

To tackle this, Google launched Accelerated Mobile Pages (AMP), an open-source project. As the name suggests, it offers accelerated pages to ensure they load on mobile devices in the blink of an eye.

Basically, AMP creates a minimalist version of your regular web page, stripping down several elements like JavaScript, CSS, HTML, Visual Media, Font loading, and more. This AMP version ensures that your pages load on mobile devices in a flash, eliminating the waiting time for the users.

Though AMP was initially launched only for news publishers, it has been widely embraced. Currently, many different types of websites use this method to deliver faster experiences on small screens.

How Does AMP Work?

There are three key components to understanding how AMP functions:

• AMP HTML: This is a specialized version of HTML that restricts certain elements and functionalities known to hinder mobile performance. AMP HTML utilizes custom web components to deliver content efficiently.
• AMP JavaScript: This component manages how resources load on an AMP page. It prioritizes critical elements for initial rendering, ensuring users see the core content quickly. Additionally, AMP JavaScript asynchronously loads non-essential elements like animations or social media plugins, preventing them from delaying the initial page load.
• AMP Caches: These are strategically located servers that pre-render and store AMP pages. When a user requests an AMP page, the cache can deliver it instantly, significantly reducing loading times. Google operates a prominent AMP Cache, but other Content Delivery Networks (CDNs) like Bing can also provide AMP caching services.

Advantages of AMP

Here’s how AMP can benefit your website and your audience:

• Enhanced User Experience: The primary advantage of AMP is undeniably the improved user experience it delivers. Faster loading times lead to increased user engagement and satisfaction. Studies have shown that AMP landing pages can load up to four times faster than standard mobile pages, keeping users glued to your content.
• Improved Search Engine Optimization (SEO): While Google doesn’t explicitly confirm AMP as a direct ranking factor, faster loading times are a crucial SEO element. AMP pages often receive preferential treatment in search results, particularly on mobile searches. This can lead to higher visibility and organic traffic for your website.
• Increased Mobile Traffic: With the ever-growing dominance of mobile browsing, optimizing for mobile is essential. AMP ensures your website delivers a smooth experience on all devices, potentially attracting more mobile users and boosting overall traffic.
• Reduced Bounce Rates: Slow loading times are a major culprit for website bounce rates – users simply abandon pages that take too long to load. With AMP pages loaded quickly, you get a speed advantage that keeps users engaged and reduces bounce rates, allowing them to explore your content more thoroughly.
• Improved Advertising Revenue: Faster loading times can lead to better ad performance. With AMP, ads load alongside the core content, maximizing their visibility and potential click-through rates.
• Simplified Mobile Development: Developing and maintaining separate mobile websites can be a significant undertaking. AMP offers a streamlined approach, allowing you to create a single AMP page that functions seamlessly across various mobile devices.

How To Set Up AMP On Your Website

The process of implementing AMP on your website can vary depending on your content management system (CMS). Here’s a general overview of the steps involved:

• Identify Compatible CMS: Many popular CMS platforms like WordPress, Wix, and Drupal offer built-in AMP plugins or extensions. These plugins simplify the AMP creation process by automating much of the technical implementation.
• Install And Configure Plugin: Once you’ve identified a compatible plugin, install and activate it on your CMS. Most plugins offer configuration options to specify which pages you want to convert to AMP formats.
• Create AMP Pages: Depending on your chosen plugin, you can have the option to automatically generate AMP versions of your existing pages. Alternatively, you might need to create web pages that manually use the AMP HTML framework. Resources like the AMP project website (https://amp.dev/documentation/) offer comprehensive guides and tutorials to help you get started.
• Validate Your AMP Pages: Once you’ve created your AMP pages, it’s crucial to validate them to ensure they adhere to AMP’s technical specifications. The AMP Project provides a validator tool (https://amp.dev/documentation/guides-and-tutorials/learn/validation-workflow/validate_amp) that identifies any errors or compatibility issues that need to be addressed.
• Test And Monitor Performance: After successful validation, test your AMP pages on various mobile devices to ensure a seamless user experience. Monitor key metrics like loading times and user engagement to gauge the effectiveness of your AMP implementation.

Monitor And Improve Your AMP Pages

Implementing AMP is not a one-time fix. Here’s how to monitor and improve your AMP pages for optimal performance:

• Utilize AMP Analytics: The AMP framework offers built-in analytics capabilities that allow you to track user behavior on your AMP pages. This data provides valuable insights into how users interact with your content and identify areas for improvement.
• Track Search Console Performance: Google Search Console is a treasure trove of information for website owners. Monitor your AMP pages in the search console to identify any crawl errors, indexing issues, or other potential problems that can hinder their performance in search results.
• Stay Updated With AMP Standards: The AMP Project is constantly evolving, with new features and functionalities being added regularly. It’s essential to stay updated with the latest AMP standards and best practices to ensure your pages remain performant and compatible.
• Review User Feedback: Pay attention to user feedback and identify any recurring issues users can encounter on your AMP pages. Continuously strive to improve the user experience by addressing these pain points.
• Test And Experiment: Don’t be afraid to experiment with different AMP configurations. A/B testing allows you to compare different versions of your AMP pages and see which ones perform better in terms of loading speed and user engagement.
• Consider AMP Cache Alternatives: While Google AMP Cache is a powerful tool, explore other Content Delivery Network (CDN) options that offer AMP caching services. This can help diversify your reliance and potentially improve performance in specific geographic regions.

Conclusion

You know our attention span has dipped with the evolution of mobile devices. People these days are habitual to reels and tweets and do not pay enough attention to long-form content. In this kind of scenario, AMP offers a mobile web lifeline. It’s like putting your content on a bullet train and presenting it to the users before they even think about hitting the back button. So, if your web pages still lag behind on mobile devices, embrace the AMP revolution and give your audience a speedy and delightful experience. Your audience and SEO will thank you.