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AMP

06 July 2020, Monday By M. Konwar
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AMP (Accelerated Mobile Pages) is Google’s technology that allows you to create lightweight versions of the site’s mobile pages that load quickly even at low Internet speeds.

Key Features of AMP Pages:


  • AMP technology works on all types of devices, including computers, but AMP features, such as the Breaking News carousel, are only available on Google for mobile devices.
  • AMP pages can be viewed on any device, so it’s best to have a responsive design.

The AMP format consists of three parts:


  • AMP HTML is an HTML language in which some of the tags are replaced with equivalent AMP tags, and some are prohibited for use.
  • AMP JS - the work uses its own JS library, which allows page elements to load synchronously.
  • Google AMP Cache - in the process of indexing an AMP page, the search engine caches its data and plays it back from its servers.

Why AMP technology is needed


According to We Are Social, in 2018, the number of mobile device users will increase by 4% to 5.135 billion. Smartphones are already the most popular device for Internet surfing - 53% of users prefer them. This means that developers and site owners need to make sure that resource pages load as quickly as possible.

In practice, everything will be completely different.

According to Google, the average load time of a mobile site in Europe is 9.124 seconds, which is 6 seconds more than the recommended speed.

According to an Adobe study, mobile device users can close the site they’re viewing if:

  • Content takes too long to load (47%),
  • The page contains a very large amount of content, it takes time to view it (47%),
  • Links and buttons don't work (45%),
  • Images didn't load (44%),
  • Content does not display properly on the device (34%).

On average, 35% of users in these situations switch to another device, and 20% will continue to view the site from the current device, despite all the inconveniences.

In this situation, we needed a technology that would solve the problem of long loading sites. AMP pages load almost instantly, which makes working on the Internet much more enjoyable.

Advantages and disadvantages of AMP


The main advantage of mobile pages with accelerated loading is, of course, the loading speed. According to Google, loading site pages using Google AMP speeds up by 15-85%.

In addition, Google is willing to add such pages to the search results, which has a positive effect on traffic to the site and page views.

The disadvantages of AMP include the following:

  • Data on AM pages may not be included in Yandex.Metrica and Google Analytics reports unless you add the tracking code to them manually or using plug-ins.
  • If Google shows accelerated pages of a site in a carousel, users can read them directly in the SERP, and the site loses traffic.

How to make AMP pages


The AMP project is open to all platform creators, as well as publishers and authors - everyone can create mobile pages with faster loading.

When creating AMP pages, you must adhere to the following rules:

  • AMP pages must meet HTML requirements.
  • AMP pages should offer users the same content as on the corresponding canonical pages of the site.
  • The URL of the AMP page should be understandable to users, and not be very different from the URL of the canonical page.
  • In order for pages to work correctly and be displayed in search results that support AMP functions, they must pass verification. Pages with errors are not shown in Google Search results.

A step-by-step guide for creating AMP pages with layout examples can be found on the official website of the project https://www.ampproject.org.
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