Are you looking for the Detailed Explanation of Accelerated Mobile Pages (AMP)? What is AMP?
Accelerated Mobile Pages (AMP) is an open source project that has the purpose to improve the speed performance of websites on mobile devices.
It was launched as a joint initiative by Google and several other technology and publishing companies.
Google will be using AMP to quickly serve content on mobile devices without users having to click through to a website to view the content.
Speed is an important factor when measuring bounce rate for mobile web pages. AMP was built in collaboration with thousands of developers, publishers, websites, distribution companies, and tech companies.
For news websites that employ AMP Google may show a news carousel. For regular pages Google may show the AMP lightning bolt under the result. So besides a good mobile experience, AMP also offers extra attention in Google’s SERP.
The choice to adopt AMP for your website should seem obvious when considering these factors:
- Webpage speed is a ranking factor of Google’s mobile and desktop indexes
- A 1-second delay in web page speed can decrease conversions by as much as 7 percent (Kissmetrics)
- AMP is rumored to be a ranking factor in their mobile first index (AMP was created by Google)
Limitations of AMP
AMP HTML is designed to improve both the speed and readability of content, meaning the code used is heavily stripped-down. Thus, there are some visual limitations to this approach, which are as follows:
- No JavaScript will be allowed other than an off-the-shelf AMP library
- Images will only load when you scroll down to them (lazy load functionality)
- A streamlined version of your CSS will be required
AMP aims to support a range of ad networks, formats and technologies. The goal is to deliver ads that are fast whilst allowing the content to look good and grab the viewer’s attention. This should help advertisers to increase their influence and improve ROI on ad spend.
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