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AMPs: What You Need to Know About Them?

So, you’ve heard about Accelerated Mobile Pages (AMP) but don’t know what it is? It’s Google’s new project to make the internet faster for mobile devices. AMP pages load nearly five times as quickly as standard web pages and are designed to give users a better browsing experience on their phones. They’re also easier for search engines like Google to crawl and index, making them more likely to appear in search results.

So, if you want your company or business website to be found by customers or potential clients who might be looking up your information on their phones, AMP could help that happen!

What is AMP?

Accelerated Mobile Pages are a new standard developed by Google. The idea behind AMP is to make the mobile browsing experience better for users. They do this by loading content faster and providing more immersive user experiences on mobile devices through AMP HTML, a stripped-down code.

It’s an open-source project that allows developers to create web pages with minimal effort and deliver rich media content like video or audio clips in one tap of a finger.

With AMP, you get:

  1. Flexibility and results: Businesses can choose how to present their content and which technology vendor to use while maintaining and improving key performance indicators.
  2. High performance and engagement: Users can enjoy a smoother, more engaging experience on desktop and mobile when using pages created by the AMP.

You have probably clicked on an AMP-built web page before, but you just don’t notice it. One thing you may have noticed was how fast the page loaded after clicking. AMP-built web pages appear in search results with a lightning bolt icon. Since AMP restricts HTML/CSS/JavaScript, mobile pages load instantaneously. Google AMP Cache automatically caches AMP pages so that they load faster on Google searches.

Core Components of AMP

AMP pages are built using three key components:


It’s HTML with a few restrictions for reliable performance. The majority of tags in AMP HTML are regular HTML tags. However, some HTML tags have been replaced with AMP-specific tags. With these custom tags called AMP HTML components, users can quickly implement common tag patterns in the most performant way possible. In addition, by using the HTML tag, search engines and other platforms can discover AMP pages.

  • AMP JavaScripts (JS)

By using AMP JS libraries, pages rendered with AMP HTML are generated quickly. The AMP JS library utilizes all the AMP’s best performance practices like font triggering and inline CSS. This ensures that resources are loaded quickly and that custom HTML tags are added to provide a high-speed page rendering.

Through AMP JS, all external resources are rendered asynchronously so that nothing on the page can stop rendering. Other performance features include sandboxing for all iframes, precalculating the layout of every element of the page before it loads resources, and disabling slow CSS selectors.

  • AMP Cache

Google AMP Cache caches AMP HTML pages. An AMP Cache is a proxy-driven content delivery network that facilitates the delivery of all valid AMP documents. In addition, the Cache automatically improves page performance by fetching and caching AMP HTML pages.

These three components work together to make it possible for pages to load quickly.

AMP and Search Visibility

You can measure the impact AMP pages have on search visibility in two ways if you build AMP pages on your site.

  • Google Search Console will notify you when your AMP pages appear in Google Discover.
  • You can use Google Discovery Ads to advertise on AMP pages if they don’t appear. You can also use Google Analytics to show how users interact with your AMP pages.

Limitations of AMP

In AMP HTML, the code has been heavily stripped down to improve speed and readability. Thus, this approach has some visual limitations, which include:

  • The images will only load when you scroll down to them
  • No JavaScript allowed. You have to use the off-the-shelf AMP library that they provide you.
  • You need to use the streamlined version of your CSS.

AMP is a new standard for building web pages. It makes browsing faster on mobile devices–a plus since more than 50% of the traffic to your site may come from those who use their phone or tablet as their primary internet-connected device. If your business is looking for an edge in today’s digital marketing landscape, it might be worth considering this option.

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