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What Is Accelerated Mobile Pages Project?

Updated: Apr 6, 2018

The Accelerated Mobile Pages (AMP) Project is an open-source initiative by leading developers, publishers, websites and tech companies. The project enables the creation of websites and ads that are fast, stunning and high-performing across mobile devices.

What Is The AMP Project?

AMP is an open-source library that provides a simple way to create mobile webpages that load instantly, are visually appealing and have great user experience. AMP pages can be built on existing website builders like WordPress and are compatible across most browsers. It is the perfect solution for small businesses looking to create stunning mobile websites. Learn why small business should have a mobile first strategy.

3 Core AMP Components

1. AMP HTML is a restricted subset of HTML that includes custom elements such as AMP-specific tags. These tags make common patterns and rules easy to implement and increase the performance of your mobile webpages.

2. AMP JS Library is a javascript library that manages resource loading and gives you the custom tags in the AMP HTML. The goal is to ensure faster rendering (or loading) of webpages.

3. AMP Cache is a proxy-based content delivery network for validating AMP pages and only displays valid AMP pages to users. It fetches AMP pages, caches (or stores) them and improves page performance.

Why AMP Pages?

1. Flexibility. AMP allows businesses to customize their webpage layouts and styles to showcase their brands.

2. Functional. Publishers are able to add video and image galleries, custom forms and dynamic live blogs.

3. Tell Engaging Stories. Content publishers and bloggers will be able to tell engaging stories through images, videos and graphics to grab readers' attention.

4. E-Commerce. With new functionalities like date picker and payment methods, E-Commerce websites will be able to use AMP pages to drive sales.

5. Monetizing AMP Pages. AMP is compatible with most ad networks. Content publishers and bloggers will be able to customize ad formats and add subscription features to generate revenue.

6. Analytics. AMP is compatible with most major analytics platforms (e.g. Google Analytics). Businesses can track the reach and effectiveness of their webpages.

7. Practical. AMP has strong support across the web ecosystem. Major platforms, web services and CMS platforms are compatible with AMP. Simply modify your code or add plugins to upgrade your existing website.

8. SEO Optimized. AMP pages are discovered by search engines through the <link rel=""> HTML tag. You can choose to have a non-AMP version and an AMP version of your page with a link to the other page.

Case Studies

The Accelerated Mobile Pages Project has outline several use cases and user success stories. These web design case studies are centered around publishers (e.g. online new agencies), advertisers and e-commerce websites.

"With 387% decrease in mobile page load times, CNBC sees mobile speed and engagement gains with AMP."
"French startup, Teads has seen a 200% increase in average click-through rates from its designs video ads embedded in articles."
"Wego is the largest travel marketplace in the Middle East and Asia Pacific. Wego has achieved 10X faster in page speed with AMP."

What's Next for AMP?

Will AMP become the next big thing in mobile first design? With strong support from leading developers, publishers, website builders and tech companies (like Google), AMP is set to achieve greater penetration in 2018. With more than 1.5 billion AMP pages already published, AMP will likely become a gold standard in mobile first web design.

With increasing consumer expectations, brands need to adopt a mobile first marketing strategy and implement new technologies (like AMP) to improve their mobile customer experience. With many website builders on board, implementing AMP pages will be practical and affordable for both large and small businesses.

For more guides and tutorials to implement AMP for your website, visit the AMP Project website. If you are interested in learning more, Google has launched a series of free roadshows around the world to promote the AMP project. Sign up today!

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Accelerated Mobile Pages (AMP): A Definitive Guide