What is AMP - Accelerated Mobile Pages Project?

What is AMP (Accelerated Mobile Pages)?

AMP is an open source framework developed by Google in collaboration with Twitter. Quick mobile pages create a better, faster experience on the mobile web. At its core, the framework allows you to create lightweight experiences for mobile by simplifying HTML and following streamlined CSS rules.

AMP was originally thought to be developed in response to Facebook's quick articles. However, in the past few years, it has become a powerful platform for delivering content directly from search results at a light speed. Earlier this year, Google had drawn a line in the sand with the announcement that it would insist on adding the AMP technology framework to web standards.

What is AMP?

AMP or Quick Mobile Page is an HTML page that is light and downwards. The mobile user gets a much better experience: the content is faster, more attractive and easy to read.

AMP was specially made for publishers, and publishers still make up a large part of AMP content. But more and more industries are changing specific content on their websites to AMP pages because they offer such a better user experience on the traditional slow loading web.

How does AMP work?

Google has created a fantastic Quick Start Guide for all those developers who pass through all the necessary steps. Not surprisingly, the AMP HTML specifications are very strict. There are also limitations about on-page ads. Be sure to follow these rules and then validate for publication.

Under the hood, the AMP structure has 3 main parts.

AMP HTML: Think AMP HTML as a lean version of regular HTML The AMP framework has strict rules for the HTML tags you use. Some HTML elements such as forms on AMP are not allowed to ensure fast page load. It is also important for the AMP Framework that you use the well-organized version of CSS. See the complete list of required HTML tags for the AMP framework. If you are used to creating web content using modern HTML and CSS, then none of this should be new.

AMP JS: To ensure fast page load on mobile platforms, AMP restricts the use of any JavaScript. The only exception is for AMP scripts, which are optimized keeping page load acceleration in mind. What does AMP take away with JS, it provides with the library of easy-to-implement components. You can create animations, load content dynamically, modify layout, and use AMP's huge component library. (And do not worry, GDPR is also an AMP component for compliance.)

AMP CDN: Generally known as AMP Cash, an important component of the AMP platform is its proxy-based content delivery network (CDN). The CDN receives AMP content and caches it for faster delivery. By default, the AMP CDN caches all AMP content and does not offer the option to exit. However, you can continue your AMP cache on your own CDN provider to optimize your content delivery configuration.

Why should the marketer care about AMP?

First of all, AMP will cheer your customers when they are communicating with your content on mobile devices. And that's too big.

It also helps websites become more mobile friendly, which is now especially important that Google has rolled out its mobile-first index. Remember that the main factors affecting your site's ranking are quick load time and a better mobile user experience (sound familiar?).

Although AMP pages are not officially Google ranking factors, it is something we should pay attention to. Because even though this is not a ranking factor, it still has the potential to bring your business to the top of the SERP. And again, it has the ability to give your customers a better experience.

Measuring AMP page performance

Once you start developing AMP pages, it's important to measure their performance. Unfortunately, you can not perform AMP demos using the default tracking code for Google Analytics or Adobe Omniture. A special AMP tracking code should be added to your site's code.

In the conductor searchlight, you can see which of your results are displayed as AMP on mobile search. Identifying where your AMP pages appear, can help you track your successes or shortcomings with AMP. Similarly, you can track your rivals' AMP pages according to your strategy.

So, should I use AMP for my website?

In some years after the launch of AMP, it is generally accepted that the media sites on AMP do well. Since most of the content on media sites is stable, these websites have seen significant growth in organic search traffic. In addition, Google has made it easier for publishers to make their content easier with a rich card. For eCommerce websites with content selection, which is dynamic and varies depending on the user selections (think that adding filtering, sorting, adding to cart and more dynamic user actions), how much juror can promote performance on mobile, on the outside is. All SEO and Mobile Display enthusiasts agree that there will be a well-implemented AMP website: 

• Significantly increase the amount of organic search traffic.
• Increase engagement and conversion as a result of faster, better mobile experiences.
• Reduce the load on your server because the AMP cdn caches and responds to most search results.
• Provide the opportunity to be prominently displayed in the AMP carousel for your content on mobile search results.

But what are the drawbacks of AMP?

The most common reason is that some digital web brands have decided not to implement AMP, AMP-IV is the level of effort required for your web property. It is indisputable that mobile presents an opportunity, but it also demands an important and thoughtful approach. To take advantage of the benefits of the AMP experience, your development team will need to make and maintain separate assets for the AMP.

Because AMP always caches the content without requesting to your server, so your analytics and measurement tools can not trust 100% on server requests. You will need to apply specific tracking parameters to correctly capture the CTR and engagement matrix from the AMP version of your website.

Simply put, AMP is HTML on a diet - which means that you can not get rich user experience such as mapping, rotating images and delivering more at AMP. If the parts of your website rely heavily on the rich UX, then you may want to reconsider the creation of AMP versions of those web sections.

Finally, AMP experiences are restricted by walls and design. Apart from returning to Google search results for users, it is hard to do anything from the AMP experience. This creates the risk of mobile user engagement and a potential conversion for your brand.

Can I take advantage of web-to-app experiences on my AMP websites?

Yes! AMP offers a unique opportunity on mobile for organic traffic to find and search content on your website. With Branch's Journey-to-App Smart Banners, you can extend content discovery and mobile web and app by creating customized web-to-app experiences. Here are some specific experiences that you can create on your AMP website with the branch.

• With AMP-compatible web-to-app Journey of the Branch, you can add mobile users directly to their app from AMP content without risking their engagement. An added advantage is that you will maintain complete analysis on your users' behavior without completing the cost of remodeling your website for AMP.

• To get a full-funnel view of your users' travel in app content from search results, you can include branch links behind the rich card. This will help you gain visibility in content which makes it easy for your users to perform well with organic traffic.