Accelerated Mobile Pages


Boost your pages load times with Accelerated Mobile Pages

Accelerated Mobile Pages What The Heck Are They?

Imagine your web page being displayed on a mobile device in its entire form and when you add AMP the web page is shown stripped to its bare essentials to lower requests when loading in turn allowing for a significantly increased loading time. In short it’s an HTML page designed to be lightweight and  re-designs your web pages to re-create really fast loading. Google was the early adopter and since many social media and news platforms have joined the accelerated mobile pages revolution — kind of in response to projects like the Facebook Instant Articles project from Facebook and Apple News and many more popping up daily. This is designed to be open source, and there are all kinds of elements of openness to the project when you list as open source.

Accelerated Mobile Pages are also known as AMP

Below is a short summary of accelerated mobile pages.

Before we get into this it might help if I give you a demo of what an AMP page looks like on your mobile device.

enter this into your browser on your mobile then type in a website to see what an AMP looks like. AMP Page demo.

Accelerated Mobile Pages and Facebook Instant Articles

I know you have been hit with the “Mobile Optimise” for better rankings and online UX before and now there is AMP, but AMP is here for the long term with more and more users taking to mobile browsing every day the future is headed towards mobile search.The AMP project focus is aimed to make people’s experience on the mobile web not only faster, but an overall smoother experience by removing the clutter from web pages to show the main focus content.

Facebook is well known for being a trend setter but being edged out by Google on Instant articles it has joined the race launching Facebook Instant Article’s to improve its UX with it’s millions strong mobile user audience hungry for information daily harnessing this new publishing solution makes sense for them to give their audience what they want.

Facebook Instant Articles is another way for publishers to create faster interactive articles for user satisfaction streamlining the most popular news on the web is a huge business and in the famous words of Ricky Bobby “if you’re not first you’re last!” Brands are scrambling to implement the new solution looking at getting the upper hand on competition. 


What does AMP do for my website?

The AMP project is an open source effort to speed up our mobile web experience. Even though many websites today are mobile-friendly, they still tend to be very sluggish, and clunky, and that’s where AMP (Accelerated Mobile Pages) comes in. 

The main benefits of having AMP on your site is that it benefits both users and your website because AMP provides a faster more streamlined experience to your content, which means it makes it easier to read your content.

Even though Google hasn’t come out to say it helps search rankings for your website yet, we are confident that it will soon be a ranking factor as AMP only helps improve a user’s experience, and makes it easier to get access to content. Also if you haven’t noticed, AMP posts appear in the carousel first above the other stories.

Will Accelerated Mobile Pages effect my Google Listings?

Currently Mobile search results the answer is YES, on desktop search listings the answer is NO. The aim of accelerated mobile pages is to provide a more lightweight mobile browsing experience and focusing on mobile search.  So let’s talk a little bit about how this might actually show up in search results. So first of all, what we know at the moment is it’s looking like it’s mobile only. It’s right there in the name, Accelerated Mobile Pages and should not impact the desktop search listings or browsing experience. ,

One noticeable change I’ve noticed is mainly news publisher’s and heavy content producer’s showing up in a carousel above the regular listings as if Google is giving them priority over other results. The carousel moves from right to left and vice versa with a swipe function either way moving through results, If you click on one of these it opens in an expended view providing more detail and is very smooth in appearance.

It is actually taking place where some paid advertising would normally be positioned for some terms not all I guess that kinks are still being worked out while the rollout is taking place. The question could be asked will there be paid AMP search results? and what placement will they take and the benefits and so on for having these over generic paid ads.

Below is a brief demo of AMP in Google search.



What makes AMP so fast?

The removal of unnecessary items, not loading images until they are near view using a streamlined version of CSS and removing some HTML tags. The pure reader satisfaction focus is increased readability without pop ups and opt ins, page loading times, and a more slimline design.

Look to the future with the potential for a built in javascript library built into some of the more popular operating systems potentially removing the need for more load times to access this making sites even faster to load. There will be a time that your content may be stored on the browser so the need to “fetch” data is made redundant, This may be some time away but it is a direction that is possible with the advancement in browsing and web use we want it fast we want it now and being able to provide that is the goal for smart marketers.

How do I add AMP to my website?

If you have a website that uses WordPress as its CMS , the easiest way to get started is by simply installing one the following plugins both are very good to use.

This plugin allows posts on your site to become both AMP pages, and compatible with Facebook Instant articles.

Google is not the only company looking to add to Instant articles see below for Facebook Instant Article’s.

For Facebook Instant Articles, you will have to first sign up your page in order to have it enabled for your posts right here.


Mobile technology and web browsers are only going to increase in advanced features so it’s important with your marketing efforts that you attract and retain consumer interest by providing amazing content that not only looks nice but loads fast for your mobile audience. Start by getting familiar with AMP and how it works across devices, I am not suggesting you change your entire website history over to accelerated mobile pages today but first take the step forward and test AMP on new blog posts to get the hang of it and then look at migrating the rest of your website to show as accelerated mobile pages and Facebook instant article’s.  Keep up to date with this project you can check out the AMP roadmap right here to see what the coming months look like for the project.

Further reading on AMP


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