Google AMP – Accelerated Mobile Web Pages

As recently as April of 2014, tech journalists and bloggers wrote about how mobile web browsing was on the verge of being considered a failure. Well-made apps were dominating the market, offering the same function as a mobile website, but none of the issues. Web developers were slow to get the message about mobile optimisation and when they did, they left consumers wanting.

As such, consumers, developers and site owners came to accept some simple truths about mobile browsing;

But in 2016 mobile browsing shot past desktop browsing and shows no sign of slowing down. So, what happened?

In 2015 Google consulted with publishers, creators’ consumers and engineers and asked the simple question; how do we improve the mobile web experience? How can both customers and site developers get the most out of mobile web pages?

The solution was Google AMP. Accelerated Mobile Pages is a new open framework built entirely out of existing web frameworks. Developers won’t need to build new sites from the ground up; they can integrate AMP HTML to their existing code and see their mobile sites improve immediately.

Google AMP works by letting developers create lightweight, mobile optimised versions of existing sites.  Currently when a page loads to any device each elements size and position on the page is determined one at a time and based on each element. Videos, images, fonts or page ads all have their own code that must be determined and placed correctly.

On a desktop website this happens so quickly consumers barely notice that the page even needed time to load. But on mobile sites, it’s far more obvious that there is a delay.

AMP reduces any delay and introduces near instantaneous loading by determining the page layout in advance of placing the elements where they’re meant to go. AMP ensures resources are sized statically and prevents any extensions blocking the browser from rendering the visual elements that make the site so exciting.

When it comes to all important ads, AMP really shines. Currently most ads will load one after the other and often overwhelm other elements trying to load to your page. This can lead to problematic page abandonment when consumers run out of patience and close out of a page.

AMP places ads in fixed frames which restrict their interference in the main page. They load quickly, cleanly and give the user a better experience without sacrificing ad revenue. AMP prioritises all resource loading this way. Pictures or videos will only be loaded to a page if AMP determines they are needed, or the user is likely to try and view them quickly.

As a pleasant benefit of mobile optimisations, faster pages will put less strain on devices CPU and battery life, which will mean phone batteries lasting a little longer. Consumers appreciate the consideration of such details.

All this careful control makes page loading near instantaneous and mobile web browsing fun, easy and efficient. AMP is not designed specifically to improve a sites SEO results, but sites which are loading much faster will prove more popular and climb to the top of any searches.

As we have seen, AMP optimisation doesn’t just make a website faster on mobile phones. The knock on effect is far greater than that; Of course, consumers will like having fast, tidy mobile web pages to engage with. But they will also recognise that they have been listened to, validated and offered a solution to a daily frustration.

To find out more about how Google AMP might affect your business, contact Eazi-Apps today.