![]() The actual stripping down of the HTML to enable this is more complicated than it sounds. In fact, the intended speed is so fast, the goal is described as instant loading. In the most basic terms, accelerated mobile pages are like a light version of HTML: The HTML is stripped down to enable the faster load times without giving up on the brand. While a mobile-friendly website is one that renders well despite the device, an AMP website loads fast-and stays pretty. A website that is mobile friendly is not necessary a website that is compliant with the AMP project. ![]() And since this is the year that Google will introduce its mobile index, we can be sure more and more organizations will be optimizing a mobile version of their website to comply and get the SEO benefits of a mobile-friendly site.Īccelerated mobile pages, however, are something else, even though they also relate to mobile optimization. Google started rewarding such websites in 2015 with the infamous Mobilegeddon. With the rise of mobile usage, we’ve seen an increase in interest in mobile-friendly websites, meaning websites done with responsive design – the design that “responds” to the device on which a site is being viewed. Google AMP pages are not the first attempt to improve the mobile user experience. Accelerated mobile pages were designed to strip down the code to enable faster load times, so searchers wouldn’t give up and click away. However, that form of monetization leads to bloat because of the ads which slow down mobile sites and negatively impact the user experience. Publishers offering news stories make their money from ads. Initially, the AMP project targeted publishers and news sites. It is sponsored by Google, but supported by other major players as well, including Bing, Baidu, Pinterest, Twitter and LinkedIn. Then in February 2018, Google announced AMP Stories to give publishers a visually rich format in a mobile environment.Īlthough people tend to refer to Google AMP pages when talking about AMP, it’s not a Google-only project. Targeting publishers, Google announced the project in October 2015 and launched it in February 2016. It’s an open source project designed to enable mobile sites to be fast and beautiful, plus monetize well through ads. Google AMP Pages, or Accelerated Mobile PagesĪMP stands for Accelerated Mobile Pages. Most mobile sites take at least 10 seconds to load and half of us only wait 3 seconds before backing out? That’s a major problem! But let’s back up a minute: What is the AMP project, you ask? AMP is the solution to this mobile experience problem. 53 percent of visitors to a mobile site will leave after just 3 seconds.75 percent of mobile sites take 10 or more seconds to load. ![]() ![]() According to Eric Lindley, AMP Project Manager presenting during a Google video on the AMP project: And being impatient people, that means we give up before we get to what we want. Websites that load quickly in a desktop environment often take longer to load on a mobile device. When we’re searching the Internet on mobile devices, we’re usually in a hurry and expect faster load times, but the mobile experience doesn’t always deliver. Although we use these devices to visit social media sites, text our friends and keep up with our work emails, many of us also use our smartphones to search the Internet-often with mixed results. ![]() Chances are good that you are because 70 percent of the world’s population will be using smartphones by 2020. Is there a smartphone sitting next to you as you read this? Or perhaps you’re reading this on that mobile phone. ![]()
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