Accelerated Mobile Pages (AMP)

What are Accelerated Mobile Pages (AMP)?

Accelerated Mobile Pages (AMP) is a revolutionary HTML framework developed by Google that aims to address the problem of slow-loading web pages on mobile devices. According to recent statistics, more than 50% of all internet traffic comes from mobile devices, and this trend will continue. Unfortunately, many websites are still not optimized for mobile, which can result in a frustrating user experience that leads to high bounce rates and lost revenue.

AMP was designed to solve this issue by providing a stripped-down version of a web page that can be downloaded and viewed almost instantly on a mobile device. This is achieved by limiting the amount of JavaScript and CSS used and leveraging the many performance optimization techniques that Google has developed over the years.

In addition to faster load times, AMP offers other benefits for website owners. For example, pages built using AMP are more likely to appear at the top of Google search results, which can result in increased traffic and higher click-through rates. Additionally, AMP pages are more likely to be shared and linked to, as they offer a better user experience overall.

One of the key advantages of AMP is that it is an open-source project, which means that website owners and developers can use it for free. There are also several third-party tools and plugins available that can help simplify the process of building and maintaining AMP pages.

In summary, Accelerated Mobile Pages (AMP) is an HTML framework developed by Google to address the issue of slow-loading web pages on mobile devices. By providing a stripped-down version of a web page that is optimized for mobile, AMP enables website owners to deliver a faster and more user-friendly experience to their visitors.

When did Google announce AMP first?

Google first announced Accelerated Mobile Pages (AMP) in 2015. The project was developed in response to the growing demand for mobile-friendly web pages, as mobile devices have become the primary way people access the internet.

What are the other important dates from AMP history?

Since its announcement in 2015, the development of Accelerated Mobile Pages (AMP) has been marked by various significant milestones. In February 2016, Google integrated AMP into its mobile search results, which meant that pages built using AMP would be displayed at the top of search results pages. This move was a game-changer for website owners, who could improve their search engine visibility and attract more site traffic.

  • In September 2016, Google released AMP for ads, enabling advertisers to create faster-loading ads optimized for mobile devices. These ads were designed to align with the AMP framework’s principles, offering a better user experience than traditional mobile ads.
  • In May 2017, Google announced that it would start displaying AMP pages in its “Featured Snippets” section, the information box that appears at the top of search results pages for certain queries. This was another significant step towards making AMP a core part of the web browsing experience.
  • In February 2018, Google announced that mobile page speed would become a ranking factor in its search algorithm, and AMP was a crucial component of this update. This meant that websites that implemented AMP would be given an SEO boost, translating to greater visibility and increased traffic.
  • In May 2018, Google announced the AMP Stories format, an immersive, full-screen format for delivering news and other content on mobile devices. The format was designed to provide a more engaging user experience while leveraging the AMP framework’s speed and simplicity.
  • Also, in 2018, AMP announced their official WordPress plugin, which allowed WordPress websites to include AMP-ready pages.
  • In April 2021, Google removed AMP as an SEO criterion in favour of page loading speed and other “page experience” metrics. In search results, the Top Stories list will no longer be restricted to AMP pages, and an icon will no longer distinguish AMP pages.

Does Google drop the Accelerated Mobile Pages (AMP) project?

There is no clear indication that Google will drop the Accelerated Mobile Pages (AMP) project anytime soon. They continue to invest in it and release updates to improve the framework’s capabilities.

There may be rumours or concerns about Google dropping AMP because they have shifted their focus to another mobile-friendly initiative, the Mobile-First Indexing project. This project aims to prioritize mobile-friendly websites in search rankings but does not replace the need for fast-loading web pages, which AMP provides.

AMP has also shown significant results in improving user engagement and conversion rates, a key aspect of website success. According to Google, AMP pages have 10% higher click-through rates than non-AMP pages, and users are 35% more likely to stay on an AMP page for at least 10 seconds.

Some publishers reported that AMP pages generate less advertising revenue per page than non-AMP pages. The Wall Street Journal’s Jack Marshall said:

AMP pages rely heavily on standardized banner ad units and don’t allow publishers to sell highly-customized ad units, sponsorships or pop-up ads as they might on their own properties.