Accelerated Mobile Pages (AMP )

Accelerate Your Website for Mobile Compatible

That’s very strange that today around 65% internet markets runs with mobile screens, but still today we are hunting for regulated or accelerated mobile pages. Adobe reported that AMP pages accounted for 7 percent of all web traffic for top publishers in the United States.

Here I would like to concern your attention to AMP technology.

Before we go ahead we need to break the term AMP what actually is it?

Accelerated Mobile Pages (AMP) is an open-source project designed to improve the performance of web content and advertisements. It’s being sponsored by Google and supported by Bing, Twitter, Pinterest, Baidu, and more. AMP is considered a competitor to Facebook’s Instant Articles. The AMP Project was announced by Google on October 7, 2015, AMP pages first appeared to web users in February 2016. The latest update in May 2017, Google reported 900,000 web domains were publishing AMP pages with more than two billion AMP pages published globally. In June 2017 Twitter started linking to AMP pages from its iOS and Android apps, The APM is working like as framework, AMP builds on your existing skill sets and frameworks to create web pages. AMP is supported by many different platforms, and it’s compatible across browsers.

How AMP Works?

The APM is working like as framework, AMP builds on your existing skill sets and frameworks to create web pages. AMP is supported by many different platforms, and it’s compatible across browsers.AMP allows only asynchronous JavaScript. AMP pages can’t include any author-written JavaScript. You need to start with this flow, Implement these key steps to get up and running with AMP:

i. Create your AMP pages
ii. Validate your AMP pages
iii. Make your content discoverable

The Components of APM –

AMP HTML – which is a standard HTML with web components? Being a subset of HTML, it puts some restrictions on the full set of tags and functionality available through HTML but it does not require the development of new rendering engines: existing user agents can render AMP HTML just like all other HTML.

AMP JavaScript – This manages resource loading. JavaScript is powerful, it can modify just about every aspect of the page, but it can also block DOM construction and delay page rendering. To keep JavaScript from delaying page rendering, AMP allows only asynchronous JavaScript. AMP pages can’t include any author-written JavaScript. Instead of using JavaScript, interactive page features are handled in custom AMP elements. The custom AMP elements may have JavaScript under the hood, but they’re carefully designed to make sure they don’t cause performance degradation.

AMP Caches – This can serve and validate AMP pages. An AMP Cache is a proxy-based content delivery network (CDN) for delivering valid AMP documents. AMP Caches are designed to:

i. Serve only valid AMP pages.
ii. Allow AMP pages to be preloaded efficiently and safely.
iii. Perform additional user-beneficial performance optimizations to content.

Accelerated Mobile Pages (AMP) is restricted to 12 different countries and they are United States, Brazil, Germany, Spain, France, United Kingdom, India, Indonesia, Italy, Mexico, Japan, Russia etc…

Why is AMP important? –

AMP has the potential to make your visitors happy, which means a lot to Google. And if you please Google, you get higher rankings, bring in more traffic, and increase revenue. And some more points are mentioned here those will indicates the Benefits of AMP.

  • Keep your audience engaged
  • Maximize your revenue
  • Maintain flexibility and control
  • Reduce complexity in your operations
  • Maximize your ROI
  • Build for a sustainable future

Few Drawbacks of AMP –

So far we saw the advantages of AMP, but it has some minor drawbacks too. AMP HTML is designed to improve both the speed and readability of content. So in order to do that the code used is heavily stripped-down. Because of that, we will miss awesome JS effects, i.e. some visual limitations.

  • No JavaScript will be allowed other than an off-the-shelf AMP library
  • Images will only load when you scroll down to them (lazy load functionality)
  • A streamlined version of your CSS will be required
  • Particularly both the users and the AMP implementation experts will face some complications.
  • Users will miss some of the jQuery or JavaScript visual effects
  • AMP implementation experts have to struggle a bit to implement AMP, but still, it’s a fun for them to take the challenge

At the node endpoint I just want to say this technology should be adaptable. If the Google, Bing, yahoo pintrest such brands is taking its advantage so why we are not interested. Here I am suggesting some more adequate data for its results please have look,

  • Brazil-based Fastcommerce’s clients are seeing a 15% lift in conversions on mobile as compared to non-AMP pages across their 2M AMP pages
  • WompMobile creates effective mobile experiences for e-commerce websites and saw a 105% increase in conversion rates and a 31% decrease in bounce rates with AMP pages.
  • Wego.com, the largest travel marketplace in the Middle East and the Asia Pacific, saw a 95% increase in partner conversion rates and a 3x increase in ad conversions after creating AMP versions of key landing pages.
  • Particularly both the users and the AMP implementation experts will face some complications.
  • AMP drives close to half the mobile traffic of French organic retailer Greenweezand from January to March 2017, they saw an 80% increase in mobile conversion rates and 66% decrease in mobile acquisition costs.

While I think, still there have the most misunderstanding between responsive and speed. As we know we need more and frequent site pages for desktop and mobile too. So here, the latest AMP technology plays the role very well. Mobile page speed accelerates must important for digital marketing perspective too. The AMP Project is committed to helping sites utilize the format’s lightning fast speeds for e-commerce..