Accelerated Mobile Pages | What You Need To Know

You might have heard the term AMP (or Accelerated Mobile Pages) a lot lately, especially with the kind of backing that the initiative is getting from the likes of Google.
What exactly is AMP though, and how might it benefit you? We’ll take a closer look at this new technology below…

What Is AMP?

Launched in October 2015, AMP (as described on the official AMP Project website) is:
“an open source initiative that embodies the vision that publishers can create mobile optimised content once and have it load instantly everywhere.”
Essentially, the aim of the project is bring mobile loads speeds right down to the point where content loads almost instantaneously.

How Do AMP Pages Work?

They work in a similar way to standard HTML pages, however the technology that can be utilised on these pages is limited, which drastically improves load speeds. This technology is determined by the open source AMP spec. Once built, content is then loaded in a specific order (top first), which means that above the fold content loads almost instantly as soon as a user requests it. Content is also cached in ‘the cloud’ which is another measure that reduces the length of time that content takes to load. Google provides a cache of AMP pages at no costs to the content producer, although other companies may also build their own cache if desired.

Who Is It For?

Any site can utilise AMP, however at the moment the main benefits seem to be for content publishers. All major UK publications appear to be using AMP already, with more to follow. Examples include:

  • BBC
  • Daily Star
  • Daily Express
  • Metro
  • OK!
  • The Financial Times
  • The Independent
  • Trinity Mirror

What Are The Benefits?

At the time of writing, publishers who decide to utilise AMP are gaining the opportunity of having their content shown at the top of the first page of Google for relevant terms, above traditional organic results:
This brings several obvious benefits, including; increased exposure and more traffic. As with any advancement in technology, being an early adopter of this means that you are also staying ahead of competition.
Aside from appearing prominently in search results, user metrics on AMP pages are also likely to be much improved. Things like bounce rate and overall user satisfaction should be positively impacted on sites that are providing content in AMP form.

Are There Any Negatives?

The main drawback of AMP is the limited level of design that is available. Part of the reason these pages load so fast is the ‘stripped-back’ nature of the code, but the lack of support for external style sheets and JavaScript has an obvious impact on the level of design that can be achieved. Interactive elements and advanced styling are things that generally have to be sacrificed when utilising AMP.
If you’re interested in AMP and wish to speak to a member of our team, give us a call on 0800 222 9300 and we’ll be happy to advise.

Written by Alex Wright

Head of Search