How many times have you been browsing the internet on your phone when a particularly intriguing article presents itself? You click the link, and ten seconds later the first paragraph finally loads. You go to scroll, and just as your finger touches the screen an ad pops up, which you inadvertently click. In disgust and frustration, you give up.

Twelve seconds of browsing is all it took. That’s 400% longer than the average three seconds a user is willing to wait for a site to load. And not only are you done with the site, you will be sure to avoid visiting it again in the future.

Google AMP is vastly decreasing mobile page load times, simplifying mobile page design, and protecting its users; while maintaining the creative flexibility to brand your content as you wish.

What is AMP?

AMP cannot be described better than by the name itself: Accelerated Mobile Pages. Google AMP is an open source library project for building leaner, meaner, faster loading, more engaging mobile pages for your customers.

How does it work?

3 Core Components:

AMP HTML – A restricted subset of HTML code optimised to work as efficiently as possible with AMP JS

AMP JS – A JavaScript library implementing AMP’s “best practices for performance and resource loading to ensure that the page renders quickly.”

AMP Cache, providing a two-fold service – Fetches and caches AMP pages for fast loading, which removes the need to load the page directly from the publisher and additionally, validates AMP pages. This ensures AMP pages adhere to certain guidelines and are safe for users.

Benefits for your Business

Traditional mobile site design requires large development teams with specialised skill sets. The three core components listed above are elements most web developers will already be familiar with. By simplifying the design process, AMP allows businesses to maintain the unique feel of their brand, without the need for expensive web design departments.

Google AMP will not inhibit your monetisation abilities either. There are over 70 AdTech models readily integrated into your AMP site. Like traditional pages, AMP is capable of limiting content based on subscriber vs non-subscriber status and can track engagement and ROI with over 25 analytics and viewability vendors on board with the project.

In a nutshell, AMP is striving to create a leaner model for site design without losing any of the functionality you’ve come to expect from a traditional page.

AMP pages are also widely distributed, with most of the big names you would hope for already on board like Bing, Twitter, LinkedIn, Medium, Pinterest, and more.

How Do I Start?

For businesses with existing sites on a variety of popular Content Management Systems such as SquareSpace and WordPress, it may be as simple as installing the right plug-in.

Full documentation for the AMP project can be found at the aptly named ampproject.org. Or go grab your web developer and hook them up with the AMP Playground, which lets you experiment with the AMP platform while viewing a real-time recreation of their code.

Fun fact: If you’ve been reading our blog on your mobile phone, you’ve already seen AMP in action! So go ahead and check out a few more articles while you’re here! Not just because they’re insightful and entertaining, but because they will load before you know it too!

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