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How Google AMP Is Changing Mobile Browsing

Speed has always been a big concern on the internet. It is an even larger concern when it comes to mobile browsing. Mobile device users are typically on the go and want their content to load immediately. Speed is paramount to their experience. Since mobile device ownership has already surpassed PC ownership, website owners have to take this metric into consideration if they want to be successful.
What can you do to keep your site up to par in terms of speed, especially on mobile devices? This is a question you should be asking yourself if you want to establish or maintain a ranking in Google’s search results. The solution may actually come from Google itself in the form of Google AMP.

What Is Google AMP?

AMP stands for Accelerated Mobile Pages. The AMP project is all about improving the speed of web pages on mobile devices. It is an architectural framework that consists of three components used to create and display websites with speed. The three components are AMP JS, AMP HTML, and the AMP Cache hosted on Google servers.
For the most part, sites are built using AMP HTML and then stored in the Google AMP cache. The cache is optional, but it definitely helps in terms of speed and has some additional benefits for marketers that are covered later.

Google-AMP-project

The Source Of The Speed

Sites built using the AMP framework are built around several restrictions. These restrictions are implemented for the sake of improving speed and to make the site accessible on all platforms. For example, most JavaScript is not allowed, with a few exceptions. This should not come as a surprise since it has been known that JavaScript slows down page loading significantly.
AMP HTML is basically just HTML without all of the extra stuff that hinders fast loading times. It is still possible to design a perfectly acceptable web page, you just have to use a stripped down version of HTML with very few tags. Some tags that are missing include:
– Video tags
– Audio tags
– Embed tags
– Form tags
They supplement some areas by adding their own unique AMP tags to the framework. There are amp-video and amp-img tags that allow AMP to deliver media only when it is required by the browser.
Yes, this will create some new difficulties for publishers, marketers, and developers. However, the end result is a leaner, faster website. Google claims that pages built using the AMP framework will load four times as fast and utilize only a fraction of the data used by pages without AMP. (http://www.wired.com/2016/02/google-will-now-favor-pages-use-fast-loading-tech/)

A Boost From The AMP Cache

Stripped down HTML is not enough to encourage marketers and website owners to start creating AMP pages. They could just use bare minimum HTML themselves and not worry about conforming to new standards. Google makes the project worthwhile by implementing the Google AMP Cache server.
The server works as a content delivery network for pages that are built using the AMP framework. It caches the pages, automatically improves their performance, and pre-renders the pages before displaying them to browsers. When combined with AMP HTML this equates to lightning-fast loading times rarely seen elsewhere.

Benefits For Marketing

Is speed “that” important? Some studies have shown that improving site speed can increase organic traffic by as much as twenty percent due to increased rankings.(http://www.retailtouchpoints.com/cross-channel-strategies/885-the-growing-need-for-speed-how-site-performance-increasingly-influences-search-rankings) Other studies have shown even higher percentages.
Google has explicitly stated that they take page speed into consideration in the ranking process. If they care about speed, then you should too.
There is an additional benefit that comes from using AMP pages in conjunction with the Google AMP Cache server. Google has changed the way they prioritize mobile search results. AMP pages will now take priority and appear at the top of the search results page on mobile devices. This change alone will have a monumental impact on mobile SEO efforts across the globe and will require marketers to begin using AMP if they want to stay on top.

Now Is The Time

While it is true that not every developer fully supports Google’s attempt at simplifying the web, there is no denying that it will become an important part of web development and marketing efforts for years to come. Now is the time to start creating AMP-optimized pages.

Brock Hamilton is a successful entrepreneur and internet marketer. To read about the latest tips and advice on boosting your income visit his site, Income.com today.

tracy collins

http://www.moneyandtechnology.com

I am a freelance writer blogger social media marketer and content marketer with twelve years of experience in writing and blogging.

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