Accelerated Mobile Pages, or popularly known by the acronym AMP, is an open-source publishing technology led by the tech mogul Google. The project bears the same name as that of the underlying mobile webpage optimization technology. AMP is meant to improve the performance of web content as well as advertisements specifically for accessing with mobile devices.
Google AMP project is joined by a number of big and reputed search, web publishing and social platforms across the world. Google AMP offers several advantages to both users and employers. Before discussing the top benefits of AMP, let’s get to know the web optimization technology a bit better.
First announced in October of 2015, AMP-optimized webpages first appeared in February of 2016. All AMP web pages are built with three core components – Cache, HTML, and JS. Each one of them is described in detail in the following section:
AMP Cache is used to serve cached AMP HTML web pages. In actual, it is a proxy-based content delivery network designed to deliver all valid AMP documents. Google AMP Cache comes equipped with an inbuilt validation system. The main purpose of the innate validation system is to ensure that the loaded page works.
While Google AMP Cache is in action, the document, all images, and all JS files load from the same origin using the HTTP 2.0, which allows for achieving maximum efficiency and hence, a faster loading.
AMP HTML is mainly HTML extended with custom AMP properties. It is a pure form of HTML albeit with some imposed restrictions to ensure consistent performance. AMP HTML components facilitate the effective implementation of common patterns of the targeted webpage.
AMP JS library guarantees faster rendering of AMP HTML pages. It makes everything coming from external resources asynchronous. This prevents page elements from blocking any other element from rendering. Simply, AMP JS library implements all of the AMP’s best performance practices.
To ensure faster rendering of any webpage, AMP JS library manages resource loading as well as provides access to custom AMP HTML tags. It can even be used to sandboxing all IFrames (Inline Frames), which is one of many performance enhancement techniques that can be used in line with Google AMP optimization.
There are several advantages that Google AMP can offer to businesses. Among all of them, here are the most important advantages brought to the table by Google AMP:
Though AMP directly doesn’t allow for improved search engine rankings, it indirectly does so by means of enhancing mobile-friendliness and load speed. AMP optimized web pages offer better load speed time, as well as are mobile-friendly to a greater extent. Hence, web pages making use of Google AMP are natural to be rewarded by search engines with higher rankings on SERPs.
The single biggest advantage of utilizing Google AMP optimized web pages is in terms of the load speed. In most cases, AMP-optimized web pages can load at least three times faster in mobile devices than un-optimized webpages.
Various studies reflect the fact that mobile users, on average, abandon links that take more than three seconds to load. Thus, businesses make use of AMP optimized web pages to minimize mobile abandonment rates. Moreover, faster load speed also enables businesses to benefit from an increased rate of conversions.
Google AMP considers the importance of tracking visitor behaviour. For modern businesses, having visitor analysis is of immense importance. It enables them to take apt actions that can boost customer engagement and increase ROI among other benefits.
For enabling publishers to track visitor behaviour, AMP web pages allow them to choose between two tags designed for fulfilling the purpose. Both of these tags allow publishers to effectively analyze visitor data, including the number of clicks, conversion rate, visitor counts and identifying between new and returning users.
Google AMP is meant to provide support for a wide assortment of advertisement formats, networks, and technologies. However, Google AMP means to cater to users with advertisements that are fast and doesn’t affect the quality of content served by the AMP optimized webpage. For businesses, such advertisements assist in increasing their influence, as well as improving ROI while not putting the reader in any kind of unease.
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