AMP? the hyper-fast version of websites

The frequency of use of mobile devices (mobile phones or tablets) for internet browsing has tripled since 2011, knowing that the patience of users is reduced when they tap their phone, display speed is a major issue

This is why Google validated the AMP standard ( Accelerated Mobile Pages ) in 2015 to make browsing on mobile devices faster.

What is the AMP version?

AMP is an open-source initiative implemented by Google that allows optimal visualization of the different pages of a website on any mobile device, including mobile phones. It is a technology that has the support of other major players in the Web such as Twitter, Pinterest, WordPress or Linkedin.

Its goal is to improve the user experience when accessing websites from their mobile phone or tablet by reducing the page display time to 0.2 seconds.

AMP is a so-called “open source” technology. This means that anyone can read and use their software and make changes to it in order to improve it in a collaborative way.

Thus, AMP is the perfect solution to the “mobile first” initiative, launched by the major search engines. This initiative consists of prioritizing websites designed for mobile devices, when it comes to positioning on this type of device. Mobile first having evolved to the portable index 3 years ago.

How does AMP work?

The main function of AMP is to reduce the loading time of web pages on mobile devices.

Thanks to this tool, elements such as CSS (Cascading Style Sheets) or Javascript (two forms of programming language used to build websites) are eliminated. This gives priority to images and texts, which are the essential information for users to access the content of a website. This reduces loading time because unnecessary elements for navigation are removed.

The recipe used by the AMP to improve the performance of web pages on mobile phones or tablets is mainly based on the following elements:

• AMPHTML: This is a technology based on web components whose purpose is to generate lighter HTML web pages. The use of HTML is limited to the tags allowed in the specification, some of which have their equivalent as an img tag which becomes img-amp.
• AMP JS: The platform provides the JavaScript resources needed to run AMP HTML components. In this sense, AMP limits the use of JavaScript to its libraries.
• The use of caches: the use of the project’s own CDN allows this type of server to obtain the AMP pages and verify that its implementation is correct. If so, the response is saved to serve the user in the best possible way. Validation implies that no external resources are used, since the intent is for all resources to be served from the same source via HTTP 2.0.

What are the benefits for search engines?

• Optimal loading time.

Loading time is an important factor considering that an average user will wait no more than six seconds to load a page. If the page is slow to load, there is a good chance that the user will look for the information they want on another site or a competitor.

Speeding up the loading of a website therefore increases the number of visits and improves the customer experience.

• A website that is easier to access.

Even in places where the connection to wifi or cellular data is very weak, content created with AMP can load faster than the general average for a traditional website.

• A better SEO ranking.

In addition to attracting customers, AMP represents a great advantage in terms of digital marketing and SEO. Here are the reasons:

The main reason is that websites benefiting from the AMP appear in the Google News carousel. This means that these websites appear first in the search engine.

Therefore, presenting yourself as an AMP page helps to attract more attention to your site.

• A lower bounce rate.

AMP not only allows visitors to stay longer on a website, but it also helps to reduce the bounce rate of a website (the rate of visitors who have left a web page without having visited others).
While not the most important SEO ranking factor, a low bounce rate increases the value offered by a web page.
It is therefore necessary to rely on ART when creating content on the internet, in order to be accessible on mobile phones as well as on computers.
Indeed, it is certain that websites that work with AMP today have a better ranking in search engines.

Summary of benefits

• If you get a lot of traffic from mobile searches, AMP can improve UX and help you rank higher.
• Mobile users who are stuck with a slow internet connection can interact with your website.
• Google caches all sites that use the AMP framework, which can help improve Google rankings.
• Faster load times lead to better engagement, which often leads to more revenue.

And the disadvantages?

• Because AMP uses limited CSS, HTML, and JavaScript, web designers need to create lean pages. Some features and widgets, like animations, social media “Likes,” and smart activation forms, need to go to reduce bloat.
• Google AMP supports Google Analytics, but other than that, it doesn’t support most other analytics platforms.
• There are also not many advertising options supported by Google AMP. However, with additional plugins, you can add ads options – more on that later.
• This is a problem, but if your mobile pages are already lightweight and optimized, they may not be noticeably faster using AMP, so setup could be a waste of time.

The mobile internet revolution

The use of the internet on mobile phones is now common, whether it is teenagers spending time on social networks or employees using their mobile phones for professional purposes.

Indeed, there are technologies such as WebRTC that allow you to receive calls on any device connected to the internet while keeping the same so-called “virtual” number. WebRTC therefore allows access to the corporate switchboard wherever you are, on any mobile device.

The appearance of these new technologies that facilitate communication and allow you to work outside the office, wherever you are, has made the mobile phone a real work tool. It is therefore no longer just a personal device that is used to make calls. It’s an important object to have with you wherever you go.

The mobile internet has therefore become a key issue for Google in a world where the use of mobile phones far exceeds that of computers in many sectors of activity.