What are Accelerated Mobile Pages (AMP) and Do I Need them?

What are Accelerated Mobile Pages (AMP) and Do I Need them?
December 19, 2016 David Carter

Accelerated Mobile Pages (AMP)

“The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.” – AMP Project

Most of us now access web content on a daily bases from our mobile devices. From research of our own users web statistics we were surprised to see how many sites were being accessed by mobile devices (67%). Surprising to us was that this was happening even in areas where the users seemed to be slower to transition to new technology trends. It cannot be avoided that if your content does not look good on mobile devices then you are going to lose your audience. Sure in the past it was just cosmetic or maybe minor functionality annoyances, but now even Google and other search engines are talking about ranking AMP enabled websites higher than non-AMP sites.

In a recent article on Forbes.com they stated: “Google GOOGL +0.52%’s Accelerated Mobile Pages (AMPs) are expanding to more organic search results. That statement might not mean much to you, but it’s a major step forward in how Google handles mobile online experiences. The search giant has always favored optimal mobile traffic, launching its Mobilegeddon update last year (and a follow-up this year) to reward sites that offer user-friendly mobile experiences, but the expanded rollout of AMP in search results could be even bigger.” This project isn’t exactly new. Google made the announcement in October of 2015 and the project is moving forward rather rapidly.

So what exactly happens with AMP pages on your mobile phone?

  1. Advertisements are limited or stripped away completely
  2. Javascript is removed
  3. Unnecessary elements are removed

What are the benefits of AMP?

  1. Faster loading pages
  2. Better SEO Ranking
  3. Improved fast-landing advertisements