Accelerated Mobile Page or AMP

AMP Website Design, built on speed!
AMP Website Design, built on speed!

AMP = FAST!

First, accelerated mobile page or AMP, is a project from Google and Twitter designed to make fast mobile pages.

That is because, at its essence. It’s basically a stripped-down form of HTML, a diet HTML if you will.

SPEED!

Second, Google reports that AMP pages served in Google search typically load in less than one second.

Further it uses 10 times less data than the equivalent non-AMP pages.

Finally the idea is that the whole platform is designed just for pure readability, pure speed.

Things like the images don’t load until they’re scrolled into view, and the JavaScript does all that for you.

AMP is important.

Because it helps web pages load faster which potentially improves usability and convinces visitors to stay longer on your site engaging with your content. The logic is straightforward: faster load time leads to better engagement, which reduces bounce rate and improves mobile ranking.

Script Hosting

We anticipate they’re going to be at the point where the JavaScript library is built into certain operating systems. Hence, you don’t even need that either.

All of this is designed to be really heavily cached so that Google can host the pages. As in hosting your actual content right there.

So with an accelerated mobile page or AMP Google does not even need to fetch it from your server anymore.

In most Google will only serve AMP pages to mobile devices.
However, Google does not penalize users who have AMP-only pages (i.e. no additional HTML desktop version) such as the amp project itself. You can see below a little AMPicon that appears in the carousel, which means an AMP HTML page is being served.