Fire Up Your Engines - Accelerated Mobile Pages (AMP)

Tired of pages taking forever to load? Users don’t like to waste time, and publishers of content don’t like an over 50% bounce rate caused when users can’t be bothered to wait. AMP is your pole position on the starting grid.

To give your mobile pages extra speed, as good as instant, Google has launched a project for Accelerated Mobile Pages (AMP) which is an open source standard to allow publishers to make content, from news stories and blogs load up super fast on mobile devices.

Designed with users, consumer platforms, publishers and creatives in mind, there are advantages all round. Users get speed and performance; whilst publishers have the advantage of their content being shown above the fold, at the top of Google’s search engine results. People haven’t yet awakened to the benefits of AMP, however it is safe to say that there are many, including the accelerated distribution of content and the potential to up revenue through advertising and subscriptions.

So what do AMP pages look like technically? They are HTML as usual, but with a cutdown set of functions, enhanced by predefined Javascript plugins, all defined by the AMP specification to streamline technical architecture for faster loading. Benefits include caching in the cloud for more speed; and availability of AMP files for third party caching hence more speed for distribution. Google supports this process by offering free caching of AMPs in Google’s own cache. The end result is a much faster mobile web experience.

If you would like to get your mobile published content loading faster, meeting the eye quicker, serving ads speedier, Internetrix can help with your AMP.

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