What Are Accelerated Mobile Pages?

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Accelerated mobile pages (AMP) is an open-source modified coding language specified to load faster on mobile devices than regular HTML. Creating an AMP version of a webpage ensures that users can access content swiftly and easily, usually meaning the difference between viewing it the moment it is available or not all all.

Theoretically, you can publish your website in AMP once, and it will load on any device: mobile, tablet, desktop or laptop. However, the language is ultimately still very simplistic and primarily for the purpose of fast access while retaining an advertising network for Google, which is a way of financing free content.

In case you didn’t know, AMP-coded pages appear in a mobile search results’ horizontal scroll “Carousel,” with the AMP acronym and coding thunderbolt icon.

AMP originates from the Google-initiated AMP Project, a collective endeavor for developing web content that translate effortlessly from device to device. It focuses on the use of restrictions for reliable performance and extensions for rich content. Google’s cache servers are also essential to speed of access.

Why is AMP so Fast?

AMP operates quickly in large part due to Google’s commitment to temporarily storing all Google AMP content for free in its global network of cache servers. Publishers still run their own content from their site, but the cache servers are able to refresh the content most efficiently. Combined with the modified language for mobile use, AMP allows for mobile devices to swiftly access important high-volume content such as key sources for news and journalism.

The web content designed for large screens like laptop and desktop computers does not always load easily or completely on smartphones. It creates a lot of frustration for users who can’t access slowly loading or incomplete links and developers who have to create separate versions of duplicate pages for different devices.

Smart devices enable constant access to the web but the translation between device-specific HTML optimization performance is a source of frustration in the form of those Twitter links that don’t load, and web pages that don’t fit the container of your smartphone screen.

Searchengineland.com cites the median load time for AMP content at 0.7 seconds and 22 seconds for non-AMP. There is only so much time before your thumb begins to get chapped in the cold winter air waiting for a Twitter link to load, and a small window of social acceptability for walking while reading your screen. Loading time is the ultimate factor in a mobile user’s likelihood of accessing non-crucial information.

The Value of AMP

The development of AMP and it’s open-source approach is a way of Google being able to keep its influence over the mobile and advertising network while adapting to the massive ongoing necessity to translate content for device versatility. It is valuable to publishers for ensuring the most crucial aspects of content will not be left by the wayside simply because a mobile user
did not want to wait for a number of non-crucial elements in a website that was not sufficiently adapted. Currently, AMP is driven by its impact on sharing and access for news, journalism and other literary content.

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