Google AMP is a technology that allows web pages to load much faster on mobile devices. Even if I call it Google AMP it's not Google's exclusive merit. This time the giant of Silicon Valley has had numerous collaborators worldwide. AMP stands for Accelerated Mobile Pages Project, and it is an open source initiative.
It is clear, more and more users access the Internet from their smartphones. In fact, it is very likely that you are reading this post from your mobile. That's why the developers have launched themselves to the race to guarantee the best user experience on mobile phones and tablets. New features and improvements arise every day and marketers must be very attentive to make the most of them.
Web pages are increasingly optimized to be loaded in the fastest possible way on our computers. Nobody likes having to wait for a web to open. Being honest, most of us leave if 3 seconds have passed and the page is yet to open. But what about mobile phones?
Google AMP is the answer to the problems of speed in mobile
In 2017, it was not possible for the pages to continue taking a lot of time to load from mobile devices. As it could not be less, Google has been the first to think about it and try to solve it. For that began the Accelerated Mobile Pages project.
And it not only affects the loading speed. Always thinking about usability and ensuring the best possible user experience, AMP technology also eliminates all those elements that can be annoying for users who browse from their mobile devices. Many times, when we design a web for mobile, we just adapt the elements we already had in the computer version to be seen on a smartphone.
How Google AMP works
As everything (or almost everything) that the giant of Silicon Valley does is a sure success, many companies have wanted to join this initiative and have developed AMP code in their pages. Some of the top app development companies have already joined the project. Many important social networks of the moment, as well as content managers, are already using it.
Google is marking the AMP pages as it did long ago with the label that indicated that a page was "mobile friendly" or adapted to mobile. Once this technology is generalized and included by most websites, the tag will disappear. The same has happened with the "mobile-friendly" label. Now Google considers that most websites are already, so it does not need to indicate it. Simply if a page is not adapted, it penalizes it so that it does not appear in the first search results. Although they have not said anything about it, knowing the search engine, it will still happen when the AMP technology is extended.
This technology helps a lot to improve web usability. One of the things Google values most is that users can navigate without problems for your page. This technology provides this excellently.
How to make a web AMP
Now, making an AMP page is more complex and requires technical knowledge to do it well. Google has already prepared a page of guidelines on its webmaster help site where it explains the basis for developing an AMP website.
Why Google AMP is such good news for your website
Greater speed, better usability, better SEO, better experience, less abandonment are parts of the reason why Google AMP is necessary. In short, it is clear that they are all advantages. Mobile devices have become very important in recent years, and everything points to the fact that they will continue to grow at an ever more gigantic pace. Turning our backs on mobiles is a mistake that those of us who are dedicated to online marketing can never commit.
Accelerating web pages
Google AMP’s objective is to create the necessary technological base to make web pages in mobile device browsers load very quickly, taking into account both the technical component and the needs of publishers and creators of contents.
To get an idea of the support with which AMP starts, important publishers such as BBC , The Economist, El Paris, Financial Times , The Guardian, The New York Times, TIME, The Wall Street Journal or The Washington Post are committed to this initiative. From a technological point of view companies like Google, LinkedIn, Pinterest, Twitter or WordPress have manifested their commitment to AMP. Note the presence of WordPress; the most used CMS of the Internet has expressed support for AMP. As expected, there is already a plugin to be able to use AMP in WordPress.
The following are key aspects of this initiative, both for publishers and developers:
The key ideas
Two key ideas define AMP:
• Web pages developed according to AMP can be viewed in all current browsers. That is, they use the current technologies and do not need anything else in the navigators.
• The goal of achieving very small load times is based on applying restrictions on the creation of web pages.
These are some of the restrictions imposed by AMP concerning the way in which web pages are usually created:
• Forms input elements ('input', 'textarea', 'checkbox', etc.) are not allowed.
• The only CSS styles that are allowed must be in a label on the page header ('head' element) and must not exceed 50 KB.
• AMP defines the components that must be used through new HTML tags . For example: 'amp-img' replaces the standard 'img' tag. Other new labels are created. For example, 'amp-youtube' allows you to insert a YouTube video.
The editors and their business
AMP, since its inception, wants to keep in mind that those who publish information often live on it. Perhaps this is the least developed part of AMP, but one of the most attractive for publishers. To make AMP take into account the business side of those who create and publish content, two aspects have been taken into account:
AMP allows the insertion of advertisements through the 'amp-ad' tag and supports the majority of companies that provide ads (AdSense, Doubleclick, etc.).
AMP will include access to content pages through subscription, that is, access to content may be restricted to users who have previously paid for it. This part of AMP is pending development through collaboration with the publishing companies.